Ski coaches often record video of their athletes, while also trying to coach in real time. Video is essential in helping skiers, especially racers, analyze their movement and lines, but getting that video can be distracting and sometimes unsafe.
“[People are] coaching through their screen on the phone or the lens of the camera,” says Peter Zawadzki, co-founder and CEO of Yullr, a tech company based in the White Mountains resort town of Jackson. “That’s a disservice to the students.”
Yullr offers a solution: a system that captures video on the mountain, allowing a skier or their coach to track a run from summit to lodge. The heart of the company is Yullr’s AI-powered software that can tag and track an individual skier. Through a portal, skiers can then track their lines, overlay a competitor’s run, and, hopefully, use the video to boost their performance on the slopes.
“Skiing really does require video to be able to show the athletes what they’re doing right, what they’re doing wrong and what they can change,” Zawadzki says.
Since a beta launch in 2023, Yullr—named for Ullr, the Norse god of skiing—has collected more than 35,000 ski runs in the past two years at two resorts: Cranmore Mountain and Waterville Valley. Yullr recently added Pats Peak in NH and Ski Ward in Massachusetts. For the upcoming ski season, Zawadzki and Yullr founder Sean Doucette plan to add other locations in New England, with an eye for westward and possible international expansion during the 2026/2027 ski season.
Initially, Yullr was designed to run on specific camera equipment, which proved costly and time consuming. Recently, the company has re-envisioned the program to run with any camera, including those that resorts may already have on the slopes. “We focused on becoming hardware agnostic, and that was extremely important,” Zawadzki says.
While the program was designed for ski racers, the goal is to expand its use to casual skiers. “We cannot scale and build out Yullr without looking at the bigger picture, and the bigger picture is the recreational skier,” Zawadzki says.
To that end, the company is developing a mobile app that it plans to market to recreational skiers during the 2026/2027 ski season. Once that’s accomplished, the app could expand into summer-based mountain sports, like mountain biking and trail running. Zawadzki envisions a near-term future where families or ski teams can enjoy their time on the slopes, knowing they’ll be able to see footage of it afterwards.
“How come I can go to any amusement park and get photos of me and my kids on a roller coaster or water ride but I can’t get video of me and my family skiing down the mountain?” he says. “Concentrate on skiing, concentrate on having fun with the family. Let us focus on capturing the video, and you can access and share them.”
