PDS Academy was founded by James Bennett and Craig Robinson three years ago, with a goal to revolutionise the European ski school industry. Ever seeking gaps in the market, James and Craig started off by establishing JJC Training nearly 10 years ago, with the specific aim to create tailored programmes to help instructors pass their instructor qualifications. Using this deep-seated partnership and clever business acumen, James and Craig expanded JJC Training to the PDS Academy we see today.
Yet the partnership between James and Craig began at the age of 10 where they first met, training at the same dry ski slope club. Both boys developed an exceptional talent for skiing, which was noticed by Dave Renouf, International & Educational Development Manager at BASI. Dave coached the boys where they were part of the British Children’s team and British Alpine team together.
James and Craig competed on the international circuit together throughout their teens and early twenties whilst simultaneously working at the same ski school, leaving to launch JJC in 2009. As credit to James and Craig’s hard work and commitment, many of the instructors who excelled through JJC have now joined them at PDS Academy passing on the invaluable experience given to them. Even Dave pops back from time to time to help with training and talent spotting!
Aside from PDS Academy both James and Craig have represented Great Britain at Interski in Argentina, the largest snowsport conference in the world and, more importantly, have recently been each other’s best man! Proving PDS Academy is built on one of the strongest foundations in British skiing.