Brännmark takes over traditional roller ski brand

by Press Release • 04.07.2024
roller
A few months ago, former Piteå Elit skier Viktor Brännmark hung up his skis. Now it’s clear what he will do instead – lead a traditional roller ski brand to the top of the world.

The Elpex brand has been around for over 40 years and is considered by many to be one of the best in roller skis. Since 2011, it has been run by Johan Öberg in Öjebyn. Earlier this spring, he indicated his interest in selling the business, which was noted by Fredrik Högberg and Sammy Pergament, who together run the business development and investment company Row.

“I am well acquainted with Elpex and its good reputation from before. When this acquisition opportunity arose, I immediately contacted Johan Westerlund, waxing and service manager for Piteå Elit and former elite skier, as well as Jonas Pettersson, also with a solid skiing background. Together, we quickly agreed on the potential of the business and that Viktor Brännmark would be the optimal CEO,” says Sammy Pergament in a press release.

The new owners take over on July 3 and look forward to carefully managing this brand and product legacy. Elpex manufactures everything from roller skis for both classic and skate skiing to off-road roller skis and poles. Over the years, the products have been exported to several countries around the world and used by both enthusiastic amateurs dreaming of completing a Vasaloppet, world stars, and everyone in between.

The CEO of the new business will be Viktor Brännmark, who after a long and successful cross-country skiing career, competed in his last race in April, just a few weeks after winning the Swedish Championship gold in the relay. Viktor, who grew up in Älvsbyn, has been skiing in Piteå Elit’s white and red colors since 2015 and has represented Sweden in the World Cup on several occasions. Throughout his career, he has based his training on Elpex roller skis, making the decision to buy and become CEO of the company very easy.

“My first roller skis were a pair of Elpex Wasa that I got when I was 13 years old. After skiing on roller skis for nearly 20 years, I can honestly say that Elpex has always delivered the best products on the market. When Jonas called me and presented this opportunity, I didn’t hesitate for a second. It will be really fun to inject new life into Elpex and make the brand the world’s best-selling in roller skis,” says Viktor.

The new owners have several ideas on how the business should develop regarding new products and sales channels. First, however, a move to a new location in Piteå awaits, where the business will be given the best conditions to reach its full potential.

Also Read: The Roller Ski Guide 2024

Show sharing buttons

Subscribe to our newsletter

Most read

  • Double Poling
    1

    The Big Ski Test 2023 – Double Poling Skis

    by Hedda Westby/Proxcskiing.com
    28.10.2023
  • waxing
    1

    Off-season waxing and storage tips

    by Leandro Lutz/Katerina Paul
    14.04.2025
  • skin ski
    1

    Skin skis: The trick that elevates your experience from good to magical

    by Ingeborg Scheve/Translated by Katerina Paul
    15.04.2025
  • Roller Ski Wheel Resistance
    1

    The challenge of uneven wheel resistance in roller skiing

    by Langd.se/translated by André Santos
    03.04.2025
  • Roller Skis
    1

    Get your roller skis ready: Maintenance tips for the season ahead

    by Leandro Lutz
    23.04.2025

More Articles

  • history

    The history of cross-country skiing – From ancient trails to modern racecourses

    Summer is just around the corner, and elite skiers are soon kicking off their high-volume training in preparation for next season’s Olympics or the upcoming Ski Classics challenges. Recreational skiers are following suit, hoping that the coming winter will bring better snow conditions. Right now, as the summer training season begins, it’s an excellent time to pause and look back at our history— how did this beloved sport of ours begin, and what is skiing really all about?
    by Teemu Virtanen/Translated by Katerina Paul
    28.04.2025
  • Brings three new skiers onto the Norwegian national team

    by Ingeborg Scheve/translated by Katerina Paul
    28.04.2025
  • Running with poles: Key tips for training success

    by PETRI IKÄVALKO & TEEMU VIRTANEN/André Santos
    27.04.2025
  • Hanna Fine: French support in the Czech Pro Team

    by Adéla Ročárková/Translated by Katerina Paul
    27.04.2025
  • Swiss biathlon teams for season 2025/2026

    by Leandro Lutz
    27.04.2025