Olympic skier Chemmy Alcott was the guest of honour as a new ski store opened in Croydon.
The triple Olympian cut the ribbon to mark the opening of the largest Snow and Rock store in the country.
She said she bought her first skis from the chain 22 years ago and felt it was fitting she was there to open their 24th UK branch.
The store, in Purley Way, has the latest in technology including gadgets to take moulds of your feet for custom fitted ski boots.
Also in the same building is a Runners Need store, which offers video gait analysis to ensure your trainers are the best fit for you style of running.