Ski Industry Leader Interview: Chris McCullough, K2 Outdoor

Ski mountaineering (“ski mo”) is blowing up in the U.S.  This outgrowth of competitive Nordic and B.C. skiing is a reminder that not every ski is 120mm underfoot – or can’t fly through the woods on machine-groomed tracks.

Chris McCullough, Global Brands Manager for K2 Outdoor (including Madshus Skis), took Active Junky’s questions in stride as we pursued Nordic’s rise around the world.  See what’s happening and spot your chance to breathe new life into winter and spring routines; don’t forget to review his favorite gear down the page.

AJ:  Where does XC reside in the winter ecosystem in terms of endurance versus exuberance (in comparison to ski/ride/BC)?

CM: The beauty of Nordic skiing is that it can be something different to each person. The sport is vast and diverse in that it has a lot to offer in terms of winter recreation. For some, it can reside almost exclusively in the “endurance” space – it can be their sole form of training, something they commit hours and miles of heart-pumping effort to each week. For others, it may simply be a reason to get out and “walk in the woods” with the family – an opportunity for winter photography, gaining access to that cabin that’s off the beaten path. Finally, there’s the group that are more closely aligned with the traditional meaning of Backcountry exploration – folks using skis to travel across desolate, untracked terrain where they’re required to climb as well as descend. In all cases, these are human powered activities where endurance, in various capacities, is at the core. I by no means see endurance vs. exuberance as mutually exclusive; the phrase “you get out what you put in” is a great way to define the sport.

AJ:  If northern Europe is an adult in their experience with Nordic sports, how old is the U.S market in terms of awareness, knowledge and participation?

CM: This is a mixed bag. To some, they may argue that the US Nordic ski market is very much in its infancy, and in certain regions in the country, I would argue that this is true. However, if you look at the country as a whole, you’ll quickly see that from a participation standpoint, Nordic skiing has a very robust heritage in parts of the US. The Midwest as an example has a very rich history in Nordic skiing through deep high school programs, a vibrant citizen race culture, and the winter weather to support skate and classic trail systems in close proximity to urban areas. On a global scale, the support is still heavily supported by Scandinavia, where Nordic skiing is as much a part of the culture as it is the winter sport of choice for many aspiring young athletes. For the US, I would summarize by saying that we’re definitely seeing a heavy push towards boosting awareness and knowledge of the sport as a whole in order to grow participation consistently across the country. As the current wave of US professional Nordic ski athletes seek to follow in the steps of World Cup pioneers like Bill Koch - achieving success on the international stage - this will aid in boosting mainstream awareness. This is just the tip of the iceberg in my opinion. The key will be the growth in participation by crossover endurance athletes (cyclists, triathletes, runners) who turn to Nordic skiing as their main activity during the winter months; this, coupled with the emphasis being placed on making trail systems more accessible and demo centers more readily available for winter vacationers and ski resort-goers looking for an alternative to alpine sports. It’s an exciting time to be involved in the sport.

AJ:  What will propel greater interest in the U.S. (e.g. expanded facilities/access, junior lessons and comps, citizen racing…)?

CM: All of the above. For sure US athletes achieving success on the international stage, particularly at marquee events like the Olympics and World Championships helps; this helps aspiring young athletes visualize a pathway in striving for a career in the sport. In addition to this, there has to be a systematic trickle down effect: robust citizen racing schedules, accessible facilities on a national basis, particularly within key urban areas. To me, the accessibility factor is a vastly understated advantage to the sport. Not needing to pay $150 for a lift ticket each time you want to ski and instead being able to drive to a skate track that is only a few miles down the street so you can enjoy a 45-minute skate after work or during lunch is hugely appealing. No question, there are areas where accessibility is a little more challenging, meaning that the closest Nordic ski tracks could be upwards of an hour from the city. At the end of the day, a vaster network of available, skiable trails along with approachable demo opportunities for first-timers and those just getting into the sport are key.

About Our Expert

“I’m an avid outdoor enthusiast. I was an NCAA Division I Alpine ski racer in college (raced for Whitman College) and when not working, I spend my winters outside as much as possible. I relate to the “crossover endurance athlete” market we are working so hard to reach in the Nordic world. As a runner and cyclist first and foremast (having used these sports as cross-training for alpine skiing throughout my competitive career), I see the natural progression between these sports and Nordic skiing and the appeal Nordic skiing can have on this thriving demographic.

“My gear of choice is the Madshus Redline Carbon Skate ski with a pair of our Super Nano boots and our Nano Carbon Race poles;  a perfect setup for hitting the track first thing in the morning before taking on the day. For me, skate skiing is the perfect compliment to alpine, and it’s the best way for me to get a workout in outside during the winter.”