Meet FIS Telemark Social Media Coordinator

With a background spanning agronomical engineering, conservation biology, and over 30 years of telemark skiing, our Social Media Coordinator brings a unique perspective to the sport’s digital storytelling. Initially drawn to visual arts by chance, he transitioned into professional videography and photography 13 years ago. Since then, he has worked extensively in rally-raid events like the Dakar Rally and Rallye du Maroc, refining his skills across photography, videography, and media coordination. Now, he dedicates his winters full-time to FIS Telemark, capturing both the action and the human spirit behind the sport.

Over the years, he has built strong relationships with athletes, teams, and organizers, shaping the distinct visual identity of Telemark World Cup coverage. Passionate about teamwork and innovation, he dreams of assembling a dedicated film crew for Telemark World Cup events to further elevate the discipline’s presence in the digital landscape.

We caught up with him to discuss his journey, achievements, and future plans for growing Telemark’s online presence.

Sam, you’ve been managing FIS Telemark’s social media for a while now. For those who may not know you, could you introduce yourself and share a bit about your background in this role?

I've been telemark skiing for 30 years. I wasn't destined to become a professional videographer or photographer—I have a degree in agronomical engineering and a PhD in Conservation Biology. However, I’ve always been drawn to visual arts and storytelling. My journey into this field happened by chance, meeting the right people at the right time. I turned professional 13 years ago when my son was born, and today I work freelance, primarily in the rally-raid field, while dedicating my winters to FIS Telemark.

In rally-raid events like the Dakar Rally and Rallye du Maroc, I serve as a photographer, cameraman, and video editor within large media and production teams. This experience has taught me a great deal about marketing and media content production. My role with FIS Telemark is similar, though on a smaller scale—I manage everything from photography to social media, often as a one-person team. While I once competed in local telemark races, I now find greater passion in capturing the sport from behind the lens.

Though my background includes sports photography, particularly in mountain biking with the Downhill World Cup, I’ve come to specialize in showcasing the human side of sports. For me, action and the human element go hand in hand, especially in the tight-knit Telemark World Cup community. Over the years, I’ve built a network of trusted photographers and videographers to collaborate with when possible. Still, my ultimate dream is to assemble a full-scale film crew for the Telemark World Cup, much like I work with in rally-raid.

As long as the athletes in front of my camera inspire me, I’ll remain driven by my passion for visual storytelling, always striving to present them in the best light.

What have been some of the biggest highlights and achievements during your time as Social Media Coordinator?

One of the first major achievements was gaining the trust of athletes, coaches, and the Telemark committee. We all share the same vision—to elevate the sport, both in terms of performance and visual storytelling. I’ve also built strong collaborations with the FIS team, including Alexandra Blum, Louise Seppey, Jessica Jeremaes, and Lukas Brawand, whose support has been invaluable.

Every new follower is a victory in the niche world of Telemark. Over time, we’ve developed a strong identity through our imagery, reinforcing that Telemark is not just a sport but a way of life. Key projects include the TeleKidz initiative and the "Meet the Local" series, which highlights Telemark culture in World Cup host regions. I also launched a video series called "In Between the Gates," featuring athlete portraits, though time constraints have made it difficult to continue.

Recently, I’ve seen a surge in athlete-driven collaborations, particularly with Instagram reels. Notable successes include Noé Claye’s (French Telemark Team) freeride reel, which reached over 1 million views, and Romain Beney’s (Swiss Telemark Team) 10-second reel, which hit mor than 815,000 views. Another milestone has been aligning our visuals with FIS’s official branding, ensuring Telemark content seamlessly integrates with other FIS snow sports, enhancing our credibility.

Telemark skiing has a passionate but niche following. How do you approach growing its digital presence and engaging both core fans and new audiences?

Yes, Telemark is undoubtedly a niche sport! I focus on showcasing the versatility and fun nature of Telemark World Cup athletes—they can ski any terrain and embrace the joy of the sport. It’s common for amateurs to join local races, reinforcing Telemark’s welcoming spirit.

One key area I’ve worked on is educating new audiences about the discipline’s unique aspects, such as penalties in race results. Telemark athletes must master speed, style, jumping, and Nordic skiing—a combination that sets them apart. Highlighting these elements is crucial. Additionally, I’m keen to explore the connections between Telemark technique and other disciplines, such as Alpine skiing, where some racers train on Telemark skis to refine their technique. Last year, I interviewed Youri Duplessis Kergormard (French Ski Cross Team) about his use of Telemark training.

Social media trends evolve rapidly. How do you stay ahead and ensure that FIS Telemark remains relevant across different platforms?

I closely follow various sports to track evolving trends, particularly rally-raid, FIS Alpine and Nordic disciplines, and the Freeride World Tour. While inspiration is valuable, it’s essential not to simply copy others—we’re building our own identity. One key takeaway is that video content is king. We need more short-form videos, athlete stories, and behind-the-scenes footage. Some existing concepts, like "Meet the Local," would perform even better in video format. Additionally, producing more raw, real-time content remains a challenge, as my primary role is still photography.

Collaboration is key in digital storytelling. How do you work with athletes, teams, and event organizers to create engaging content?

This year, many athletes have proactively reached out for collaborations, which is a fantastic development. There’s a growing enthusiasm among them to create video content. Currently, our approach is intuitive—ideas emerge naturally through interactions with teams and athletes. As our relationships strengthen, I believe our collaborative content will continue to evolve organically.

What do you see as the biggest challenges in promoting Telemark skiing through social media, and how have you adapted to overcome them?

The biggest challenge is elevating our video content to the next level. While we have some strong visuals, we can always do better. Another key challenge is integrating more sports analysis and race insights into our coverage, but given my current responsibilities, it’s difficult to manage everything at once.

Are there any new content strategies, campaigns, or platform expansions you’re excited to introduce in the near future?

If we can enhance our video content, I’d consider expanding FIS Telemark’s presence to TikTok, where short-form video thrives. I introduced FPV drone footage at the World Championships, which was a great step forward, but editing and publishing such content in real time remains a challenge. With the support of Raoul Getraud, we’re developing strategies to streamline our video production process. Having now mastered event communication logistics, I believe that with a larger on-site media team, we could innovate and establish a well-defined editorial strategy for Telemark’s digital presence.