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Huski Wear, Jörgen Nordlund and 10K Alpine

Updated: 23 September 2020, 13:30

Mention Jörgen Nordlund’s name, and many people will look at you with respect in their eyes. There’s nothing strange about that. Jörgen has been a part of both the Norwegian and the Swedish national alpine teams and has, as a trainer, worked with professional skiing since 1995. The word experienced doesn’t even remotely cover what Jörgen Nordlund stands for. Nowadays he spends most of his time on the innovative skiing high school 10K Alpine, of which he is a co-founder, and on his own education company, Nordlund Sports. In addition, Jörgen Nordlund’s heart beats for Huski Wear.

Jörgen, you have spent most of your life helping others become better skiers. Could you tell us a little about your current engagement, 10K Alpine?

"I’d be happy to," says Jörgen Nordlund. "We do have plenty of talented and skilled young skiers in Sweden. We also have a number of high schools for skiers around the country, for example, Järpen in Åre and Tärnaby Alpine high school. They are good schools, but we lacked a school that could handle young people that, when you really think about it, would be better off remaining at home. Now that may seem like a tricky equation, and our solution is not to have a geographical location for the school at all. 10K Alpine isn’t located anywhere!"

“Our future Swedish champions aren’t necessarily those who show the most talent while young, but rather those who get to keep a continuity in their life situation as well as in their training.”

Jörgen Nordlund, 10K Alpine and Nordlund Sports

But how does that work?

"We’re driven by the basic idea that our students should remain at home because as it turns out, many teenagers aren’t ready to move out. The portion of the governmental allowance for schools that is normally spent on rent, we spend on travelling instead. In Sweden and outside Sweden. This ensures that our students get a lot of skiing done during concentrated periods of time. In between, they are at home for distance learning. The goal is for the students to keep the support they get from their family, at the same time as they at 10K Alpine do considerably more skiing than at traditional schools. Our future Swedish champions aren’t necessarily those who show the most talent while young, but rather those who get to keep a continuity in their life situation as well as in their training. This is where 10K Alpine comes in as an innovative alternative, and we firmly believe this is the right way to go," Jörgen Nordlund continues. "With good parental support, you have better chances to develop."

And how has all of this been going so far?

"Very good, thank you! We haven’t been around long enough to have any senior stars to show, but we’re convinced that will come. 10K Alpine is a long-term engagement. We’re a non-profit organization and every school year we accept a small number of new students, based on athletic capacity, academic ambition and personality. This is actually where Huski comes in," says Jörgen Nordlund.

Could you elaborate on that?

"Absolutely! We already had an ongoing collaboration between 10K Alpine and Huski Chocolate, so our new deal with Huski Wear came through that. We simply got the chance early on to see what Huski Wear was about, and the fit was very good for us. We have had deals with other brands before, but with Huski Wear it all becomes much more personal and close. We get all the functionality we need to have and are able to put our own mark on the clothes. It also feels secure with the guaranteed quality that comes with Huski Wear in terms of design, experience and materials.

And what do the students say about it?

"Oh, they are super happy! Huski Wear will sort of be their school uniform, and then things like functionality and comfort become important. Comfy clothes that will do the job and just feel great, and at the same time not be too cool or flashy. There’s already too much of that in the alpine world. Huski Wear takes the group, or the team, as their starting point. It’s a lot about doing things together. Now that is a perfect fit for 10K Alpine," Jörgen Nordlund rounds up.

“Huski Wear takes the group, or the team, as their starting point. It’s a lot about doing things together.”

Jörgen Nordlund, 10K Alpine and Nordlund Sports

Huski Wear, Jörgen Nordlund and 10K Alpine – a collaboration that has only just started and has every chance of being successful. Just like the students at 10K Alpine.