A new chapter for Skidskytteexperten – moving to Forserum

Right now, I’m in the middle of something that is a mix of chaos, excitement, and a pretty big step forward – Skidskytteexperten is moving.

After some time in Jönköping, I’m now relocating the entire business to Forserum. This is not just a change of location, but a step in how I want to develop Skidskytteexperten going forward.

Why Forserum?

The simple answer is: better conditions.

The new facility in Forserum is larger, fresher, and gives me completely different opportunities to build something more than just a warehouse and an e-commerce setup. There is space here to create a place where biathlon can really come to life.

There’s also another important aspect – I live in Forserum myself.
That means a much better everyday life with shorter travel distances, more time to focus on what really creates value in the business, and at the same time a reduced environmental impact. It simply feels more sustainable, both for me and in a broader sense.

From warehouse to meeting place

One of the biggest changes is that I will build a store/showroom.

This means that you as a customer, coach, or athlete will be able to:

• see and feel the products before buying
• try different setups and find what fits you best
• get hands-on help with adjustments, service, and questions

Biathlon is a technical sport, and sometimes a product image and a short description just isn’t enough.

More than just sales

With more space comes the opportunity to do more:

• host clubs for workshops and training sessions
• demonstrate how rifles work – both FX air rifles and Fortner systems
• go through sling setup, harness, position, and the small details that make a difference
• create a place where knowledge is shared, not just products sold

Something between a shop, a workshop, and a learning environment.

An investment in the future

Moving and growing always comes with risk. More space, higher costs, and more things that need to work.

But at the same time, this feels like a natural step.

Skidskytteexperten has grown a lot in recent years, and at some point the structure around it needs to grow as well. This is my way of creating better conditions – both for me and for you as a customer.

What happens now?

Right now, the focus is on getting everything in place:

• moving the inventory
• setting up logistics and workflows
• building the showroom

The goal is to open the doors in mid-May and start welcoming visitors.

If I’m being honest, this is a bit of a dream taking shape.
A place where biathlon is not just something you order online – but something you can experience, understand, and grow within.

And I believe this can become something really good.

You are warmly welcome to visit once everything is in place.

Kind regards,
Jörgen Larsson
Skidskytteexperten