Madshus sold by Elevate Outdoor Collective to Kaestle parent ConsilTech & former Rottefella CEO Torstein Myklebostad

Elevate Outdoor Collective (EOC) and ConsilTech today announce that ConsilTech is acquiring Madshus, the 120- year-old Norwegian ski brand, from EOC. Former Rottefella head Torstein Myklebostad becomes the new CEO and co-owner of Madshus.

Madshus is a renowned Norwegian manufacturer of cross-country and Nordic backcountry skis, boots, and poles. Founded by Martin Madshus in 1906, it holds the distinction of being the world's oldest still-operating ski manufacturer. “Defined by Norwegian ski heritage, Madshus has distinguished itself as a brand focused on building the finest Nordic ski products.” as noted by Madshus.

The parties have signed the agreement, and the transaction is expected to be completed in the coming weeks.

Torstein Myklebostad, who has led the ski binding manufacturer Rottefella for the past ten years, has joined forces with ConsilTech, the Czech industrial company that owns the ski brand Kästle, to acquire Madshus.

“Madshus is one of the most respected brands in cross-country skiing, and our goal is to ensure the brand’s continued success. Under the new ownership, Madshus will still have owners who truly understand skiing and production. We are deeply committed to the sport, and together we will make sure that Madshus remains the preferred choice for cross-country enthusiasts and recreational skiers around the world,” says Torstein Myklebostad, CEO of Madshus.

“We are very pleased that Madshus is moving forward with an owner whose roots are in skiing and ski production, and with a leader who has solid experience and genuine passion for the sport. Madshus is a brand with a truly special history, and the new ownership will be a good home for Madshus. We are confident that the brand will retain its strong position in the market, and that this is the start of a new and exciting chapter for the company, its customers and everyone who loves Madshus,” says Josee Larocque, CEO of Elevate Outdoor Collective.

Madshus has produced skis for more than 120 years and is one of the most tradition-rich brands in cross-country skiing. Through the transaction, Madshus becomes part of an industrial family that operates modern, high-technology ski production in Nové Město, one of Europe’s most renowned cross-country areas, which hosts the biathlon World Cup every year. ConsilTech has also done this before: the company acquired Kästle when the tradition-rich ski brand was struggling, rebuilt its product portfolio and brand, and today runs a professional race team that includes several of the sport’s top athletes.

Just before the summer, Madshus restarted production at Biri after a temporary halt of several months. The factory is now producing skis ordered by customers for the coming winter: part of the Madshus production previously located in China has already been moved to Kästle’s factory in Nové Město.

“The market for cross-country skis has been very challenging in the years since Covid, with weak results across the whole industry. Madshus is no exception, and going forward it will be important to secure competitiveness and adapt the company to a market that is roughly half the size it was a few years ago. At the same time, we see great engagement and interest in cross-country skiing, not least through rising participation in long-distance races such as Birkebeinerrennet in Norway and Vasaloppet in Sweden,” says Myklebostad.

While Madshus has historically focused its production at its iconic facility in Biri, Norway, its operations are likely to be integrated into Kästle's advanced manufacturing hubs in Nové Město, Czech Republic to adapt to a changing global winter sports market

Fredrik Kjellberg, who has led Madshus until now, is taking on a new role as Chief Marketing Officer of Elevate Outdoor Collective.

Core Product Offerings

• Classic & Skating Skis: Models like the Madshus Active Pro Skin Nordic Ski are designed with straight rib lines to optimize glide and limit track friction. High-performance options include the Redline racing series.

• Backcountry Skis: Popular setups like the Madshus Panorama M78 and M68 series use progressive sidecuts, full-length steel edges, and waxless Omnitrack bases for steep, off-trail exploration.

• Nordic Footwear & Gear: They produce structured, technical softshell footwear like the Endurace Skate Boot alongside specialised backcountry touring boots.

“It has been a privilege to lead Madshus through a period of major change, and I am proud of what the team has accomplished. Handing over the leadership to Torstein, who has in-depth knowledge of the ski industry, gives me great confidence in the road ahead for Madshus,” says Kjellberg.