NORDICA BACKSTAGE

an immersive experience in the Nordica world

story

Luka Grilc

Born in Pula, Croatia, Luka Grilc grew up in Slovenia. Today, as Nordica’s Brand Manager, Grilc spends most of his time in Giavera Del Montello, Italy, in the Nordica HQ office. Grilc learned to ski behind his grandmother’s house at just four years of age. We caught up with Grilc prior to the busy season to learn more about his heritage and Nordica’s future.

 

Where were you prior to accepting your new position at Nordica?

For 14 years I was at the ski company Elan from Slovenia and in charge of product development and marketing. It was good time, many product innovations and many friendships. Elan gave me a lot, opened the doors to the ski world and I also gave a lot back.


What drew you to a position at Nordica? What do you like about the brand?

I felt the need to change and new challenge in my career. It was also about the matter of timing.  There was the opportunity and I didn’t hesitate to take it. I was always leaning towards Italy, since my grandparents spoke a lot of Italian and I spent a lot of time with them as a kid during summer holidays in Pula. I also learned Italian in high school. If I could choose between any brands in the ski business, it would be Nordica. Nordica is the most famous name in the skiing world and it has the most passion and energy. Our team is great and the products are truly superior. I am glad to be using the best set of skis and boots on the market.


Where would you like to take the brand into the future? 

To the top!!! That’s where Nordica belongs. Becoming the number one ski boot brand in the world is a clear goal for next 3 to 5 years. Nordica used to be there, it is the most iconic brand in ski boots—basically the complete modern ski boot is the innovation of Nordica.


What athletes are you most looking forward to working with? Why?

We have small team but they are amazing athletes. Neureuther, Paris, Dopfer, Strasser, Sandell are the kings of their disciplines, but they are also great personalities and real Nordicans. I also like Deborah Compagnoni and Kjetil Andre Aamodt, who are new Nordica ambassadors from this year.


What is your favorite item in the Nordica catalog? The one you can not live without.

I’m sure that I can not live without Dobermann ski boots. If I think back to the last time when I really had a great boot, it was 10 years ago when I had Dolomite Z Race.


What’s one thing most people wouldn’t know about you?

That growing up in environment between Ljubljana and Pula made me ready for life, learning to fight, what it takes to get things done, being determined, curious and stubborn, and being positive about people and life. Work hard, play hard.
And for sure they don’t know that my life moto is; “I have to, I can, I want, I am going to!” Sounds better in my mother’s language, but is probably the closest translation.


You can take one Nordica product anywhere in the world to ski, where do you go?

Hokkaido, Japan. There is the best skiing I have experienced, unlimited powder, I love Japanese culture, people, food and of course “onsens” -  natural spas with thermal water. It is just remote and special. 

 

"I have to, I can,
I want, I'm going to!"

 

Nordica

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