There hasn't been a new cross-country ski brand in the market in years. Now, there is a new player, a familiar brand name-Exel of Finland. So is it a leap of faith for Exel to get into cross-country skis?

Not so, said U.S. Exel importer John Schweitzer of Garmont USA: “In order to bring new consumers and fresh retailers into the market, Exel is aligning the new ski collection with its Nordic Walking philosophy. The Nordic Walking business focuses on a new demographic of lifestyle fitness converts. These people are currently non-skiing men and women, 20 to 50 years old, who walk, jog, or bike. They exercise outdoors three to five times a week from April through November, and are in need of an outdoor winter regime during snow periods to maintain their aerobic health.”

Schweitzer continued, “We and Exel believe that the cross-country industry is in need of reinventing. The Exel Nordic Fitness Skiing Program will require retailers who have energy and vision. They will need to communicate, educate, and demonstrate year-round Nordic aerobic-fitness programs. This is a grassroots development process that will require patience, but reward those who invest.”

“The new line,” said Mike Doble of Roces Canada, Exel's Canadian distributor, “will be based on a concept that includes easy-to-use skis and a unique program to introduce new people to the sport. Traditional models will complete the range, from competition to entry level. Salomon SNS-Profil-compatible Exel ski boots will enable a totally matched equipment package.” Doble added that his decision to drop Peltonen in favour of the new Exel line has “no relationship to Peltonen's bankruptcy this past summer.”

Both Garmont USA and Roces were distributing Peltonen in the U.S. and Canada respectively, but will drop Peltonen to embrace Exel's ski program. Best known for its hunting and fishing products, Scandinavian distributor Normark-Rapalla has purchased the Peltonen ski brand from the Peltonen family. The deal was done in a joint venture with the Norwegian investment group that owns the Asnes ski brand. Plans call for the two brands to work on marketing and sales synergies in all markets including the U.S. and Canada. Erik Sports distributes Asnes in both the U.S. and Canada and news is pending as a result of these recent developments.