In 1997 our founder James Hardiman followed his passion for snowboarding and decided to start a snowboard holiday company which focussed on providing a very special and personal holiday experience. His philosophy has always been about putting people first. And that our staff must be ‘brilliant’ because they are at the core of what we do. 

In 2004 Snowboard Lodge was renamed Alpine Elements as James realised he needed to adopt skiing to grow. From those humble beginnings in ‘97 when his office furniture was a plastic garden chair and his life savings poured into an aged minibus, James and his team have grown to become the UK’s largest Independent Ski Operator in 2020, taking almost 30,000 people away each year.