Ulricehamn Ski Centre has a legendary reputation among skiers in Sweden. With its seven lifts, eight slopes and snow park, Ulricehamn attracts many enthusiasts from across Sweden every year. Now the entire resort is moving to the next level.
In conjunction with the change of ownership, new owner Patrik Frisk is changing the name of the resort to Ski, Bike & Hike Ulricehamn. Patrik, a former CEO of Under Armour with 30 years’ experience of alpine operations, sees opportunities with skiing in the winter and hiking, running and mountain biking in the summer.
With these new activities outside the snow season, there’s even more reason to travel to Ulricehamn for its already wide range of outdoor pursuits.
Fredrik Porat, with extensive experience of sports and outdoor pursuits, most recently at SGN Sport, will take up the position of CEO of Ski, Bike & Hike Ulricehamn and responsibility for the new year-round activities.