{"id":1997203,"date":"2026-06-18T12:30:18","date_gmt":"2026-06-18T09:30:18","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1997203"},"modified":"2026-06-18T12:30:18","modified_gmt":"2026-06-18T09:30:18","slug":"worlds-oldest-ski-manufacturer-eyes-comeback-after-one-of-the-toughest-periods-in-its-120-year-history","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1997203","title":{"rendered":"World\u2019s Oldest Ski Manufacturer Eyes Comeback After One of the Toughest Periods in Its 120-Year History"},"content":{"rendered":"
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Ben Ogden wins his first career podium. | Image: Madshus1906 Instagram<\/figcaption><\/figure>\n
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Founded in 1906 in Biri, Norway, Madshus is the world\u2019s oldest continuously operating ski manufacturer.<\/strong> 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.<\/p>\n

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.<\/strong> 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. \u201cThere is no secret that it has been a tough period in the sports industry since the pandemic, and especially in the ski industry,\u201d CEO Fredrik Kjellberg told Norwegian ski publication Langrenn.com<\/a> at the time. \u201cWe 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.\u201d Production Director Tormod Grindstad sought to reassure the market, telling NRK<\/a> that the halt would not affect deliveries: \u201cWe have warehouse volume of everything that is going out to the market, so it does not affect our customer market.\u201d<\/p>\n

Now, just months later, the company says it is beginning to see signs of recovery.<\/strong><\/p>\n