Unique Award Winning Skiing Simulation And Training Centre For Sale

Business description

Born out of an engineering company, who developed a unique Ski Simulation offering to the market, this business has grown in both size and reputation. The Business owners have a very profitable and long history in engineering. In 1997 they designed a truly unique ski simulation machine, which went on to win a DTI SMART award for innovation. The units have won high praise in skiing circles ever since. The training syllabus is closely aligned to that of the British Association of Snowsport Instructors, and teaching on the simulation equipment is recognised by them as part of an instructors professional development / formal training. The machines give the equivalent of 5 hours ski instruction on a standard dry slope in the space of 30 minutes. Providing a full work-out, a 30 minutes session will leave the average skier breathless.

The company began selling the machines privately, and will continue to do so, with a range of models starting from £38,000. The company opened it’s first ski school in Kent in 2002, later opening the outlet near Watford. They are now looking to sell the Watford operation as a going concern, with full support, as they wish to return to their core engineering business.

The ski centre currently trades for 6 months of the year, capitalising on the ski season when the majority of clientele require their services. Built up with an exceptional reputation, the company operates a more effective training solution to the dry slopes, and ski domes, and is also more cost effective due to the ability to cover more ground in a shorter space of time. 68% of new customers come to the company through recommendation. The centre provides a safe and controlled environment for skiers of all experience levels and age.

The business employs ski instructors, many on a part time basis, usually in addition to one or two full time seasonal staff. It is considered an owner operator would fill the full time managers roll, although it would be possible to own and manage the business without being hands on. Employees / managers / owners need not be ski instructors since the company has a comprehensive in-house training scheme.

Equipment:

Alongside the simulation units, which are the cornerstone of the business, the company operates a custom designed integrated booking system. This is linked with a very well designed and comprehensive company website. The property is also fitted out with further facilities for staff and customers alike, and provides the hire and sale of a large range of ski equipment on site.






Customer Service:

The simulators provide a respected and effective experience, however the reputation of the business, and their on-going success is not only just due to this, but the overall customer service supplied by the company. With true 1-to-1 instruction, and a welcoming environment from the moment you walk through the door, it is easy to see why customers return again and again, and leave raving about their lesson and recommend to all.

With approximately 70% of the business focused on teaching non-skiers and beginners, the management and staff offer a supportive and friendly approach to learning the basics. The remaining 30% comprise a mix of more experienced skiers returning to brush up on their skills prior to jetting off to the slopes, and advanced skiers who are happy to book time without the need for instruction or assistance.

The business is also able to cater for school parties and corporate groups along with the steady stream of private clients.


Key Strengths:

The company has been recommended constantly in the industry and wider national press. The brand is well known, and has no direct competition. With the 1-to-1 instruction that cannot be beaten on a dry slope or in a ski dome, the centre offers a unique service to the market.

With the quality of the marketing over the years, and the retention of the company database, the business is in an enviable market position to grow further through targeted marketing.

The business is based in a great rural retail village near Watford. The surroundings provide a lovely atmosphere to visit, and on-site there are small businesses offering a variety of products services and crafts which allow customers to enjoy their time in the vicinity. It is within easy reach of the Motorway road network, and has a massive catchment area to capitalise on.

Financial Information:

The business is being offered for sale on a going concern basis, all financial discussions will take place directly between the vendor and all interested parties under the auspices of Turner Butler.

Property information

Property:

Leasehold

Lease terms:

Rent £8,000 per annum including service charge and parking

Location:

The premises are leasehold, with 2 years remaining on a 5 year lease. The lease is expected to renew with no problems, the business has received on-going support from the land owner over the years.

There is an instruction area of circa 500 sq ft. Further there is another approx 150 sq ft with a reception desk, ski equipment storage, seating area for customers, and the provision of hot and cold drinks. There is also a small area for staff facilities and toilets / cafe facilities are provided communally on site for the use of customers and staff.

Due to extensive refurbishment works carried out by the business prior to moving in, the negotiated rent represents excellent value for money.

Rent £8,000 per annum including service charge and parking

Other information

Expansion potential:

The company is currently operating only 6 months of the year. This is not only due to vendors wanting to capitalise on the ski season, but also due to the need of the current owners to focus on their other business interests. A new owner could open for the year, and provide supporting services on location. There have been bookings from schools and corporate clients over the years, a new owner could capitalise and market to a wider audience for group bookings, competing with other leisure activities.


The vendors are open to a new owner expanding the current operation, and opening further branches with their full support in the future, should the new owner wish to do so. With the location close to the M1 / M25, there is a huge market potential, and with some additional marketing, the ability to handle more bookings with little extra overheads is enormous.

Competition / Market:

The company has exhibited at a number of events over the years, including a number of years at the biggest expo in the industry the annual London Ski Show. Often this has been free, or even sponsored attendance. Alongside this they have advertised in glossy Ski Magazines and Newspapers. Recently the advertising has tended to focus on the Internet. Supporting the company website, there is continuous ongoing investment in Google “Adwords”, which drives traffic. There is constant marketing and promotion on site via flyers, brochures and posters detailing special offers and package deals.

Support & training:

The vendors will provide full training and support to hand over the business, and will provide full support after handover to assist in the continued successful operation of the business. The back-office and I.T. system is fully supported by a third party, which can be handed over to a new owner.

Reasons for selling:

The vendors have a number of business interests, and are not able to devote their time to this operation, which is away from the head quarters. They wish to return to their core engineering business.

Trading hours:

Flexible, and seasonal. Typically 6 days per week including Saturday, Sunday and evenings which are peak times.