The Finnish ski resort Ruka is buzzing with anticipation. Therese Johaug – the 36-year-old ski queen – will on Friday once again compete in the World Cup for the first time since March 2022.
According to Herman Folvik, interest in cross-country skiing in Norway decreased when Johaug, who has won 14 World Championship golds, retired.
Now it's different.
With Johaug and the World Championship in Trondheim (2025), people have woken up again. The interest in Johaug is extreme, he says and continues:
Athletic enthusiasts are of course curious about how it will go in her comeback. But with her positive energy, presence in interviews, and openness about her family life, she also reaches a much broader audience.
"Higher priority"
At the same time, there is a completely different competition for sports media space in Norway nowadays. For it's not just within winter sports that Norway produces world stars.
Erling Braut Haaland and Martin Ødegaard are two of the world's best football players. In addition, there are big profiles like athletes Jakob Ingebrigtsen and Karsten Warholm, golfer Viktor Hovland, and tennis player Casper Ruud.
But with Johaug back, cross-country skiing has again higher priority for Norwegian media. Last weekend, the interest in cross-country skiing in Beitostølen was gigantic compared to the battle for gold in the Eliteserien (Norwegian men's football), says Folvik.
"The Swedes have a good chance"
Beitostølen, then. Johaug delivered a crushing victory and won with almost 40 seconds margin on 10 km classical in the Norwegian premiere. The day after, on 10 km freestyle, she was defeated by Heidi Weng with a tiny 0.6 seconds margin.
Now the focus is on eastern Finland, where the World Cup begins with 10 km classical on Friday. For the first time since her comeback, Johaug will face the Swedish superstars.
I'm very excited to see what level Johaug is at compared to (Ebba) Andersson, (Frida) Karlsson, (Victoria) Carl, (Jessie) Diggins, and the others. It will probably take some time for Johaug to get rid of the rust in the machinery after two seasons without competitions, so I think the Swedes have a good chance now. I strongly doubt that Johaug will easily win two races in Ruka, says Folvik.
2022:
4 March: Announces that she will quit after the season.
12 March: Ends the World Cup season in Falun. Wins 10 km convincingly.
27 September: Is presented as a new TV expert for Norwegian NRK.
2023:
17 May: Becomes a mother for the first time to daughter Kristin.
5 September: Opens the door for a possible comeback. The home World Championship 2025 is tempting.
31 December: Marries Nils Jakob Hoff.
2024:
3 March: Wins the 17-kilometer Engadin Frauenlauf race big. Discussions about a possible comeback intensify.
23 March: Competes in the Norwegian Championships and makes a success on the 30 km. Beats the Norwegian ski elite with almost three minutes.
7 August: Announces that she will make a comeback and aim for the home World Championship in Trondheim 2025.
23 November: Wins 10 km classical in the Norwegian premiere convincingly.
29 November: Will make her comeback in the World Cup on 10 km classical – over two and a half years after her last World Cup competition.
