With a Master’s in Business Law (University of Grenoble – Alpes) and a Specialized Master in Marketing & Communication (ESCP Business School, Paris), Armelle Solelhac embarked on a two-year world tour of ski resorts in 2005. She visited 280 ski areas across 27 countries on 5 continents. Upon her return, she founded SWiTCH, a brand and ESG strategy consulting firm specializing in the tourism and outdoor sports sectors, based in Annecy (France) and Los Angeles (USA). To date, she has successfully supported over 210 clients.
In 2016-2017, she embarked on a second world tour to study over 100 seaside destinations in 14 countries across 4 continents. Since 2022, she has been a certified B Leader France, helping numerous companies achieve B Corp certification.
Alongside her entrepreneurial journey, Armelle invests as a business angel and serves on the boards of multiple companies and non-profit organizations. She also supports start-ups through the Outdoor Sports Valley (OSV) incubator, helping them define and implement growth and development strategies. Armelle teaches at the University of Savoie Mont-Blanc (France) and is invited to speak worldwide on the future of destination marketing and sports brand strategies.
In 2019, she published Management and Marketing of Mountain Resorts, which was reissued in 2021 (Territorial Editions) and later translated into English (Routledge). This acclaimed work has become a key reference in the field. In 2020, she delivered the TEDxUSMB talk, “How Tourism Will Save the World?