Elevate Outdoor Collective has agreed to sell Madshus, the 120- year-old Norwegian ski brand, to ConsilTech, the Czech industrial company that owns the ski brand Kästle. Torstein Myklebostad, who formerly led the ski-binding manufacturer Rottefella for the past 10 years, becomes the new CEO and co-owner of Madshus.
The parties have signed the agreement, and the transaction is expected to be completed in the coming weeks. Terms were not disclosed.
Founded by Martin Madshus in 1906, Madshus claims to be “the world’s oldest still-operating ski manufacturer known for its cross-country and Nordic backcountry skis, boots and poles.”
According to the joint statement from Elevate Outdoor Collective and ConsilTech, through the transaction, Madshus “becomes part of an industrial family that operates modern, high-technology ski production in Nové Město, one of Europe’s most renowned cross-country areas, which hosts the biathlon World Cup every year. ConsilTech has also done this before: the company acquired Kästle when the tradition-rich ski brand was struggling, rebuilt its product portfolio and brand, and today runs a professional race team that includes several of the sport’s top athletes.”
Myklebostad said, “Madshus is one of the most respected brands in cross-country skiing, and our goal is to ensure the brand’s continued success. Under the new ownership, Madshus will still have owners who truly understand skiing and production. We are deeply committed to the sport, and together we will make sure that Madshus remains the preferred choice for cross-country enthusiasts and recreational skiers around the world.”
Just before the summer, Madshus restarted production at Biri after a temporary halt of several months. The factory is now producing skis ordered by customers for the coming winter. Part of the Madshus production previously located in China has been moved to Kästle’s factory in Nové Město.
Myklebostad added, “The market for cross-country skis has been very challenging in the years since COVID, with weak results across the whole industry. Madshus is no exception, and going forward it will be important to secure competitiveness and adapt the company to a market that is roughly half the size it was a few years ago. At the same time, we see great engagement and interest in cross-country skiing, not least through rising participation in long-distance races such as Birkebeinerrennet in Norway and Vasaloppet in Sweden.”
“We are very pleased that Madshus is moving forward with an owner whose roots are in skiing and ski production, and with a leader who has solid experience and genuine passion for the sport,” commented Josee Larocque, CEO of Elevate Outdoor Collective. “Madshus is a brand with a truly special history, and the new ownership will be a good home for Madshus. We are confident that the brand will retain its strong position in the market, and that this is the start of a new and exciting chapter for the company, its customers and everyone who loves Madshus.”
Fredrik Kjellberg, who has been leading Madshus, is taking on a new role as chief marketing officer of Elevate Outdoor Collective. Kjellberg stated, “It has been a privilege to lead Madshus through a period of major change, and I am proud of what the team has accomplished. Handing over the leadership to Torstein, who has in-depth knowledge of the ski industry, gives me great confidence in the road ahead for Madshus.”
Image courtesy Madshus
