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Nordic walking for the Chinese
The Finnish technology company Exel manufactures composite sports equipment and industrial profiles. Exel is best known for its Nordic Walker® poles, ski poles and floorball sticks.
Exel is expanding its operations and is now targeting the Asian market, where there is enormous growth potential. In the Guangzhou area in Southern China, the company is building a factory, which will produce industrial fibre profiles for international customers as well as Nordic walking poles, primarily for local consumers.
In cooperation with the China Institute of Sports Science, Exel aims to sell its products in China. The company, moreover, is the International Ski Federation's exclusive supplier of poles in China. Japan, too, is an emerging market for Exel's Nordic walking poles.
Exel's ambitious goal is to stimulate enthusiasm for Nordic walking among the Chinese.
"If only one per cent of Chinese took up Nordic walking as a form of exercise, this would triple the number of enthousiasts in the world," says Aki Karihtala, Vice President of Exel's Sport division.
Finnair's comprehensive Asian route network, with its direct flights, will play its part in serving the Exel expansion project. |
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