Skiing Is Believing: A Podcast That Captures the Heart of the Sport

In a sport defined by hundredths of a second, it’s easy to forget the stories that live far beyond the finish line. That’s exactly where Skiing Is Believing has found its place.

Ski Racing Media is proud to introduce Skiing Is Believing as an affiliated podcast, one that brings a fresh, deeply human perspective to alpine skiing through conversation, curiosity, and an unmistakable love for the sport.

From Family Passion to Global Platform

At the heart of Skiing Is Believing is a unique duo: Matthew and his grandfather Alan. What started as a shared love of sport—football, athletics, and eventually skiing—has grown into one of the most authentic voices in ski racing media.

Alan’s journey into skiing didn’t even begin until his mid-40s, after years of watching the sport from England, where access was limited and the barriers were high. “All we watched on television was ski racing,” he recalls. “That’s how I got into it really.”

Matthew’s path came later, sparked during lockdown when a growing interest in journalism met a sudden immersion into World Cup racing. One race turned into a week, then a season—and eventually, a podcast.

Three years later, that podcast has evolved into something much bigger.

More Than Results: Telling the Full Story

From the beginning, Skiing Is Believing wasn’t built around a strategy deck or a defined “gap in the market.” It was built on passion.

But over time, its purpose became clear.

“We realized there’s so much more to ski racing than just watching somebody come down the mountain,” Alan says.

That realization has shaped the show’s identity. Episodes blend race analysis with in depth interviews, featuring everyone from rising juniors to legends of the sport, coaches, and experts behind the scenes. The result is a podcast that captures skiing in full: the triumphs, the heartbreak, and the relentless work behind every run.

“We want people to realize that behind these racers are real people,” Alan explains.

A Different Kind of Conversation

What sets Skiing Is Believing apart isn’t just who they talk to—it’s how they talk.

Rather than rigid Q&A, their interviews feel like conversations. Alan, drawing on a lifetime of experience as a teacher and musician, brings an instinctive ability to listen, react, and connect in real time. Matthew complements that with preparation, research, and a growing network across the sport.

The result is something disarmingly natural—and often revealing.

“The best way to do it,” Alan says, “is not interviewing. It’s having a conversation.”

That approach has led to standout moments across more than 150 interviews, whether it is hearing an athlete redefine “sacrifice” as love for the sport, or capturing the emotion behind a comeback, a career milestone, or a personal challenge.

A Global Audience, Built Organically

What began as a UK based passion project has steadily grown into a global platform. Their audience now spans the U.S., Scandinavia, and beyond, united not by geography, but by a shared obsession with ski racing.

Their ideal listener? It’s simple.

“A big alpine skiing super fan,” Matthew says.

Age, background, and experience don’t matter. What matters is the same thing that fuels the podcast itself: passion.

Why This Partnership Matters

As Ski Racing Media continues to expand its coverage and storytelling, Skiing Is Believing represents exactly the kind of voice the sport needs more of.

They don’t just cover results, they explore the reality of ski racing.

They don’t just interview athletes, they connect with them.

And they don’t just talk about the sport, they help people understand why it matters.

Together, the goal is simple: grow the sport by telling better stories.

Looking Ahead

For Matthew and Alan, the future isn’t about radically changing what they do—it’s about doing more of it, better.

More races.
More conversations.
More access.
More stories that bring fans closer to the sport.

And maybe, if Alan gets his wish, one more conversation with Mikaela Shiffrin.

“We just want to carry on,” he says.

Because at its core, Skiing Is Believing is exactly what the name suggests: a belief in the sport, in the people, and in the stories worth telling.