The 40th annual American Birkebeiner began like any prior Birkie for Madshus sales representative Ben Dubay, spending the OO demo days on the Birkie trail, prepping and loaning the latest gear for curious spectators and anxious participants to test and compare. During the demo Jesse Crandall, a native Wisconsin NCAA ski veteran and seasoned Nordic coach, dropped by to see what Madshus had to offer. Impressed with their latest skis, boots, and poles Jesse borrowed a Madshus setup to demo and came back impressed. In fact, Jesse liked the equipment so much that he asked if it was possible for Madshus to lend some equipment to himself and Shawn Cheshire, a blind athlete Jesse had been guiding and coaching as she worked to be selected for the US Paralympic Team in Cross Country Skiing and Biathlon was whom Jesse was going to lead on her first Birkie. Happy to lend some gear and struck by Jesse’s request, Ben quickly agreed.