Holtab's owner Anders Holmberg on the partnership with Stina Nilsson

The link between a power solutions company in Småland and a skier from Dalarna isn’t exactly obvious, is it?

“There are actually more similarities than you might think. At Holtab, we sometimes feel like endurance athletes ourselves. We set long-term goals, we overcome obstacles and we stay innovative. Stina has incredible determination and constantly finds new ways forward. That’s very much how it is for us as well. As a family-owned business operating in a large and competitive market, we need resilience and a long-term perspective.”

Do you remember how it all began?

“It started with our then-CEO, Patrik Persson Moberg, who came to me wanting to explore new ways to reach out. At the time, we were very focused on selling transformer stations, but we also needed to be seen as an attractive place to work. Having been involved in sports associations myself, I instinctively felt that a female athlete would be a perfect fit for us.”

Holtab and Stina have been working together since 2018. What does she bring to the table?

“She’s a real boost when it comes to recruitment. She attracts ambitious and curious people who want to work with us. Those who follow our journey can see that we are open-minded and forward-looking. We welcome everyone – newcomers to the country, women, and those coming from entirely different backgrounds. The power industry has traditionally been, and still is, male-dominated. But at Holtab, there’s room for everyone.”

Together you’ve also produced several films highlighting sustainability, teamwork and opportunities for women. Stina has even visited the factory in Tingsryd twice. How has that been?

“She’s a real source of energy. She inspires our colleagues to step forward and dare more. Our community engagement is strong and authentic, and I believe it resonates with both customers and suppliers. They see that Holtab is a company that takes its role seriously, and we earn their respect.”

Stina is excellent on skis – but how is she when it comes to corporate communication?

“It comes very naturally to her. She’s committed and generous with her time. She makes a real effort to support us, she wants to understand our business, and she comes up with creative ideas for exposure and collaboration. Most importantly, she’s warm and approachable. Several people in the company are in direct contact with her and feel close to her. We’re truly fortunate to have her with us.”

Finally – she recently changed course again, moving from biathlon to long-distance skiing. And in her very first race, she won the Vasaloppet. How did that feel?

“That’s Stina in a nutshell. She embraces the new and goes for it without hesitation. The funny thing is, I remember her mentioning this years ago, even before she switched to biathlon. She said she wanted to finish her skiing career by competing in long-distance races and winning the Vasaloppet. And then she went out and did it, at her very first attempt. I’m impressed. She really is a role model in every sense.”