After a lot of planning; a series of long protracted meetings and some firmly shaken hands we are beyond delighted to welcome Chris Lavender back to direct the company he co-founded in 2003.

Rude has played a huge part in the transformation of the ski and snowboard holiday industry over the past 12 years but we still feel there is more to be done. Many businesses have and continue to follow Rude's lead but few reflect the authentic love of mountain sports that rude embodies or the innovation it brings. Asking Chris to re-join the company was a major step in maintaining our lead and direction.  The Mayor of Rudeville is particularly happy and has already begun organizing a celebratory snow dance party.

Chris comments “This is a truly exciting time for rude as it continues on its quest. I am particularly excited about our leadership in kids snowboarding through our active partnerships with Burton & Mint.  This is very close to my heart given I have two boys aged 3 & 5 who are both now on skis and boards. I want Rude to have a continued role in the progression of winter sports and getting kids on to the slopes and encouraging them to fall in love with the mountains forms a major part of this”

Since returning Chris has been busy building an exceptional team, capable of delivering our new and exciting plans.  For example, in Morzine we will be opening a new restaurant – La Coupe – that will be operated by an industry veteran who recently joined us from one of the most dynamic restaurant groups in the UK.

With the winter season fast approaching, there is a hive of activity at our HQ.  There is a strong sense amongst our team that the future for rude is very bright – ideas are plenty; energy levels are through the roof and the season is forecast to be huge. We wait with our ski's and boards finely tuned in anticipation of the first snowfall.

Chris adds “we have a brand that understands and connects with true mountain lover's of all ages and we have an incredible team ready to deliver an exceptional product and service.  Thus leaving me with time to be out on the mountain with our guests – whether on my bike or my board - its great to be back”

In Snow We Trust.  In Dirt We Trust.