From Sheffield’s seven hills to the slopes of the French and Swiss Alps, the co-founder of SkiBoutique, has scaled many mountains to get to the pinnacle of his career. His company arranges luxury ski chalet holidays where guests can expect high octane adventures, from helicopter rides to the top of the Matterhorn, to unique ski experiences and dining in gourmet restaurants. All these are designed by a travel personal assistant and the owner himself, who regards the most enigmatic mountains in Europe as his natural home.

Dan Frith, director of SkiBoutique, lives in Zermatt and his employees live and work in the Alps, so they really are ‘friends in high places’ who can offer a personalised service based on recommendations; the same that they would give to their own friends and family. Living in the most exclusive resort in Switzerland for over 13 years places him in the great position to recommend wonderful ski opportunities for CEOs, directors and their families, based on his firsthand knowledge.

Dan’s first memory of skiing was as a ten-year-old child and going on a school ski trip in his home city. While practicing at Sheffield Dry Ski Centre he fell in love with the sport. Later in life, after a spell as a ski resort manager in Val D’Isere in France, he then came to Switzerland to ‘do one season’ and loved it so much he never left. Indeed, SkiBoutique was dreamed up by Dan and his brother, a graphic designer, visiting Zermatt from Australia. Dan said: “We were staying in a ski chalet, got chatting, and over ‘one too many glasses of red wine, he said, ‘why don’t we design a website?’ and it started from there.”

Skiing is more than the sport, it is also about the lifestyle, according to Dan and this also appeals to his executive customers. He explains. “I love food, wine and the mountains. Living here is amazing with 4,000m peaks around to inspire you. SkiBoutique appeals to high-net-worth individuals like CEOs or company directors, who enjoy a retreat with their families. We fly them up in the helicopter around the Matterhorn, land at Testa Grigia close to the border and ski down the Cervino into Italy. There we’ve arranged a five-star lunch break at Chalet Etoile, a lovely and quaint restaurant.”

Skiing in Zermatt is one of the most exclusive winter experiences one can buy and the resort is famed for its restaurants and luxury offerings. Dan wants his patrons to experience these, which is why each customer is assigned a PA to organise everything from accommodation to restaurant reservations. SkiBoutique focuses on luxury ski chalets, which are a ‘private five-star hotel’ with a dedicated chef plus spa facilities. Their main market is high-net-worth individuals with families. Dan says: “We deal with wealthy families who think that a chalet is a lot more personal. They don’t have to share the lobby or spa. Offering a PA service to our guests allows us to get involved in the build-up to their holiday. We not only book them a ski chalet but book restaurant reservations, lift passes and the finer details. As part of the process, we build a relationship with clientele. A key part of the business is that connection, so all our guest travellers have our mobile numbers in resort. Later, we call them up to see how they enjoyed it.”

The industry has changed massively since Dan first arrived in Zermatt. For instance, where once there were a handful of chalets now there are a multitude of ‘chalet mansions’ with bowling alleys, cinemas – even an archery range and climbing wall: “Each year someone builds a bigger and better chalet, so in terms of luxury, we are at the pinnacle here and there is no limit to its heights,” he shares. His proudest milestone is seeing his clients become part of the SkiBoutique family, revealing: “Our tagline is ‘your friends in high places.’ We aim to be a companion to our customers. We meet them and ski with them, and they are people who have become friends. Being based in Zermatt and Meribel, France, (where his colleague Annie is), allows them to be that ‘in-resort friend’. “I always say if we would not recommend a place for our friends and family, we would not recommend it for our clients. As a result, I’ve made lifelong friends and watched their children grow up.”

Dan believes that large inter-generational trips will be on the bucket list of executives this year and says that his clients are desperate to get back on the slopes. SkiBoutique is taking bookings as our trips allow executives to spend time together with their families in the mountains in an amazing location. Some of the most rewarding trips are the inter-generational ones. Grandparents, parents, and their children, all coming together for a big birthday in their ski chalet in Zermatt.”

As people look ahead to skiing again and booking time away with friends and family, they should look at SkiBoutique for that in-resort experience. And who better to turn to than that ‘well connected friend in Zermatt.’