Armelle Solelhac

She holds a Master’s in Business Law (University of Grenoble – Alpes) and a Specialized Master in Marketing & Communication from ESCP Business School (Paris). In 2005, she embarked on a two-year world tour of ski resorts, visiting 280 ski areas in 27 countries on 5 continents. Upon returning, she founded SWiTCH, a marketing and CSR strategy agency specializing in the tourism and outdoor sports sectors. The company is based in Annecy (France) and Los Angeles (USA). To date, she has successfully assisted over 120 clients. In 2016-2017, she undertook a second world tour to study over 100 beach destinations in 14 countries in 4 continents. In parallel to her core business, she invests as a business angel and serves on the boards of several companies and non-profit organizations. She also works with startups within the Outdoor Sports Valley (OSV) incubators, helping them define and implement their growth and development strategies. She lectures at the University of Savoie Mont-Blanc (France) and is a global speaker on the future of marketing for tourist destinations and outdoor sports brands. She authored “Management and Marketing in Mountain Ski Resorts” in 2019, reissued in 2021 by Presses Universitaires du Sport (Ed. Territorial in French and Ed. Routledge in English). This well-received book has become a key reference in the field. In 2020, she delivered a TEDxUSMB talk titled “How Tourism Will Save the World?”  Since 2022, she’s been trained as a B Leader France, guiding numerous companies towards B Corp certification.