Bjorn Hanson, an American-Norwegian, has built a strong reputation with his social media platform “Out There Nordic.” Known across the U.S. and smaller skiing nations for his generosity, Hanson has become a key supporter of rising and underfunded athletes in cross-country skiing, biathlon, and Nordic combined.

Athletes such as U.S. biathlon star Deedra Irwin, Estonian biathlete Greta Gaim, and U.S. Nordic combined/biathlete Tara Geraghty-Moats are just a few who have benefited from his support.

We sat down with Bjorn to discuss the inspiration behind his commitment to helping lesser-known athletes.

Read more: “Our donors make these Olympic dreams possible”

The Beginning of Out There Nordic

How did you get started with Out There Nordic as a ski shop and brand in the US?

“Growing up in a ski family in Northern Wisconsin with roots in Norway, the long story starts with the 1928 Olympics, but that’s a bore,” Bjorn Hanson shares with a laugh, cutting to the chase.

“In 2010, after a number of years trying to find someone to start a ski shop, which basis was athlete support, education, and service, a friend from the ski interest asked Kris and me, ‘Why don’t you start a shop?’ We had experience in the sport, we knew retail and high-end customer service.” It was a turning point for Bjorn and his co-founder Kris, both of whom saw an opportunity to make their mark.

“After asking some others in the industry, the idea was born. We both really wanted the name to be an ideal, so Kris said, ‘Out There.’ It doesn’t matter in the end if you race, have an Olympic medal, or just ski in a field—you get Out There.” 

The name encapsulates the spirit of the sport for Bjorn: whether for competition or leisure, it’s about embracing the experience.

What was the inspiration for starting up your support for under-supported athletes?

“A friend from Europe had recommended an athlete talk to us—Victoria Padial, a Spanish biathlete—about support. She reached out, and 12 years ago, Team Out There was born!” Bjorn reflects on the humble beginnings of a movement that would extend far beyond what they had anticipated.

“We are folks that jump in wholeheartedly. So, when the idea of helping athletes came, it was a natural fit.” Out There Nordic’s approach to athlete support is as personal as it is professional, committed to making a difference wherever they can.

Do you know how many athletes you have helped and from how many countries?

“Approaching 40 athletes from 16 countries are now a part of the Team Out There family.” It’s clear that the impact of Out There Nordic extends far beyond its Wisconsin roots, supporting a diverse array of athletes from across the globe.

See the full list of athletes past and present here

What is next for you and Out There Nordic?

“That is always the question,” Bjorn says, smiling. “We would love to continue to grow that support and the family of athletes, to help change and grow the sport.” With an eye to the future, Bjorn is eager to see Out There Nordic expand, not just in size but in its influence on the sport as a whole.