I am a skier at heart. I was introduced to skiing by my parents at early age, Went from family skier to racer to ski instructor before I really got bergtagen at the age of 23-25. From there it was really no turning back. Now I have developed a full spectra multi addiction to all sorts of outdoor activities.
Why did you join Fjällräven?
It was a matter of timing for me. I was between jobs and caught a rumor that Fjällräven wanted to expand the Fjällräven Classic event from Sweden to new destinations around the globe. And one thin led to the other and I have had the pleasure to help set up Fjällräven Classic in USA, Hong Kong, China, Germany and UK.
How long have you been with Fjällräven?
I started in June 2015 - soon 6 years
What is your favorite part of your job?
The pride in the eyes of people standing up to a challenge and learning from their experiences that makes me proud. We see it alot at our events and it is a blessing to witness that. I see that the learnings from outdoor experiences can be transferred to professional life (or private life) and that gives me hope for the future.
What is your favorite outdoor activity?
I am still a skier at heart, active as ski instructor and educating new outdoor leaders in general and ski instructors specifically. But I love everything with in the outdoors, and seldom turn down a challenge.
A challenge you are tackling or a skill you are improving.
Working with events that are DTC products, I feel that we are constantly working to improve our DTC communication. I see where we come from as a B2C company but to maximize the DTC mindset is a challenge I feel we are facing and improving in.
What makes you most proud of your job?
The professionalism of my colleagues, and the dedication to continue to improve the company our products and our communication.