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