madshus the cross country company since 1906 skis 2011

MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906

SKIS 2011


Bjørn Ivar Austrem

SKIS 2011

Category manager, skis


Agenda

SKIS 2011

1. Introduction2. Technical updates3. Prices and cost4. Ski line 2011


Introduction


5SKIS 2011

Introduction

• 2009/10 has been a fantastic season– Cold and stable winter in Scandinavia– Average+ season in Middle Europe– Increased sales and interest in North

America

• Production of Madshus skis– Approx. 110.000 pairs in Norway– Approx. 113.000 pairs in China– Approx. 15.000 pairs sourced


6SKIS 2011

Introduction

• Madshus is the second largest supplier of nordic skis in the world

• Want to become a more globalized company– Portfolio–Marketing– Network– Resources


Technical updates


8SKIS 2011

Technical updates

• The ski line is normally a two or three year cycle

• Some graphical updates only for 2011

• Focus on– Stable production– Testing– Improve processes in the factories


9SKIS 2011

Technical updates

• Introduction of the new skate skis has been very succesfull–WC victory already in first race in

Beitostølen 2009– 12 medals in Vancouver Olympics– Overall winner WC Biathlon, men

• Constantly working on improved camber styles, both classic and skate


Prices and cost


11SKIS 2011

Prices and cost

• Price pressure, especially on low end products, but also on the high end

• Chains and buying groups are focusing a lot on price

• Higher technical demands on the low end products


12SKIS 2011

Prices and cost

• Two main production facilities• Norway;– High end products– New technology and innovations

• China;– Lower end products, relatively low

material cost– Low labour and overhead cost


13SKIS 2011

Prices and cost

• Two main production facilities• Norway;– High material cost– High labour and overhead cost

• China;– Far away from the technical resources– Big factory with many ”customers”


14SKIS 2011

Prices and cost

• Raw material prices in general up– Higher demands in India and China– Especially chemicals for epoxy and

plastics– Europe needs to import because of too

low production capacity themselves– During the financial crisis production

was low, it takes time to speed up again


15SKIS 2011

Prices and cost

• Higher world wide demand for plastics and composite materials– ”Green” technologies are popular both in

the car and aviation industry– New possibilities in design

• Higher transportation cost– Capacity was built down during the

financial crisis– Higher production -> higher transportation

demands


16SKIS 2011

Prices and cost

• Challenges last year;– Epoxy hardener was almost empty on a

world wide basis last summer– Unstability in quality of raw material

deliveries– Old machinery; new grinding line will be

installed during 2011


Ski line 2011

MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906

SKIS 2011 18


Ski line 2011

Champion Series

Race Performance

Classic Series

Touring Series

Cruising Series

Junior Series

Kid Series

Back Country Series

Cross Country Downhill


Ski line 2011

Champion Series


SKIS 2011 20


Sales arguments1. The most technically

advanced skis on the market

2. Superior camber line and pressure zones for the different snow conditions

3. PR100X and PR90 foam cores – also used in other light weight applications like space shuttles and aviation industry

Champion Series

Nanosonic Hypersonic


SKIS 2011 21


Champion Series

Nanosonic Carbon ClassicArt. Model Side cut Length Base Core

102 Cold 44-42-44 mm 180-210/5 P190 Nano Cold PR100X

103 Plus 44-42-44 mm 180-210/5 P190 Nano Plus PR100X

108 Zero CIG 44-42-44 mm 180-210/5 P190 Nano Plus PR100X

Hypersonic ClassicArt. Model Side cut Length Base Core

252 Classic 44-42-44 mm 180-210/5 P190 Nano Universal PR90


SKIS 2011 22


Champion Series

Nanosonic Carbon SkateArt. Model Side cut Length Base Core

116 Regular 44-40-44 mm 175-195/5 P190 Nano Cold PR100X

118 Hard Packed 44-43-44 mm 175-195/5 P190 Nano Cold PR100X

119 Soft Condition 44-43-44 mm 175-195/5 P190 Nano Plus PR100X

Hypersonic SkateArt. Model Side cut Length Base Core

266 Skate 44-40-44 mm 175-195/5 P190 Nano Universal PR90


Ski line 2011

Race Performance Series


SKIS 2011 24


Sales arguments1. Based on the same

technology as the Champion Series

2. High quality bases for a large variation of snow conditions

3. Different levels from entry to high performance


Terrasonic IntrasonicUltrasonic


SKIS 2011 25


Sales arguments1. Same high level as the

uni-sex skis in the same category

2. Camber line and flex adjusted to fit the active women

3. New and more neutral colorway to fit clothing and boots better


Metis MaiyaNEW!


SKIS 2011 26



TerrasonicArt. Model Side cut Length Base Core

292 Classic 44-42-44 mm 180-210/5 P170 Polycell

298 Classic Zero CIG 44-42-44 mm 180-210/5 P170 Polycell

294 Skate 44-40-44 mm 170-195/5 P170 Polycell

UltrasonicArt. Model Side cut Length Base Core

372 Classic 41-43-43 mm 180-210/5 P-Tex 2000 Polycell

373 Skate 44-41-44 mm 160-190/10 P-Tex 2000 Polycell

375 Universal 41-43-43 mm 180-205/5 P-Tex 2000 Polycell

377 MGV+ 41-43-43 mm 180-205/5 P-Tex 2000 Polycell


SKIS 2011 27



IntrasonicArt. Model Side cut Length Base Core

342 Classic* 44-42-43 mm 183-208/5 P-Tex 2000 Air W

347 Classic MG* 44-42-43 mm 183-208/5 P-Tex 2000 Air W

343 Skate* 44-42-43 mm 168-193/5 P-Tex 2000 Air W

*Also available without NIS-plate as SMU


SKIS 2011 28



MetisArt. Model Side cut Length Base Core

332 Classic 44-42-44 mm 170-180-195/5 P170 Polycell

338 Classic Zero CIG 44-42-44 mm 170-180-195/5 P170 Polycell

334 Skate 44-40-44 mm 165-185/5 P170 Polycell

MaiyaArt. Model Side cut Length Base Core

382 Classic 41-43-43 mm 170-180-195/5 P-Tex 2000 Polycell

388 Classic Zero CIG 41-43-43 mm 170-180-195/5 P-Tex 2000 Polycell

383 Skate 44-41-44 mm 160-190/10 P-Tex 2000 Polycell


Ski line 2011

Classic Series


SKIS 2011 30


Sales arguments1. High performance

materials 2. Excellent torsional

performance through the 3D construction

3. Offered both as a normal wax and a Zero CIG ski

Classic Series

Birkebeiner


SKIS 2011 31


Classic Series

BirkebeinerArt. Model Side cut Length Base Core

462 Classic Carbon 47-44-46 mm 175-210/5 P170 Polycell

468 Classic Zero CIG 47-44-46 mm 175-210/5 P170 Polycell


Ski line 2011

Touring Series


SKIS 2011 33


Sales arguments1. Optimized side cut for

easy handling and excellent stability

2. Wide range from the entry level to the more advanced 3D touring ski

3. CT100 and CT120 is offered both as a wax and a no-wax ski

Touring Series

CT 150 CT 120 CT 100


SKIS 2011 34


Touring Series

TouringArt. Model Side cut Length Base Core

492 CT150* 52-47-50 mm 175-210/5 P-Tex 2000 Polycell

416 CT120* 52-47-50 mm 180-210/5 P-Tex 2000 Air W

417 CT120 MG* 52-47-50 mm 180-205/5 Multigrip Air W

432 CT100 52-48-50 mm 180-210/5 Polytex Multicore

434 CT100 MG 52-48-50 mm 180-205/5 Multigrip Multicore

*SMUs available (Nordmarka and Lillehammer)


Ski line 2011

Cruising Series


SKIS 2011 36


Sales arguments1. Optimized side cut for

easy handling and excellent stability

2. Easy sizing – S/M/L3. MG no-wax base for easy

introduction to classic skiing

Cruising Series

Cadence 120

Cadenza 120

Cadence 100

Cadenza 100


SKIS 2011 37


Cruising Series

CruisingArt. Model Side cut Length Base Core

720 Cadence 120 48-44-46 mm 168-188/10 Multigrip Air W

722 Cadence 100 52-48-50 mm 168-188/10 Multigrip Air W

723 Cadenza 120 48-44-46 mm 158-178/10 Multigrip Air W

725 Cadenza 100 52-48-50 mm 158-178/10 Multigrip Air W


Ski line 2011

Junior Series


SKIS 2011 39


Sales arguments1. High performance

Norway made skis2. Material and construction

like the senior models3. Computational flex and

camber measurements for optimal performance

Junior Series

Nanosonic Ultrasonic Megasonic


SKIS 2011 40


Junior Series

Junior – Norway madeArt. Model Side cut Length Base Core

142 Nanosonic Classic jr 44-42-44 mm150-170/10, 175, 180

P190 Nano Universal

PR90

148Nanosonic Classic Zero CIG jr

44-42-44 mm150-170/10, 175, 180

P190 Nano Universal

PR90

149 Nanosonic Skate jr 44-40-44 mm145, 155, 160-175/5

P190 Nano Universal

PR90

348 Ultrasonic Classic jr 41-43-43 mm 140-180/10 P-Tex 2000 Polycell

349 Ultrasonic Skate jr 41-43-43 mm 140-170/10 P-Tex 2000 Polycell

359Megasonic Universal jr

41-43-43 mm 140-180/10 P-Tex 2000 Polycell


SKIS 2011 41


Sales arguments1. Less expensive entry

level alternative2. Wider side cut for better

stability3. Light and easy handling

Junior Series

Superwax Superskate


SKIS 2011 42


Junior Series

Junior – K2M made madeArt. Model Side cut Length Base Core

802 Superwax 48-44-46 mm 120-170/10 P-Tex 2000 Multicore

804 Superskate 48-44-46 mm 120-160/10 P-Tex 2000 Multicore

807 Supergrip 48-44-46 mm 120-170/10 Multigrip Multicore


Ski line 2011

Kid Series


SKIS 2011 44


Sales arguments1. Uniqe and exclusive

Madshus cap design with high durability

2. Wide side cut for better stability

3. NIS plate for easy binding mounting in the shop

Kid Series

Butterfly Super U


SKIS 2011 45


Kid Series

KidArt. Model Side cut Length Base Core

856 Butterfly 58-50-54 mm 90-140/10 Polytex Multicore

857 Butterfly MG 58-50-54 mm 90-140/10 Multigrip Multicore

866 Super U 58-50-54 mm 90-140/10 Polytex Multicore

867 Super U MG 58-50-54 mm 90-140/10 Multigrip Multicore


Ski line 2011

Back Country Series


SKIS 2011 47


Sales arguments1. Robust and versatile steel

edge skis2. Progressive MGV+ no-

wax pattern3. Well defined wax pocket

for excellent glide and kick properties

Back Country Series

BC 50 BC 55NEW!


SKIS 2011 48


Back Country Series

BCArt. Model Side cut Length Base Core

966 BC 50 60-50-55 mm160-180/10, 185-210/5

P-Tex 2000 Multicore

967 BC 50 MGV+ 60-50-55 mm160-180/10, 185-210/5

MGV + Multicore

940 BC 55 68-55-62 mm 170,180,190-210/5 P-Tex 2000 Multicore

947 BC 55 MGV+ 68-55-62 mm 170,180,190-210/5 MGV + Multicore

SMUs available as Voss (BC 50) and Glittertind (BC 55)


Ski line 2011

Cross Country Downhill Series


SKIS 2011 50


Sales arguments1. Progressive MGV Omni

base in the kick zone2. Wide skis – deep sidecut3. Light weighted

Paulownia/Maple core


Eon Eppoch Annum


SKIS 2011 51



CCDArt. Model Side cut Length Base Core

871 Eon* 83-62-70 mm 165-205/10 MGV Omni Paulownia/Maple

870 Epoch 99-68-84 mm 165-195/10 MGV Omni Paulownia/Maple

869 Annum 109-78-95 mm 165-195/10 MGV Omni Paulownia/Maple

*SMUs available with normal wax base


SKIS 2011 52


Flex tables


SKIS 2011 53


Flex tables


SKIS 2011 54


Ski line 2011

PerformanceExercise &

lifestyleGrowing up Explore

Champion Series

Race Performance

Classic Series

Touring Series

Cruising Series

Junior Series

Kid Series

Back Country Series

Cross Country Downhill


SKIS 2011

madshus the cross country company since 1906 skis 2011

Documents

cross country company

costraw material prices

low end products11skis

pairs sourced skis

technical updatesintroduction

technical updatesmadshus

low material costlow

technical updatesthe