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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