Nordic Walking: A History

Nordic Walking as a form of exercise first gained popularity in Finland as a regimen to keep cross country skiers in shape during the summer months. Though the term “Nordic Walking” originated in Finland and that is where the sport really took off, the concept of walking with specially designed fitness poles was first promoted by an American named Tom Rutlin in 1988. Rutland’s walking method, which he called “Exerstriding,” was featured in a 1988 article in The Capital Times (of Madison, Wisconsin) and also in a July, 1989 German edition of Esquire magazine.

Shortly after that article was published, a Finnish ski equipment manufacturer (Excel) picked up on the idea and launched a line of specially designed fitness or Nordic Walking poles. Exel’s wrist straps were a breakthrough in Nordic Walking technique, which Exel marketed through its newly launched International Nordic Walking Association (INWA).

Through the INWA, Exel offered a Nordic Walking training program. INWA instructors taught people how to Nordic Walk, and these people purchased Nordic Walking poles. Exel’s marketing strategy was immensely successful, which is why Exel can take much of the credit for the worldwide success of Nordic Walking today.
Tom Rutlands’ line of fitness walking poles, marketed under the Exerstrider brand name, did not include wrist straps. Although some debate exists about who first developed the concept of fitness or Nordic Walking, the correct answer is that Rutlin was on the right track (minus wrist straps), but Exel developed the sport and took it to new heights through a combination of their breakthrough wrist strap development and savvy marketing strategies.