The CEO of Ruka Nordic Oy, Harri Keskiaho, believes the World Cup event will attract more people year after year.

With more countries and teams competing than at any other point this decade, sold-out VIP tickets, and general admission selling at record speed, it’s no wonder Harri Keskiaho is all smiles. Having worked with Ruka Nordic for more than 20 years in several different roles, Keskiaho is now stepping into his new position as CEO of the company that organizes the World Cup event.

“Ruka Nordic is entering a new phase, and our goal is to develop the event so that it offers even more experiences for the audience and more opportunities for sponsors and partners,” Keskiaho says.

Ruka has upgraded its restaurant areas to ensure visitors can spend the entire day at the venue without having to leave in search of food or coffee. The network of sponsors and partners has also grown, enabling new side events to be added to the program.

“We also have extensive media presence, and the fact that we have journalists coming all the way from the United States and South Korea shows something about the appeal of Ruka Nordic. People enjoy coming here,” Keskiaho adds.

A World Cup Super Weekend

The Nordic skiing super weekend brings together top athletes in cross-country skiing, ski jumping, and Nordic combined in Ruka on November 28–30, 2025. This year, anticipation is heightened by the Winter Olympics to be held in Italy in February 2026. As a World Cup-level event, Ruka Nordic provides teams with a significant opportunity to collect the FIS points required to qualify for the Olympic Games. Held at the beginning of the season, Ruka Nordic is one of the earliest and most reliable venues—thanks to its snow security—for earning the needed FIS points.

“Ruka Nordic still has a lot of potential to tap into, and I believe we will continue to grow the event and its visibility well into the future. Ruka Nordic is an event that interests partners and that athletes, media, and the public all love.”

Who?

Harri Keskiaho
CEO of Ruka Nordic Oy
Born in 1985, originally from Kuusamo.
Previously worked as World Cup course director and chief of competition for cross-country skiing.

Photo: Valtteri Hirvelä