In 2022, something shifted. Petter Northug and I looked at the state of cross-country skiing and saw not a dying sport, but a sleeping giant. Beneath its traditional layers was untapped potential — a canvas ready for bold strokes. We agreed: this sport wasn’t broken; it was begging for commercial disruption.
But we saw something even more urgent: the next generation was tuning out. The sport that once thrilled entire nations was losing its grip on younger audiences. Fewer kids were watching. Even fewer were dreaming of being the next Northug. And if we didn’t act — boldly and fast — we risked losing not just relevance, but the future of the sport itself.
We didn’t want chaos. We wanted compound innovation. That’s why we designed Janteloppet AS around a focused strategy: each year, we perfect one revenue stream while delivering one category-defining disruption.
Our first step was humble but crucial: perfect ticketing. We honed the mechanics of participation and focused on making mass entry not just efficient, but emotionally sticky. This was our foundational belief — cross-country skiing will always be a mass participation sport first. Disruption would wait. We listened. We learned. We invested.
With Janteloppet, we launched the lifestyle brand the sport never had. The world saw “SKI. PLAY. PARTY.” not as a slogan but as a redefinition. We built a narrative where skiing wasn’t just endurance — it was expression. The afterparties weren’t side notes; they became cultural moments. And with that, a new revenue stream was born.
It resonated especially with the young. Suddenly, cross-country skiing had edge, culture, and character. We weren’t just speaking to diehards — we were inviting a new generation in.
We turned the model on its head. With the Janteloppet Grand Prize, top-tier skiers came not for fixed fees, but for a shot at real glory. We introduced true meritocracy into a race that was otherwise viewed as an exhibition. This also marked the beginning of a new economic pillar: sponsorship revenue. We didn’t just invite brands — we gave them a front-row seat to history in the making.
Next year, we’ll take another giant leap: reimagine the broadcast. Cross-country skiing has for too long been trapped in formats that belong to another era. We will build the Janteloppet Grand Prize Series, turning it into the F1 of snow — fast, global, addictive — and rewire how the world watches skiing.
And here’s the deeper goal: create content and coverage that hooks younger viewers. Short-form. Interactive. Streaming-native. Made for mobile and built for social. Because if we don’t meet them where they are, someone else will.
What began as a wild idea in Norway is now a framework that can scale. With a proven model, a bold voice, and a hungry community, Janteloppet is ready to go global. From Oslo to Salt Lake City, this is no longer just a race. It’s a movement. A magnet for athletes, brands, and fans.
The sport we love will only thrive if it evolves. And evolution starts by understanding this truth: if we don’t capture the imagination of the young, we will lose the soul of skiing tomorrow. Janteloppet isn’t just disruption for disruption’s sake. It’s a commitment — to the sport, to the community, and to the generations that will carry it forward.
