Brand thoughts

What springs to mind when you think of cross-country skiing?  Endurance, the outdoors, nature, mountains, snow, winter, health, fitness, fun, gliding, balance, skill... Scandinavia.  It is something for everyone (all ages, skill and fitness levels) and yet does not have a mass following (with the exception of Norway and Sweden).  Overall, though somewhat niche in appeal, it suggests a healthy outdoor Scandinavian lifestyle.  What can we do with that?  Surely the world needs more Scandinavia!