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GBS and Soft Life Ski announce partnership to boost racial diversity on the slopes

GB Snowsport are delighted to announce a new partnership with Soft Life Ski, Europe’s leading Afro-Caribbean snowsport and music festival.

Building on commitments set out in GB Snowsport’s Diversity and Inclusion Action Plan and recommendations made by the Snowsport Diversity and Inclusion Advisory Group, the partnership between GB Snowsport and Soft Life Ski will see Britain’s high performance snowsport National Governing Body lend support to the team behind Soft Life Ski both here in the UK and at SLS 2025, which will be held in the iconic resort of Laax, Switzerland, from 30 March to 4 April this year.

Born from a desire to introduce Black and ethnic minority communities to the magic of the slopes, Soft Life Ski has created an unforgettable, culture-rich winter experience. Soft Life Ski brings people together to try new experiences and build lasting connections through music. Their mission goes beyond skiing and snowboarding focusing on building communities and creating new opportunities for people of different backgrounds to experience adventure in some of the world’s greatest snowsport environments.

Soft Life Ski’s journey has seen the event grow from small beginnings in 2023 to an established highlight on the Afro-Caribbean diaspora entertainment calendar, selling out their 2025 festival in Laax, Switzerland in 7 minutes, with a reputation for delivering extraordinary musical experiences in settings central to GB Snowsport’s training and competition environments.

Commenting on the partnership, GB Snowsport Chief Executive, Vicky Gosling, said:

“Since we were first introduced to Soft Life Ski, we’ve been bowled over by their successes in introducing new and diverse communities to the sports that we are so passionate about.

“Making a difference and helping to open up skiing and snowboarding to more diverse communities is something that we’re really passionate about, and the opportunity to partner with and support Soft Life Ski is something we really value. The team at SLS are building something incredible, and we are really honoured to be able to support them on that journey.”

SLS Co-Founder, Edmund Antwi, said:

“It’s an incredible honor to have GB Snowsports partner with Soft Life Ski. Their belief in our mission and their support for our work is truly inspiring.” 

“We’re excited about this partnership and look forward to seeing it blossom into something that will have a significant impact on promoting inclusivity and diversity on the slopes, both in the UK and internationally. “

To find out more about Soft Life Ski, visit www.softlifeski.com or their Instagram page. For additional inquiries, please contact them at contact@softlifeski.com.