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See all ads on AdLibrary →Swix was launched on November 28, 1946, the result of 6,000 equipment experiments on 200 substances conducted by Swedish skier Martin Matsbo and entrepreneur Börje Gabrielsson. It was the world's first scientifically formulated ski wax, and its quality was immediately validated when Olympic gold medallists at the 1948 Games used Swix under their skis. The brand established Norwegian operations in 1948, and in 1974 acquired Liljedahls Skistavfabrikk — a Lillehammer-based bamboo ski pole manufacturer — diversifying into poles. Today Swix is a full-spectrum winter sports brand producing wax, poles, and apparel used by elite Nordic and alpine athletes worldwide, with a growing DTC channel targeting recreational clubs and individual skiers.
