Iglu Ski, the UK's largest ski travel agency, has demonstrated its commitment to inclusive winter sports by raising over £700 for Disability Snowsport UK (DSUK). The funds were collected during the 10th Superheroes Triathlon held at Dorney Lake on 15 August, where a team from the company, dressed in superhero costumes, took part in the event.
The donation will allow 15 disabled adults or children to experience skiing at an indoor slope in the UK, providing them with confidence, freedom, and enjoyment. This initiative underscores the growing importance of adaptive sports in the travel and leisure industry, as operators seek to make winter sports accessible to all.
Leading the Iglu Ski team was Managing Director Simon McIntyre, accompanied by his family and Jeanette Chippington OBE, a celebrated Paralympian from Team GB. Their participation highlighted the event's theme, with the team embracing the superhero spirit for the cause.
Industry leaders champion adaptive skiing
Simon McIntyre expressed his enthusiasm for the initiative, stating, "I just couldn’t resist joining in the Superhero fun at Dorney Lake this year. It’s such a privilege to raise money for adaptive skiing and snowboarding, and I hope we can do it all again next year." His involvement reflects a broader trend among travel companies to support social causes and enhance their corporate social responsibility profiles.
Fay Strathmerren, Fundraising Officer at Disability Snowsport UK, highlighted the impact of the donation: "The money you’ve raised will help Disability Snowsport UK continue creating opportunities for disabled children and adults to experience the freedom, confidence and community that adaptive skiing and snowboarding can bring."
Iglu Ski, established in 1998, has grown to become the UK's leading ski travel agency, offering a wide range of ski resorts across 18 countries. Known for its commitment to choice, value, trust, and expertise, the company has been recognized as the Top Ski/Wintersports Travel Agency of the Year 2026 and Best Online/Call Centre Agency 2026.
This fundraising effort comes at a time when the travel industry is increasingly focusing on inclusivity and accessibility. As more operators like Iglu Ski engage with adaptive sports, the sector is likely to see a rise in tailored offerings for disabled travellers, a segment that has long been underserved.
For travel professionals, this story serves as a reminder of the potential for partnerships between commercial operators and charitable organizations. By supporting initiatives like DSUK, companies can not only give back to the community but also enhance their brand image and appeal to a broader customer base.
As the winter sports season approaches, Iglu Ski's involvement in such events may also influence consumer perceptions, positioning the agency as a socially responsible choice for ski holidays. The company's leadership in this area could set a precedent for other travel firms to follow.
For more insights into how travel companies are integrating social responsibility into their operations, see our coverage of record UK inbound tourism and recent executive appointments in the industry.
