Photographer and storyteller Leon Butler joins me for Part 1 of a two-part conversation exploring his journey from the Isle of Wight to Whistler. Leon shares how a single school snow trip opened the door to a life of adventure, how climbing Kilimanjaro reshaped his sense of the world, and why he’s drawn to capturing the moments in between — the honest, human moments that happen before and after the hero shot.

We talk about travel, creativity, snow sports, mountain biking, and his “lens to pen” approach, where photography and writing work together to tell deeper stories. If you love mountain culture, action sports, or thoughtful conversations about craft, this episode is for you.

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In Part 1 of my conversation with photographer and storyteller Leon Butler, we explore the origins of a creative life built on adventure, curiosity, and a love for the outdoors. From growing up on the Isle of Wight to discovering snow sports on a school trip at sixteen, Leon shares how a single experience planted the seed that eventually led him to the Alps, to Africa, and ultimately to Whistler, British Columbia.

Leon reflects on shifting from traditional team sports to mountain life, describing how the Isle of Wight’s outdoor culture shaped his early sense of exploration. A formative trip to Tanzania — climbing Kilimanjaro on one of the toughest routes — expanded his worldview and sparked his passion for travel, meeting new people, and embracing the unknown.

We talk about how these experiences shaped his approach to storytelling: capturing not just the “hero shot,” but the moments before and after — the subtle, human moments that reveal who a person really is. Leon explains why he prefers candid, unguarded pockets of truth over staged perfection, and why “being invisible” is often part of the craft.

From ski seasons in France to competing in freeride events, from film photography roots to discovering writing as part of his creative voice — Leon shares what “lens to pen” truly means in his work, and how pairing words with images helps him tell stories with depth and empathy.

This episode is full of adventure, honesty, and reflections on the creative philosophies behind capturing powerful human stories.

• Growing up on the Isle of Wight & discovering the outdoors lifestyle

• First encounters with snow sports and the trip that changed everything

• The Kilimanjaro expedition that reshaped his sense of the world

• Leaving the expected path (university, architecture) to pursue adventure

• How storytelling became his anchor: focusing on the “moments in between”

• Why candid, unposed moments reveal more than any hero shot

• The journey from snow sports to mountain biking

• From lens to pen — pairing photography with writing

• Building a craft, not just creating content

Find out more about Leon at:

https://www.visualyarn.com/

Connect and follow him:

IG: @leon.butler1

LinkedIn: https://www.linkedin.com/in/leonbutler1/

In Part 2 of my conversation with Luka Grilc, General Manager of the Alpine Business Unit at Nordica and Tecnica Group, we explore the future of skiing — from innovation and sustainability to shifting consumer behaviour and why the soul of skiing still matters as much as the technology behind it.

Luka shares his insights about:

• The changing landscape of ski participation and why rentals are rising globally
  
• How Nordica views the HF boot as a life-changing product for skiers returning from injury, age-related limitations, or frustration with traditional boots — and why these stories mean so much to him and the team
  
• Trends impacting the next decade of skiing: global warming, altitude-dependent snow, consumer convenience, rental performance, supply chains, and material evolution
  
• How Nordica and Tecnica Group are approaching sustainability, from lifecycle assessments to product-level QR traceability to recycling over 15,000 ski boots per year through the Recycle Your Boots program
  
• The importance of accessibility, inclusion, and industry-wide cooperation in bringing more people outdoors and into snow sports 

A Special Segment: Luka’s Brother, His Legacy & the Community That Lives On

One of the most meaningful parts of the episode is Luka’s reflection on his late brother, Marko “Grilo” Grilc — a pioneer of freestyle snowboarding, a visionary filmmaker, and a beloved figure in the global snowboard community.

Luka speaks openly about:

• Marko’s influence on snowboarding across Eastern Europe and beyond
• His creative legacy in storytelling, travel culture, and pushing the sport forward
• The impact he made through films, content, and building community around the mountains
• How his family — including Marko’s wife and children — continue his spirit through snowboarding, skating, surfing, and travel
• The global recognition of his work, including the dedicated Grilo Chairlift at Absolute Park in Austria
  

This Episode is a powerful reminder of the human side of mountain sports and our connection to it.

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Marko "Grilo" Grilc

BURTON Snowboards Memorial Page

Go Fund ME Page for the Family

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Nordica Video:

⁠Nordica HF Video⁠

Part 1 - In this episode of Legends of the Brand, host Phil Gordon sits down with Luka Grilc, General Manager of the Alpine Business Unit at Nordica and Tecnica Group, to explore the human side of one of skiing’s most iconic brands. From his early days snowboarding and racing in Slovenia to leading global teams across Nordica, Blizzard, Tecnica, and more, Luka shares the journey, mindset, and emotion behind creating products that define the skiing experience.

Discover how Nordica continues to evolve after 85 years — balancing heritage and innovation, honoring its racing roots while leading new design trends like the hands-free HF ski boot, and fostering a global community of passionate skiers known as “Nordicans.”

This conversation dives deep into:

• The emotional connection skiers have with Nordica products

• The origin of the “Nordican” philosophy and what it really means

• How the HF boot redefined comfort and performance for modern skiers

• The balance between brand legacy and innovation in a fast-changing industry

• Luka’s reflections on leadership, teamwork, and keeping passion alive in business

Whether you’re a ski enthusiast, industry insider, or simply someone inspired by brand storytelling and innovation, this episode offers a rare inside look at how one of skiing’s most respected leaders is shaping the future of the sport, without losing sight of what truly matters: passion, people, and powder days.

Find out more about Nordica at www.Nordica.com

Get your next pair of Nordica Skis or Boots from great UK retailers like:

Hike and Ride (www.HikeAndRide.co.uk)

Ellis Brigham (www.ellis-brigham.com)

Naski (www.naskisports.co.uk)

Welcome back! In this episode, Part 2, we dive deeper into SOLEMATE’s bold vision for the future of ski boots and custom footwear. From guaranteed-precision insoles to the possibility of 3D-printed ski boots, Tom shares how SOLEMATE is rethinking comfort and performance for every skier.

Here’s what you’ll hear:

• Why trimming insoles is a thing of the past.

• The “moonshot” plan for 3D-printed custom boots.

• Why every skier really does need custom insoles.

• How SOLEMATE is changing the game for both skiers and retailers.

Join us for this fascinating chat and find out why custom footwear might soon become the standard on the slopes.

Find our more at

https://www.solematedesign.com/

IG @solematedesign

This episode, we're talking with Tom Dell, founder of Solemate, a company that's flipping the custom insole game on its head using iPhone scanning and 3D printing. Yeah, it's as cool as it sounds.

Part 1 takes us back to the beginning.

Tom calls himself a "late bloomer" to skiing, but once he caught the bug, he couldn't shake a nagging problem: making custom insoles was slow, inconsistent, and kind of a pain for everyone involved. So he decided to do something about it.

Here's what we get into:

The backstory – Tom's path from design engineering student to 3D scanning mountain bikes in Whistler (seriously), and how those experiences quietly set him up for what came next.

The lightbulb moment – Why footbeds? Tom walks us through his frustration with the old-school process and his vision for something better: faster, more accurate, and actually repeatable.

How it actually works – Tom breaks down Solemate's three-step process: scan your foot with your phone, let the software work its magic, and get a 3D-printed insole made specifically for you. It's pretty wild.

The bigger picture – This isn't just about making insoles. Tom talks about building a "digital product" that's focused on data, software, and sustainability—creating something circular that performs at the highest level.

Finding his thing – From that first university ski trip that changed everything to chasing gravity down mountains today, Tom shares how passion became purpose.

If you're into skiing, innovation, or just hearing how great ideas actually come together, this one's for you.

Find out more on IG: @solematedesign or www.solematedesign.com

Legends of the Brand welcomes Amin Momen from Momentum to discuss the 25th anniversary of the City Ski Challenge.

Momentum, initially founded as Momentum Travel in 1996 as a bespoke travel agency, evolved to focus on mountain experiences and is now known as Momentum Experiences. 

The City Ski Challenge, started in 2000, was created to bring the London business and financial community together in the Alps for networking and skiing.

The City Ski Challenge is more than just a race; it's a blend of networking, business opportunities, and entertainment.

The event typically begins on Thursday and concludes on Sunday, offering a variety of activities.

Over the years, the event has grown to include comedy shows, panel discussions, and music, creating a festival-like atmosphere. This year features Frank Gardner from the BBC, hosting a current affairs quiz. 

This year Momentum has partnered with Howden and Snow+Rock, as well as Crans Montana. Plus the event also supports charities, providing them with visibility and networking opportunities and this year, working with GB Snow Sport to raise awareness and support for their athletes.

We encourage everyone participate in the City Ski Challenge, regardless of their skill level, and to enjoy the spirit of competition. The event is best described as the "best ski weekend in the Alps" and a "brilliant fun" networking opportunity.

The Momentum City Ski Challenge takes place March 14th to 16th in Crane Montana 2025

Find our more:

https://momentumxp.co.uk/get-inspired/city-ski-championships/

In Part 2 of this Legends of the Brand episode, we dive deeper into the inner workings of Heidi and the personal journey of its founder, Marcus Blunt.

Marcus provides insights into the evolving landscape of the ski holiday market, noting the impact of Brexit on traditional chalet holidays and the rise of self-catered options like apart-hotels. He also discusses the shift toward last-minute bookings, driven by factors like unpredictable snow conditions and increased flight availability

A key focus of the conversation is Heidi's aggressive yet targeted marketing strategy, which leverages digital platforms to reach passionate skiers while maximizing return on investment. Marcus explains how this approach stems from his data-driven mindset and the niche nature of the ski holiday market.

Maintaining authenticity during rapid growth is a challenge Marcus acknowledges head-on. He emphasizes the importance of clearly defined values, strong company culture, and a rigorous recruitment process to ensure new team members align with Heidi's ethos.

To illustrate Heidi's commitment to customer experience, Marcus shares a heartwarming story of a first-time skier who, despite enduring a holiday riddled with mishaps, ultimately found joy in disconnecting from technology and connecting with his family on the slopes. 

This anecdote underscores Heidi's belief in the transformative power of mountain experiences.

Rounding off the interview are the signature Legends of the Brand "three questions," where Marcus distills Heidi's essence his, legacy and his choice of who a legend is.

This episode of Legends of the Brand features Marcus Blunt, founder of the ski holiday company Heidi. Marcus shares his unique journey from a childhood filled with international moves, thanks to his diplomat father, to his passion for skiing that bloomed in unlikely places like Australia and Scotland.

He speaks candidly about how his early career detours, including stints at British Airways and other travel companies, ultimately led him to identify a gap in the ski holiday market.

Driven by a desire to simplify the often complex process of booking customized ski trips, Marcus, along with his brother, co-founded Heidi. He delves into Heidi's innovative approach, which blends the convenience of package holidays with the flexibility of DIY planning.

He emphasizes the company's commitment to providing a human touch, with expert advice and support available throughout the booking and travel experience, recognizing the unique challenges and anxieties that can arise during ski holidays, especially for families and first-time skiers.

But what sparked this entrepreneurial leap? What makes Heidi different from traditional ski holiday companies? And how does Marcus's own diverse skiing background, from small slopes to mega-resorts, influence Heidi's destination choices?

Tune in to discover the answers and gain insights into the evolving world of ski holidays.

Find our more visit www.Heidi.com

In this episode of Legends of the Brand, we dive into the world of elite snowsports leadership with Vicky Gosling OBE, Chief Executive of GB Snowsports.

Vicky shares her fascinating journey, from growing up in the Wirral to her time in the Royal Air Force, where her experiences included deployments worldwide, and culminated in her role as Group Captain.

Her transition from the military to leading transformative projects like the Invictus Games highlights her ability to channel a sense of purpose into creating meaningful change. Vicky’s insights into the parallels between military mission command and high-performance sports leadership set the stage for a compelling discussion.

As GB Snowsports’ leader, Vicky discusses the organization’s bold goal of becoming a top-five snowsports nation by 2030. She highlights their impressive results, including podium finishes across all 12 disciplines and three reigning World Champions.

Vicky emphasizes the importance of innovation, collaboration with world-class coaches, and empowering athletes to perform in high-risk environments. Her passion for expanding access and raising the profile of British snowsports shines through as she describes the unique challenges and opportunities of leading a sport not traditionally associated with the UK.

The conversation delves into the rich history and purpose of the Invictus Games, which Vicky helped to launch alongside Prince Harry.

She recounts inspiring personal stories of athletes whose lives were transformed by the power of sport, showcasing its role in recovery and rehabilitation. From the UK to international stages, Invictus has not only created a platform for wounded, injured, and sick servicemen and women but also fostered a legacy of resilience and achievement.

Vicky also reflects on GB Snowsports' inclusive ethos and efforts to broaden participation across diverse backgrounds, from grassroots to elite levels. She shares the importance of leveraging local facilities, increasing accessibility, and fostering talent through innovative programs like the Alpine Foundation. Her perspective on the interplay between grassroots participation and high-performance success underscores the organization’s holistic approach to growth.

In closing, Vicky discusses the upcoming Winter Olympics in Cortina, which GB Snowsports has dubbed their "home Olympics" due to its proximity and familiarity. She shares her hopes for continued success and describes the unifying spirit within her team. Whether you're passionate about sports, leadership, or personal growth, this episode offers inspiration and a behind-the-scenes look at the dynamic world of GB Snowsports.

Find our more about GB Snowsport by following:

IG @gbsnowsport

www.gbsnowsport.com

Invictus Games:

IG @weareinvictusgames

www.invictusgamesfoundation.org

In this second part of our conversation with Molly Butler, we dive deeper into the life of this remarkable athlete and artist. 

Molly shares how her creative passion for painting and design has helps her decompress from the pressures of skiing, but is still a vital part of her journey as an elite skier. 

With the high costs of training and competing, Molly’s artwork, which includes mountain-inspired prints and cards, provides crucial financial support for her skiing career. She explains how selling her art can help maintain her focus on the slopes, all while sharing a piece of her creativity with others.

In this episode, Molly also opens up about the figures who inspire her, both in sports and life. Whether it’s strong women in the skiing world or individuals who have supported her along the way while she continues to strive for excellence. 

So as the holiday season approaches; Molly's artwork offers a special opportunity for supporters to connect with her story. From Christmas cards to unique prints, her pieces not only make beautiful gifts, but also help fund her journey to represent Great Britain in alpine skiing. We invite listeners to check out her shop and be part of her remarkable journey.

⁠To support Molly and Find her art work visit: www.Mollybutler.co.uk⁠

Follow her journey:

Instagram @mollyskigirl 

LinkedIn  ⁠www.linkedin.com/in/molly-butler-138138269⁠

Many thanks for the continued support of:

Oakley helmets, goggles and sunglasses   

@oakleyski ⁠www.oakley.com⁠ 

Dynastar skis  

@dynastarskis ⁠www.dynastar-lange.com⁠ 

Lange boots 

@lange_boots ⁠www.dynastar-lange.com⁠ 

Vola poles and shin guards 

@volaracing_sports ⁠www.vola.fr⁠

Fusalp ski gear 

@fusalp  ⁠www.fusalp.com⁠ 

GB Snowsports 

@gbsnowsports   ⁠www.gbsnowsport.com⁠ 

Ladies Ski Club 

@ladiesskiclub   ⁠www.ladiesskiclub.org⁠ 

Vix protection 

@vixprotection ⁠www.vixprotection.com