Therese Johaug’s Post-Skiing Success: A Financial Win
Following her retirement from cross-country skiing, Therese Johaug is achieving significant financial success. Her investment company saw a substantial profit increase, showcasing her business acumen beyond the sports arena.
Investment Company’s Financial Gains
Last year, Therese Johaug’s investment firm, Setra AS, achieved a pre-tax profit of NOK 8.9 million. This amount reflects a NOK 2.2 million increase compared to the previous year’s earnings.
Strategic Financial Moves
Johaug has strategically moved a substantial portion of her savings from bank deposits to investments. A majority of these investments are now in fixed-income funds, with a smaller allocation in mutual funds.
At the New Year, her total investments and bank deposits were valued at NOK 63 million. Jørn Ernst, Johaug’s manager, declined to comment on the matter.
Transition from Cross-Country Skiing
In mid-May, Johaug announced her permanent departure from cross-country skiing. She aimed to dedicate more time to her family and her brand, expressing a desire to step back from the demands of professional sports.
“I want to spend more time with my family. I got tired of being dragged in two directions,”
—Therese Johaug
Expanding Brand Presence
Beyond her investment success, Johaug is also concentrating on her personal brand. She launched the “Johaug” brand in 2012, which later became part of Active Brands. She manages Setra, her wholly-owned investment company, from her home in Holmenkollen.
Through Setra, Johaug also owns a 49 percent stake in Lillesetra, a company based in Oslo. This company focuses on the ownership of trademarks, as well as product and concept development for sports clothing and equipment, offering marketing and consulting services.
Her wealth increased from NOK 62 million to NOK 78 million the previous year. According to recent reports, the average net worth of a retired athlete is significantly lower, underscoring Johaug’s exceptional financial performance (Statista, 2024).
Future Outlook
As Therese Johaug navigates her post-skiing career, her strategic financial decisions and brand focus indicate a promising future. Her achievements reflect a successful transition, blending athletic legacy with shrewd business practices.
