Storm Skiing 9/26/2026: Fixing America’s Broken Ski School Model with Snow Schoolers’ Brian Bensch

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Who

Brian Bensch, founder of Snow Schoolers

Date recorded

September 24, 2026

About Snow Schoolers

Snow Schoolers, per its website, is an “independent ski school program” that teaches lessons “at any mountain where we’ve established a revenue-sharing partnership with the ski area.” Skiers sign up for lessons on their Pet Rectangles, like this:

Why I interviewed him

That sounds pretty neat, right? Let me go see if Snow Schoolers teaches at my favorite mountain. Snow Schoolers probably does not teach at your favorite mountain. Unless your favorite mountain is 222-vertical-foot Granlibakken, which is about five feet away from 6,000-acre Palisades Tahoe, or 100 vertical-foot Frisco Adventure Park, tucked off highway 9, after 1.5 million-ish skiers exit I-70 on their way to nearby Breckenridge.

That is not an indictment of small ski areas, which I love, or Snow Schoolers’ business model, which I also love. Rather, it’s my way of saying that the only way to sign up for ski school at Palisades Tahoe or Breckenridge is through Palisades Tahoe or Breckenridge. With the strange, grandfathered-in exception of the strange, cobbled-together ski bazaar that is Summit at Snoqualmie in Washington, all major American ski areas (so far as I know) operate with a monopoly over ski school operations on their property. In ways subtle and aggressive, they police and ban rogue instructors who would offer discounted lessons on resort property.

There are probably ways to break this system, either through the courts or legislative amendment of the Forest Service leases that 125 U.S. ski areas operate on. Such change sounds radical only in an American context - most European ski areas already operate with multiple independent competing ski schools onsite.

Over the past 20 years, technology has challenged monopolies across American commerce. Sports and concert tickets and taxi rides offer two prime examples of power shifting from one central operator to many operators, with benefits and drawbacks for the consumer.