S E V E
C O L L E C T I O N
The SEVE brand tells the story of Seve Ballesteros, dedicated to celebrating the legacy of the world's most creative, exciting, and unique golf player ever seen.
In January 2023, in SEVE's hometown Pedreña we together with SEVE's kids defined the brand. July 22, 2024, on the 40th anniversary of SEVE's The Open win in 1984, the brand was officially launched.
Founder/Working Chairman of the board
2021-ongoing
S L A Z E N G E R
P A D E L
Re-establishing the iconic brand Slazenger within the world of Padel.
Transform a pricedriven brand strategy to a premium product driven position in Padel. Slazenger is owned by Frasers Group plc who also owns Sports Direct.
Development of a new sub brand for Slazenger, from idea to market and in 2025 operational handover to HQ.
Official ball to Hexagon Cup 2024-2026.
Global licensee
RACQUET SPORTS
CEO / Founder / Licensee
2019 - 2025
Selected previous experiences
Below is a curated selection of projects that reflect our capabilities within strategy, operations, and concept.
G L A C I A L
Sustainable H20 consupmtion
Up until now, we have consumed the world's most crucial element, water –
the source of life, in a way that is harmful to us as humans and our planet.
Since starting in 2018, GLACIAL have strived to create awareness around these issues with a complementary solution. Over 600k bottles sold since start!
- Investor relations
COB
2020-2022
M O U N T A I N W O R K S
Premium outdoor
Premium downjackets established in Sweden and widely known through
product placement in Swedish TV-success series Solsidan.
Implemented new brand platform, production and strategy from poor
to great. Operated and owned by MNO International since 2018.
- Concept/Product developmentStill minority owner
CEO 2011-2018
E W A Y S
Full retail concept development
Opening operations for Eways stores in Westfield Täby Centrum 2021 and in
Westfield Mall of Scandinavia in 2022.
From idea to established retail untis including operational KPI, interior design, construction, project management- Case study
- Implemenation
- Project management
Retail expert consultant
2019-2022
A I K
Merchandise operations and expertise
AIK Fotboll is Scandinavias biggest
football club, since 2006 listed in
Stockholm Stock Exchange.
- Establishing e-com
- Retail operations- Interior/Concept development
- Management support
Retail expert consultant
2006-2011
P A R T N E R S
H O M E R U N
Retail concept and e-com
Established 1999 with inspiration from IVY League/University merchandise.
The concept during the early '00s where
among the most trendy stores in Sweden
with record high turnover per sqm.
3 stores established in Stockholm + e-com.
From idea in 1999 to exit 2007 and still miss it.
CEO/Founder
1999-2007
SIDEWALK EXPRESS
Public franchise internet points (before iphones...)
At that time Europe’s leading and fastest growing actor
within Online Digital Terminals.
Franchisee operating 50 units through out Scandinavia.
- Landlord negotiations- Operations
- Franchisee experience
- Open&Close units
-Expansion & Operations
Franchise & CEO
2004-2008
SPORTYARD
".com"-project and later leading golf management company
Founded in 1999 as a dot-com project, launched as the Official Home of Sportstars. The idea was to create the future of content—giving the viewer an inside experience of what happens behind the scenes!
We were far ahead of our time—timing is everything. In 2000, Sportyard merged with Johan Elliot to become a golf management company.
Founder & COO
1999-2002
