Following the release of the World Triathlon Women in Coaching – Status Study and Development Plan (2025), World Triathlon continues to highlight the voices of women shaping the future of coaching and high-performance sport. The study explores the current landscape for female coaches, the barriers they face, and the opportunities that drive meaningful change. Through personal stories and lived experiences, these features celebrate women who are redefining leadership, mentorship, and resilience in triathlon worldwide.
High Performance Coach & Sport Director, Swedish Triathlon Federation
From Olympic medal to national leadership, Swedish triathlete Lisa Norden is another example of a successful elite athlete moving into a high-performance coaching role within her National Federation. Arguably the most recognised and accomplished Swedish triathlete in history, Lisa is the newly appointed Sport Director for the Swedish Triathlon Federation. In this role, she brings over two decades of experience, vision, and determination to elevate Swedish triathlon — both on and off the race course.
From Elite Athlete to High Performance Leader
“I’ve had a slightly different pathway, as I haven’t officially retired from elite sport,” Norden explains. In 2024, she experienced a miscarriage, a moment that prompted reflection and renewal. “During my recovery — while my partner and I still hoped to start a family — I began studying at the Stockholm School of Economics. They offered a program designed specifically for current or former elite athletes: the Management Diploma for Athletes. It turned out to be a brilliant ‘gap year’ for me and incredibly stimulating to be back in a high-performance academic environment.”
Soon after completing the program, the position of Sport Director at the Swedish Triathlon Federation became available. “It felt like the perfect fit,” she says. “I’ve been involved in triathlon for over 20 years, and I strongly believe that as a nation we can — and should — do things differently, and better.”
Motivation and Opportunity
Unlike many women entering coaching, Norden says she hasn’t faced significant barriers. “Quite the opposite, actually. I’ve felt strong support for both my background and the knowledge I bring into the position.”
Her motivation lies in bridging gaps she once had to navigate alone. “As an athlete, I had to take ‘the long way around.’ My biggest hope is to make that pathway more straightforward for the next generation of Swedish athletes.”
Learning from Leadership
Norden’s studies at the Stockholm School of Economics introduced her to strong examples of female leadership. “We had several talks and seminars with women like Emelie Öhrstig — former XC skiing World Champion and now a CEO within the Volvo Group — and successful female entrepreneurs. These experiences helped me build a clear picture of what’s possible.”
Although she acknowledges she hasn’t been in the professional coaching environment long enough to encounter overt gender bias, she recognises the value of visible female leaders and mentors.
The Importance of Mentorship
In her new role, Norden has a mentor of her own — Anna-Maria Uutisalo, Sport Director of the Swedish Biathlon Federation. “As I’m still quite new in this position, we’re only at the start of our mentorship, but I really value having her experience and perspective to lean on as I grow into this role.”
Opportunity and Stability
Norden’s transition into coaching also offered a renewed sense of purpose and stability. “This position came into my life at a time when I truly needed something purposeful to fill it with. I find it deeply rewarding to contribute to improving the support structure within Swedish Triathlon and to build trust and relationships with our athletes.”
She adds with a smile, “It’s also a wonderful feeling to have a regular salary after 20 years of being an athlete, with all the uncertainty that life entailed.”
Creating a Stronger System for Future Success
Norden’s vision for Swedish Triathlon is ambitious yet clear. “My goal is to establish a true high-performance base in Sweden — a physical place where athletes and knowledge can come together. A place where I can send athletes to live, to grow, to feel safe, supported, and in good hands regarding their development.”
Currently, she explains, many Swedish triathletes represent the federation at races but often have to build their own training environments. “I’d like to change that and create a stronger, more cohesive system.”
Future Female Leaders
Looking ahead, Norden believes education and confidence are key to helping more women thrive in coaching. “The program at the Stockholm School of Economics was transformative. It gave me tools in business, marketing, leadership, and strategic thinking — but also confidence. To empower more women in coaching, we need structured opportunities like this, programs that strengthen both confidence and competence.”
She also highlights the importance of financial support. “Many female athletes have earned less during their careers compared to their male counterparts. Access to scholarships or grants can make the transition into coaching or leadership genuinely possible.”
A Vision with Authenticity
As Lisa Norden leads the next chapter for Swedish Triathlon, she is not only a female role model but also a leader using her elite experience to create a lasting impact. Her journey demonstrates that with opportunity, mentorship, and support from National Federations, the next generation of women in coaching can thrive.