Anders and Jørgen Aukland are establishing their own brand and are committed to winning market share with their new rollerskis.
“We've wanted to establish something of our own for a long time. Now was the time," says Anders Aukland about the brand, which has been named Aukland Legend.
The Aukland brothers have been in the cross-country scene for a lifetime. Anders, who made his World Cup debut back in 1993, is still active despite turning 50 next year.
It is not in any official record book, but there is hardly anyone in the world who has gone further on roller-skis than the super veteran from Tønsberg. This is confirmed by ski historian Thor Gotaas.
“I can't find anyone in history who's been going on longer than Anders. The closest one is probably Maurilio De Zolt, but he gave up when he was 43,” Gotaas said.
Jørgen Aukland was the one who really started the double-poling revolution in cross-country skiing. He won four victories at Marcialonga and two at Vasaloppet before putting his skis on the shelf in 2016.
The experience the brothers have gained has now been used to develop a brand new roller-ski in collaboration with the experienced manufacturer, Swenor.
"Therese has her clothes and cosmetic products, while Petter has done well with glasses. We had to invest in something we are really passionate about and can do," says Jørgen Aukland about the new roller-skis.
The brothers have been closely involved throughout the process both in terms of product development, choice of materials and the brand itself.
“It has been incredibly exciting to learn how to build a brand, develop a web shop and solve logistics. We can safely ascertain that the technology and digitalization have undergone a boost," says Anders.
In addition to roller-skis, the Aukland brothers are launching a new member portal where customers are invited to roller-ski courses and tours they arrange.
"We have always been keen to share knowledge, but now we finally get to put it in the system," says Jørgen Aukland, who does not rule out the possibility of more products coming in due course.
"Right now, we focus on roller-skis and merchandise, but we plan to develop the brand further," concludes Aukland.
