British Olympian and former Dancing On Ice contestant Chemmy Alcott has cut the ribbon at Snow And Rock’s opening.
She said: “The thing is after Dancing on Ice I got really into my own boots so now I’m a bit of a diva about only using them.
“I forgot them today, so we’ll have to see.”
And while she probably won’t be getting her skates on she said she relished being back on the slopes.
“While I’ve retired from racing, I get to go skiing all the time,” she said.
“When you’re competing, you’re training all the time so you only get to ski two times a day, but now I’m out and down the slope – I love it.”
So where would a four-time Olympic skier suggest amateurs go to ski?
“Look for deals,” she said. “I like going to different places like Bulgaria and India, which you wouldn’t necessarily first think about.
“I think the main thing is who you go with rather than the country you go to.”
Speaking about the opening, she said: “Snow and Rock is a big part of my life as a grew up with it – I was actually born on the same year it launched.
“It’s really nice to be able to bring so many people from the ski industry in Britain together and to promote it.”
Chemmy continues to work as a commentator for Eurosport and on the BBC’s Ski Sunday, while her main focus is her company CVC where she uses her knowledge in skiing to help develop people through sport.
Snow And Rock, the facts:
The 4,500sq ft store will feature a range of men’s and women’s winter sports clothing, equipment and footwear, as well as outdoor climbing equipment.
Included in the range are collections from KJUS and Toni Sailer, (both exclusive brands to Snow and Rock), Arc’teryx, Peak Performance, Salomon, The North Face, Atomic, Head and Volkl.
A Snow And Rock spokeswoman said: “Whether you need an expert boot fit to ensure maximum comfort on the slopes, or some advice on the clothing systems available from a layering system to insulated options – our team are there to ensure our customers receive the best service possible.”