Founded in 1906 in Biri, Norway, Madshus is the world’s oldest continuously operating ski manufacturer. For generations, the Norwegian brand has been synonymous with cross-country skiing, producing skis used by everyone from recreational skiers to Olympic champions. But earlier this year, the company found itself facing one of the most difficult chapters in its long history.
In January 2026, Madshus announced it would halt production indefinitely at its factory in Biri and lay off 29 of its 66 employees as the company grappled with weak demand, excess inventory, and a challenging market for Nordic ski equipment. The move came amid a broader downturn across the cross-country skiing industry, which has struggled with inconsistent winters, changing participation patterns, and the lingering effects of the post-pandemic outdoor recreation boom. “There is no secret that it has been a tough period in the sports industry since the pandemic, and especially in the ski industry,” CEO Fredrik Kjellberg told Norwegian ski publication Langrenn.com at the time. “We have had three snow-poor winters in our most important market in Norway and Sweden. We now have so much stock in the warehouse that we need to get it out before we produce more.” Production Director Tormod Grindstad sought to reassure the market, telling NRK that the halt would not affect deliveries: “We have warehouse volume of everything that is going out to the market, so it does not affect our customer market.”
Now, just months later, the company says it is beginning to see signs of recovery.
After five months of reduced production, the outlook at Biri has brightened considerably. According to an interview with cross-country magazine ProXCskiing, Madshus has spent the past several months restructuring operations, reducing inventory, and reassessing its long-term strategy. All 29 furloughed workers have now been called back, and full production resumed at the factory this week. “Four months is a long time to be on furlough, but it says something about our employees, and that we believed production would start again,” Production Director Tormod Grindstad told Langrenn.com. The goal has been straightforward: stabilize the business and position the company for future growth rather than continue producing skis into an already oversupplied market.
The challenges facing Madshus extend far beyond a single company. Across Scandinavia and much of Europe, Nordic ski manufacturers have been forced to adapt to a rapidly changing environment. Snow reliability has become increasingly unpredictable in many traditional cross-country skiing regions, while consumer demand has fluctuated significantly since the surge in outdoor recreation during the COVID-19 pandemic. Despite those headwinds, Madshus continues to invest in product development.
One of the company’s most notable recent innovations is the SkateX system, a new binding and boot interface designed specifically for skate skiing. The technology has attracted significant attention within the Nordic skiing community and has been tested by elite athletes on the World Cup circuit. For Madshus, innovations such as SkateX represent an effort to differentiate itself in a highly competitive market while demonstrating that the company remains focused on the future rather than simply cutting costs.
The stakes are particularly high given Madshus’ place in skiing history. Few brands can trace their roots back more than a century, and fewer still remain active manufacturers. For many skiers, Madshus is not simply another equipment company but a living link to the origins of modern skiing.
Whether the turnaround succeeds remains uncertain. The Nordic ski industry continues to face structural challenges, and the market remains far from easy. Yet the tone coming from Madshus this week is a welcome change from that of January, when production stoppages and layoffs dominated headlines.
