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The Nordic Trailblazer

Writer: James IonJames Ion

Words James Ion - Photography Provided by Jonas Orset



What is a superhero? Someone with superpowers, someone who ​has two identities? Is it a person who helps and tries to make a ​difference, who wears tight clothing and speeds around the ​place?  Is it someone who accepts big challenges and faces them ​head-on? Is it all of these things? If so, there may be such a hero in ​the GRVL pro peloton! A top-level GRVL racer an environmentalist, ​adventurer, educator, coach and family man.


I go behind the mask to meet Jonas Orset, the Nordic Trailblazer.


Jonas hails from the town of Langhus in Norway, not far from Oslo ​with a population of about 13,000. Being in Scandinavia there were ​ample opportunities for an active lifestyle and being in the ​outdoors, two things that have helped create the Trailblazer.


“I have always been active, but fell in love with cycling when I got ​my first road bike as a 15 y.o. I started riding more, longer and ​faster, and really enjoyed riding for training, adventures and races. ​I started racing national level as a junior rider. The first ​year was a roller coaster of highs and some lows, but I knew I ​wanted to keep pushing on.”


Jonas embarked on a successful road racing career, beginning at ​the continental level with the Norwegian team Frøy-Trek, then ​expanding his horizons to live and race in China. Despite his ​achievements, his adventurous spirit ultimately led him to the ​world of GRVL.


“After racing on the road for many years, I eventually started to ​seek more adventures. I was racing at elite and continental level ​living months in China, Belgium, Colombia and the US. Eventually, I ​also wanted to challenge myself with some long-distance events, ​and several Everesting Challenges.


Once I started to know gravel racing, around 2019, I knew it was ​the right path. Long, challenging, survival of the fittest, but also a ​fast and competitive discipline. I decided to follow my value as a ​Trailblazer as the first Norwegian gravel pro, back in 2021.”


And so the Nordic Trailblazer was born.


“For Jonas becoming the Nordic Trailblazer was ​quite simple, even if it occurred during difficult times


“Due to COVID, the transition was really easy and ​smooth. I think everyone wanted to seek new ​adventures during COVID-19 and for me, it was ​natural to explore gravel trails and events when ​most road races were put on hold.


I did my first proper gravel races in 2020 and later in ​2021 with the Nordic Gravel Series.


In the spring of 2022, I returned to my friends and ​the cycling community of Cadence Cyclery (A ​mainly Texas-based bike shop - ​cadencecyclery.com) and I quickly felt part of the ​community. From there I have been part of an ​exploding discipline, with many new riders and ​races, but also many of the same who I raced back ​in 2021 and 2022.”



First adventures

The Trailblazer had some great rides in 2022, but it ​was in 2023 that he took off, something clicked and ​he started making his mark on races both in the US ​and in Europe, experiencing what both continents ​have to offer.


“I think I eventually started to figure out the sport in ​2023 and really enjoyed racing both in the US and in ​Europe.


The races in the US are a little more laidback, and ​there is a broader range of riders of all levels, while ​in Europe the general level is higher and the races ​are often more competitive from the go. I think the ​top level is pretty similar, so it’s always going to be ​a hard race, whichever continent.


The roads are often wider in the US, while it’s more ​technical in Europe, so the positioning is more ​crucial in Europe.”


GRVL is not only about the ​physique but also about ​learning the sport and how ​to handle all the obstacles. Taking on the GRVL world is no easy feat, ​especially taking into account the costs of racing ​in the US and is almost impossible without the ​support of others behind you. Like any good ​superhero, the Nordic Trailblazer has a network of ​friends and a community of supporters helping him ​do just that.


“I think what’s the best about the cycling culture is ​that people are very helpful to each other. I have ​friends and partners in the US who are helping me ​a lot to offset expenses and help with housing and ​logistics. In Dallas, I have friends I almost consider ​family, and I am really grateful for them. Having a ​base in Dallas also makes it easier to go to many ​of the US races located in the Mid South.”


“I work as a coach and lead the small organization ​of Green Cycling Norway, so thanks to the internet ​I can also keep up with my work at home.”


But honestly, I’m not living a luxury lifestyle and I ​always travel on an economy ticket, which is not ​always ideal when you have a 10+ hour flight. But I’m not complaining.”


However, even superheroes find it hard to cope ​on the road and in 2023 The Nordic Trailblazer ​was constantly on the go. Superheros though find ​a way, and the GRVL community doesn't let its ​riders down.


“I like meeting new cultures and learning about ​other people's perspectives on things. Therefore I ​think the travels energize me more than ​depleating me. I also think, due to the internet, it's ​not so hard to stay connected. I got married in ​January (to a Norwegian) so it’s harder to stay ​away now than before, but she let me travel and ​as long as I limit my stays to a max of 2 weeks, it ​works. Three weeks are harder.”


These changes have seen a dramatic reduction in ​the amount of US races in 2024 but that doesn't ​mean our hero won't be on the start line.


“Last year I really wanted to race many of the US ​races and had four blocks in the US. It was kind of ​a one-year thing, but I do want to keep having 2 to 3 ​blocks (2 weeks) yearly to stay involved with the ​American gravel community and catch up with my ​friends in Dallas.


I had my honeymoon in Mexico (no bikes) for the ​first two weeks of February. It made sense to skip ​the March races and get in shape for a later ​season start. I think it made sense. I raced Santa ​Vall as training, two races in April, and had a solid ​calendar from May with Traka, Gravel Locos, ​Spinistry Texas Twister, Unbound and FNLD GRVL. ​I am planning Unionsrittet, The Rift, Gravel Grit’n ​Grind, Bergslagen, Nesfjellet Gravelduro, World ​Championship, Big Sugar and maybe a couple ​more events.


My gravel calendar doesn’t show that I organised ​and raced the 101percent Cup, and I organised 3 ​annual gravel events, DNF GRVL, Unionsrittet and ​Nesfjellet Gravelduro. Except for my late season ​start and missing a few events in the American ​spring, I am really happy with this year’s schedule ​as well.”

OTO CREDIT - SANTA VAL

The Nordic Trailblazer is the figurehead of what ​Jonas is about, but behind the racing is a growing ​community of people dedicated to more than just ​race results. From Coaching to the Environment the ​Nordic Trailblazer brand promotes healthy living, ​green thinking and social responsibility.



It is focused on four pillars, Pro-Gravel, AdvenTour, ​the 101 Community and a Green Future


“Honestly, we are outsourcing the pillars, but the ​idea was to show a little of all the different projects we ​do. I am a pro gravel rider, but also a bike ​adventurer, with a social calling as a coach and ​event organiser, based on "good" values as ​promoting healthy living, green thinking and social ​responsibility.”


“Green Cycling Norway is an organisation a cycling ​friend of mine and I started back in 2017. Our goal ​was to create a team based on green values as we ​didn't (at that time) experience the sport of cycling ​taking their part of the green deal.”


“We hosted, financed by the capital of Oslo, our ​first cycling school in 2019. The goal was to inspire ​the kids to ride more and use their bikes for fun, but ​also part of healthy living and green mobility. The ​support of cycling schools has grown and this year ​we are organising about 100 different cycling ​schools from April to October. I am organising and ​most of the time also the head coach of the cycling ​schools, so it's a pretty busy season.


We have also done actions to stop littering in bike ​races and be part of Green Sports Hub Europe, an ​EU Erasmus-funded project where we are creating a ​platform to help sports organisations and events understand how they can minimise their ​environmental footprint and become a greener ​event.”


Kryptonite

Every superhero has a weak spot, for the Trailblazer, a champion of green initiatives and the environment, ​travelling the world racing bikes does not fit very well into the the story.


“Yes, this is a difficult topic for me. I totally understand my Co2 impact by all my travels, and even though I often ​try to offset my emissions by buying credits the most environmentally friendly would be not to travel to the ​events.”


“I am driving an electric vehicle, and try to choose my bike when I commute around the town. I do believe it's ​important that more people are choosing bikes as transportation, for the local air quality, lowering the CO2-​emission, their own health and mostly because I believe it will make them happier.”


“I am not perfect, but I still want to inspire people to ride more and think about their options when it comes to ​choosing eco-friendly alternatives. I don't believe that pointing fingers or making restrictions are the best way to ​inspire, but rather to give people belief that they can manage to be a better version of themself, also when it ​comes to carbon emissions.”


“In 2018 was challenged by the Norwegian Church to ride the 1300 km (actually closer to 1400) from Oslo to ​Katowice, Poland, for the United Nations Climate Conference COP24. It took me 6 days and was a cold and chilly ​adventure during the beginning of December, but it was possible to ride. Maybe I inspired someone to consider ​choosing their bike for the next local commute”


Adventure time

It is not just racing and the environment that inspires the Trailblazer, but also incredible ​feats of adventure, such as an Everesting attempt in a tunnel! As well as many others.


“I definitely want to make a new Everesting Challenge. I didn't do any crazy events last ​year, except some crazy races. I wanted to do the coldest Everesting in Røros, but got ​sick with COVID a few weeks before, and honestly, I don't think riding a Winter Everesting ​at -30C is very smart. I have been looking into doing an Everesting on the Faroe Iceland as ​it's the only Nordic country I haven't visited this year, and I definitely want to go there too!


Nothing is settled yet, so the readers may very well help me out with ideas for doing ​something epic for a good cause later this year!”


Heroes advice

What advice would you give to any aspiring racer?


Enjoy riding. Find out what you like and what inspires you. When ​are you experiencing that tickling feeling of excitement when you ​plan your next ride? Put yourself up for some exciting rides. It ​doesn't have to be super crazy, and you need to find out what ​works for you. Maybe the local group ride? Maybe the biggest hill ​in your area? Maybe a bike-packing trip with your family? Or ​maybe it's something crazy and stupid like I often do? Make a ​plan for it, prepare for it and enjoy the journey!


What is your general race strategy, or is it more race-to-race?


I love racing with my heart and finding the flow. It often makes me ​a little too excited in the early part of the race, but I definitely like ​to be in the front as long as possible, hopefully to the end. But of ​course, there are events where it's more of a patience game and ​an eating contest than being fast, and then it becomes more ​important to monitor yourself and focus on tasks to help you ​survive to the end.


What is your go-to piece of equipment?


I am on a Felt Breed Carbon with DT Swiss GR1400 wheels and ​Challenge Getaway tires. The feeling of the bike is amazing. I ​have been riding mountains, trails and also a crit race on the bike, ​and its very versatile and fast.


I don't think I have any secret weapons if that's what you are ​asking. haha. But my coffee mug for training is probably a little ​unique. I have a deal where I can refill the mug on all Circle Ks ​and riding in the cold winter days, making it to the next gas ​station for a warm coffee often gives me the needed motivation ​to push on.


Favourite nutrition?


Rice cakes or ice cream

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