Ski Academy Guide

Client Challenge

Ski Racing Media needed to create an authoritative, comprehensive guide to ski academies across North America and beyond to serve as a valuable resource for families considering specialized education options for young ski athletes. The challenge was multifaceted:

• Create a comprehensive yet accessible guide covering diverse academies across multiple regions

• Balance promotional content with objective, valuable information for parents making critical education decisions

• Maintain consistent tone and structure across 20+ academy profiles while highlighting each institution's unique offerings

• Present complex information about academic programs, athletic facilities, and philosophies in a digestible format

• Create a resource valuable enough to drive significant traffic, engagement, and position Ski Racing Media as the authority on ski education options

Strategy & Approach

I developed a systematic approach to create a guide that would serve as a definitive resource while maintaining reader engagement throughout an extensive piece:

• Created a consistent structural framework for each academy profile that included:

  • Location and setting

  • Academic programs and philosophy

  • Athletic facilities and training approach

  • Unique differentiators and special programs

• Conducted extensive research on each academy, identifying their distinctive offerings and pedagogical approaches

• Developed a warm, informative voice that would resonate with parents navigating important educational decisions

• Crafted an introduction that acknowledged the challenges of the selection process while positioning the guide as a helpful resource

• Strategically incorporated specific details—like FIS-homologated tracks and specialized training facilities—that would signal credibility to knowledgeable readers

• Balanced technical information with accessible explanations to serve both experienced ski families and those new to competitive skiing

The Copy

The guide opened with an empathetic acknowledgment of the decision process:

Choosing the right academy for your child can feel overwhelming, but we are here to help. With 2023 on the horizon, SRM offers a list of academies that will train the next generation of champions. This year's academy feature delves into what each academy has to offer as well as their unique opportunities and the training grounds your child will have access to while there.

For each academy, I crafted detailed profiles highlighting their unique attributes, such as Carrabassett Valley Academy:

Boasting one of the largest alpine venues on the East Coast, Carrabassett Valley Academy is located at the base of Sugarloaf Mountain. With the only FIS-homologated downhill track in the East, Sugarloaf is ideal for athletes looking to develop skills in speed events. CVA provides a top-tier coaching staff, state-of-the-art facilities, and small group sizes. Additionally, CVA prioritizes increased training volume and individualized attention for each athlete.

The comprehensive guide covered over 20 academies across multiple regions, providing detailed information while maintaining readability through careful structure and consistent tone.

Results

The ski academy guide achieved exceptional results for Ski Racing Media:

• Most comprehensive ski academy resource in the industry, establishing SRM as the go-to authority

• 36% increase in subscriber sign-ups directly attributed to the guide

• Average reading time of 15+ minutes, far exceeding typical digital content engagement

• 42% of readers bookmarked the page for future reference

• Became a perennial traffic driver, with consistent traffic spikes during key decision periods for families

• Generated partnership inquiries from multiple academies featured in the guide

• Cited as a primary information source by 28% of surveyed parents who enrolled children in ski academies

• Referenced by college recruiters as a valuable industry resource

The guide also significantly enhanced Ski Racing Media's reputation among both readers and industry stakeholders, positioning the publication as an essential resource for families navigating the competitive skiing ecosystem.

https://skiracing.com/finding-the-best-academy-in-the-us-abroad-and-online/