Norway sets gold standard in ski technology through innovation

Madshus skis and boots, Rottefella bindings and SWIX wax and poles. These are three of many ski tech companies that continually innovate to remain at the industry’s cutting edge.

“You can count on these brands, and others like them, because they are experts in innovation. We know this because they deliver skis and ski equipment to the best skiers in the world,” states Annette Hoff, Project Manager at Norwegian Design Industry.

Over the past five years, Norway’s leisure and sports exports have increased by 56 per cent. North America has been part of this growth, and the US market has large growth potential in the coming years, due in part to the rising popularity of Nordic skiing within US society.

Industry experts cite several reasons for the growing US market. Firstly, US-Americans are discovering that cross-country skiing offers a simple, accessible and inexpensive way to enjoy the outdoors in winter, especially compared to downhill skiing at ski resorts. Secondly, the COVID shutdown compelled people to find sporting alternatives that did not entail travel and large crowds.

In addition, some US cross-country superstars, such as Olympic gold medallist Jessie Diggins, have gained national and international media attention, creating excitement about the sport.

A great example of US enthusiasm is the American Birkebeiner, the largest cross-country ski race in North America and the third largest in the world. Held every February since 1978, the “Birkie” event has grown through the years and now hosts 40 000 skiers and spectators in Wisconsin. In 2025, this is where several Norwegian ski tech companies joined forces to present their latest innovations to the US market.

“The US is a key market for us, and we are seeing strong growth here. American skiers appreciate innovation but also want to try products before they buy them. That’s why we created a joint initiative with other Norwegian manufacturers to showcase our newest technology,” says Torstein Myklebostad, CEO of Rottefella.

In this case, Rottefella, Madshus and SWIX teamed up with Alfa, maker of industry-leading Gore-Tex ski boots, and Åsnes, whose skis have been part of most polar expeditions for nearly a century. The marketing collaboration at the Birkie was organised by the Federation of Norwegian Industries and Innovation Norway.

Norwegian ski tech companies never stop innovating. Rottefella, which specialises in Nordic ski bindings, has been releasing new products for decades in three consumer categories: recreational skiers on prepared tracks, backcountry skiers without tracks, and elite athletes. The US market accounts for 15 to 20 per cent of the company’s total revenues, which is double the amount of 10 years ago.

The company’s groundbreaking innovations include SkateX, the first system developed for the skate skiing style. The system gives better lateral stability and improved balance compared to the conventional NNN binding system. The system saves skiers’ energy, allowing users to skate more efficiently for a longer period to time.

In addition, the MOVE system has been a gamechanger for skiers who want better grip and glide on prepared tracks. Used by professional skiers for many years, MOVE gives amateur skiers the same option to choose one of two binding positions, or “gears”, to help them move easier depending on incline of the terrain. To change “gears”, skiers do not need to take off their skis, and with some practice they can change gears on the move.

A third innovation is the Xplore system, which makes backcountry skiing, or skiing outside of prepared tracks, accessible for all levels of skiers. Xplore can be used for a short day trip to a nearby forest or a multi-day excursion across wild terrain.

Moreover, Rottefella’s products bear the official Made in Norway label, confirming their Norwegian origin and the company’s commitment to responsible business practice and sustainability.

Another company that continually innovates is Madshus, maker of world-class skis, boots and poles since 1908. The Redline series has been its top racing line for years thanks to cutting-edge R&D. This includes collaboration with PhD students at the Norwegian University of Science and Technology (NTNU) to continually improve the performance of its ski equipment.

In addition, Madshus has cooperated with Rottefella to develop its newest Redline skis and SkateX boots, which elite athletes used to achieve 39 podiums last season, including a gold medal at the Nordic World Championships 2025. Moreover, the company has fine-tuned its ski boots by incorporating dials from the patented BOA® Fit System, a high-tech boot lacing system, for a micro-adjustable, precision fit that helps elite athletes to perform at their peak.

“We’ve seen a lot of excitement because of the new innovations we’ve brought to the market,” states Lars Myrseth Kurås, Senior Global Marketing Manager at Madshus.

In Norway, SWIX is a household name. The company has been making Nordic ski wax for about 80 years. Founded by a Swedish pharmacist, SWIX has always relied on scientific testing to continually improve its waxes and other products, which also includes tools and poles.

“SWIX is a company based on product development,” states Siri Holstad Johannessen, Head of Global Sales and Distributors at SWIX.

Nordic style skiers in North America know and love SWIX as well. As Holstad Johannessen explains, the US is the second largest market for SWIX wax and tools, especially in the upper midwestern states where Nordic skiing conditions are ideal and many are connected to their Scandinavian heritage.

As the world’s largest supplier of ski wax in the world, the company’s sustainability efforts have a global impact. In 2021, SWIX was the first brand to launch fluor-free ski wax for all customers. This was a breakthrough because until then, all performance ski wax contained fluorocarbons, which when released into the environment take hundreds of years to break down. Now these substances are banned in the EU and a few US states.

In other innovation projects, SWIX is developing a non-petroleum ski wax that involves CO₂ capture from the atmosphere and an eco-friendly cross-country ski pole using aluminium tubes that will cut CO₂ emissions by up to 75 per cent. “Our goal is to create a zero carbon footprint from these products,” says Holstad Johannessen.

In 2025 and beyond, SWIX will continue its sustainable ski wax development, expand its portfolio of low-carbon ski poles and seek out larger markets for all its products in North America.

Likewise, both Madshus and Rottefella plan to push the innovation envelope and increase their market share in North America. They also aim to make some of their elite ski technology more accessible and more affordable. “Our ultimate goal is to create better skiing experiences for all levels of skiers,” says Myrseth Kurås of Madshus.

Myklebostad of Rottefella has a similar perspective, especially with regard to skate style skiing. He says the company will continue to develop SkateX with different groups of skiers in mind. “Skating has become more popular among the general public and it will continue to grow. For the younger generation, skating is faster and more fun,” he explains.

Ultimately, Norwegian ski tech companies are optimistic the North American market, despite some lingering effects of COVID and economic uncertainty in the US. “We have seen positive developments in the market overall, and we expect normal growth to return,” concludes Myklebostad.