Elpex Appoints Eric Granström as New CEO
Elpex announced today that Eric Granström is taking office as the new CEO. Eric takes over from Viktor Brännmark, who is stepping down from the CEO role but will continue as an active co-owner. The appointment marks the next phase in Elpex’s development, as the company continues to build a modernized offering and strengthen its position in a growing market.
Eric Granström is 25 years old, grew up in Piteå, and has a background as an elite skier for Piteå Elit. His achievements include an SM silver medal in relay, top-5 placements in the Sweden Cup, and participation in the Military World Championships. In parallel, Eric studied mechanical engineering at Luleå University of Technology and has been working part-time for Elpex since the turn of the year.
- “I am a proud Piteå native and have been skiing on Elpex since I was little. The first time was in 2012 on a pair of Team 610, and it was a roller ski I had for many years. Elpex has always had a strong reputation up here, and now many are seeing the brand with new eyes. We are on the verge of something big; this is just the beginning,” says Eric Granström, the new CEO of Elpex AB.
Over the past year, Elpex has undergone an extensive renewal of its product range, design language, and brand positioning. A clear ambition going forward is to make roller skiing more accessible, more attractive, and to continue developing Elpex as a modern sports brand.
- “The design and the entire Elpex brand have received a complete overhaul. Elpex has become something cool. We are going to make roller skis cool, and we are already on our way there,” Eric continues.
In the summer of 2025, Elpex was hit by a major fire that completely destroyed the company’s operations. The restart has involved rebuilding the building, warehouse, and large parts of the infrastructure from scratch, a process that has also created opportunities to improve systems, inventory management, and efficiency.
- “Building materially from the ground up is a big challenge, but also a great opportunity to do everything right from the start – with better systems, smarter inventory, more efficient purchasing, and clearer processes,” says Eric.
Eric describes his initial priorities as strengthening the digital presence, ensuring delivery capability, and improving the internal structure around business systems and inventory, while also developing relationships with both existing and new retailers.
- “Eric is absolutely the right person for the next chapter. He combines technical expertise and product sensibility with a strong understanding of ski culture and customer needs. He has already shown drive, structure, and humility in his work with us, and we are convinced that he, together with the team and the ownership group, will continue to strengthen Elpex – both in Sweden and internationally,” says Jonas Pettersson, Chairman of the Board at Elpex AB.
Jonas Pettersson also wishes to extend a warm thank you to outgoing CEO Viktor Brännmark.
- “Viktor has done truly strong work since the change of ownership – he has driven a complete renovation of the brand and product range, professionalized the business, and shown impressive leadership during a period that culminated with the fire and the rapid restart. We are very grateful for Viktor’s efforts as CEO and happy that he will continue to be an active co-owner and resource going forward.”
With Viktor Brännmark remaining as an active co-owner, continuity and close collaboration in the handover and continued development are ensured.
- “It feels secure to have Viktor stay on. The handover will be seamless, and he will remain available as support for business and product development issues,” says Eric.
Elpex is now entering 2026 with the ambition to broaden its customer base, deepen relationships with retailers, and increase its international presence.
