about PDS adademy

“Above all else we want to put the fun back into kids ski lessons and provide the opportunities we were so fortunate to receive. We want to leave a lasting legacy to the world of British skiing.”


How we began

PDS Academy was founded by James Bennett and Craig Robinson three years ago, with a goal to revolutionise the European ski school industry. Ever seeking gaps in the market, James and Craig started off by establishing JJC Training nearly 10 years ago, with the specific aim to create tailored programmes to help instructors pass their instructor qualifications. Using this deep-seated partnership and clever business acumen, James and Craig expanded JJC Training to the PDS Academy we see today.

Yet the partnership between James and Craig began at the age of 10 where they first met, training at the same dry ski slope club. Both boys developed an exceptional talent for skiing, which was noticed by Dave Renouf, International & Educational Development Manager at BASI. Dave coached the boys where they were part of the British Children’s team and British Alpine team together.

James and Craig competed on the international circuit together throughout their teens and early twenties whilst simultaneously working at the same ski school, leaving to launch JJC in 2009. As credit to James and Craig’s hard work and commitment, many of the instructors who excelled through JJC have now joined them at PDS Academy passing on the invaluable experience given to them. Even Dave pops back from time to time to help with training and talent spotting!

Aside from PDS Academy both James and Craig have represented Great Britain at Interski in Argentina, the largest snowsport conference in the world and, more importantly, have recently been each other’s best man! Proving PDS Academy is built on one of the strongest foundations in British skiing.

Ski Instructor James Bennett


James has been a member of two British Ski Teams, in both Alpine and Telelmark racing. Since then he has become a BASI Trainer in both Telemark and Coaching delivering courses in the UK and abroad. As an active coach for the British children’s team James has a strong interest in the development of children’s skiing from grass route level up. In 2012 he qualified as a First Aid Trainer and has run courses for all instructors ranging from gap students to ski school directors.

Ski Instructor Craig Robinson

CRAIG Robinson

Craig raced at world cup level in skicross and represented Great Britain in the 2009 world championships. Since then he has become qualified at the highest international level and coached athletes to world junior championships and many ski instructors through the Euro Test and instructor exams. Most recently Craig has been selected to represent the British Association of Snowsport Instructors at Interski as part of their demonstration and delivery team for the congress in Argentina.

We take you to the next level and we have the best team of experienced instructors to do so

Meet your instructors

Your instructors have years of experience teaching and coaching all over the world, from first time skiers to world class athletes. They all hold their BASI ISTD level 4 qualification and French equivalent which has helped them help hundreds of clients reach their goals. Many have accomplished their first solo run, passing instructor exams or competed at the World Junior Championships with the help of our instructors.

From start to finish you will be in direct contact with us, your coaches.

You need to be turning to be learning!

BASI Instructor logo


ERV Insurance Logo

ERV Insurance – 15% Discount

ERV understand the needs of the British Skier & Snowboarder, you may be on that all important winter holiday, training to be a ski instructor, working the snow season or ski race training for a few weeks. To take advantage of cheaper insurance use discount code ‘JJCTRAINING15’ when prompted.

Dynastar + Lange Logos

Dynastar + Lange

In the shadow of Mont Blanc, Dynastar has constructed its history and values to become, 50 years later, an exceptional brand all over the world and the only company of this size now producing skis that are «Made in France». Decade after decade, Dynastar skis have carved out a unique track, fueling inspiration for the future and reflecting a continuous quest to create ever-more innovative and high-quality products.
Today more than ever, Dynastar is still something of an artisan, the alchemist of the winter sports equipment industry.

Think you have what it takes to partner with PDS Academy? Contact us on enquiry@pds-academy.co.uk