About Us | Outdoor Buddies – Runners, Skiers & Adventurers

About Outdoor Buddies

Outdoor Buddies is a specialist shop with its heart in the mountains – literally. In our shop, which is nestled in a basement in the middle of central Åre, we have been helping both beginners and experienced adventurers find the right equipment for running, skiing and hiking since 2014. Originally called Rent-a-Plagg, we are still an important part of our business. With us you can rent everything you need for both skiing and outdoor activities, whether you are here for a day or a week.

We are also proud to have Åre's widest range of sports drinks, energy gels and performance products for training and competition. For those who want to buy their own equipment, we have a carefully selected range of clothing, shoes, poles, running vests, hiking equipment and accessories. We also offer a large range of spare parts and products for washing and impregnation, so that you can give your equipment a long and sustainable life.

Do you feel like you don't want to – or can't – take care of it yourself? Then we're happy to help you. We offer professional washing and impregnation services for everything from shell clothing to sleeping bags.

Those of us who work here share a strong passion for being outdoors. Whether it's everyday adventures in the mountains behind the house or ultramarathons in new places, we bring our experience and joy into everything we do. When you visit us, you'll meet people who actually use the equipment we sell – every day.

We're glad you found us here. A warm welcome to the store in Åre or here in the online store! Do you have any questions? Don't hesitate to get in touch. We have a real phone that we actually answer – and if we miss your call, please try again. We'll be happy to help you on your next adventure.

Team Outdoor Buddies – Emelie Sellberg
The horse girl who became an ultrarunner – and our expert on energy & equipment
Emelie Sellberg has always lived close to nature. She started as a dedicated horse girl, where long days outdoors, discipline and endurance became a natural part of life. Over time, her interest in running grew – from shorter rounds to ultra-long adventures that require both strength, strategy and brains.

Today, Emelie is an important part of the Outdoor Buddies team, known for her sense of what the body needs during long runs, her knowledge of energy and nutrition, and her ability to inspire others to dare a little more.

She has completed several major races and challenges, including:

Ultravasan

Survive Iceland – Endurance Ride

Stockholm Marathon

Dublin Marathon

Cape Wrath Ultra – eight-day Scottish wilderness adventure

Expert on energy, recovery and smart pacing
Emelie is our in-house “fuel master”. She has a unique sense of how the body reacts during long efforts and has become an expert on energy intake, timing and the mental part of endurance. This makes her the perfect person to ask about sports drinks, gels, bars and how to best fuel your energy for long rides.

Love of movement – regardless of pace
When she is not running far, she is often seen with her dog, on horseback rides or out on the trails in Åre. Her philosophy is simple:
Exercise should be fun, varied and something you crave – not something you “have” to do.

A safe support for everyone who wants to develop
When you meet Emelie in the store or through customer contact, you will get a warm, knowledgeable and genuinely interested person who is happy to share her experience. Whether you are a beginner, an exerciser or aiming for longer runs, she will be happy to help you find the right equipment, the right energy and the right mindset.

Emelie is one of the people who makes Outdoor Buddies more than just a store – she is a source of inspiration with as much heart as endurance.

Team Outdoor Buddies – Magnus Sellberg
Runner, adventurer & eternal valley enthusiast
Magnus Sellberg is one of the driving forces behind Outdoor Buddies – and living proof of what happens when you combine a passion for nature with a curiosity about how far (and for how long) your body can take you.
Raised in Dalarna, with forests and trails around the corner, he early developed a natural feeling for the outdoors, endurance and that special joy that only comes when you are outside for a long time.

The ultra runner who thrives on adventures that never end
In Team Outdoor Buddies, Magnus is primarily known as the runner who likes to choose those long, bizarre and beautiful multi-day races – the ones that test both your forehead, navigation skills and humor.

He has run several of the world's most respected and demanding ultra-adventures, including:

Dragon's Back Race - iconic mountain ridge in Wales

Spine Race / Spine Trace - British winter classic along the Pennine Way

Oslo–Bergen Trail - Norwegian wilderness from east to west

Tor des Géants - 330 km and 24,000 vertical meters in the Aosta Valley

Kullamannen - Swedish ultra-classic with a lot of emotion

Cape Wrath Ultra - eight-day Scottish wilderness adventure

Rovaniemi Arctic Winter 150 km - extreme cold and self-sufficient winter running

Ultravasan (Sweden) - Swedish ultra-classic on historic terrain

Uka Pain - 100 miles race in the valley forests

Magnus also managed to hold an FKT on the Kungsleden - before other adventurers opened their eyes and set out to chase the record.

Multi-sporter all year round
Running is his great love, but it is far from the only thing he does. Magnus is also:

Cyclist – both mountain bike and road

Skier – long distance, cross-country and top-end

Multi-day enthusiast – always ready for the next big trip

It is the combination of movement, nature and tranquility that makes him always yearn to get out.

Experience in the store – real passion
Magnus is not only part of Team Outdoor Buddies – he is also one of the people who meets customers in the store in Åre. He knows how to use the equipment because he uses it himself, often and in all kinds of weather.

This is quickly noticeable in the conversations:
If you ask Magnus about running shoes, sleeping systems or ski packages, you don’t just get information – you get experience, honesty and a lifetime of learning outdoors.

For Magnus, outdoor life is more than a hobby – it is his way of life.