About Pure Joy
Mission
We are dedicated to building a global skiing and outdoor community. Through professional ski instruction and year-round outdoor activities, we inspire a love of nature and promote a healthy, active lifestyle. By offering a wide range of experiences, we hope to help everyone discover pure joy in the great outdoors.
Our Brand
We are building an international skiing community and a brand that celebrates the outdoor lifestyle. Since our founding in Queenstown, New Zealand, in 2011, we have focused on sharing ski culture and the outdoor spirit with people who love nature. We are more than travel planners—we are advocates for ski culture. We operate ski schools in several locations across Japan, providing professional instruction and opportunities for skiers from around the world to connect. Whether you are an experienced skier or a complete beginner, we want you to feel at home in our community and share the joy of skiing. Our mission is to promote a healthy, active lifestyle throughout the year. Enjoy the thrill of skiing and snow adventures, take on white-water challenges, or paddle across a peaceful lake. In spring and autumn, we offer camping, hiking, and mountain adventures. We encourage everyone to step outside and explore nature’s endless possibilities. Nature is not only a place for adventure, but also a place to heal, reconnect, and rediscover inner peace and happiness.
Vision
To become a leading global brand in skiing and outdoor activities, connecting outdoor enthusiasts from around the world and building an international ski community that crosses cultures and borders. We aim to be the first choice for skiers and outdoor adventurers, inspiring them to explore the beauty and vastness of nature.
Our Values
• Community and Belonging: We believe skiing is more than a sport—it is a culture and a way of life. We are committed to creating a welcoming international community for skiers.
• Exploration and Adventure: We encourage everyone to explore nature with confidence and enjoy the challenges and excitement of skiing and year-round outdoor activities.
• Sustainability: Respecting nature and living in harmony with it are principles we have always upheld. We promote environmentally responsible and sustainable outdoor lifestyles.
• Cultural Diversity: We value the exchange and integration of different cultures, fostering understanding and connection among skiers worldwide.
• Pure Joy: Through meaningful experiences in nature, we help people find inner peace and genuine happiness.