He was the coach of the Swedish national cross-country team from 2009 to 2012, responsible for stars such as Charlotte Kalla, Marcus Hellner, Johan Olsson, and many others. Now, the 55-year-old from Umeå is one of the biggest sponsors of the Norwegian national cross-country skiing team.

Hans-Eric Schultz has had a career in cross-country skiing that is nothing short of unusual.

“I replaced Gunde Svan as the long-distance manager. In addition, I was responsible for the marketing side”, says Hans-Eric – sponsor of the Norwegian National Team, who at the time left his position as sales manager at Electrolux.

“Sweden was somewhat left out in the cold, but Charlotte Kalla’s victory in the Tour de Ski was the starting point for a turnaround. The new cross-country coach at the time focused more on teamwork — a national team of ‘all for one, one for all”, ads Schultz, according to Langd.se.

“I participated in a fantastic Olympics in Vancouver in 2010 with three golds, one silver, and one bronze. We had great team spirit and followed it up with a strong performance at the World Championships in Holmenkollen in 2011,” recalls Hans-Eric Schultz, who was also busy nurturing talent to sustain cross-country skiing’s growth.

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The Idea of Regional Teams

“It was important for me to safeguard the sport’s future. Together with the Norwegian long-distance coach Åge Skinstad, we initiated the development of regional teams during that time. We wanted talent to stay in the sport.”

The year after Hans-Eric left, Skinstad implemented the plans in Norway, but in Sweden, progress stalled. The Swedish Ski Association underwent a turbulent period with several leadership changes.

“I was the only one who resigned from the Ski Association because of this work. My stance is that change is necessary, and sometimes new people are needed. You don’t grow by staying on the same path if it doesn’t yield results.”

Hans-Eric Schultz himself returned to Electrolux Home and embarked on a professional journey that led him to what is now Elon. Since 2018, he has served as Nordic sales manager. “Today, we have more than 900 stores in the Nordic region. In 2016, we entered Norway, and by New Year’s 2019, Euronics became Elon. I received an offer to become Elon’s head in Norway this year, and I accepted,” says Hans-Eric proudly.

Although he still lives in Umeå, he now frequently travels to Norway and to the company’s office in Fredrikstad.

Marketing Through Skiers

“I thought about how we could market ourselves better in Norway, and my old network from my time with the Ski Association came to the rescue. Cross-country skiing is the national sport in Norway, and interest is enormous. The Ski Association was looking for a new sponsor for their regional teams after Veidekke, and that’s how Team Elon was born in 2020”, explains the sponsor of the Norwegian National Ski Team.

“We target skiers who aren’t on the national team but are investing at the same level. Since 2020, the regional teams have grown significantly, and in just three years, 42 skiers from these teams have reached the World Cup. That shows the system is working. We reached a peak last year when Jan Thomas Jenssen won the World Cup in Ruka as a Team Elon athlete; this year, he placed second.”

Other notable skiers who have emerged from the Elon teams include Ansgar Evensen, Anne Kjersti Kalvå, Martin Løwstrøm Nyenget, and Erik Valnes.

Growth in Sweden as Well

The old idea of regional teams is also gaining traction in Sweden, with 15 skiers now involved.

“It was a big boost when Johan Häggström joined the team two years ago after losing his spot on the national team. Skiers apply to join Team Elon in Sweden, and the team isn’t meant to compete with the national team. On the technical side, former national team coach Jocke Abrahamsson is in charge.”

Now, Team Elon from Norway and Sweden also share experiences and sometimes participate in joint camps. In Sweden as well, World Cup athletes are emerging from the Elon system.

A Different Culture in Norway

Hans-Eric Schultz also observes a difference in attitude between Norwegian and Swedish skiers. In Norway, interest and participation are vast, with over 600 skiers competing in the men’s 10 km event at the Norwegian Championships last season.

“It’s a different culture. In Norway, skiers respond that they are skiers when asked what they do. In Sweden, they answer what they’re studying…”

The latest development for the upcoming season is that Elon is now also a main sponsor of the elite team ahead of the World Championships in Trondheim.

It’s no surprise that the former Swedish national coach now proudly wears a Norwegian flag on his hat.

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