From Olympic pressure to City Hall: Gro Eide on “eating the chocolate” and five-second decisions

Having kicked off with an inspirational conversation with course leader Gabriela Mueller Mendoza, Inside FIS brings you the second in our series of interviews with coaches and participants from the FIS Women Lead Sports Master program, this time with Norwegian graduate Gro Eide.

A Communications Advisor and Media Manager at the Norwegian Ski Federation (Norges Skiforbund) since 2013, and with comms and leadership experience spanning a variety of sectors, Gro has also been making waves in politics – having recently been appointed Acting Vice Mayor of her hometown and Norway’s third-largest city, Trondheim.

Inside FIS: Thanks for your time Gro, we know how busy you are! You worked as an Official Team Press Attaché at 15 Olympic Games, what has that taught you about leadership under pressure?

Gro Eide: It’s taught me to think strategically and make decisions within a short time period. The decisions you make and the messages you send out will have consequences for someone or something, but I think I’ve developed a quite solution-oriented skill set and the ability to stay flexible when plans are changing.

You have to start off with a plan – together with your team – and when it changes everyone needs to be kept updated, both your team and the media. Sometimes in my role I have also had to do interviews myself and that experience is valuable. And while I’ve hopefully learned from some successes, I’ve learned even more from my mistakes.

It’s also important to understand the media’s role. They’re there to do their job and my role as Press Attaché is to serve them, so I can meet their requests for athletes and support staff.

Inside FIS: Has your sports experience helped in politics – and did you have any doubts when you were asked to take on the Acting Vice Mayor position?

Gro Eide: I’ve always said, “you have to eat the chocolate when it’s there” and when they asked me to become Acting Vice Mayor I had to say yes, even though I thought it was a bit crazy! But I had to follow my own advice, I ate the chocolate and I’m very happy I did. It’s been a steep learning curve but I’ve been lucky enough to meet so many nice people and to represent the city in many different settings. It’s something I’m very grateful for.

My sports experience has definitely helped. It’s all about being a team with different strengths and achieving goals together: nobody is strong on their own. I also think my interest in human beings and building relationships has helped me, while I’m glad I’ve had experience of being close to media operations and communications throughout my working life.

I’ve learned so much about decision-making, being proactive and clear messaging through my time in sport and as Acting Vice Mayor, you’re not only representing your own party, you’re representing the people of your city. You have to be aware of what you communicate and what’s in it for the people of Trondheim.

Inside FIS: What made you apply for the Women Lead Sports program?

Gro Eide: For me, life is about building relationships. Relationships are different from networks: a relationship is stronger. When two people aim for the same goal, it is a relationship. You build trust, you get to know each other, you’re curious in a different way and can give each other positive and negative feedback that helps you both develop and grow.

So, when this opportunity came, I thought it was an extraordinary place to build new relationships and to learn from different cultures, backgrounds, and experiences. I was also very curious about [program leader] Gabriela. My first impression was that she looked like an energetic, strong woman who I was keen to learn from.

Inside FIS: And what did you take from Gabriela’s leadership approach?

Gro Eide: She was very inspiring, she’s got integrity - she is strong in so many ways! I really liked how direct she is, how much knowledge and experience she has, and how good she is with people.

She talks about shooting for the stars and I like that. Sometimes you end up getting confirmation of your own beliefs or ideas, or you might end up learning something new – but you have to try things or you won’t get the experience.

One thing she said that I really liked was, “The comfort zone is where dreams go to die!” That was a different and more proactive way of telling us to push ourselves.

Inside FIS: Have you experienced barriers to leadership first-hand?

Gro Eide: Norway is relatively advanced when it comes to equality between men and women. When I speak to female colleagues from other parts of the world, I realize that as a Norwegian maybe I’ve been able to take some things for granted, because women before me fought very hard in the 1960s and 1970s for our equal rights. I’m enjoying the fruits of their voices and actions, but we are not done - there are always areas to improve.

I have always worked in environments with many men, but I never tried to be anyone but myself and always did my best. I’m fortunate that I’ve had strong leaders who believed in me. When someone has your back and you know you're allowed to fail, you can develop. You can’t progress without trying and without failing.

Inside FIS: Do you agree when Gabriela says, “it’s important to help women remember how powerful they already are… and to try things with courage and skill”?

Gro Eide: Absolutely: taking action is key. We have to take responsibility, speak up, raise our voices and tell our story or give our opinion. If we want to climb a ladder or achieve something, we have to take the first step ourselves. 

Inside FIS: One last question: why would you encourage women in snow sports to apply for Women Lead Sports and programs like it?

Gro Eide: First of all, I’d like to say thank you to FIS and to Gabriela for having me in the program. I learned a lot and it inspired me to share my experience. The way they brought together top athletes and leaders from different environments, countries and cultures was very powerful.

I enjoy building bridges for people who have not done things before. If I’ve done something they would like to achieve, they can learn from my experience - both of what I achieved and what I failed at - so they don’t need to fall into the ditch. They can go straight over the bridge.

So, I’d encourage women to search for programs like this and apply. Say yes within five seconds. Build relationships, it’s never too late to start. Pick up the phone, send an email, start communicating.

Be curious, get to know people, build trust. In a safe environment you can achieve much more and give and receive feedback, both positive and constructive. That’s how you develop as a person. Nobody is better alone, we’re all better together.