What the snowsports industry taught me about leadership

By Dan Charlish, Founder and CEO of Snow Camp

In October 2024, I found myself standing in an auditorium at The London Snow Show feeling slightly confused. Earlier that day, I had been asked to ‘pop over quickly’ to meet someone, which is a pretty common request at a show full of the UK snowsports community, many of whom kindly support our charity. No name was given, but I thought nothing of it – I will happily meet anyone if there is a chance they might be interested in supporting our work with young people. However, as I stood waiting, something felt off; the room was gradually filling up, our Snow Camp logo appeared on the screen and people were looking over in a way that suggested something was about to happen.

A few moments later an announcement was made, and I found myself up on stage receiving the Pery Medal for my work with Snow Camp over the last 20+ years. The medal, I was told, was first introduced by the Ski Club of Great Britain in the 1920s, and has been awarded to individuals who have made an outstanding contribution to British snowsports ever since. Many previous recipients have been Olympians, pioneers and influential figures within the industry, so it felt very odd seeing my name added to the list.

Looking across the room, I noticed Lara, our MD at Snow Camp, watching the stage with a knowing smile, and it became clear that quite a few people were fully aware of the surprise, except of course, for me.

As Jenny Jones stepped forward to speak about why the awards committee had made their choice, the moment quickly became more meaningful. Jenny listed some of the achievements of our charity over the years and what struck me most was that it reflected the efforts and impact of an entire team and a community of supporters involved with ensuring Snow Camp succeeded; supporters that had backed us for many years, staff that had dedicated their careers to achieving the vision.

It took me back to where it all started. Twenty years ago, south London, a youth project, some young people and one simple idea; could the power of snowsports help transform the lives of young people who would otherwise never have the opportunity to experience it?

Skiing and snowboarding can be genuinely life-changing; they build confidence, resilience and independence in ways that are difficult to replicate elsewhere. For many young people growing up in underserved communities, however, the mountains might as well exist in another world or dimension, and that’s really what we set out to change back then.

What began in 2003 with 13 young people and some volunteer youth workers in a minibus heading from Stockwell to Les 2 Alpes in France, has grown into a national programme supporting thousands of young people through a journey that combines snowsports with life skills, mental wellbeing and career pathways into the snowsports industry and beyond.

The snowsports industry has played a remarkable role in making all this possible. Our wonderful patrons and ambassadors – Jenny Jones, Chemmy Alcott, Ed Leigh, Graham Bell, Tim Warwood and Frank Gardner freely give their time and considerable energy to host our events and promote our work. Our partners across the snowsports industry donate essential clothing and kit; support our fundraising events, offer our young people vocational opportunities and work experience, proudly promote us as their charity partner and provide employment opportunities to young people who simply needed someone to believe in them. Alpine hotels, tour operators, snowsports retail partners, indoor snowsport venues, media partners and PR companies – all doing their bit to make it possible for young people to have these opportunities.

Leadership is rarely about standing at the front, but rather about creating the right conditions to motivate a community of people to willingly get involved and support the vision…

That moment reinforced an important lesson about leadership that the snowsports world has taught me over the past two decades. Leadership is rarely about standing at the front, but rather about creating the right conditions to motivate a community of people to willingly get involved and support the vision – and in doing so to feel they have played their part, been valued and made a difference.

In the early days of building a charity, like any organisation, you’re often juggling everything at once, there are a lot of spinning plates. However, the real leadership starts when you seek to find people better than you in every role, whose expertise strengthens the whole team, making the organisation more capable, balanced and ultimately built to last.

Snow Camp’s leadership team now includes five staff who have been with the charity for over a decade. In the charity sector, that level of continuity is rare and for me, that commitment means a lot. When someone dedicates a significant part of their career (and life let’s be honest!) to a mission, it demonstrates genuine belief in the work being done and that shared belief gradually becomes the culture of the organisation.

Snow Camp has always operated with a relatively flat structure and everyone understands that any impact we create for young people is the result of our collective effort. If the people in the room do not bring their ideas, energy and commitment that day, then the work simply does not happen.

The Pery medal created a moment to recognise the people who have shaped our charity over the past twenty years, from the staff who have committed years of their careers, the partners who have stood alongside us at every stage and perhaps most importantly, the thousands of young people who have trusted us to play a positive part in their lives, careers and future.

It also reinforced something that has become clearer over time and that is that leadership is built on trust, consistency and the willingness to give others the space to lead in their own way.

The progress we have made has come from a group of people pulling in the same direction, challenging each other, supporting each other and staying committed to a common purpose – even when the path has not been straightforward. (See COVID 2020!)

The strongest organisations are not built around individuals; they are built around collective belief, and that belief continues to carry Snow Camp forward.

 

Dan Charlish – Founder & CEO, Snow Camp

Dan Charlish is the Founder and CEO of Snow Camp, the UK’s only national youth snowsports charity. Since 2003, the charity has helped more than 22,000 young people from inner-city communities gain confidence, qualifications, and career opportunities through skiing and snowboarding. In 2013 Dan received the Freedom of the City of London for services to youth work and in 2024 he was awarded the Pery Medal by the Ski Club of Great Britain. Snow Camp has also been recognised multiple times as a top UK apprenticeship employer, reflecting Dan’s commitment to creating real pathways for young people to thrive on and off the slopes.

 

 

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