Eastern Daily Press and Norwich Evening News reporter JACOB MASSEY spent the afternoon skiing around Norwich with the crew from the Snowfit store.

Norfolk is known as one of the flattest and driest counties in the UK, however, the Beast from the East has afforded snowsports enthusiasts in the region a rare opportunity to hone their skills.

For Chris Sturgess, owner of Snowfit & Revolutionz store in Old Hall Road, the unprecedented deluge is a welcome surprise.

He said: 'The question is, why is this always described as bad weather? It's great to see so many people and kids out and about and enjoying themselves.'

Mr Sturgess' snowsports shop is now in its 20th anniversary year and he does not remember experiencing such severe snow in the city.

He said: 'I've lived in Norwich for about 40 years and I can't recall driving through the centre with it looking like this. Its been the best season in Europe in 15 years and now I guess you could definitely say it's the best season we've seen in Norwich.'

Barrister John Morgans joined the Snowfit crew for a run down Gas Hill.

He said: 'It's great, normally I'm in the office across the road and today I'm boarding down it.

'The only concern now is whether I go to Mousehold for a few more runs or to the Adam and Eve for après-ski.'

Mr Sturgess said his business had been affected by the Beast.

He said: 'The shop itself hasn't been busier, because people are obviously struggling to get around, but people have been shopping online and we have also had people purchasing sledges.

'I'm hoping Billy Morgan's (GB Bronze medal winning snowboarder) amazing achievements at the Winter Olympics will inspire a generation and it was good to see some young boarders out and about today.'