Therese Johaug’s company, Setra AS, reported an annual result of 5.6 million kroner for 2025, according to financial records reported by E24. The retired cross-country skiing champion has expanded her market presence, with total investments in shares and bond funds reaching 71 million kroner last year, an increase of over 18 million kroner from the previous period.
How is Therese Johaug transitioning from sports to finance?
According to E24, her company Setra AS saw revenues exceed 7 million kroner last year, up from approximately 6 million the year prior. While the operating result dipped to 2.7 million kroner from 4.8 million in 2024, her overall market footprint has grown significantly.
In 2023, Johaug held 23.2 million kroner in market-based bond funds. By 2024, that figure climbed to 44.1 million, with total holdings in shares and funds hitting 53 million kroner. The 2025 accounts reveal a further shift: 38 million kroner in market-based shares and 33 million kroner in bond funds.
What is the connection between Johaug and Active Brands?
She launched her own brand in 2012, which later became part of Active Brands in 2015. Active Brands is a player in the outdoor sector, managing a portfolio that includes Kari Traa, Bula, Åsnes, Dæhlie, and Sweet Protection.
Comparing the financial growth of Setra AS
While the annual result decreased from 7.2 million to 5.6 million kroner, the total capital deployed in the market surged.
| Metric | Previous Period | 2025 Records |
|---|---|---|
| Total Market Investment | ~53 Million NOK | 71 Million NOK |
| Annual Result | 7.2 Million NOK | 5.6 Million NOK |
| Revenue | ~6 Million NOK | >7 Million NOK |
Why this matters for athlete retirement trends
After winning four Olympic golds and 14 World Championship golds, she announced her retirement following the World Championships in Trondheim.
Frequently Asked Questions
How much did Therese Johaug earn in her company last year?
According to E24, Setra AS reported an annual result of approximately 5.6 million kroner for 2025.
What is the total value of Johaug’s market investments?
Her total investments in shares and bond funds reached 71 million kroner, comprising 38 million in shares and 33 million in bond funds.
Which companies does Therese Johaug own shares in?
She owns 49 percent of Lillesetra and has a stake in Voss Holdco, the company behind Active Brands.
Did Johaug’s manager comment on these figures?
E24 contacted manager Jørn Ernst, who declined to comment on the numbers.
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