At one point in time, almost no one heard of Black people or people of color going skiing. People assumed that the very few Black individuals who did ski were either extremely wealthy or associated with whiteness. Unfortunately, many do not see it as a sport in which people across the Diaspora participate. Particularly, most Black people tend to avoid sports involving cold temperatures or getting in the water.
The Stigma Around Skiing
In addition to this, snow sports have extremely low Black representation. According to the National Ski Areas Association, only about 1.8% of all skiers are Black. To put that in perspective, around 380 million people around the globe go skiing yearly. By comparison, almost 89% of skiers surveyed were white, 5.7% were Asian or Pacific Islander, 5.5% were Latino, and less than 1% were American Indian or Alaska Native, with some respondents selecting more than one race or ethnicity. Without a doubt, many Black people often wonder if they even belong on the slopes.
The Ultimate Ski Experience
Enter SoftlifeSki (SLS), the group here to shake up the slopes and immerse people and cultures across the Diaspora into winter sports. More importantly, they are creating a home away from home for Black culture in skiing. Their mission is to increase diversity and inclusivity in winter sports through skiing/snowboarding, cultural music, and soft life activities.
No worries if you’ve never skied before; they provide classes for first-timers. If you don’t have ski gear, they partner with high-quality winter sports brands and can point you in the right direction. All in all, SLS takes care of your every need on the slopes.
But they don’t stop there. SoftLifeSki is an all-encompassing experience. It brings together a community of individuals to indulge in vibes, with DJ sets and parties on the slopes. After one experience, it lights a fire for going on annual ski trips. Most importantly, participants can learn to ski or snowboard and feel like they belong.”
Who Is SoftLifeSki
Travel Noire caught up with SLS. Here is what they had to say:
TN: Soft Life Ski champions enhancing diversity and inclusivity in winter sports. Could you share why this mission resonates with you on a personal level?
SLS: Before SLS was born, we went on our first trip to the Valfrejus ski resort in France. We went out to the mountains unprepared to ski because it wasn’t something we ever considered growing up. Unfortunately, there was not another black person in sight, on the slopes or at the bars/apres ski venues. Similarly, we were the only group of black people on our group trip to Chamonix. It was then we realized how few black people ski or snowboard, and knew no one should have to question whether they belong.
TN: Soft life” embodies different meanings for each individual. How do you define it, and how does this philosophy manifest itself in your ski trips?
SLS: A Recent social media craze associated the term with a life of luxury and pampering. But we see a ‘Soft Life’ as enjoying the world and people around you. And it does not matter if it is through experiences or physical items. All in all, it puts a smile on your face and leaves you stress-free! Soft life is being happy and at ease! And our trip embodies this!
Skiing/Snowboarding is typically seen as an exclusive activity for the upper echelon and as one that’s too expensive for our community. The mission of Soft Life Ski is to help to make it more accessible. We take care of it all, from the packed itinerary to partnering with some of the best hotels (this year we’re at a 4-star spa resort!) Due to the scale of our event, we’re able to bring prices down for everyone by negotiating bulk deals with suppliers.
Also, we create environments for our community to feel comfortable in, through a combination of fashion, music, and winter sports. Rather than focusing on making the trip as cheap as possible, we ensure to get the best value for our money and deliver unforgettable experiences.
TN: What advice or strategies do you find most effective in getting the ski trip out of the group chat?
SLS: Every team needs a planner! The one person who’s going to take action, do the research and present everything to the group. They make it easy for everyone to say “yes” and send their money. It’s important to help where possible and let the planner of your group know how much you appreciate them.
Secondly, positive peer pressure goes a long way. It’s always good to remind your friends we’re only here once so we have to live it up while we still can!
TN: Soft Life Ski stands out as a platform catering specifically to Afro-Caribbean communities, fostering accessibility and representation in winter sports. How did you come up with this idea and what are your hopes for its future?
SLS: Afrobeats is one of the fastest-growing genres globally and a huge influence on modern pop culture. Over the past few years, we’ve finally seen an amazing immersion of Afro-centric festivals and experiences that sell out in minutes!
When we went skiing for the first time, we completely fell in love with the experience. We also witnessed ‘Apres-Ski’. These are the bars around the mountains where all the white people go to drink and listen to music. These skiers were in their ‘home away from home’. They can listen to the same music as the clubs/bars in London, NYC, and Paris, all while on the slopes!
Our hope for the future is to turn SLS into a full AfroSki Festival, taking thousands of people to indulge in our culture at the peak of the mountains. Hopefully, in a couple of years, we have a surprise artist perform alongside our DJs!
TN: Could you highlight some of the memorable destinations where Soft Life Ski has been, and share any standout experiences from these trips?
SLS: Our trip in 2024 to Hemsedal, Norway was the creme of the crop. We partnered with a beautiful host hotel, event spaces, and venues. And we were able to completely make them our own! With the trip scaling so much to previous years, I was amazed about how quickly our beginner skiers and boarders picked up the sport and began showing off to their friends.
TN: For individuals interested in participating but lacking experience in skiing or snowboarding, what is some advice you have to conquer the slopes? Does Soft Life Ski offer lessons or guidance?
SLS: Our trips are open to beginners. This year we had over 170 people taking their first-ever ski/snowboarding lessons with us. The lessons are a large focus for us. We want people to get better and fall in love with the activity. Essentially, that makes people enjoy coming to SLS year after year! We recommend trips like ours as you’re surrounded by so many other beginners that you never feel out of place!
TN: What can attendees anticipate and look forward to when attending the Soft Life Ski Festival?
SLS: Anticipate novelty, excitement, and comfort. Simply take in the beauty of our culture and community in an environment that’s never been associated with us. That’s an exciting piece of history. Attendees can also hope to feel comfortable in learning and existing in an environment that is fun and supportive.
Accomplishing The Soft Life
In 2024, SLS accomplished a lot of their goals. They can now say they;re Europe’s biggest and best Afro-Caribbean Ski & Snowboarding and Music Festival! They gained over 4 million views on Soft Life Ski tagged content, hosted 310 Attendees, taught 170 Beginner Lessons, stayed 5 nights, and 4 days, and finished 1 unbelievable trip to Norway.
To see where they’re headed in 2025, follow SoftLifeSki on their Instagram, @softlifeski.
