Qualified rugby coach Frank McCusker is to become chief executive of the Ski Club of Great Britain.

He was formally vice president EMEA with the Carlson marketing group and within a smaller entrepreneurial and venture capital-backed company, focused on using technology to measure and improve customer satisfaction and experience.

McCusker, who joins the Ski Club on July 2, has also run his own consultancy business.

Ski Club chairman Neil Britten said: “He brings tremendous breadth of experience both of the travel and leisure industry and customer satisfaction and loyalty in general, which are two of the most critical aspects of attracting and retaining members for our membership organisation.”

McCusker said: “I am excited by this opportunity to build on the Ski Club’s nearly 110-year legacy to ensure a vibrant thriving club, relevant to all ages and types of snow sports enthusiast.”