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.
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.
Fredrik Kjellberg, who has led Madshus until now, is taking on a new role as Chief Marketing Officer of Elevate
Outdoor Collective.
“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.
For more information:
Torstein Myklebostad, CEO Madshus: torstein.myklebostad@madshus.com / +47 952 38 580
Radek Nožka, spokesperson ConsilTech: nozka@consillium.cz / +420 723 027 464
Fredrik Kjellberg, Elevate Outdoor Collective: fredrik.kjellberg@elevate-oc.com / +46 70 559 05 45