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.