Madshus’ emphasis on citizen races has proven an enormous succcess on multiple levels.
Madshus racers have totally dominated the marathon citrcuit this season. After owning the podium in the 2011 Vasaloppet, we barely dared to hope it could get any better, but the 2011 Birkebeinerrennet two weeks later was no different: Madshus racers moved in on the podium again. The Madshus racers publicly bragged about their fast skis live on Norwegian television as they were interviewed at the finish line. Jörgen Brink (SWE), who was second in the Birkie, said his skis were the reason he was able to descend so quickly from Sjusjøen to Lillehammer.
In the overall FIS Marathon Cup, Madshus racer Jerry Ahrlin (SWE) earned the overall win after his third place in the Birkebeiner on March 19, while fellow Madshus racer Stanislav Rezac (CZE) was third overall for the 2011 season. That earned Madhus two of the top three spots in the overall Marathon Cup. On the women’s side, Madshus racer Susanne Nyström (SWE) was second overall for the 2011 season.
Madshus has made a conscious decision to be present at the ski marathons because being close to our customers is ingrained in our company philosophy and a major part of our marketing strategy. We want to take part in their events, and a large segment of our customer base participate in the popular ski marathons.