“I don’t build roller skis for PowerPoint slides. I build them for asphalt, speed, and real-world use.”
Henrik Georg Lindhagen
Founder & CEO, FF Rollerskis AS
Signature Founder Statement
FF Rollerskis was founded to solve a simple but critical problem:
roller skiing should not be dangerous by default.
Everything we build starts with safety, control, and respect for the athlete — regardless of level. Performance matters, but only when it is supported by trust, predictability, and real-world reliability.
1. Who I am
I am the founder, product developer, and CEO of FF Rollerskis AS, a Norwegian innovation company developing roller skis with a clear focus on safety, control, and authentic ski feel.
I work at the intersection of mechanical design, material behavior, and real-world use, and I remain closely involved throughout the entire development process — from early concepts and testing to finished products used on asphalt.
2. Background – why I build this
I don’t come from theory alone.
I come from hands-on technical work and commercial reality.
My background includes:
- Certified automotive mechanic
- Bachelor’s degree in Marketing and Communication
- Years of experience in sales and leadership
- Founder and CEO of FF Rollerskis since 2017
This combination gives me a practical understanding of both:
- how products actually work, and
- how they must be explained, positioned, and trusted
FF Rollerskis was founded because the market lacked roller skis that truly balanced performance, comfort, and safety — without being designed only for elite athletes.
3. Product development – two systems, one direction
FF Rollerskis has not developed just one roller ski considered among the best in the market —
we have developed two distinct roller ski platforms, each based on a completely different damping system, both unique.
The first system, Prosja, represented a major technological breakthrough and established FF Rollerskis as an innovator in damping, stability, and ride quality.
Through continuous testing, user feedback, and real-world use, we took the next step.
As a result, Pro ski is now being phased out and replaced by our next-generation damping system:
360 Flow — the circular damper.
360 Flow delivers:
- Even damping in all load directions
- A more natural, fluid ski motion
- Better control at speed and on uneven surfaces
This is not a minor update —
it represents a new principle for how a roller ski should behave.
4. Founder principles (non-negotiables)
These principles guide every major decision we make:
- Safety before performance claims
- Real-world testing over theory alone
- Long-term trust over short-term growth
- Products must earn their place on the road
5. How I think as a founder
I am uncompromising on safety, pragmatic in execution, and long-term in strategy.
I don’t build products to win arguments.
I build solutions that withstand real use, real weather, real speed, and time.
For me, innovation is not about adding features —
it’s about removing risk and friction.
6. Credibility anchors
FF Rollerskis products and technology are:
- Used by clubs, athletes, and national teams
- Supplied to international competitions
- Developed with Norwegian engineering principles
- Tested in all-weather, real-road conditions
- Built with a focus on long-term durability and safety
7. My role today — and tomorrow
Today, my responsibilities include:
- Overall strategy and vision
- Product development and technical decisions
- Collaboration with design, research, and production partners
- Market positioning and storytelling
Tomorrow, my role evolves toward:
- Technology direction and standards
- Brand guardianship
- Long-term partnerships
- Ensuring that safety and quality remain non-negotiable as we scale
I remain close to the product by choice — not by necessity.
8. Ethics & responsibility
We do not release products until we are confident they reduce risk rather than introduce it.
Safety is not a feature.
It is a responsibility.
9. Where we are going
My long-term vision is to build an international roller ski brand with Norwegian technology at its core, while making the sport safer and more accessible for a broader audience.
FF Rollerskis is not built to scale fast at any cost.
It is built to scale right.
10. Our goal is clear
FF Rollerskis becomes the world’s top rollerski brand by 2030.
Closing — why this matters
If we succeed, more people stay in the sport longer.
That is the real metric.
https://www.linkedin.com/in/henrik-georg-lindhagen
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