August 3, 2026 - (Biri, Norway) Elevate Outdoor Collective (EOC) and ConsilTech today announce that ConsilTech takes over Madshus, the 120-year-old Norwegian ski brand, from the EOC. Former Rottefella CEO Torstein Myklebostad will be the new CEO and part-owner of Madshus.

The parties have signed the agreement and the transaction is expected to be completed in the coming weeks. Torstein Myklebostad, who has led the ski binding manufacturer Rottefella over the past ten years, has joined forces with ConsilTech, the Czech industrial company that owns the ski brand Kästle, about buying Madshus.

“Madshus is one of the most recognized brands in cross-country skiing, and our goal is to ensure further success for the brand. With the new ownership, Madshus will still have owners who can really ski and understand production. We are deeply engaged in the ski sport, and together we will make sure that Madshus remains the preferred choice for cross-country enthusiasts and exercisers all over the world,” says Torstein Myklebostad, CEO of Madshus.

“We are very pleased that Madshus is moving forward with an owner who has roots in skiing, and with a leader who has solid experience and true passion for the sport. Madshus is a brand with a very special story, and the new ownership will be a good home for Madshus. We are confident that the brand will retain its strong position in the market, and that this is the start of a new and exciting chapter for the company, customers and everyone who loves Madshus,” said Josee Larocque, CEO of Elevate Outdoor Collective.

Madshus has been producing skis for over 120 years and is one of the most traditional brands in cross-country skiing. Through the transaction, Madshus becomes part of an industrial family that operates modern, high-tech ski production in Nové Město, one of Europe’s most renowned cross-country areas, which every year hosts the World Cup in biathlon.

ConsilTech has also done this before: The company bought Kästle when the traditional ski brand struggled, rebuilt the product portfolio and brand, and today runs a professional racing team that counts several of the sport’s best performers.

Just before the summer, Madshus restarted production at Biri, after a temporary stop of several months. Skis are now being produced for customers for the coming winter: Parts of the Madshus production previously in China have already moved to Kästle’s factory in Nové Město.

“The market for cross-country skiing has been very demanding in the years after COVID, with weak results throughout the industry. Madshus is no exception, and in the future it will be important to ensure competitiveness and adapt the company to a market that is about half the size of a few years ago. At the same time, we see a great commitment and interest in cross-country sports, including through increased participation in long-runs such as Birkebeinerrennet in Norway and Vasaloppet in Sweden,” said Myklebostad.

Fredrik Kjellberg, who up until now has led Madshus, is entering a new role as Chief Marketing Officer of Elevate Outdoor Collective.

“It’s been a privilege to lead Madshus through a period of big changes and I’m proud of what the team has achieved. Leaving the lead to Torstein, who has in-depth knowledge of the ski industry, gives me great faith on the way forward for Madshus,” commented Kjellberg.