Great days on the slopes start here.
At Elite Ski, we bring together ski and snowboard lessons, carefully selected rental equipment and professional servicing — all in one place in Borovets. Our instructors tailor each lesson to you, helping you improve and enjoy your time on the mountain. We care about delivering high-quality service at the best possible prices, so you can make the most of your ski holiday.
Get to know our team, discover our story and explore what we offer below.
Our
Story
How Elite Ski began, what inspired us and why we care about what we do.
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Born in Borovets
Our story began on the slopes of Borovets, long before Elite Ski had a name. This mountain was our training ground, our workplace and home. With roots in alpine skiing, the experience behind the brand spans nearly four decades in ski services, including the leadership of a school with more than 200 instructors and involvement in the resort’s development.
Those years taught us what good teaching demands, how much the right equipment matters and how differently people experience the same mountain.
Elite Ski grew from a partnership between two generations, combining that depth of experience with entrepreneurial drive and a modern vision for ski services. We shared an ambition to build on what we knew, question what could be better and bring fresh ideas to the way guests experience Borovets.
A guest’s perspective
Travelling gave us another kind of education. At home, we were the people who knew the mountain; abroad, we were the guests placing our trust in someone else. Visiting ski resorts around the world made us look closely at what makes a stay feel well organised and genuinely welcoming. We paid attention to the advice we received, the care behind the service and the details we remembered afterwards. Alongside our research into what visitors to Borovets were looking for, those experiences led us to a question: what would we want if we were planning our own ski holiday here?
The idea behind Elite Ski
Elite Ski grew out of that question. We wanted to bring the standards we valued on our travels to the place we knew best, and make them part of everyday service. A confident skier and a family on their first ski holiday should both feel they have come to the right people. For us, expertise means knowing when to challenge someone, when to offer reassurance and when to simply listen. We built the brand around that understanding, choosing people who share our care for the sport and our guests. High standards and fair prices were part of the same ambition: to make quality worth choosing and accessible to more people.
Always
Moving
Forward
That founding idea continues to shape Elite Ski. We constantly review how we teach, renew our equipment and modernise the way we organise our services, always asking what would make the experience better for our guests. By adding a carefully selected collection of holiday apartments, we have taken another step towards our all-in-one vision: giving guests the convenience of arranging everything they need for their ski holiday through one trusted local team.
The next chapter of our story is already taking shape. New Elite Ski locations are planned, and our ambition is to bring the brand to other leading ski resorts across Bulgaria. As we grow, one principle will remain unchanged: quality will always come first. Every new location, service and idea must earn the trust of our guests and live up to the standards on which Elite Ski was built. Our success will continue to be measured by the people who leave happy, return to us and choose to make Elite Ski part of their time in the mountains.
Our Team
Meet the Team
Co-Founder & CEO
Georgi
Georgi leads the development of Elite Ski, shaping the brand’s vision and overseeing the entire guest experience. He combines a lifelong connection to skiing with expertise in business, sales and marketing.
Co-Founder & Ski Instructor
Plamen
A former alpine ski racer and instructor with nearly 40 years of experience, including many years as director of Bulgaria’s largest ski school, bringing expert knowledge and proven leadership.
Ski Instructor
Vasil
Deeply devoted to skiing, he is a calm and patient instructor who helps every guest progress quickly through modern teaching methods and carefully selected exercises.
Ski Instructor
Dany
A young and energetic instructor, active cross-country ski competitor and champion, known for his natural connection with children.
Ski Instructor
Nikolay
An experienced instructor with many seasons in Saalbach, Austria, known for his thoughtful manner and for bringing proven Alpine techniques to every lesson.
Snowboard Instructor
Bobby
Bulgaria’s leading freestyle snowboard competitor, with hundreds of medals and competition victories, mastering advanced riding techniques, jumps and tricks.
Ski Instructor
Svetlana
Exceptional with children and one of the creative eyes behind the photos that capture the spirit and memorable moments of Elite Ski.
Ski Instructor
Ivana
A former alpine skier with a warm and positive energy, known for her dedication, fun lessons and natural ability to connect with children.
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