The fiscal year of 2018 was the most successful one ever for the maverick athlete. Despite sitting the Olympic Games out, Therese Johaug reported earnings of some NOK 5 million (520k euros) - those are, essentially, the money she makes from advertizing and endorsement outside the tracks. Technically, the year of 2017 brought even higher numbers but that came from the sale of Active Brands, the company she part-owned. Overall, in 5 years its existence, Setra AS, the company through Johaug deals with sponsors & advertisers, made some NOK 30 min. (3.1 mln euros) Do tell that to young skiers and their parents: yes, one could become very well off if she/he is a top-level skier.