The Story of Alaïa


Launched in 2015 by Adam Bonvin, Alaïa was born following a surf trip to Hossegor in France. His dream: recreate that surfing and action sports atmosphere in Switzerland and share the values associated with it.

The name “Alaïa” is inspired by the first surfboards used by Hawaiians. Surfing is at the root of several board sports, including skateboarding and snowboarding, so it seemed natural to use this name to create spaces dedicated to action sports.

This crazy project came into being in March 2016 after money was raised through crowdfunding. In less than 50 days, the project received over 100,000 Swiss francs, and the concept could finally become a reality.

Once that was achieved, the Municipality of Lens – located a few minutes from Crans-Montana – granted use of the site to build the first project, Alaïa Chalet. Construction on the centre dedicated to action sports, such as skateboarding, scootering, BMX, parkour, freeskiing and snowboarding, started in June 2017. January 2019 saw the opening of the indoor section with the skatepark and big air, as well as the gymnastics zone and trampoline area. Work was completed in August and a huge celebration welcomed fans and a few pro riders.

History of Alaia

In parallel, the Bourgeoisie de Sion authorised the construction of the Alaïa Bay project in the Domaine des Îles recreational area. Ground was broken in November 2019. This project opened its doors to the public on 1 May 2021. It will be the first surf pool of its kind in continental Europe and the 40,000 Swiss surfers will be able to discover the joys of surfing waves.

Finally, the Alaïa group has acquired Le Green Hotel in the centre of Crans-Montana and is currently renovating it. Alaïa Lodge is planning to open in autumn 2021. This “Swiss Lodge” style accommodation will offer 144 beds across several room types: Premium Double, Family rooms, and dormitories from 4 to 10 beds ideal for groups of all sizes.

In 2021, Alaïa will become the flagship destination for action sports, offering the ultimate experience to every visitor.