BORN TO ENDURE

Words by Henrik Rostrup
Photos by Martin Brusewitz

On a damp winter morning in Stockholm, the kind where the sky hangs gray and the snow mixes with slush, skiing might not seem like the obvious choice. Yet for many, this is exactly the appeal of Nordic skiing. It’s not about perfect conditions or vast alpine landscapes—it’s about finding rhythm and resilience, even when the weather is less than ideal.

In recent years, Nordic skiing has become more accessible and relatable. Tracks now wind through urban parks, golf courses, and even neighborhood fields. Shorter circuits mean you don’t need a mountain getaway to ski—you can fit it into your lunch break or an evening after work. It’s a shift that feels less daunting and more inclusive, opening the sport to people who might never have thought to pick up a pair of skis.

For Balingsta, this evolution is part of what makes Nordic skiing so special. Rooted in the Scandinavian love of the outdoors, the brand celebrates skiing not as an elite pursuit, but as a way to embrace the elements—even when those elements are more rain than snow. With gear designed to perform in real conditions, Balingsta reflects the quiet grit of a sport that doesn’t demand perfection, just persistence.

Nordic skiing, in all its muddy, slushy, snowy glory, is becoming more than a tradition. It’s becoming part of everyday life. And that’s worth celebrating.

I

Alright, Lennart, we’re switching to English now. How are you doing?

I’m good, thanks! And yourself?

I’m great! You know, the sun actually showed up today. It’s late November in Stockholm, so even a few minutes of sunlight feels like a gift.

[laughs]

Right? You’ve got to savor it. It’s like finding gold these days.

Totally. Okay, let’s dive in. Tell me about Balingsta. What’s the story—give me your elevator pitch.

Well, the elevator pitch goes like this: My co-founder and I—he’s a cyclist, and I’m more of a runner—used to bump into each other in the office basement, switching clothes during our lunch breaks. He’d be off cycling, and I’d head out for a run. We both grew up here in the dark and the cold, and we’ve always admired people who embrace the harsh Nordic climate, no matter the conditions.

But here’s the thing: while running and cycling have exploded with niche brands, Nordic skiing didn’t have its own Rapha moment, you know? We kept asking ourselves, “Why hasn’t anyone done this for Nordic skiing?” That question became the seed for Balingsta.

"I heard on the radio recently that the people in the best physical and mental shape are those who bicycle commute year-round. They’re out there in all conditions—snow, rain, whatever. It’s that consistency, that mindset of just enduring, that makes the difference. Sure, there are the occasional beautiful days, but let’s be honest—most of the time, the weather is pretty awful. And that’s the reality of being ‘Born to Endure.’"

II

That’s a great way to start! But Balingsta isn’t just about creating another Nordic skiing brand, right? You’ve taken a pretty different approach.

Yeah, absolutely. From the beginning, we knew we wanted to do things differently. Sustainability had to be central. I mean, we’ve only got one planet, right? The last thing we wanted was to create another brand churning out piles of clothing and gear made halfway around the world.

So, we started small. We bootstrapped the whole thing—no venture capital, no big budgets. That meant we had to get creative. Today, we produce everything on-demand. When someone orders a jacket, we make it at our micro-factory here in Stockholm. It’s not just the jackets—our base layers, socks, and everything else follow the same model.

We produce in small batches based on real sales data. If something’s not working, we adjust. It’s dynamic, and it means we’re not sitting on stock that might never sell. It’s better for the planet, better for our customers, and frankly, it helps us sleep better at night.

"Every step we take, we try to go the extra mile. We ask ourselves, ‘Do we really need to produce this? Is there already a surplus of similar products out there?’ And if we decide to move forward, it’s about making it the best it can possibly be—even if that means it costs us more or affects our bottom line. It’s about doing what feels right, not just what’s profitable."

III

That’s such an impressive setup! So, Nordic skiing—it’s a niche sport globally, but in Sweden and Norway, it’s huge. How do you see it evolving?

You know, I think Nordic skiing is opening up to more people. COVID, surprisingly, was a big driver. Here in Sweden, we were encouraged to get outside during the pandemic, but alpine skiing was a no-go because of the whole après-ski spread. So, people turned to Nordic skiing instead.

We also had a couple of amazing winters with lots of snow, even here in Stockholm, which doesn’t happen that often anymore. Golf courses turned into ski tracks, and people realized skiing didn’t have to be intimidating. Skinskis were a big part of that—they’ve made skiing so much easier.

Before, waxing skis was like this sacred ritual. You had to know what you were doing or risk ruining the whole experience. But now, with skinskis, you just grab them and go. Add to that the rise of double-poling, which is more accessible—it’s less about technique and more about pure power—and suddenly skiing is less daunting for beginners.

That’s fascinating. It’s like necessity pushed the sport to evolve. Kind of reminds me of how Finnish snowboarders came from tiny icy slopes but became world-class.

Exactly. You work with what you’ve got, and that builds resilience. That’s something I really admire about Nordic culture. Some of our friends trained for the Nordenskiöldsloppet—220 kilometers, mind you—on tiny 400-meter loops at Stockholm Stadion. It’s all about mental grit.

balingsta-stockholm-stadion-nordic-skiing

"In Stockholm, we don’t have much in terms of vast ski landscapes, but there’s an undeniable passion here. It’s fascinating to see how that passion has distilled into the simplicity of skiing—just getting out on shorter tracks, making the most of what we have. But at the same time, there’s this drive to take on big challenges, like the Nordenskiöldsloppet, which really speaks to the grit of Nordic skiers. It’s similar to other sports, like skateboarding—back in the day, we didn’t have the fancy bowls like California, but we made do with rails and whatever we could find. It’s about adapting and thriving with what you have."

IV

Definitely. Speaking of mental grit, people today seem to switch between sports more fluidly—running in summer, skiing in winter—but still want gear that fits their lifestyle. Have you seen that shift?

Absolutely. Back in the day, people had one tracksuit for everything—running, skiing, picking mushrooms. Then it shifted to having specialized gear for every sport. Now, I think it’s coming full circle. People want versatile gear that fits their active lives without compromising on style or function.

At Balingsta, we design with that in mind. Our ski pants, for example, look sharp enough for a meeting but perform on the tracks. It’s about blending functionality with everyday use—kind of like the crossover between outdoor gear and fashion we’re seeing now.

That’s a cool approach. So, if you had to distill the essence of Balingsta into one idea, what would it be?

[pauses thoughtfully]

I’d say it’s about trying to do the right thing at every step. We want to produce in a way that lets us say to our kids, “We did our best.” From mono-materials to long-lasting designs, we prioritize sustainability and quality, even if it’s not the most profitable route. And when a product’s life is over, we recycle it.

Of course, I also want people to think, “Wow, Balingsta makes cool stuff.” But deeper than that, it’s about making things we’re proud of while staying true to our values.

balingsta-man-window-portrait-nordic-skiing

V

That’s inspiring. One last question—why do you think endurance sports resonate so much in the Nordics?

[laughs]

Maybe it’s in our DNA! The Nordic climate forces you to endure. It’s cold, it’s dark, and most of the time the weather is crap. But that builds character. And there’s something beautifully simple about just putting on your gear and heading out, no matter the conditions.

For me, “Born to Endure” sums it up perfectly. It’s not about chasing perfection; it’s about showing up, embracing the challenge, and finding joy in the process. If Balingsta can inspire more people to step outside—rain, snow, or shine—then I think we’ve done something worthwhile.

[laughs]

Well said. Thanks for sharing your story, Lennart. This has been fantastic.

Hey thanks, It’s been a pleasure. Let’s grab a run together sometime!