What You Didn’t Know About Me and Arduua
Ever wondered what it takes to turn a passion into a thriving global community and a successful business? Welcome to the journey of Arduua—a story of ambition, transformation, and the relentless pursuit of dreams.
I’m Katinka Nyberg, the founder of Arduua. I’m a passionate trail runner, mountain lover, and entrepreneur, having just turned 50. While it might not sound thrilling to some, I’m very excited about entering the F50 category in trail running, still having a chance for a podium position 😊.
I live in the Swedish countryside near Stockholm with my husband Fredrik and our 13-year-old twins, Matilda and Tom, with access to beautiful trails where I go for runs quite often with my dog Zingo.
I’m pretty much like everyone else except for my industriousness, persistence, long-term endurance, and a very strong belief in a positive future, which I’m sure has shaped both my personal and entrepreneurial life. My physical condition is not necessarily better than any other 50+ female, but I have a strong mind and put a lot of energy into my training and work, reaching my dreams and goals.
Our Story
Founded in January 2020, Arduua was born from my passion for trail running. After a successful but also stressful career in IT, I discovered trail running at the age of 44 and fell in love with the sport. My journey began with a serendipitous encounter with skyrunning videos online, leading me to sign up for my first challenging trail race in Åre, Sweden, in 2018. Ten months later, I crossed the finish line in my first mountain marathon, the Kia Fjällmaraton, not with an impressive time, but with an unyielding determination to improve. At this point, I realized that this sport was more than a hobby—it was my passion. The experience was so profound that I knew I had to make it a permanent part of my life.
From there, my journey evolved, and so did the idea of Arduua. I met Fernando Armisén online as I was interviewing him for my blog. Shortly thereafter, I started to train with Fernando in his online coaching service. Starting to train with Fernando was a game-changer. His specialized training methods, rooted in the Spanish trail running tradition, offered a structured and effective approach that I hadn’t experienced before. The progress I made under his guidance was tremendous, and it reinforced my belief that this high-quality coaching could benefit runners worldwide.
As a true entrepreneur, I quickly saw an opportunity to export this coaching service to the rest of the world. One thing led to another, and just after a few months in his training, I had created the first draft of the Arduua business plan. I presented it to Fernando and asked him if he was interested in joining the Arduua project, and he said yes. Since that day, Fernando has been with us from the start. He is the engineer behind our coaching services, and now he has the role of Head Coach of Arduua. His expertise has been invaluable.
A couple of years later, we were joined by David Garcia, another expert coach from Spain, who has significantly strengthened our team. David’s deep knowledge of trail running and his innovative coaching techniques have been instrumental in enhancing our training programs. His ability to connect with runners of all levels and his commitment to their progress make him an invaluable asset to Arduua. Together, Fernando and David form the backbone of our coaching services, driving the success of our athletes and our community.
Our Mission and Vision
Our mission at Arduua is to provide specialized training from professional trail running coaches, helping athletes worldwide to conquer challenging races from 5 km to 160 km and beyond. We strive to support runners in reaching their dreams and making a significant impact in the sport of trail running.
Our vision is to assist and support as many trail runners as possible worldwide in reaching their dreams and goals, such as finishing their dream race, earning podium positions, and making a significant impact in the sport of trail running.
Challenges and Adaptations
Like any journey, ours has not been without challenges. The COVID-19 pandemic forced us to cancel planned camps and race trips, significantly impacting our operations. As all the main races were canceled, we also faced a huge challenge growing our online coaching platform. However, we adapted by enhancing our digital platforms and focusing on online coaching. Our team showed incredible resilience, and our community remained engaged and supportive. We also faced the challenge of expanding our services globally, which required us to navigate different cultural and logistical landscapes. Through these experiences, we have grown stronger and more determined to support our runners.
Our Community
Our community is the heart of Arduua. With runners from 35 countries at different levels and age groups, we pride ourselves on the diversity and inclusivity of our team. Our runners, known as Team Arduua, are a testament to the power of collective support and motivation. Whether meeting other Team Arduua runners at races or training locally in groups in local places all over the world, or connecting online through our active social media platforms, our community is always engaged and supportive.
We also take immense pride in our Team Arduua Race T, a symbol of our collective spirit and determination. Seeing our logo at races worldwide unifies our team and motivates us all to push our limits.
The Arduua Clothing Brand
The Arduua brand is taking shape, and we have designed our first collection of technical clothing for trail running, featuring high-technology breathable materials from Spain. We are very proud of this development. Our clothing is crafted from our own experience and has been well tested in all kinds of trail races and ultra trails. Among other items, we are especially proud of our specially designed trail running skirt and trail running shorts. Check it out >>
Our Training Services
At Arduua, we offer a comprehensive range of services designed to support trail runners at every stage of their journey. Our main product is Online Coaching, where our expert coaches provide personalized training plans tailored to each runner’s unique needs and goals. Additionally, we organize global meetups and facilitate connections among runners, creating opportunities for them to train together and share experiences. While we previously arranged race trips and camps, we now focus more on enabling our runners to connect independently at various races and locations worldwide.
Success Stories
Our success stories are a testament to the effectiveness of our coaching and the dedication of our runners. From beginners completing their first ultra-trail to seasoned runners achieving podium finishes, our community is filled with inspiring achievements each weekend. One of the highlights for me personally was when we were the winning girls’ team at the Madeira Skyrace 2023. 😊 These stories fuel our passion and commitment to helping more runners achieve their dreams.
Our Future
Our future is bright! We aim to expand our coaching team from 2 to 5 and increase our runner base from 100 to 500. We are excited to introduce enhanced digital platforms, organize more global meetups, and continue building our vibrant community. Instead of arranging race trips and camps, we now focus on global meetups, enabling our runners to connect independently at various races and locations.
On a personal level, I am looking forward to achieving my own goals in the F50 category and continuing to inspire others with my journey. I aim to participate in more international races, further develop our coaching methods, and expand the reach of Arduua to trail runners everywhere.
Join Us
If you’re passionate about trail running and want to join a supportive and dynamic community, Arduua is the place for you. Whether you’re a beginner looking to finish your first race or an experienced runner aiming for the podium, our professional coaching and vibrant community can help you achieve your goals.
Conclusion
This journey from an IT entrepreneur to a passionate trail runner and founder of Arduua has been incredible. The transition wasn’t always easy, but the rewards have been immense. I invite you to be a part of this exciting adventure, where we strive to support runners in reaching their dreams and making a significant impact in the sport of trail running.
Feel free to reach out to me directly at katinka.nyberg@arduua.com if you have any questions or if you’re interested in joining Team Arduua. Let’s keep running and pushing our limits together!
/Katinka Nyberg, Founder of Arduua