He won Vasaloppet three times. He also conquered Marcialonga. One of the original stars of Ski Classics, Oskar Svärd, later became a Pro Team Director. Now, he is back in the system as the new Director of Ski Classics.

“There’s a lot to get familiar with. Some things surprise me,” says Oskar Svärd after crossing over “to the other side” of the long-distance skiing circuit.

He got a head start on the job this summer, visiting the Orienteering World Cup in Idre, attending the Tour de France, and learning from other major organizers.

“I’m comfortable with the sports side of things, of course, but there’s a lot more to grasp. Lately, I’ve been working on understanding the TV side. That’s all new to me,” says the 48-year-old from Småland, Sweden.

Oskar Svärd admits it’s been helpful to have David Nilsson by his side during the transition.

“In this role, I see the big picture in a different way than when I was an athlete or worked with a team.”

The new Ski Classics Director has already received feedback on the upcoming season’s race calendar, including some criticism of the introduction of a sprint event in the long-distance series.

“I think it’s too early to criticize. We need to test new concepts before deciding if they’re good or bad. Next winter, we also have the Olympics in February, so we had to take that into consideration. It made building the calendar more challenging.”

Learning from the Tour de France

In recent years, Svärd focused on multisport through his work in the military — a path that led to progress and World Championship golds. But now, Ski Classics is his full-time focus.

“I’m used to large events from the military. This summer, we went to Idre and to the Tour de France to watch and learn. The Tour de France has some similarities to the Ski Classics. We have 13 races; they have 21 stages. There are flat days, more hilly stages, pure mountain days, and so on.”

Svärd points out that it was particularly inspiring to see the branding and marketing around the world’s biggest cycling race, and to witness the impressive logistics required to move the entire organization day by day for three weeks.

During the Orienteering World Cup, Oskar sat in the OB truck alongside producer Karel Jonak, who also leads the Ski Classics broadcasts.

“That was a new experience for me. I was surprised by people’s TV habits. I didn’t know how TV is consumed today.”

Television is one of the most important aspects of Ski Classics. In recent years, the series has secured hours of broadcast time on major channels, such as NRK in Norway and SVT in Sweden, throughout the winter, significantly boosting its visibility and interest.

Also Read: Ski Classics Pro Tour Season XVII 2025/2026

The story continues below.

From scratch to an international TV product

From its humble beginnings in 2008, Ski Classics has grown into a major international broadcast product, featuring 13 Pro Tour events and over 70 Challengers — spanning Antarctica, Greenland, and China.

David Nilsson has been at the helm the entire time. Now, a new ‘captain’ is taking over.

“People probably won’t notice right away that I’ve taken over. This coming season is mostly about getting into the system, observing, and learning,” says Svärd.

“It’s more likely that changes will start coming around 2027, 2028, or 2029.”

What would you like to develop or change in Ski Classics?

“We have a short season. It would be fun to have more activities spread throughout the year. That’s where roller skiing is a natural part. We’ve also talked about starting the season earlier. But many of our events also attract thousands of recreational skiers, so the question becomes whether we organize races just for the elite or for everyone.”

“I still think like a skier or Team Director. One idea I have is to make travel easier — avoiding long distances and maybe doing more when we’re already at a certain location.”

The story continues below.

Read More: Oskar Svärd appointed as Director of Ski Classics

Broadening the field

Another key ambition for the new Ski Classics Director is to broaden the international reach of the series. It’s not a new topic, but still a hot one.

“Right now, there is strong Norwegian-Swedish dominance in Ski Classics. That’s why it’s great when someone like Frenchman Jeremy Royer wins one of the bibs in the series. It’s not easy to increase national diversity. Still, I hope we can make it happen,” says Oskar Svärd, who is actively exploring ways for countries like Italy, France, Austria, Germany, Poland, Finland, and others to reach the level of Norway and Sweden in the future.

At 48, the Swede from Tvärred certainly knows Ski Classics inside and out. He won Vasaloppet in 2003, 2005, and 2007, and claimed victory at Marcialonga in 2010. He also served as Pro Team Director for both Team Coop and Team Eksjöhus..

“I’m really looking forward to my first season in this new role. I’m especially excited about the individual race in Orsa,” says the new Ski Classics Director, who also introduced a sprint in the Czech Republic in connection with Jizerská50.

Listen Here: Season XVII podcast out now with new Ski Classics Director Oskar Svärd and Founder David Nilsson

Are you interested in Ski Classics and long-distance skiing? Click HERE and read more about it.