AMBASSADORS

Meet the best of the best. From hunting whitetail to competitive roping, they redefine what it means to live a wild life. They're our Ambassadors.

Magnus Lagher

Sweden

 

 

Father and husband half a century old, Magnus got his love for the outdoors as a kid from his family and he is trying to pass it on to his wife and son. Besides, he works for the Swedish Cycling Advocacy Organisation Cykelframjandet and he is a youth leader in Friluftsframjandet.

 

Q

How did you discover your love for biking and writing?

A

I've been riding most of my life. Growing up in the 70's there were quite a few Swedish successful cyclists, Bernt Johansson and Tommy Prim to mention a few. So instead of playing soccer, we'd rather race around the block on our 10-speeds. Just as cycling, writing has been a part of my life. I've been writing diaries, short stories from childhood and now blogs. A couple of months after my accident I was contacted by a Swedish outdoor magazine and they asked if I was interested in writing and blogging for them.

Q

What’s the best place you’ve ever biked and why?

A

I've been asked this question for years now and my answer is almost always the same: the best ride and place is in front of me. The next one! But if I'm to name one it would be my latest trips over the Norwegian mountain between Bergen and Oslo. The grandeur of the "fjell" in September is remarkable.

Q

If you could go biking with anyone in the world (dead or alive), who would it be and why?

A

Running the risk of sounding cliché, Eddy Mercxk. To me, he is the greatest personality in the sport of cycling. Then if I had the chance to ride with the Swedish explorer Sven Hedin, during his trips in Asia, in the first part of the 20th century, it would have been something special...

Q

What’s your goal for 2018, biking/writing related, or non-biking/writing related?

A

Earlier this winter I held bikepacking seminars at the Swedish Bikefair in Stockholm. Now I´m holding the same in my hometown of Norrköping and will also invite people to try this. I'll keep trying to spread the love of the outdoors and cycling. Personally, I´m planning a trip around the south part of the Baltic Sea.

Q

What’s your favorite slogan/quote ?

A

Actually, I have two favourite quotes. A short and long one...

"Not all that wanders are lost" - J.R.R Tolkien

“It is by riding a bicycle that you learn the contours of a country best, since you have to sweat up the hills and coast down them. Thus you remember them as they actually are, while in a motor car only a high hill impresses you, and you have no such accurate remembrance of country you have driven through as you gain by riding a bicycle.”