November 1, 2002, (HAYWARD, WI) – When Shirley Riedmann jumped into her new
position as Executive Director of the American Birkebeiner Ski Foundation, she hit the ground running and hasn't stopped. Now, six months after she took over the reigns of the organization, she reflects on the positive energy of the foundation, the volunteers, the skiers and the Hayward and Cable communities.

“It's exciting to be involved in something that requires such a team effort from staff, volunteers, businesses and support organizations,” Riedmann said. “The saying 'No man (or woman!) is an island' is so true of the commitment it takes to sustain a nonprofit organization such as ours.

“It's really great to be part of something that promotes fitness, goal setting, and individual competition. I like the idea that cross-country skiing is a lifelong sport that can be done individually, with family and friends, or in a competitive situation like the Birkie or Kortelopet. I want to broaden participation even more and encourage people to incorporate that philosophy into their lifestyles.”

Riedmann says she's impressed and inspired by the passion people have for the sport of cross-country skiing and the Birkie. In addition to planning for the 30th anniversary of the 51 kilometer international ski race in February 2003, she's also developing some new strategies for the organization.

“As I look to the future in my new role, I see the organization being recognized as a truly integrated community partner,” she said. “We need to promote the use of the trail from a four season tourism perspective … competition, recreation, enjoyment and education.We need to embrace our long-standing Birkie skiers while tapping into the youth, women and recreational markets to sustain the organization long term. We have to expand our focus of running a superior cross-country ski race once a year to also include developing ongoing fun events on a beautifully maintained and environmentally challenging trail. Selfishly, I want to give more people reasons to come to the area and experience the Birkie trail year round!”

Riedmann will be working with the staff, volunteers and ABSF Board of Directors to develop annual women's ski clinics and youth programs, encourage year-round trail utilization with hiking clinics or trail runs,and promote education programs with area schools focusing on historic, scientific and instructional aspects of the Birkie trail and the area. She'll also work to enhance strong community connections and tourism development.

“We have had our first success with a new women's clinic,” Riedmann said. “In just one week, we took this idea from germination to the recruiting of female coaches, securing seminar space and hotel accommodations to promoting the event. We had less than two months to accomplish all of these tasks but in the end, twenty women attended our first annual clinic. The response was terrific, and they all want to come back next year.”

Riedmann said she'd like to look at a similar format with coaches, mentors and peer support for youth programs. As she explores new opportunities for year-round trail use and educational opportunities, she'll also be learning the mechanics of staging the largest cross-country ski race in North America.

“I will be learning a lot this year about race operations,” she said, “but I'd also like to learn a lot about what our customers, the skiers and spectators, are thinking and experiencing. I want to get into their heads to know why they come to the Birkie each year and find out what their expectations are. We have tremendous support and loyalty. How can we build on that; broaden and grow; encourage people to be part of this event?”

That's a tall order but nothing this high-energy leader will shy away from. After all, what better way to spend her “retirement” years? When Riedmann moved to Hayward in October 2001, she had no intention of working with the Birkie or any other organization for that matter. She had just taken early retirement from American Express where she and her husband and son moved eight times in 16 years. Her background in marketing, finance and change management took her across the country to offices in Madison, Chicago, Omaha, Salt Lake City, Scottsdale, New York and Minneapolis as well as internationally to Sydney, Australia.

“Whenever we had a chance, my family and I spent time in Hayward,” Riedmann said. “I've never found a place that gives me such a sense of peace and tranquility. We always came here to relax. There is something that draws me back to the lakes, forest and people.”

When her husband passed away following a car accident in 1997, Riedmann decided she'd pursue their dream to retire in Hayward anyway. She tested the waters with a two-year transitional move spending four-day weekends in the northwoods. When she no longer wanted to go home to Minneapolis, she knew the time was right to move.

A few months later she was applying for the position of Executive Director of the American Birkebeiner Ski Foundation. “A friend called and said, 'This would be a perfect job for you with your business background and your international experience.' I think she was tired of hearing about my golf and fishing outings, but I had already decided to send my resume,” Riedmann said.

Now, six months later, the new director with the energy to complete her own behind-the-scenes organizational marathon is firmly entrenched and enjoying every minute of it.

With the 30th anniversary looming, Shirley Riedmann is counting down to what she know will be an incredibly positive experience for skiers, participants, staff, volunteers, area residents, businesses, sponsors and herself.

Birkie 2003's 30th anniversary festivities take place from Feb. 20-22, 2003. For more information or to register for the Johnson Bank American Birkebeiner, Kortelopet, Salomon Elite Sprints, Hayward Chamber of Commerce Citizen Sprints, Century Tel Junior Birkie, Chequamegon Communications Cooperative 10K, Telemark Lodge Over the Hill race, or the Sons of Norway/Swiss Miss Barnebirkie, call 715-634-5025, e-mail birkie@birkie.com, or log on to www.birkie.com.

Birkie 2003 is sponsored by Johnson Bank, Subaru, Murphy McGinnis Media and other businesses throughout the region and country.