Legends of the Brand

In Part 2 of my conversation with Henry Druce, we explore the shift from a demanding media career to a renewed, more personal relationship with skiing and storytelling. Henry talks openly about burnout, deadlines, and the moment he realised he no longer felt the spark that once drove his work — a turning point that led him to step away from traditional publishing and rediscover his love for the mountains. We also delve into his involvement with Snow Camp, his hosted trips, and the evolving challenges facing the snowsports industry today, from accessibility to generational change. A thoughtful, warm, and insightful episode revealing the human side of one of the UK’s most respected ski journalists.Follow Henry on IG @HenryskierFind out more about snowcap here:www.Snow-camp.org.uk Book your next holiday with VIP Chaletswww.vip-chalets.comGet your first or next pair of ski boots sorted in the comfort of your home with Hike and Ridewww.hikeandride.co.uk _____In Part 2, Henry Druce returns to talk about the personal evolution behind his long career in snowsports media. While many imagine ski journalism as all glamour and powder days, Henry lifts the curtain on the pressure, deadlines, and constant output that defined much of his time in publishing. He shares candid reflections on the moment he realised he’d written the same kind of editor’s letter dozens of times — a sign that the passion had dulled and a change was needed.Stepping back allowed Henry to find a more balanced, fulfilling relationship with skiing. Today he mixes freelance work, writing, and hosting ski trips, rediscovering the joy that first drew him to the sport.Henry also speaks passionately about his work with Snow Camp, a charity harnessing snowsports to support young people with life skills, mentoring, and mental wellbeing. Giving back has become an important part of his career’s new chapter, including matched donations through his hosted trips.We explore the broader landscape of snowsports: misconceptions around skiing, the myth of heli-skiers “jumping out” of helicopters, the rising cost of participation, and the challenge of attracting new and more diverse audiences into the mountains. Henry raises important questions about representation in snowsports and whether the industry is doing enough to welcome the next generation.We also discuss 333 Random Acts of Kindness, a project Henry took on during the pandemic that grew into something far more meaningful, reminding him how much connection and kindness can shape a life.The episode closes with Henry’s signature warmth and humour — from his love of flamboyant shirts to reflections on authenticity, fun, and the kind of legacy he hopes to leave.Key ThemesBurnout, reinvention, and rediscovering passionThe reality behind magazine publishingSnow Camp and giving back through snowsports333 Random Acts of KindnessHosted ski trips and a new chapter of workMisconceptions about skiingThe future of snowsports: cost, diversity, accessibilityNew ways people are discovering skiing (festivals, events)Legacy, fun, and being memorable for the right reasons

In Part 1 of my conversation with Henry Druce, we explore the early experiences and career moments that shaped one of the most influential voices in UK snowsports journalism. From discovering skiing on a formative trip to Italy, to working ski seasons in the Alps, to building a career across newspapers, magazines, and some of the most widely read ski publications in the country, Henry shares how passion for the mountains led him into storytelling.We talk about journalism before the digital age, the responsibility that comes with influence, and how trust, independence, and camaraderie became cornerstones of ski media. Follow Henry on IG @Henryskier Check out www.snow-camp.org.ukwww.vip-chalets.com____Show NotesIn Part 1 of my conversation with Henry Druce, we step back to explore the roots of a career that has helped shape the UK snowsports industry for more than two decades.Henry reflects on his earliest skiing memories, discovering the sport through an organised trip to Italy and quickly realising that skiing offered something far beyond just the sport itself — community, camaraderie, and a sense of escape. From ski seasons in Méribel and Megève to working resort jobs and carving fresh tracks long before the lifts were busy, these experiences laid the foundation for a lifelong relationship with the mountains.We trace Henry’s path into journalism, from teenage work experience on local newspapers to studying in Bristol, where writing, creativity, and a slightly mischievous sense of humour played an important role in shaping his voice. Henry shares how early opportunities in magazines and newspapers helped him learn the craft properly — rewriting copy, sharpening headlines, and understanding the responsibility that comes with the written word.The conversation also explores the shift from arts and general journalism into outdoor and snowsports media, including Henry’s time at specialist magazines and his eventual involvement with major national titles. We discuss how ski journalism once operated in a very different media landscape, and how trust, independence, and credibility were essential when a single review could influence buying decisions across the industry.This episode sets the scene for Part 2, where we dive deeper into ski testing, industry responsibility, and the evolving relationship between media, brands, and skiers.Key Themes in Part 1:Early skiing memories and falling in love with mountain lifeSki seasons, camaraderie, and resort cultureLearning journalism before the digital eraTrust, credibility, and influence in ski mediaHow passion for skiing shaped a career in storytellingSetting the foundations for Henry’s role in UK snowsports journalismFollow Henry on IG @Henryskier Check out www.snow-camp.org.ukwww.vip-chalets.com

In Part 2 of my conversation with photographer and storyteller Leon Butler, we explore the realities of creative life in the outdoor industry — from navigating free-work culture to understanding how a photographer places value on their craft. Leon talks openly about awards, trends, client expectations, and staying true to your style. He also shares the story behind one of the most meaningful projects of his career and offers simple, powerful advice for anyone wanting to take better photos on their next adventure. A thoughtful, grounded conversation for anyone who loves creativity, mountain life, or the behind-the-scenes of outdoor storytelling._________Full Show NotesIn Part 2, Leon Butler returns to unpack the deeper layers of photography, creativity, and the changing landscape of visual storytelling in the outdoor world.We begin with a candid discussion about free-work culture and the challenge of assigning value to an image when the industry increasingly measures success through likes, clicks, and visibility. Leon shares how a photograph isn’t priced by the hour it takes to shoot it but by the years of learning, experience, and problem-solving behind it.Leon also talks about being named World Mountain Bike Awards Photographer of the Year 2024 — what the recognition meant, why peer validation matters, and why awards rarely change the day-to-day reality of being a working creative.We dive into the fast-moving world of creative trends, how to stay aware of them without losing your identity, and why guiding clients is just as important as following a brief.One of the highlights of the episode is Leon’s story about a gold-mining-inspired project in New Zealand — a blend of history, backcountry travel, and mountain biking that became one of his proudest achievements and even found its way into the New Zealand National Archive. The phrase “same dirt, different reward” became the heartbeat of the story.We also examine the ethics of shooting in the backcountry, the balance between ambition and safety, and how environmental impact intersects with creative choices.Leon closes the episode with his biggest photography tip for anyone heading on holiday: focus on composition. A shift in perspective, a foreground element, or a moment of thought before pressing the shutter can transform even a phone photo into something meaningful.We finish with the signature Legends of the Brand closing questions, where Leon reflects on his personal brand (“a storyteller”), his desire to inspire more people into outdoor sports, and the legends who inspire him.Episode Themes:Free-work culture and creative valueAwards vs real-world career impactTrends vs timeless styleGuiding clients in the creative processBackcountry ethics, safety, and environmental awareness“Same dirt, different reward” — Leon’s most meaningful projectHow to take better photos with your phoneStorytelling, legacy, and outdoor inspirationhttps://www.visualyarn.com/Leon’s Profile linkedin.com/in/leonbutler1

Photographer and storyteller Leon Butler joins me for Part 1 of a two-part conversation exploring his journey from the Isle of Wight to Whistler. Leon shares how a single school snow trip opened the door to a life of adventure, how climbing Kilimanjaro reshaped his sense of the world, and why he’s drawn to capturing the moments in between — the honest, human moments that happen before and after the hero shot.We talk about travel, creativity, snow sports, mountain biking, and his “lens to pen” approach, where photography and writing work together to tell deeper stories. If you love mountain culture, action sports, or thoughtful conversations about craft, this episode is for you.__In Part 1 of my conversation with photographer and storyteller Leon Butler, we explore the origins of a creative life built on adventure, curiosity, and a love for the outdoors. From growing up on the Isle of Wight to discovering snow sports on a school trip at sixteen, Leon shares how a single experience planted the seed that eventually led him to the Alps, to Africa, and ultimately to Whistler, British Columbia.Leon reflects on shifting from traditional team sports to mountain life, describing how the Isle of Wight’s outdoor culture shaped his early sense of exploration. A formative trip to Tanzania — climbing Kilimanjaro on one of the toughest routes — expanded his worldview and sparked his passion for travel, meeting new people, and embracing the unknown.We talk about how these experiences shaped his approach to storytelling: capturing not just the “hero shot,” but the moments before and after — the subtle, human moments that reveal who a person really is. Leon explains why he prefers candid, unguarded pockets of truth over staged perfection, and why “being invisible” is often part of the craft.From ski seasons in France to competing in freeride events, from film photography roots to discovering writing as part of his creative voice — Leon shares what “lens to pen” truly means in his work, and how pairing words with images helps him tell stories with depth and empathy.This episode is full of adventure, honesty, and reflections on the creative philosophies behind capturing powerful human stories.Growing up on the Isle of Wight & discovering the outdoors lifestyleFirst encounters with snow sports and the trip that changed everythingThe Kilimanjaro expedition that reshaped his sense of the worldLeaving the expected path (university, architecture) to pursue adventureHow storytelling became his anchor: focusing on the “moments in between”Why candid, unposed moments reveal more than any hero shotThe journey from snow sports to mountain bikingFrom lens to pen — pairing photography with writingBuilding a craft, not just creating contentFind out more about Leon at:https://www.visualyarn.com/ Connect and follow him:IG: @leon.butler1 LinkedIn: https://www.linkedin.com/in/leonbutler1/

In Part 2 of my conversation with Luka Grilc, General Manager of the Alpine Business Unit at Nordica and Tecnica Group, we explore the future of skiing — from innovation and sustainability to shifting consumer behaviour and why the soul of skiing still matters as much as the technology behind it.Luka shares his insights about:The changing landscape of ski participation and why rentals are rising globally How Nordica views the HF boot as a life-changing product for skiers returning from injury, age-related limitations, or frustration with traditional boots — and why these stories mean so much to him and the team Trends impacting the next decade of skiing: global warming, altitude-dependent snow, consumer convenience, rental performance, supply chains, and material evolution How Nordica and Tecnica Group are approaching sustainability, from lifecycle assessments to product-level QR traceability to recycling over 15,000 ski boots per year through the Recycle Your Boots program The importance of accessibility, inclusion, and industry-wide cooperation in bringing more people outdoors and into snow sports A Special Segment: Luka’s Brother, His Legacy & the Community That Lives OnOne of the most meaningful parts of the episode is Luka’s reflection on his late brother, Marko “Grilo” Grilc — a pioneer of freestyle snowboarding, a visionary filmmaker, and a beloved figure in the global snowboard community.Luka speaks openly about:Marko’s influence on snowboarding across Eastern Europe and beyondHis creative legacy in storytelling, travel culture, and pushing the sport forwardThe impact he made through films, content, and building community around the mountainsHow his family — including Marko’s wife and children — continue his spirit through snowboarding, skating, surfing, and travelThe global recognition of his work, including the dedicated Grilo Chairlift at Absolute Park in Austria This Episode is a powerful reminder of the human side of mountain sports and our connection to it.____Marko "Grilo" GrilcBURTON Snowboards Memorial PageGo Fund ME Page for the Family____Nordica Video: ⁠Nordica HF Video⁠

Part 1 - In this episode of Legends of the Brand, host Phil Gordon sits down with Luka Grilc, General Manager of the Alpine Business Unit at Nordica and Tecnica Group, to explore the human side of one of skiing’s most iconic brands. From his early days snowboarding and racing in Slovenia to leading global teams across Nordica, Blizzard, Tecnica, and more, Luka shares the journey, mindset, and emotion behind creating products that define the skiing experience.Discover how Nordica continues to evolve after 85 years — balancing heritage and innovation, honoring its racing roots while leading new design trends like the hands-free HF ski boot, and fostering a global community of passionate skiers known as “Nordicans.”This conversation dives deep into:The emotional connection skiers have with Nordica productsThe origin of the “Nordican” philosophy and what it really meansHow the HF boot redefined comfort and performance for modern skiersThe balance between brand legacy and innovation in a fast-changing industryLuka’s reflections on leadership, teamwork, and keeping passion alive in businessWhether you’re a ski enthusiast, industry insider, or simply someone inspired by brand storytelling and innovation, this episode offers a rare inside look at how one of skiing’s most respected leaders is shaping the future of the sport, without losing sight of what truly matters: passion, people, and powder days.Find out more about Nordica at www.Nordica.com Get your next pair of Nordica Skis or Boots from great UK retailers like:Hike and Ride (www.HikeAndRide.co.uk)Ellis Brigham (www.ellis-brigham.com)Naski (www.naskisports.co.uk)

Welcome back! In this episode, Part 2, we dive deeper into SOLEMATE’s bold vision for the future of ski boots and custom footwear. From guaranteed-precision insoles to the possibility of 3D-printed ski boots, Tom shares how SOLEMATE is rethinking comfort and performance for every skier.Here’s what you’ll hear:Why trimming insoles is a thing of the past.The “moonshot” plan for 3D-printed custom boots.Why every skier really does need custom insoles.How SOLEMATE is changing the game for both skiers and retailers. Join us for this fascinating chat and find out why custom footwear might soon become the standard on the slopes.Find our more at https://www.solematedesign.com/IG @solematedesign

This episode, we're talking with Tom Dell, founder of Solemate, a company that's flipping the custom insole game on its head using iPhone scanning and 3D printing. Yeah, it's as cool as it sounds.Part 1 takes us back to the beginning.Tom calls himself a "late bloomer" to skiing, but once he caught the bug, he couldn't shake a nagging problem: making custom insoles was slow, inconsistent, and kind of a pain for everyone involved. So he decided to do something about it.Here's what we get into:The backstory – Tom's path from design engineering student to 3D scanning mountain bikes in Whistler (seriously), and how those experiences quietly set him up for what came next.The lightbulb moment – Why footbeds? Tom walks us through his frustration with the old-school process and his vision for something better: faster, more accurate, and actually repeatable.How it actually works – Tom breaks down Solemate's three-step process: scan your foot with your phone, let the software work its magic, and get a 3D-printed insole made specifically for you. It's pretty wild.The bigger picture – This isn't just about making insoles. Tom talks about building a "digital product" that's focused on data, software, and sustainability—creating something circular that performs at the highest level.Finding his thing – From that first university ski trip that changed everything to chasing gravity down mountains today, Tom shares how passion became purpose.If you're into skiing, innovation, or just hearing how great ideas actually come together, this one's for you.Find out more on IG: @solematedesign or www.solematedesign.com

Legends of the Brand welcomes Amin Momen from Momentum to discuss the 25th anniversary of the City Ski Challenge. Momentum, initially founded as Momentum Travel in 1996 as a bespoke travel agency, evolved to focus on mountain experiences and is now known as Momentum Experiences. The City Ski Challenge, started in 2000, was created to bring the London business and financial community together in the Alps for networking and skiing.The City Ski Challenge is more than just a race; it's a blend of networking, business opportunities, and entertainment. The event typically begins on Thursday and concludes on Sunday, offering a variety of activities. Over the years, the event has grown to include comedy shows, panel discussions, and music, creating a festival-like atmosphere. This year features Frank Gardner from the BBC, hosting a current affairs quiz. This year Momentum has partnered with Howden and Snow+Rock, as well as Crans Montana. Plus the event also supports charities, providing them with visibility and networking opportunities and this year, working with GB Snow Sport to raise awareness and support for their athletes.We encourage everyone participate in the City Ski Challenge, regardless of their skill level, and to enjoy the spirit of competition. The event is best described as the "best ski weekend in the Alps" and a "brilliant fun" networking opportunity.The Momentum City Ski Challenge takes place March 14th to 16th in Crane Montana 2025Find our more:https://momentumxp.co.uk/get-inspired/city-ski-championships/

In Part 2 of this Legends of the Brand episode, we dive deeper into the inner workings of Heidi and the personal journey of its founder, Marcus Blunt. Marcus provides insights into the evolving landscape of the ski holiday market, noting the impact of Brexit on traditional chalet holidays and the rise of self-catered options like apart-hotels. He also discusses the shift toward last-minute bookings, driven by factors like unpredictable snow conditions and increased flight availability A key focus of the conversation is Heidi's aggressive yet targeted marketing strategy, which leverages digital platforms to reach passionate skiers while maximizing return on investment. Marcus explains how this approach stems from his data-driven mindset and the niche nature of the ski holiday market. Maintaining authenticity during rapid growth is a challenge Marcus acknowledges head-on. He emphasizes the importance of clearly defined values, strong company culture, and a rigorous recruitment process to ensure new team members align with Heidi's ethos. To illustrate Heidi's commitment to customer experience, Marcus shares a heartwarming story of a first-time skier who, despite enduring a holiday riddled with mishaps, ultimately found joy in disconnecting from technology and connecting with his family on the slopes.  This anecdote underscores Heidi's belief in the transformative power of mountain experiences. Rounding off the interview are the signature Legends of the Brand "three questions," where Marcus distills Heidi's essence his, legacy and his choice of who a legend is.