What Madshus does

Madshus is a Norwegian manufacturer of cross-country ski equipment founded in 1906, headquartered in Gjøvik with primary manufacturing in Biri, Norway. The company produces a comprehensive portfolio spanning five ski collections (Redline premium race, Classic, Skate, Skin no-wax, and Backcountry), boot collections (Redline BOA, Skate X, Classic, Skate, Backcountry, Junior), plus poles, bindings, and accessories. Underlying technology includes proprietary Carbon Power Wrap core construction, Tuned Dynamic Response layups, IntelliGrip skin systems, Polyamide skin technology, Power Edge reinforcement, and Empower Core with RFID for product traceability. Madshus co-engineers binding interfaces with Rottefella and integrates BOA Fit Systems across boot lines.

The business operates a hybrid distribution model combining direct-to-consumer e-commerce (localized across 18 markets with multi-language support) and a global authorized dealer network for fitting-intensive purchases. Pricing spans entry-level products around $54 (poles) up to premium Redline products at $950 (boots) and $865 (skis). The company serves five customer segments: elite/World Cup athletes, competitive club skiers, recreational active skiers, junior athletes, and backcountry/touring skiers. Notable sponsored athletes include Olympic medalist Ben Ogden and World Cup competitors Harald Østberg Amundsen, Mathilde Myhrvold, Emilien Jacquelin, and Jules Chappaz.

Madshus is privately held, owned by Elevate Outdoor Collective Holdings, LP since 2023 (previously under K2 Sports), operating with 101-250 employees. Manufacturing runs on 100% certified renewable energy and the company has been fluorocarbon-free in production since 2018. The GTM motion emphasizes athlete partnerships, event sponsorships (Vasaloppet, American Birkebeiner, Engadin Skimarathon), content marketing through Madshus Academy YouTube and Instagram, SEO-driven guides, and direct online sales. No revenue, headcount growth, or financial metrics are publicly disclosed.

Name

Madshus

Legal name

Madshus AS

Website

https://madshus.com/

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

101–250 employees

Short description

Madshus is a ski manufacturer that produces cross-country skis, poles, boots, and accessories such as bags, headwear, belts, and gloves.

Ownership category

akta.pro rank

Product category

Cross-country ski equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG)

akta.pro secondary industries

Ski Touring / Backcountry & Avalanche Safety Retail (AT Gear, Skins, Beacons, Probes, Shovels, Airbags) (CRAMAJAD), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

Keywords

• Cross-country ski equipment
• Nordic ski manufacturing
• Cross-country ski boots
• Ski bindings and poles
• Ski racing equipment

Headquarters

HQ city

Gjøvik

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Cross-country ski equipment sales: Primary revenue from manufacturing and selling cross-country skis, boots, poles, bindings, and accessories directly to consumers and through dealer networks.
2. Aftermarket accessories and parts: Revenue from replacement parts, accessories including bags, straps, pole parts, IntelliGrip replacement skins, headwear, and consumables.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Madshus designs, manufactures, and sells cross-country (Nordic) ski equipment including skis, ski boots, bindings, poles, and accessories such as bags, headwear, gloves, replacement skins, and straps. The portfolio spans premium race-engineered Redline products, recreational Endurace/Active lines, no-wax Skin skis, backcountry and junior collections, with manufacturing concentrated at the Biri, Norway facility using 100% renewable energy and fluorocarbon-free materials since 2018.

Product overview

Madshus is a Norwegian cross-country skiing equipment manufacturer founded in 1906, offering a comprehensive portfolio of skis, boots, poles, bindings, and accessories. The product line spans five core ski collections: Redline (premium race-engineered), Classic (traditional skiing), Skate (speed/agility focused), Skin (no-wax innovation), and Backcountry (off-trail adventure). Boot offerings include Redline BOA® (elite racing), Skate X (boundary-defying skate), Classic, Skate, Backcountry, and BOA® Fit System lines. The company integrates Rottefella binding systems and BOA® Fit System technology across boot and ski products. Madshus operates through direct-to-consumer e-commerce and a global dealer network, with manufacturing facilities in Norway utilizing 100% certified renewable energy and fluorocarbon-free production since 2018.

Differentiator

Problem solved

Functional benefit

Brands

• Redline: Premium race-engineered ski, boot, and pole collection representing the pinnacle of Madshus performance products.
• Nordic Skin
• Skate X
• BOA Fit System

Products and services

• Redline Skis Premium race-engineered cross-country skis representing the pinnacle of the Madshus lineup, available in Skate (F1/F2/F3) and Classic (K1/K2/K3) variants with Carbon Power Wrap cores, Tuned Dynamic Response layup, Power Edge durability, and fluor-free bases; targeted at elite racers and competitive athletes.
• Skate Skis Cross-country skis engineered for the dynamic skate skiing technique with shorter, stiffer constructions and pronounced camber for speed, power, and precision on groomed trails; range spans Redline, Race Pro, Race Speed, Endurace, Active Pro, and Active models.
• Classic Skis Traditional cross-country skis designed for smooth, efficient gliding with excellent grip on groomed trails; lightweight yet durable construction for both recreational and competitive classic skiers, including Race Speed, Endurace, and youth options.
• Skin Skis Innovation-focused cross-country skis with integrated Polyamide skins providing consistent grip without kick wax; features skin-specific camber and wider constructions for stability across groomed and ungroomed trails. Range includes Race Pro, Race Speed, Endurace, Active Pro, Nordic Pro, and Nordic models.
• Backcountry Skis Wide, durable cross-country skis engineered for off-trail exploration and rugged terrain with stable designs, reliable grip, and control beyond groomed tracks; includes Fjelltech M50 and M44 Skin skis and the Panorama series.
• Backcountry Downhill Skis Wide-profile skis engineered for tackling the steepest and most challenging backcountry slopes, offering superior control in deep snow and excellent floatation; includes Panorama M78, M68, M62, and SF 62 models.
• Backcountry Touring Skis Cross-country touring skis built for efficiency in both uphill and downhill backcountry terrain with control and stability for off-the-beaten-path exploration; includes Fjelltech M50 Skin Skis.
• Junior Skis Lightweight, durable cross-country skis designed for young skiers to build skills with easy maneuverability; includes Redline Classic Jr, Active Skin Jr, Active Skate Jr, and Snow Pup models.
• On Track Skis Precision and stability-focused cross-country skis for groomed trails with excellent balance and responsive feel for all skill levels in training or recreational use.
• Skate X Boots Boundary-defying skate ski boots engineered to optimize stability, power, and efficiency; features Skate X Outsole, Integrated Power Chassis, and BOA Fit System, available as Pulse Skate X BOA (all levels) and Redline Skate X BOA (elite racing).
• Redline Ski Boots Premium race-engineered cross-country ski boots featuring the lightest weight in the lineup with RED Carbon Chassis, Madshus Pro Ripstop upper, RaceWrap 2.0 innerboot construction, and BOA Fit System options; includes Skate X BOA, BOA Skate, and BOA Classic models.
• Classic Ski Boots Cross-country ski boots designed for traditional classic skiing with supportive structure and flexible feel; includes Redline BOA Classic, Active U, Race Pro BOA Classic, Race Pro BOA Classic Women's, Pulse BOA Classic, Pulse BOA Classic Women's, Pulse Classic, Nordic, and Raceline Jr models.
• Skate Ski Boots Cross-country ski boots engineered for skate skiing from beginner to elite levels with optimized performance and comfort; includes Redline BOA Skate, Race Pro BOA Skate, Race Pro BOA Skate Women's, Pulse Skate X BOA, Pulse BOA Skate, Pulse BOA Skate Women's, Pulse Skate, and Active U models.
• Backcountry Ski Boots Cross-country ski boots built for off-trail adventure with durable materials and stable designs for all terrain, developed in Norway to keep skiers warm and comfortable in all conditions; includes Panorama Explorer, Panorama MNT, and Fjelltech models.
• Junior Ski Boots Lightweight, flexible cross-country ski boots designed for young skiers with secure fit for smooth, controlled strides; includes Raceline Jr Boots.
• Ski Poles Lightweight, strong cross-country ski poles offering precision, durability, and optimal balance between performance and comfort; includes Redline Pole Kit (100% Ultra-High Modulus Carbon, ellipse-shaped shaft, TBS basket system) and Nordic Alu Pole.
• Ski Bindings Secure, responsive cross-country ski bindings connecting skier to skis with stability and control; includes Rottefella MOVE systems, Xcelerator Pro/2.0/Junior, Performance Classic/Skate, Touring Auto, Start, SkateX MOVE Tune Pro, Backcountry (Xplore BC Offtrack, Backcountry Magnum, Backcountry Manual, Backcountry Auto), and Rollerski bindings.
• Ski Bags and Travel Accessories Ski bags and travel gear for transporting cross-country equipment, including Ski Bag 15 Pairs, Ski Bag 5-6 Pairs, Ski Bag 1-2 Pairs, Test Skibags, Pole Bag Hard Case, Rifle Bag, Duffle Bag, and Race Day Backpacks (54L, 40L).
• Headwear Branded headwear accessories including Active Beanie, M-Beanie, Logo Beanie, Panorama Wool Cap, 1906 Snapback Cap, Race 5 Panel Cap, Cap Gray Square, and Est 1906 Cap.
• IntelliGrip Replacement Skins Replacement skin products for Madshus skin skis, including IntelliGrip Skin 38mm and 60mm, Redline IGS, Mohair, and Mix replacement skin packs, providing consistent grip without kick wax.
• Race Strap 2.0 Pole strap designed to ensure snug fit for control and power transfer during cross-country skiing; available in S, M, L sizes in red-black.
• Podium Booties Warm, dry, comfortable winter boots with easy access and Michelin high-friction outsole, endorsed by athletes including Ben Ogden, Mathilde Myhrvold, Johan Olav Smørdal Botn, and Paula Botet.
• Nordic Pro Skin Skis Wider cross-country ski with integrated Polyamide skin designed for touring on groomed or ungroomed trails; features skin-specific camber for better grip without compromising glide and is paired with Move Switch Performance RAP bindings.

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature10 records

Partnerships

Six partnerships are on record, tiered core and minor.

• VasaloppetcoreStrategic or Co-development Partner · 1 January 2023Madshus is a long-standing sponsor and partner of Vasaloppet, the world's most iconic 90km ski marathon in Sweden. Partnership continued for 4 years (announced 2023). Company supports Night Vasa event. Partnership connects brand with heritage and tradition of cross-country skiing.
• RottefellacoreTechnology or IntegrationRottefella is a key binding technology partner for Madshus skis. Products integrate Rottefella binding systems including MOVE Switch, Performance Classic RAP, Xcelerator Pro, NIS systems, and SkateX bindings. Co-engineering of binding-ski interfaces for optimal power transfer.
• BOA Fit SystemcoreTechnology or IntegrationBOA Technology provides the BOA Fit System integrated into Madshus boots across Redline, Race Pro, and Pulse collections. System delivers micro-adjustable precision fit with improved power transfer and edge control.
• Department 19coreStrategic or Co-development PartnerInternal elite athlete development and R&D program. Team of sponsored World Cup athletes (Ben Ogden, Mathilde Myhrvold, Harald Østberg Amundsen, etc.) who test and validate products at highest competitive levels.
• Elevate Outdoor CollectivecoreStrategic or Co-development PartnerParent company of Madshus. Part of outdoor sports conglomerate including Kästle (ski manufacturer). Madshus joined the owner of Kästle for its next chapter. EOC Europe GmbH based in Penzberg, Germany handles European operations.
• Ski Tunnels (Lillehammer and other facilities)minorOthersMadshus uses ski tunnels for year-round testing when natural snow is unavailable. Enables continued product development during warmer months.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fischer: Austrian manufacturer of Nordic and alpine skiing equipment. Fischer is one of the largest direct competitors to Madshus in cross-country skis, boots, poles, and bindings, with overlapping World Cup athlete sponsorships and product categories.
• Rossignol: French winter sports manufacturer with a significant cross-country ski line alongside alpine and apparel. Rossignol competes head-to-head with Madshus across skate, classic, and skin ski categories globally.
• Salomon: French manufacturer owned by Amer Sports with a comprehensive Nordic ski offering (S/Lab range). Salomon is a direct competitor to Madshus in performance cross-country skis, boots (Boa-equipped), and bindings.
• Atomic: Austrian ski brand (Amer Sports) producing cross-country skis alongside its dominant alpine business. Atomic competes with Madshus in the Nordic ski category with comparable race and recreational product lines.
• Kästle: Austrian ski manufacturer owned by Madshus' parent Elevate Outdoor Collective. Kästle is a sister brand with overlapping alpine, touring, and backcountry ski offerings, making it the most closely aligned portfolio peer.
• Alpina: Italian manufacturer of cross-country ski boots and equipment. Alpina directly competes with Madshus in the Nordic ski boot category, particularly in the European recreational and competitive segments.
• Start: Norwegian cross-country ski manufacturer with deep roots in the Nordic ski market. Start competes with Madshus in traditional classic and skate ski categories, particularly in Scandinavia.

Emerging players

• Peltonen: Finnish specialty cross-country ski manufacturer focused on skin skis and recreational Nordic equipment. Peltonen overlaps with Madshus' skin ski and Nordic Pro lines in the Nordic European market.

Broad incumbents

• Swix: Norwegian heritage brand dominant in ski wax and Nordic ski maintenance products, with adjacent poles and accessories. Swix is a category-relevant peer given its prominence in the Nordic ski ecosystem, though it does not directly compete in ski manufacturing.

Others

• Toko: Swiss ski wax and Nordic ski accessory brand. Toko is an adjacent/ecosystem peer serving the same cross-country skiing customer base with complementary maintenance products rather than competing in ski manufacturing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MadshusRacing
• Facebookfacebook.com/MadshusSkis

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madshus