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Growth of cross-country

Starting in 1970, many Central Europeans and North Americans started taking an interest in cross-country skiing, and the Norwegian ski industry was well equipped to supply the demand for more equipment.

Higher sales figures for skis led automatically to higher sales figures for Swix wax. One example was in North America. Many new, virgin markets opened up where people had to be instructed in basic skiing techniques and waxing skills.

Cross-country skiing was more a national sport in Norway than in Sweden, and Astra believed that such a business should be located in Norway. Gradually, more and more responsibility was transferred to the subsidiary. In 1972, Swix Norge was given the important responsibility of exports. The same year, the young men Harald Bjerke and Leif Torgersen started working at Swix, as product manager and laboratory chief, respectively. This gave Swix two academically trained and proficient skiers who would come to dedicate successful careers to the service of ski waxing.

In 1974, all responsibility for product and research was transferred to Norway. Only Martin Matsbo remained from the original wax staff at Astra in Sweden.


Martin Matsbo and Leif Torgersen Axell 1973.

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