Sara Martinsson highlights the decline of cross-country skiing's status as a cherished Swedish tradition, suggesting that the increasing prevalence of athletes sharing their lives on Instagram might be overshadowing the sport's classic appeal. With major events like the Winter Olympics showcasing athletes such as Frida Karlsson, the sport's success is often contrasted with a shift in how fans engage with skiing. Instead of gathering to watch competitions, many are choosing to participate in events like Vasaloppet independently.

The article infers that while the athletes' social media presence has its merits, it could potentially divert attention away from the sport itself. With references to past Olympic champions and significant events in skiing history, Martinsson calls into question whether such personal storytelling diminishes the communal experience that has historically bonded fans and athletes within this sporting culture. The notion of athletes as influencers raises further questions about the identity of the sport and its future relevance.

Frida Karlsson's potential to reinvigorate interest in the sport is central to the discussion, as her remarkable achievements on the ski track could either attract viewers back to the sport or further push them towards individual experiences. The article ultimately suggests a precarious balance between athletes' public personas and the sport’s traditional roots, pointing to a critical moment where the future of cross-country skiing might hinge on how these stories are told and consumed.