A ski company with a difference, WoWSkiTours was borne out of a genuine desire to provide women with a unique space to laugh, learn, and thrive together on the slopes. We sit down with Leia Russell, Managing Director, who conveys the company’s ability to curate a true sense of belonging, burgeoning relationship with the Sommet et Neige ski school in Switzerland, and exciting future developments.
WELCOME TO THE FAMILY
WoWSkiTours (WoWSki) was founded on a simple philosophy – women should feel completely comfortable whilst skiing, in an environment entirely free from all the usual pressures.
“What we discovered early on was that women ski differently when they’re surrounded by other women – they encourage, help, and wait for one another, and feel more relaxed doing something that already takes a bit of bravery,” opens Leia Russel, Managing Director.
Equipped to meet this need, WoWSki provides an accessible space for women of all ages to ski together – from widows rediscovering the joy of travel to solo skiers, women whose partners no longer ski, and those who simply prefer the calm, camaraderie, and humour of an all-female group.
Since the company’s inception almost a decade ago in Alta Badia in the Italian Dolomites, it has grown into a collection of carefully curated ski experiences across both Italy and Switzerland, marked by important milestones and memories along the way.
“The moments that shaped who we are today weren’t dramatic sell-outs; they were quieter, more meaningful touchpoints. Our first ever guests loved what we did so much that they came back the next season…and the next, and the next!
“There are groups who met as strangers, bonded on the mountain, and ended up skiing together four or five years in a row – without WoWSki, they might never have found each other, and watching those friendships flourish is something we’re deeply proud of,” Leia smiles.
As the WoWSki community grew, so did the company, introducing mixed weeks, launching the WoW Academy in Nendaz, Switzerland, and creating WoW Sun Tours in Tuscany, Italy for those seeking the same sense of belonging beyond winter.
“In 2026, we’re adding something entirely new – a scuba diving and snorkelling week in Cannigione, Sardinia. It will have the same WoW spirit, just in a wetsuit!” she excites.
Today, the company is as much about connection as it is about carving turns – people arrive as clients and leave as friends.
A QUIET EVOLUTION
Over the past decade, skiing has shifted from being a purely sport-led holiday to something far more holistic.
Today, atmosphere, connection, good food, meaningful company, and a sense of belonging matter just as much as metres skied.
“Skiing has changed enormously since we first started in 2007 – not just in its essence, but in the way people want to experience it,” Leia observes.
Granted, the traditional ‘hard-charging ski week’ still exists, but there has been a clear move towards more curated, considered, and confidence-building travel – especially amongst women.
“Many no longer want to keep up with the fastest skier in the group; they want to feel supported, reassured, and able to ski at their own pace without pressure,” she reflects.
This shift aligns perfectly with who WoWSki is – a company that has always been about creating an environment where women feel secure, encouraged, and able to genuinely enjoy the mountains.
“We’ve also witnessed a huge rise in solo travellers. 10 or 15 years ago, arriving alone in a ski resort was unusual; now it’s one of the most common ways people join us,” Leia details.
Women are also seeking trips where they know they’ll be welcomed instantly and won’t have to navigate either the slopes or the social side of things alone.
Another major shift has been the diversification of what a ski holiday encompasses; long lunches in mountain huts, beautiful scenery, guided adventures, local culture, and opportunities to genuinely improve on the slopes – something WoWSki has been able to offer across both its destinations.
“In the Italian Dolomites, progression blends beautifully with the long, sweeping pistes and the region’s extraordinary food culture – a place where technique develops almost without you even realising,” she insights.
Nendaz, on the other hand, has become home to the WoW Academy – a place where women can dive deeper into skills, techniques, and confidence-building.
The terrain of the 4 Vallées where the academy is situated, combined with WoWSki instructors’ deep expertise, allows guests to focus on progression in a way that feels structured, supportive, and genuinely transformative.
Ultimately, recent evolution across the industry has opened the door for companies like WoWSki as it moves towards more personalised, community-led, and human-centred travel.
“WoWSki sits exactly where our guests need us – offering trips that make people feel welcomed, empowered, and part of something special,” Leia affirms.
“WoWSki sits exactly where our guests need us – offering trips that make people feel welcomed, empowered, and part of something special”
Leia Russel, Managing Director, WoWSkiTours
GOOD THINGS COME IN TWOS
Operating across both Alta Badia resort and Nendaz, Leia notes how both locations were very deliberate choices for the company – not just due to their natural beauty, but because they offer the exact balance guests have come to expect.
Alta Badia is where WoWSki began and remains the heart and soul of its classic ski weeks.
“We’ve skied here as a family since we were two years old – it’s the foundation of who we are and why WoWSki exists in the first place,” Leia emphasises.
“The ‘rifugi’ or mountain huts in the area are extraordinary, serving local mountain dishes, spectacular wines, homemade pastas and strudels, and perhaps the occasional ‘bombardino’ with a view over iconic pink peaks.”
WoWSki’s hotels only add to that magic, with the company choosing small, family-run properties.
“It’s hospitality with heart, and it’s a huge part of why WoWSki feels the way it does.”
“Alta Badia is where strangers become friends, women rediscover ease and confidence, and the WoWSki spirit was born – long before we had a name for it. It will always sit at the core of what we stand for – because it’s our home, our history, and the place that shaped everything we do.”
Nendaz also brings a completely different strength to WoWSki. What truly makes the region special, Leia notes, is the Sommet et Neige ski school team the company has partnered with.
“We’ve been training with Jamie, Stefania, and Cesare from Sommet et Neige for years, but this is the first year we’ve chosen to formally partner with them. Their teaching style, warmth, patience, and understanding aligns beautifully with the WoW philosophy,” she smiles.
The Sommet et Neige team even introduced WowSki to Sardinia, sparking the company’s new scuba diving week.
“What began as training has grown into a genuine friendship; it’s a relationship that goes far beyond logistics.”
Nendaz’s terrain makes this partnership even stronger, offering varied, challenging, and progression-friendly skiing – the kind of slopes that genuinely help women improve their confidence, control, and technique.
“In short, the Dolomites bring ease, beauty, and connection to create a place to ski joyfully and soak up the culture, whilst Nendaz brings structure, support, and growth – a place where our clients can strengthen skills and feel genuinely empowered,” Leia explains.
Together, these two destinations allow WoWSki to offer the full spectrum of what women look for in a ski holiday – whether they’re seeking a more relaxed experience or a week dedicated to building their skills with world-class instructors.
“This partnership has expanded WoWSki’s universe in the best possible way, strengthening what we can offer our clients and providing access to a community of instructors and local partners who feel like extended family”
Leia Russel, Managing Director, WoWSkiTours
A POWERFUL PARTNERSHIP
WoWSki’s partnership with Sommet et Neige is the natural extension of a relationship that has been built over years, with both companies operating on the same core principles of family-run spirit, shared ambition, and becoming a true reference point in the world of snow sports.
“We both strive to create exceptional experiences, stay flexible and responsive to the needs of our clients, and lean on the deep competence and warmth of our teams,” Leia recalls.
Being embedded in the school has shaped WoWSki enormously and allowed the company to adopt a more professional, structured, and progression-led approach, comprising personalised coaching, targeted skills development, technique-led sessions, confidence-building strategies, and a clear, step-by-step pathway for women who want to improve.
The wider Sommet et Neige ecosystem is also a huge part of why this partnership works so well, with a well-equipped ski shop offering special rental deals exclusively for WoWSki clients, and the whole team there being incredibly supportive.
“This partnership has expanded WoWSki’s universe in the best possible way, strengthening what we can offer our clients and providing access to a community of instructors and local partners who feel like extended family,” she tells us.
Sommet et Neige is also part the Professional Ski Instructors of Europe (PSIE) – a teaching system created by Founders Jamie KagAn and Derek Tate together with a small group of colleagues – based on the highly respected Professional Ski Instructors of Canada (PSIC) model that has been adapted for European mountains.
PSIE instructors are taught to communicate clearly, break movements down simply, understand the emotional side of learning, and build trust on the snow – all of which fit perfectly with the WoWSki way of teaching.
“Last year, my brother and I decided it was the right moment for us to complete our Levels 1 and 2 with Jamie and the team. Their teaching philosophy, technical clarity, and gentle, ego-free approach have been exceptional and completely aligned with the values we hold,” Leia adds.
Choosing instructors who follow the PSIE approach allows WowSki to maintain a consistent atmosphere across its academy weeks, with guests progressing at their own pace, imbuing them with not just temporary confidence but real, lasting skills.
DEEP-SEATED EXPERTISE
Offering a vast array of exclusive experiences across both of its locations, WoWSki sets itself apart.
“Of the dozens of routes and ski itineraries to choose from in the Dolomites, a particular favourite of ours is the Hidden Valley – a long, peaceful descent, framed by frozen waterfalls and towering cliffs, almost otherworldly in its beauty,” Leia shares.
At the end of this route, guests can enjoy a wonderfully unique experience – a horse-drawn tow back to the Hotel Armentarola, a moment so charming and surreal it is remembered for years.
“The Hidden Valley is just one aspect of the magic on offer – we might also explore the Marmolada Glacier, the highest peak in the Dolomites, or glide through Cinque Torri with its dramatic rock towers. Then, of course, Alta Badia itself offers cruisy, confidence-boosting runs,” she affirms.
Most importantly, WoWSki prides itself on its ability to not just simply follow one fixed itinerary but choose from a huge range of routes based on its intimate, long-standing knowledge of the peaks.
“We know these mountains like the back of our hand, and we tailor each day based on conditions and how everyone is feeling to ensure a calm atmosphere geared to the individual group’s pace,” Leia reflects.
Meanwhile, WoWSki utilises the pistes above Tracouet in Nendaz and towards Siviez for warmups and technical work, then explore the wider 4 Vallée area depending on each group’s goals.
“Elsewhere, Verbier offers steeper pitches and terrain for short turns and more dynamic skiing, whilst Thyon provides long, sweeping runs perfect for big, flowing turns and building rhythm and ease.
“Each area brings something different, and the terrain lets every woman grow at her own pace, without pressure.”
Chosen destination or piste aside, however, the most important aspect at the heart of any WoWSki experience is the feeling of togetherness, calm, and good company.
“Each of our itineraries brings something unique, but it’s the atmosphere we create whilst moving through these places that matters most,” Leia assures.
A CUT ABOVE THE REST
Having grown in a very natural, organic way over the years, continually shaped by feedback from the women who join each year, WoWSki is incredibly proud of what it has become today.
“What sets us apart isn’t just what we offer – it’s how people feel when they’re with us. From the beginning, a sense of reassurance and camaraderie has shaped everything we do,” Leia highlights.
With a deeply personal hosting style, the company goes above and beyond to make sure each guest feels welcomed from the moment they arrive – an aspect WoWSki is forever committed to upholding.
Further differentiating the company is its ability to offer bilingual tours, creating a sense of comfort, connection, and trust.
“The bilingual element is really important. Whilst all our tours are run primarily in English, we can often switch into Italian, French, Dutch, or German depending on the instructor, allowing us to clarify small details, offer reassurance, and provide an explanation that truly lands,” she insights.
Looking ahead to the future, Leia recounts the exciting growth on the cards for the entire company.
“One of the most exciting developments has been our expansion beyond skiing. WoW Sun Tours, hosted in Tuscany, has been a joy to create.
“It’s the exact same WoW atmosphere, just with sunshine instead of snow, and many of our ski guests join us there in the summer, so it’s become a lovely year-round community,” Leia says.
The launch of the company’s scuba diving and snorkelling week in Sardinia is hoped to fit beautifully within WoWSki’s existing portfolio, led by the same calm guidance and small group approach.
“As with our ski tours, it’s all about leaning into that feeling of doing something slightly out of your comfort zone, but in the safest hands,” she confirms.
Over in Switzerland, WoWSki continues to work closely with Sommet et Neige, adopting more structure, progression, and space for its clients to grow technically – a relationship it hopes to develop even further in future.
The company also continues to deepen its offerings in the Dolomites, with more thoughtful itineraries, immersive food, and cultural details that make the experience so special.
“For us, it’s never been about becoming bigger as a company – it’s about becoming better, more intentional, connected, and attuned to the women who travel with us.
“If we can keep creating spaces where women feel safe, welcomed, and challenged in the right ways and surrounded by genuine companionship, then the future looks very bright.
“We’re excited for what’s next – not because it’s grand or dramatic, but because it feels true to who we are,” Leia optimistically concludes.