How old grain store became indoor ski slope diversification

A repurposed grain store is being used as a year-round indoor snow sports training centre on a Bedfordshire estate.

The new venture sits alongside arable farming and other business activities, helping to spread risk.

A business-to-consumer focus is being pursued by Luton Hoo Estate, located just 35 miles from central London in a well-populated, prosperous area.

See also: Hazelnuts offer new high-value crop opportunity

As well as farming 450ha of combinable crops complemented by environmental schemes, the estate has converted farm buildings and now lets them to businesses that serve the local community.

These include a coffee shop, a children’s daycare nursery, a pilates studio and a gin distillery, as well as bridal suppliers and a Land Rover driving experience centre.

Other commercial and residential lets, along with a wedding and events business, are also part of the estate’s offering.

When a previous tenant gave notice in 2024, estate chief executive Edward Phillips decided to look at how they could put the large building to best use.

With a vision to set up a separate business that was flexible and different, he looked at a number of opportunities.

That search took in leisure and immersive sports offers, which would appeal to the estate’s existing footfall and bring more visitors to through the door.

Simulator machines

Keen skiers, Edward and his wife came across the specialist simulator machines needed for indoor ski training in a social media post at the end of 2024.

After further investigation and plenty of fact finding, an Infinity Piste SkiMachine rolling slope and carving simulator were ordered three months later, along with the necessary ski equipment.

“After the tenants had vacated the premises, we needed to do some electric works and simple alterations before they could be installed and the snow sports centre developed,” he says.

“Although it is in an old 1,000t grain store, it hadn’t been used for that purpose for a while. The previous tenants ran it as a theatrical rehearsal space.”

Edward Phillips © InPiste

The new business, InPiste, opened in October 2025, just in time for the winter season.

Since then, it has had 750 bookings, offering expert coaching and individual tuition to all levels.

 The investment required for the new venture was equivalent to buying a new combine, he points out.

“Compared to arable farming, it should give us a more stable and predictable income.

“And also offers flexibility – it could be moved, if necessary, and we might expand to open other sites.”

Selling ski training in the winter months has been relatively easy, but he is looking forward to a good summer as well.

Ski clubs, schools and elite athletes are regular users and he is hoping the centre will play its part in propelling snow sports up the agenda.

“We also hope to reach out to groups who haven’t had the chance to experience snow sports up until now,” says Edward.

Gain experience

The Infinity Piste SkiMachine is described as a giant skiing treadmill or conveyor belt.

Covered with an artificial ski carpet, both the speed and the angle can be adjusted to gain experience, with its consistent surface allowing users to focus on technique.

By providing an endless virtual descent, it mimics downhill skiing, giving both beginners and experienced skiers a mountain-like experience.

The carving simulator is more technical, Edward adds, as it helps with how to deliver edge angles and turn effectively.

Again, it replicates real-world slopes with authentic G-forces, so that weight transfer and balance can be worked on.

Where appropriate, it allows users to complete a slalom course, consisting of up to 74 gates.

“For those training for an event, it’s a good way of developing muscle memory and building stamina.”

Edward is pleased with how the new venture has been received to date.

The centre is open year-round and bookings can be carried out online, which helps keep the administrative burden low.

Visit the InPiste website for more information.

UK ski market

There are 6.5m skiers and snowboarders in the UK and only 40 snow sports centres nationally, says estate CEO Edward Phillips.

Some of those don’t offer a good experience or value for money, he believes, so InPiste’s ability to deliver on both of those is key to its early success and continued popularity.

“Just half an hour on our infinity piste is the equivalent to a whole morning on the mountains, as it allows you to ski or snowboard in an endless manner,” he explains.

At £125 for a minimum of 30 minutes, there can be up to three people in a session, spreading the cost for a group or family. Instruction and equipment is included in this price.

Infinity Piste SkiMachine © InPiste

With the potential to be a 365-day sport, indoor skiing provides fitness and cardio improvement, helping athletes to develop stamina, as well as being an effective method of gaining confidence and developing skiing technique.

Applicable to anyone who does any snow sport or is interested in starting, the facilities on offer at InPiste can only be found in three other UK locations.

“It was important to us to be an early adopter rather than to follow a developing market.”