WHY SNØ
WHY the name SNØ
The short answer: it took a lot more than sitting around a table and saying, “That sounds cool.”
The longer answer: the process was thoughtful, creative, and very much a team effort. We worked with professional branding experts who helped guide the name, identity, logo development and colors. Athletes, coaches, staff, and the board of trustees were involved throughout the process, and we also picked the brains of ski industry leaders and our sponsors.
We started with more than 100 possible names. Yes, more than 100. Some were good. Some were interesting. Some probably sounded better after a long day than they did the next morning.
After several workshops, many discussions, plenty of opinions, and eventually a vote, we arrived at the name that felt right: SNØ Racing.
The name SNØ Racing brings together three ideas that define our team, our roots, and our purpose.
First, snow is what brought all of us together. It is the common ground shared by athletes, coaches, supporters, fans, sponsors, and founding partners. Snow is where we train, compete, build friendships, and create community. It is the foundation of our sport and the reason our sport exists.
Second, we chose SNØ instead of “snow” as a nod to the Midwest’s strong Scandinavian heritage. Cross-country skiing has deep roots in Scandinavian culture, and that influence has helped shape the skiing community across the Midwest for generations. The name SNØ recognizes that connection while giving the team a distinct identity.
Finally, Racing says exactly what this team is about. It reflects the competitive spirit of our athletes, and the drive for excellence that guides everything we do. Racing is where passion, commitment, preparation and effort come together.
Together, SNØ Racing represents our community, our heritage, and our ambition. It is a name built on where we come from, what brings us together, and where we are going.
Photo: (left) Zak Ketterson, Adam Witkowski, Luci Anderson, Gretta Scholz, Skylar Patten, Ben Boelter and Jack Meinert
Introducing our Board of Trustees
Over the coming year, we'll be introducing the dedicated individuals who serve on the SNØ Racing Board of Trustees. Each board member brings unique experience, leadership, and passion that help shape the future of our organization. Their guidance and support are instrumental in helping SNØ Racing grow while ensuring our athletes have the resources they need to succeed—both on and off the snow.
We're excited to begin this series by introducing Dennis Kruse.
Dennis has been a cornerstone of SNØ Racing's growth and success. For the past five years, he has provided our athletes and coaches with a true home away from home in Cable, Wisconsin. Beyond his incredible hospitality, Dennis has played a vital role in building our board, mentoring our staff, and sharing valuable insight into what athletes need to thrive at the highest levels of the sport.
Dennis's passion for Nordic skiing spans nearly five decades. He first skied the American Birkebeiner in 1978 and has remained deeply involved in the sport ever since. After earning his Worldloppet Master title in 1985, he spent nearly 10 years with World Wide Nordic, guiding skiers to Worldloppet events around the globe, and later served for a decade on the Worldloppet Board.
His contributions to Nordic skiing extend far beyond competition. Dennis has officiated at FIS World Cup events and the 2002 Winter Olympics. While teaching law at Illinois State University, he dedicated countless hours to growing the sport from his cabin in Cable, Wisconsin, organizing events such as the Black Bear Biathlon, the Seeley Roller Ski Classic, Telemark SuperTours, and the Seeley Hills Classic. He also served as president of CXC Cross Country and spent 24 years on the American Birkebeiner Ski Foundation Board of Directors. Many in the Nordic community also recognize Dennis as the familiar voice on livestream broadcasts for the American Birkebeiner, SuperTour races, and U.S. National Championships.
In addition to his many volunteer roles, Dennis co-owned a bicycle shop in Illinois and later a ski and bike shop in Seeley, Wisconsin, further demonstrating his lifelong commitment to the outdoor community.
Today, Dennis serves as Chair of SNØ Racing's Governance Committee, where his leadership, wisdom, and unwavering dedication continue to strengthen our organization.
Thank you, Dennis, for your years of service, your generosity, and your commitment to helping SNØ Racing and our athletes reach new heights. We are incredibly grateful to have you on our team.
