Why aren’t the winter olympics capturing public imagination in Britain?

January 5th, 2014 News

For a country that, only 18 months ago, was gripped by Olympic fever and could not get enough of any kind of Olympic action, no matter how obscure the sport, the British public seem surprisingly unengaged with this year’s Winter Olympics. Why is that? Here are a few thoughts….

Is it a boycott movement against Russia’s extraordinarily backward treatment of minorities? As much as I would love it if this was the answer, I don’t think it is. The politics of mass-protest does not really have a recent history in Britain.

Is it because British people aren’t really interested in Winter Sports? Again, I don’t think this is the answer either. Given the huge numbers of British people who a winter ski holiday is a staple part of the holiday calendar for, snow sports clearly hold interest for the Brits. Plus given that during the Summer games, Brits were going mad for the non-mainstream summer sports, watching unfamiliar sports doesn’t normally put people off.

I think the answer is purely based on the fact that Brits are unlikely to win many medals. In other words, we only watch sports where a) Someone from our country is competing and b) they might win. It is a shame that not more people take the opportunity to watch some of the greatest athletes on earth competing against each other in the setting of some fairly dramatic scenery but the bottom line is this I think…

Most people watch sport as they want to invest emotional energy in a competitor because that gives them a chance of a positive return on that investment, i.e. pleasure. The greater the promise of the return the more likely they are to invest!

If you think I am wrong, I’d happily continue this conversation over a glass of wine by the fire in the chalet!

Noël Guide 2022: Morzine has Christmas all wrapped up for families

December 6th, 2022 Holiday Tips, Morzine, News

All the information you need for a fairytale Christmas in Morzine The snow is already here and Santa is on his way, along with an amazing line up of entertainment, music and interactive activities for big and little kids alike! Once off slopes, find out where to sip vin chaud,…

Continue reading...

Winter 2023: What’s new and not to miss in Morzine

November 15th, 2022 Holiday Tips, Morzine, News

The mountain tops have received their first dusting of snow across the Alps, and excitement is budding for an uninterrupted ski season with a buzzing resort and plenty of action up on the hill. Our forward thinking town just gets better and better, and we’re brimming with ideas of what…

Continue reading...

Headaches, hurdles and hope: Climate action behind-the-scenes

September 16th, 2022 News, Sustainability

Last year we made a commitment to develop a climate action plan and improve the transparency of our work in this area. A year in we share the details.

Continue reading...

Children’s ski wear was boring until now…

November 12th, 2018 News

We love creating partnerships with like minded brands so when we came across Dinoski, a new children’s skiwear brand, it was a no-brainer. Their collection is aimed at children aged 2-7 and features all-in-one, animal themed skiwear, which are waterproof and warm, sprinkled with just the right amount of wild.…

Continue reading...
Luxury Catered & Self Catered
Chalet Holidays in Morzine