“Get downstairs!’ yelled my wife at 7am.
Our Tokyo hotel was shaking violently (as were we!) We were perplexed as to why the Japanese guests were not clutching their valuables and exiting en-masse, but the earthquake experience seemed like a normal occurrence for those living on the ring of fire.
It was during this family ski trip, a few years back, that the seed was planted for Snopro Japan. It was a place that captured our hearts – from the culture, the food, the people and the snow! Now we’ve decided to ‘shake things up’ once more and expand our service into Japan!
But in truth, it’s been a long road to get here…
2010, a snow covered Highway 82 in Aspen Colorado USA – ‘Screw it, let’s do it!’
Sounds corny, but I so clearly recall emulating the words of Sir Richard Branson to my partner Kylie as we were driving along. We high-fived, and a year later Snopro Queenstown NZ had commenced its first season.
You see, we were stuck in indecision, trying to calculate every potential outcome (we did have our house on the line!). However, there is a certain point where you know you have to press ‘send’ and work like hell to meet your desired results.
Now in 2025, I am reminded of that day back in 2010 and while outcomes are never certain, this time around, with 15 years of industry experience and an ever expanding market in Japan, I am thrilled to announce our first international expansion! Niseko, Japan.
Garage days
Our first season in New Zealand was tough. We expected everyone would want the convenience of booking online and having skis delivered, but we were ahead of our time. Smartphones weren’t yet common in NZ, and we faced a lot of customer skepticism – ‘I won’t book online, I don’t trust my credit card on the internet!’ was a common refrain. My wife was our anchor, keeping a ‘real job’ while I hand-tuned, packed, and delivered every single order from our small garage. We delivered to just 250 early adopters that first year.
Gathering Momentum
It wasn’t until 2014 that things really started to take off. It has been said, ‘Let a system run a business and the people run the system’ and that’s what we set out to do.
We invested in our own dedicated software ‘Select-a-Ski’, a throughline that is integral to our success today.
We also built a ‘mobile-first’ website, employed a small team and expanded to create Snopro Wanaka. This was the turning point, Snopro was no longer a cool ‘concept’ but a proven model that saw increasing demand.
Until Covid.
While other businesses ‘pivoted’ to offer low-touch options or kerbside collection, our business advantage was clear because private in-room fittings became even more highly valued. So, Covid actually helped to cement Snopro as a trusted brand.
Snopro Today
We are now honoured to be the highest-ranked rental company in the country, having delivered to more than 30,000 skiers and boarders over the years. Snopro has always revelled in the journey. Rather than settling, we have always explored innovative ideas, which lead to our next expansion:
2024 saw the opening of our 3rd location, Snopro Studio. A dedicated, by appointment ski rental store experience located at the Hilton Resort in Queenstown.
How our Customers Helped Shape our Japan Expansion
“Go for it, love your service! I think it’s much needed“ – Snopro survey respondent.
Earlier this year, we turned to a group of experts to question the viability of Snopro Japan. You!
A survey was sent to over 5000 previous guests, which asked questions about their previous experiences in Japan as well as their expectations in the future. Many will be reading this now!
1 = much less valuable 7= much more valuable
I need to thank our amazing customers, your crucial support in answering that survey played a vital role in shaping our future. There were so many well-thought-out responses that have led to other unexpected refinements across the business (we are especially excited to launch ‘Premier Select’ very soon, an initiative 100% customer-driven!).
“Would really value a trusted NZ company like Snopro in Japan.” – Snopro survey respondent.
The Building of Snopro Japan
Fast forward to March ‘25, I met up with our General Manager, Eliot. It’s 3am in a lonely Singapore airport lounge. We were en route to Tokyo for a viability trip – we ate noodles and discussed the results of the survey, while trying not to fall into our beers while staying awake. We were armed with the confidence of the positive response, but still many variables existed.
We touched down in Tokyo, and soon after the Shinkansen hurtled us to Nagano. Next stop Hakuba!
The enormity of the snow pack was insane! Like 6 seasons worth in New Zealand. As global warming creates stress every year in NZ as to whether the snow will come on time, I immediately knew that snow was one resource I could rely on here.
Why Niseko?
We skied and visited the spread-out resort of Hakuba, a good candidate for our delivery model. However, it was well-served by existing operators, it was quiet, and the lack of new infrastructure was highlighted for us. We moved on to Hokkaido and Niseko.
“Snopro is very competitive which is also helpful. If you remain competitive with the Japanese market, continue the delivery/current model you have, you will no doubt thrive over there as well.” Snopro survey respondent
It was immediately apparent that Niseko has been seeing some accelerated growth; the resort is truly world-class.
While warned it was ‘mainly-Australian’, we found such a diverse international visitation instead. Beautiful new hotels and villas spread from the core of Grand Hirafu. Niseko’s infrastructure updates were also apparent – new 10-seat gondolas, a new addition to the Ikon Pass collective, new direct flights from Sydney and a new bullet train. This was the best place to launch.
Demand in Niseko has increased because it’s awesome! But rental services are slow to follow. We know that Snopro Niseko will help alleviate some of the constraints around this and help to enhance guest experience, one delivery at a time.
It goes further than this though. It allows true career growth for our team – we can continue to develop their skillsets and help them grow personally, year-round across two fabulous countries. It means holding on to staff who are highly trained in delivering the most professional service.
Snopro Niseko Launch!
We are so thrilled to have launched in Japan, and are truly excited to replicate the success of our NZ operation. From the ‘Land of the Long White Cloud’ to ‘The Land of The Rising Sun!’
See you on the hill!
Justin, (founder).
