"the racing brand"
Now proudly Norwegian, Swix began with the efforts of an industrious Swede. In the 1940’s, Martin Matsbo stopped messing around with traditional ski wax concoctions of tar, bicycle tires and beeswax and started playing with synthetic resins and refined petroleum waxes. The Norwegians laughed at him in the beginning… but when professional skiers started getting better results on the new stuff they pulled up their knee socks and adopted the new technology. Today Swix also produces apparel and other hardgoods – but the company remains the wax wizard of the ski world and has its name emblazoned on almost every toque in the World Cup circuit.