Lars Becker

Cross-Country Skiing Legend at the ISPO Munich 2020

Petter Northug: "I'm Still in Competition Mode"

Cross-country skiing legend Petter Northug will be making his first appearance at ISPO Munich - where he will show that he is still hungry.

Cross-country skier Petter Northug at ISPO Munich 2020
The multiple cross-country skiing world champion Petter Northug is now putting his energy into his business.

No wonder that Petter Northug looks pretty exhausted this Monday at ISPO Munich. He arrived directly from the famous cross-country skiing race Marcialonga in Italy, where he covered 70 kilometres on the cross-country ski run on Sunday. "99th I became. So top 100. I'm happy," says the Norwegian and grins.

The Cross-Country Skiing World Champion Now Leads a Different Life

These words make it clear that a lot has changed in the life of the 13-time cross-country skiing world champion and two-time Olympic champion after his retirement from competitive sports around a year ago. In the past, even a second place was a defeat for the eccentric sports hero, who was once sentenced to 50 days in prison after drunk driving, including hit-and-run and false testimony.

Ambitious Also in Business Life

"I have a good life and I'm still in competitive mode. But now in the business sector," says Northug. He works as a TV expert for Norwegian television, for which he is also active in the entertainment sector. Northug is the protagonist of a country show between his home country and Sweden - the very neighbouring country he has so often defeated in sprint finishes in relay races.

Northug Is Now an Ambassador for His Own Brand

At the ISPO Munich, however, the 34-year-old functions as an ambassador for his brand Northug. This business story started with glasses, and clothing is to follow in the coming winter. As a world premiere, a running suit can be seen at the ISPO Munich. "I've won everything in my career that I wanted to win. Now I just want to make a brand the number 1 and the ISPO Munich is the perfect stage to start the journey", says Northug.


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Lars Becker