Skiing has become more expensive and crowded, yet it often feels isolating. Resorts prioritize profits over connection, leaving skiers longing for community. Malibu Ski League aims to change that by creating spaces and experiences that bring people together. From conversation-starting apparel to shared rides and après events, their goal is to transform skiing into a social experience. Here’s how they’re tackling the loneliness problem on the slopes:
- The Problem: Skiing feels lonely despite the crowds. Resorts focus on efficiency and revenue, neglecting social connection.
- Beginners Struggle: Newcomers often feel unwelcome and unsupported.
- Missed Opportunities: Lift lines, carpooling, and après-ski are underutilized for building relationships.
- The Solution: Malibu Ski League connects skiers through bold apparel, ride-sharing, and events, turning strangers into friends.
Malibu Ski League is proving that skiing isn’t just about the mountains - it’s about the people you meet along the way.
The State of Skiing: Isolation, Cost, and Community Challenges
The Problem: Ski Resorts Ignore Social Connection
No Places to Meet People
At most big-name ski resorts, the routine is pretty straightforward: park your car, grab a ticket, rent your gear, and head straight for the lift line. What’s missing? Any natural spot to pause, connect, or strike up a conversation.
This isn’t by accident. With corporate ownership dominating the ski industry, the focus has shifted to moving massive crowds quickly and efficiently. Unfortunately, this efficiency often comes at the cost of creating spaces where people can genuinely interact.
The Lonely Ski Experience
Even with hundreds of people around, skiing can feel surprisingly lonely. Lift lines stretch endlessly, and when you finally make it onto a chairlift, the ride lasts just seven minutes - barely enough time for small talk, let alone meaningful connection.
Once the lifts shut down for the day, the main social option is often the resort bar. But for anyone who’s not into the high-energy, party scene, it’s not exactly inviting. Overcrowding doesn’t help either - many skiers retreat to their private accommodations for meals and downtime, which only deepens the sense of isolation and weakens any sense of community.
Beginners Feel Left Out
For beginners, the lack of welcoming social spaces can be especially discouraging. Sure, lessons are available, but what happens afterward? Newcomers need more than instruction; they need a sense of belonging.
Instead, many beginners face a culture that can be downright dismissive. Those who don’t meet the sport’s high standards are often mocked. Add to that the fact that 61% of skier visits now come from households earning over $100,000 a year, and it’s clear that skiing has become a space where both economic and social divides keep people apart rather than bringing them together.
It’s time to rethink how ski resorts can create a stronger sense of community on the slopes.
Why Ski Resorts Fail at Building Community
Old Design Models Still in Use
Many ski resorts today are stuck following development plans from decades ago, designed with one goal in mind: economic growth. After World War II, the focus was on building lifts and driving revenue, treating skiing more like a product to sell than an opportunity to create a thriving community. The financial model speaks volumes - resorts make their money from "skiing facilities" like lifts and tows, so that's where the investment goes.
But it’s not just the business model that’s outdated. The way resorts are physically designed also works against fostering any sense of connection.
Spread-Out Resort Layouts
When resorts scatter parking lots, lodges, and lift systems across the mountain, these areas turn into transit zones instead of places where people can connect. Skiers pass through quickly, with no reason to linger, chat, or even recognize a familiar face.
"Though many base villages have been very successful in attracting skiers, examples of poor landscape architectural design practices abound in the industry." - Bryan P. Harding, Utah State University
The issue boils down to a lack of what researchers call "third places" - those casual, welcoming spots outside of home and work where people naturally gather and form connections. Between 2008 and 2015, the U.S. saw a sharp decline in these kinds of spaces, with food and beverage stores dropping by 23.14% and arts and entertainment venues shrinking by 18.37%. Ski resorts have mirrored this trend, prioritizing revenue-driven base villages over spaces designed to bring people together.
Even when resorts try to encourage interaction, other factors - like poorly executed carpool strategies - often derail those efforts.
Carpools That Don't Build Connections
On paper, carpool programs seem like a great way to bring people together. In practice, they often focus more on reducing emissions than fostering friendships. For example, Keystone Resort boosted carpooling rates by 30% after setting aside 600 parking spots for vehicles with multiple passengers. While the logistics worked, the experience left much to be desired.
Sharing a ride with strangers can quickly become awkward, with disagreements over music, temperature, or conversation topics. Riders also lose the freedom to leave early or stick around for après-ski, making the whole experience feel more like a chore than an opportunity to connect. When carpool programs prioritize traffic management over creating meaningful interactions, they miss the chance to turn a simple ride into the start of a community.
How to Build Social Connection on the Mountain
Easy Ways to Find Ski Partners
Lift lines don’t have to feel isolating - they can actually be the perfect spot to connect. Chairlift singles lines, for example, give you a solid 10 minutes to chat with a fellow skier or snowboarder, potentially sparking a new skiing partnership. Sometimes, all it takes is a quick conversation to find common ground.
Skill-based classes, like backcountry clinics or freestyle workshops, are another excellent way to meet like-minded people. Tackling challenges together naturally creates bonds, making it easier to form lasting connections.
"Skiing, when it comes to binding people, is stronger than superglue." - Ian Greenwood, Staff Writer, Powder
And let’s not forget the après-ski scene. Lodges and bars are natural gathering places where sharing stories about the day’s adventures is a common icebreaker. A simple question like, “How was your day out there?” can lead to a meaningful conversation.
These organic interactions not only bring people together but also help foster a sense of community on the mountain.
Making the Community Visible
Beyond casual lift-line chats, visual signals play a big role in building a sense of belonging. Distinctive gear, like Malibu Ski League’s bold apparel, acts as a badge of membership. Spotting someone wearing the same gear across a crowded lodge or in a lift line instantly creates a sense of connection.
This strategy isn’t new - regional ski clubs have been doing it for years. Take the National Brotherhood of Snowsports, which represents over 60 clubs. At their annual gatherings, members proudly wear club-specific jackets and gear. Henri Rivers, the organization’s president, captured the significance of this visibility:
"When I saw all of us on the mountain, it really opened my eyes to the fact that I wasn't alone and that these other people were living the same situation..."
These recognizable items make a difference, especially in transit areas like airports, parking lots, or base areas. A simple piece of gear can transform a solo trip into an opportunity for shared rides, conversations, or even new friendships - before you’ve even hit the slopes.
Year-Round Community Building
The best ski communities don’t hibernate when the snow melts - they stay active all year. Regional clubs, like those in the National Brotherhood of Snowsports, keep members connected through meetings and outreach programs, ensuring relationships remain strong between seasons.
Malibu Ski League bridges winter and summer lifestyles with surf-inspired designs, reminding members that their community isn’t confined to a single season. This creates a year-round identity that keeps the spirit alive, no matter the time of year.
Physical spaces also play a huge role. In January 2025, Homewood Mountain Resort got the green light for a master plan featuring a community ice skating rink, a village plaza for farmers markets, and an amphitheater for concerts. These additions provide gathering spots that encourage connection long after the snow has melted, ensuring that the sense of community thrives year-round.
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How Malibu Ski League Builds Community
Clothing That Starts Conversations
Malibu Ski League's unique ski-surf fusion style blends coastal surf vibes with mountain performance, creating a visual identity that stands out. Spotting someone in a "Gravity Unit" hoodie or rocking the "Le Malibomber" jacket in a lift line isn't just about fashion - it’s like a secret handshake for members of "The League". These designs spark instant conversations and connections among enthusiasts.
The brand’s pieces, like the "Ski the Trees" hat (priced between $35.00–$45.00) or the "USA Snow Team" limited editions, go beyond just looking good. They evoke pride in regional roots and celebrate the crossover of surf and ski lifestyles, making them natural conversation starters. Malibu Ski League also uses its apparel to foster a sense of belonging, positioning wearers as part of the exclusive '26 Mountain Town Mob' - a community defined by shared passions and a distinct style.
Take the "Proper Après" Quarter-Zip ($118.00), for instance. It’s designed with ski resort lodges and bars in mind - those cozy, social spaces where skiers and snowboarders gather after a day on the slopes. These pieces make it easy to spot fellow League members and strike up a chat about the best runs of the day. The brand’s bold aesthetic turns strangers into familiar faces, creating effortless connections that extend beyond the mountain.
Shared Rides That Build Friendships
While the apparel gets conversations rolling, Malibu Ski League’s approach to shared travel takes bonding to the next level. Through Discord, the brand organizes ride-sharing, transforming the often solitary drive to the mountain into a social warm-up. It’s a chance to connect with others before you even hit the slopes.
The distinctive designs of Malibu Ski League’s apparel also serve a practical purpose. When carpooling through Discord, these bold pieces make it easy to identify your ride in crowded parking lots or busy resort areas. What might have been an awkward ride with strangers becomes a fun, shared experience, thanks to the mutual enthusiasm for skiing, surfing, and the League’s unmistakable style.
Après Events for Members
Malibu Ski League also hosts regular après-ski events, creating welcoming spaces where members can meet, relax, and build lasting friendships. These gatherings provide a much-needed social outlet - places where people can connect outside of work or home, addressing the growing issue of adult loneliness.
The combination of a day on the slopes followed by a lively après event makes for easy, natural conversations. These moments of connection help members form meaningful relationships, offering a sense of community that’s often missing in today’s fast-paced world. The brand’s mantra, "JOIN MSL. GO OUTSIDE. BE HAPPY.", perfectly sums up its mission to bring people together through outdoor adventures and shared experiences.
Through its apparel, ride-sharing initiatives, and après events, Malibu Ski League transforms skiing from a solo activity into a collective, unforgettable experience.
Listen Again: The Nonprofit Model of Skiing at Bogus Basin
Conclusion
Ski resorts often overlook an important reality: many people steer clear of skiing not because it’s too challenging, but because it feels isolating. From 1993 to 2023, the U.S. saw the closure of 56 ski resorts, while day pass prices at major destinations have soared past $300. These trends highlight an urgent need to rethink the social experience on the slopes.
"The mountains aren't the point - they're the vehicle." - Kassondra Cloos, Journalist
To tackle this sense of isolation, Malibu Ski League focuses on creating connections as a core part of the skiing experience. Whether it’s through recognizable apparel that sparks conversations in lift lines, organized ride-sharing that turns solo drives into shared journeys, or après-ski events that foster real friendships, the League transforms lonely mountain days into opportunities for meaningful connection. Studies reveal that building a casual friendship takes about 50 hours of shared time, and moving someone into your inner circle requires closer to 200 hours. Malibu Ski League is designed to speed up this process at every interaction.
The future of skiing depends on building communities that value connection over individualism. As Jenny Baker, founder of Sheventures, explains:
"If we want to combat loneliness, we can't just find the places where people are connecting. We have to build those places intentionally".
Malibu Ski League provides a roadmap for turning solitary ski runs into shared adventures, helping lift line strangers become lifelong friends.
FAQs
How does Malibu Ski League help skiers connect and build friendships on the mountain?
Malibu Ski League transforms skiing into a lively, social experience by making it easy for skiers to connect and share moments on the slopes. With user-friendly in-app features, you can check who’s riding the lift, join group runs, or coordinate post-ski meetups - all in real time. This approach turns what might be a solo day on the mountain into an opportunity to build connections and create shared memories.
But the fun doesn’t stop when the skiing does. Malibu Ski League hosts engaging off-slope events like après-ski hangouts, hot chocolate stations, and themed nights. These carefully planned gatherings offer a chance to unwind, exchange stories, and plan your next adventure. By blending easy ride coordination with memorable social events, Malibu Ski League helps transform casual interactions into meaningful friendships.
What challenges do beginners face at ski resorts, and how can they be improved?
Beginners at ski resorts often encounter a range of hurdles. For starters, the costs can be steep - lift tickets alone sometimes top $200 a day. Add in rentals, lessons, and travel, and skiing can quickly feel like an expensive endeavor, especially for families or first-time visitors. On top of that, the experience itself can be intimidating. Being surrounded by seasoned skiers, dealing with unfamiliar equipment, and committing the time to learn can leave newcomers feeling out of place or overwhelmed. All of this can discourage them from giving skiing another shot.
Ski resorts can take meaningful steps to make the experience more accessible and welcoming. Offering bundled packages that include lift tickets, rentals, and lessons at a reduced price is a great start. Dedicating areas specifically for beginners and training staff to be approachable and supportive can create a friendlier atmosphere. Resorts can also encourage a sense of community by organizing ride shares, meet-ups, or après-ski events. These small efforts can transform a first visit into an enjoyable, social experience that inspires guests to return.
Why are social connections important in skiing, and how can they be encouraged?
Skiing with others can turn a day on the slopes into something truly memorable. Beyond just the thrill of carving through fresh powder, sharing the experience with others boosts the fun, keeps you motivated, and adds an extra layer of safety. The sport naturally brings people together - whether it’s swapping trail tips, lending a hand after a tumble, or unwinding over drinks at the après-ski.
The Malibu Ski League makes it easier than ever to connect with fellow skiers. With features like real-time ride-matching, group run organizers, and shared après-ski calendars, they take the guesswork out of finding your crew. These tools help skiers meet, bond, and turn chance encounters into genuine friendships. By weaving these opportunities into the skiing experience, the league transforms lift lines and runs into moments of connection and community.