Growing up in Norway, children nap in the snow. Toddlers bundle up in strollers and spend hours outside in freezing temperatures. By the time they can walk, they're hiking in forests, kayaking on icy fjords, and skiing down mountain slopes. This culture of outdoor living — called friluftsliv, which means "free air life" in Norwegian — may explain why Norway has just reached the World Cup quarterfinals for the first time in 28 years.
Norway has long been known for winter sports like skiing and cross-country running. But this year, the country is making waves in soccer, the world's most-watched sport. Experts say Norway's success comes from a unique approach to sports that prioritizes inclusion over competition.
"It is a culture that produces world champions and creates opportunities for all to participate in sports at every level," said John Nauright, dean of University College at Penn State and an expert on international sport.
Since 2007, Norway has required that children under 12 play multiple sports with no scores or rankings kept. The idea is simple: let kids fall in love with being active before asking them to specialize. Even Erling Haaland, one of soccer's biggest stars today, played other sports as a child before focusing on soccer.
Norway also invests heavily in facilities. Artificial turf fields can be used year-round, even during harsh Norwegian winters, giving kids more chances to practice. Iceland, which similarly invested in more than 200 artificial pitches, also saw major improvements in their national team's performance.
Perhaps most impressive is Norway's approach to gender equity. The Norwegian women's soccer team is the only national team in history to have won the World Cup, the Olympics, and the European Championship. In 2017, Norway became the first country in the world to guarantee equal pay for its men's and women's national soccer teams.
The concept of friluftsliv ties it all together. It doesn't mean one specific activity — it can be hiking, berry-picking, or simply sitting quietly in the woods. The goal is to include everyone, including children with disabilities and families with low incomes.
For other countries watching, Nauright suggests a longer view: "How might a consistent long-term strategy over 10 to 12 years achieve lasting results over seeking instant success?"
Norway's quarterfinal run suggests that when a country builds sports culture around joy, inclusion, and equity — not just winning — success tends to follow.