2010-11 SKIS • BOOTS • POLES COVER The Story The Axe Attention to detail has defined Madshus skis for over 100 years. From the bare hands construction in the beginning to today’s finely-tuned production process, our dedication to selecting the highest quality materials and producing the finest skis has never wavered. The ambition was born in 1906 in a barn on the Vardal farm be- longing to Martin Madshus’ father. Crafting his first wooden skis with hand-made tools, the obsession was cemented. Martin’s keen eye for materials focused intently on his core material, the The make-up and variation within the raw goods has raw wood purchased for shaping skis. Madshus ski builders pur- changed dramatically from the original wood trunks to chased the wood as standing trees, spending the time inspect- today’s highly-controlled materials processes, but the prin- ing each tree for the highest quality grains and potential cuts. ciples remain the same. We use only the most well-defined Those that passed the inspection were marked with a Madshus and stable materials for the highest control of the produc- axe, its steel M brand emblazoned to seal each tree’s fate with a tion process and precision with the end product design. We Madshus shaper who would turn it into works of wintery art. apply that keen craftsman eye to the most thorough testing, and we produce each ski, boot and pole for the same stan- dard of performance, for both the world-class athlete and the end consumer. Since 1906, that’s remained our hallmark, and the blaze from that axe lives on in every Madshus prod- uct today. -The Employees of Madshus The Athletes photo: NordicFocus photo: AlchemySome call it At Madshus, we take great pride in the extended family of our Team Madshus athletes. From design input to weeks of testing and proving the final product with consistent race results, Team Madshus athletes like Ole Einar Bjorn- dalen, Axel Teichmann and Kristin Steira help us build unsurpassed racing products that perform the same on the World Cup and your local track. photo: NordicFocus photo: We Call It OLE EINAR BJORNDALEN “In all other respects, material has never been a limit for the results I have achieved. When I took a long time testing different ski brands in the spring of photo: NordicFocus photo: 2004, repeated testing with the watch showed every time that I was skiing fastest with the Madshus skis. Madshus always finds a way to develop and progress their AXEL TEICHMANN materials. They are very open to test my ideas and with their high tech produc- “After a disappointing Olympic season in 2005-06, I tion, it is very fast to go from idea to testing new product on snow. I have great started looking for some change in my career, looking for trust in the people I work with at Madshus in the process of developing skis, boots KRISTIN STEIRA new challenge in my cross country skiing. I was drawn to and poles. It is the greatest atmosphere, with some of the best engineers and “Ever since I was sixteen years old and I decided that I this small, Norwegian company outside Lillehammer – the racing people.” wanted to be a cross country skier, I have been skiing with host city of the best-ever Winter Olympics. I was driven Madshus. Madshus has always believed in me and taken to be a part of such a small, excellent team, developing, good care of me through their equipment. Today I am still testing and skiing on those fast skis. To work with guys with Madshus because they make quite simply the best like Thomas and Ole Einar has been a great experience skis, and they work perfectly for my technique. I have had for me, and I am very pleased with our boot development many fantastic moments on my Madshus skis, including – our competition boots feel comfortable like slippers! all my world champion medals, but the one highlight that Overall, Madshus offers an excellent package of ski, boot sticks out was a World Cup in La Clusaz, France. Through- and binding, in my opinion, the best way to control those out a big snowfall through the whole race, I kept gliding fast skis and get all the power on the snow.” faster than everyone else for a superior victory.” NEW CHAMPION SERIES SKATE AND CLASSIC SKIS Being a Champion requires a lot of thorough, hard work. The The Technology new Madshus Champion Series is a result of the cooperation between our top athletes, engineers and production staff to give you the best possible ski experience ever. Our new Nanosonic Carbon Skate skis are the most advanced skating skis on the market, We completely redesigned the geometry of the ski to give you the highest speed and unsurpassed feel of the snow. The new 3D shape is designed to give an even better transmission of power from the foot through the boot and binding towards the contact points with the snow for better control and speed. The optimized tip and tail designs provide reduced swingweight and an overall shorter ski length, while slightly increasing the length of the running surface for a faster glide. In our new Nanosonic Carbon Classic skis, the new tip shape provides better control over the forebody of the ski, while dampening vibrations for a smooth glide. The Nanosonic Carbon Classic continues with their success in any conditions, with specific camber lines and base materials for different models to excel in specific snow conditions. No line of skis matches the technical construction of the Champion Series skate and classic skis. The high precision of the 3D-shaped PR 100X foam core makes it the optimal starting point to build and develop these skis with the highest accuracy for total control over production. The triaxial fiberglass and unidirectional carbon fiber reinforcement are perfectly Norwegian MADSHUS ZERO CLASSIC INTELLIGRIP (CIG) SKIS harmonized in each model to create the camber line and Discover an entirely new skiing experience in more than just a pressure distribution champions look for. “hairy” situation! craftsmanship Through systematic testing on snow with some of the best win- Traditional no-wax patterned skis are designed for a broad ter athletes of our time, and the precise adjustment and control range of temperatures, and promote the sport of cross country of our unique computational flex, camber line and pressure skiing as a fun and maintenance-free sport. They have been distribution, Madshus has worked hard to develop together this & found to be most successful in warmer temperatures from -6C new model range. and warmer. Are you ready to become the next Champion? We are! ingenuity Madshus Zero CIG skis feature an inserted base material in the grip area on some of our Champion and Race Performance classic skis. This special material is pre-prepared at the factory with a unique sanding technique to raise its fibers, providing For over 100 years, Norwegian craftsmanship and atten- grip on snow and slush without the use of wax and taking some tion to detail have defined Madshus products. We’ve come of the mystery out of the equation. a long way since Martin Madshus marked the straightest- Known in the race world as Madshus Zeros, our World Cup grained trees with the Madshus Axe, but we remain just as wax technicians originally found them to be an advantage over committed to using only the highest quality materials and waxed skis, just as they were used back in the 1980 Olympics. With recent advances in the base material design and producing the best skis for every winter journey. From the preparation, we finally discovered their true versatility. Tested World Cup through Touring and Backcountry, here’s a look outside the usual range of conditions, we now have Madshus at a few of the highlights for 2010-2011: Zero CIG skis that provide excellent kick in all conditions and have become a true advantage over many waxable and waxless products out there. Madshus Zero CIG skis deliver great kick and a more enjoyable skiing experience in a wide range of conditions, holding true to their originally-intended application when waxing is tricky. Madshus Zero CIG skis are ready to use right from your ski shop, so eliminate the mystery of an old-style hairy and make the jump to a new Madshus Zero CIG ski for excellent skiing today! The Technology THE BEST FITTING BOOTS ARE NOW PVC-FREE NEW CROSS COUNTRY DOWNHILL SKIS Since our first introduction of boots in 2006, Madshus has Cross country skis designed to tour and turn with equal skill, remained dedicated to innovation with each new season. From the new Madshus Cross Country Downhill Series of skis will a ground-breaking launch with immediate success on the World truly go anywhere. Cup to the integration of MemBrain® softshell constructions, the Madshus boot line provides unparalleled performance A hybrid design, Madshus Cross Country Downhill skis are the through unrivaled fit and feel. perfect bridge between nordic kick and glide and downhill- oriented backcountry. They blend lightweight construction, For 2010-2011, we’re proud to introduce a redesigned line of waxless bases and cross country heritage with wider backcoun- Madshus boots that removes PVC from all boot models, lessen- try platforms, metal edges, special cambers and sidecuts for an ing our impact on the winter world around us. Complement- optimal balance of tour and turn. Ski up and down without the ing our breathable MemBrain® softshell constructions, sturdy hassle of transitions, using the three progressive kick zones of Cordura® rands and coated nylon lowers on boots like our the positive-set MGV Omni base for maximum underfoot grip acclaimed Nano CLC and new Amica 120 provide durability and and glide in transition.