NORDICA: Luka Grilc - Passion, People, and the Soul of Skiing - Part 1

Part 1 - In this episode of Legends of the Brand , host Phil Gordon sits down with Luka Grilc , General Manager of the Alpine Business Unit at Nordica and Tecnica Group , to explore the human side of one of skiing’s most iconic brands. From his early days snowboarding and racing in Slovenia to leading global teams across Nordica, Blizzard, Tecnica, and more, Luka shares the journey, mindset, and emotion behind creating products that define the skiing experience. Discover how Nordica continues to evolve after 85 years — balancing heritage and innovation , honoring its racing roots while leading new design trends like the hands-free HF ski boot , and fostering a global community of passionate skiers known as “Nordicans.” This conversation dives deep into: The emotional connection skiers have with Nordica products The origin of the “Nordican” philosophy and what it really means How the HF boot redefined comfort and performance for modern skiers The balance between brand legacy and innovation in a fast-changing industry Luka’s reflections on leadership, teamwork, and keeping passion alive in business Whether you’re a ski enthusiast, industry insider, or simply someone inspired by brand storytelling and innovation, this episode offers a rare inside look at how one of skiing’s most respected leaders is shaping the future of the sport, without losing sight of what truly matters: passion, people, and powder days. Find out more about Nordica at Get your next pair of Nordica Skis or Boots from great UK retailers like: Hike and Ride ( ) Ellis Brigham ( ) Naski ( )

You can listen to NORDICA: Luka Grilc - Passion, People, and the Soul of Skiing - Part 1 online on Radio and Podcast. Open the player on this page to stream the available audio.

NORDICA: Luka Grilc - Passion, People, and the Soul of Skiing - Part 1 is an episode from Legends of the Brand by Phil Gordon.

This episode is 00:37:50 long.

This episode was published on Nov 20, 2025.

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