From Olympic flame to global fame – Redox helps champions glide to victory on snow and asphalt

It all started in 1949, when three chemists were skiing in Lapland’s spring snow. Their skis wouldn’t grip, glide, or stay unfrozen. They decided to solve the problem and began developing better waxes. Two years later, Oy Redox Ab was founded. However, the company’s first product was not ski wax, but the official torch fuel for the Helsinki Olympics. The first Rex waxes hit the ski tracks in the 1952–1953 season and have since been part of winning medals around the world. 

From ski tracks to the top of cycling 

 
Currently popular products in skiing include skin ski cleaning and care agents as well as liquid glide waxes, which have replaced traditional meltable waxes among many hobbyists. Product development happens in close cooperation with top-level sports. Many championship medals and victories have been won with Rex waxes, and innovations born on the competitive ski tracks are also adopted by hobbyists. 

–It motivates us, that we get to work with national teams and develop products that can determine whether a medal is gold or silver. 

Rex’s core has always been ski waxes but about ten years ago, the product range was expanded to bicycle lubricants. The cycling side is now experiencing strong growth. 

– We have been able to bring our wax expertise to chain lubrication. Instead of traditional oils, wax products, which stay clean, are a big trend in cycling, and we have a lot to offer in this area. Our products have been used, for example, in the Tour de France, says CEO and main owner Antti Peltonen. 

From domestic leader to inter­national success 

 
In recent years, Rex has risen to a clear number one position in the Finnish ski wax market. In Finland, distribution is so compre­hensive that you can buy both milk and ski wax from the same supermarket – a phenomenon rarely seen elsewhere in the world. 

The domestic top spot is based on continuous product development and the fact that, for example, cycling products have also performed excellently in independent tests. 

It motivates us, that we get to work with national teams and develop products that can determine whether a medal is gold or silver. 

- Antti Peltonen, CEO of Rex

Rex’s ski products are sold in virtually every country where cross-country skiing is practiced. The largest markets are in Finland, the Nordic countries, and North America. 

In cycling, growth potential is especially strong in Central Europe, and exports are being developed to Germany and the Benelux countries, among others. 

– In Finland Rex is well known, but in new markets, we need to stand out with our products’ features. That’s why we aim for high quality and carefully selected segments, says Peltonen.

Rex products are delivered all over Finland and Europe from Hartola. Hartola offers good opportunity for growth in logistics and production.

Easy to grow from Hartola 

 
In 1999, Rex was bought as a sister company to the Peltonen Ski Factory, and the company moved to Hartola. Rex has enjoyed being in Hartola ever since, even though ownership separated from the ski factory in 2002. 

– The location is great for our company.  From Hartola, it’s just as easy to go south or north, and we have received good service from both the municipality and the Lahti Region Development LADEC. In a smaller locality, companies are recognized by name, which is a big deal, Antti Peltonen says. 

In the latest production line investment, LADEC was strongly supportive from the start. 

– For an entrepreneur, it’s valuable when someone knows the support jungle and can give concrete advice. It has signi­ficantly eased decision-making, Peltonen praises. 

The goal: year-round excellence 

 
In the future, Rex wants to maintain its number one position in ski waxes and grow the cycling product business to be just as large, thus creating growth independent of the seasons. 

– Skiing is weather-dependent, but inter­na­tio­na­lization balances the risks. If there’s a bad winter in Finland, there might be an excellent one in the United States, Peltonen says. 

The company’s daily life goes hand in hand with the rhythm of ski and cycling compe­titions, and races are also visible in the factory’s everyday life. 

– We live for competitive skiing and are excited about cycling. It’s inspiring to see athletes succeed with our products. That gives us a reason to keep developing even better solutions, Peltonen says. 

During the workday, you might hear a commentator’s voice in Rex’s facilities as a race broadcast plays in the background. 

– We watch skiing during working hours. It’s part of our job – and it inspires us, Peltonen smiles. 

The location is great for our company.  From Hartola, it’s just as easy to go south or north, and we have received good service from both the municipality and the Lahti Region Development LADEC. In a smaller locality, companies are recognized by name, which is a big deal.-Antti Peltonen, CEO of Rex
 

Hartola 

Surrounded by beautiful nature and just under 3000 residents, Hartola is located along the Tainionvirta river, known for paddling and fishing, and near Lake Jääsjärvi whose scenic shores are home to, among other things, Hartola Golf. The history of Hartola “Kingdom” dates back to 1784, when King Kustaa III declared Hartola as an independent parish. On the slopes of Purnuvuori in Hartola, you’ll also find the Purnu ski and winter sports center. 

Hartola has about 300 companies and an active business community. The largest employers are Versowood, Neste Jari-Pekka and Esperi Care. On the premises of Kiinteistö Oy Kustaantie operates an interesting food industry company, Potential Foods, which manufactures NOSHT energy candies, sports drinks, and recovery products.