Advisory Board
Members of the Advisory Board
Chair
Staffan Movin
Chairman, A Swedish Classic
Staffan Movin has been the Chairman of A Swedish Classic since 2011. He is also managing director at Marketing Technology Center, President of the Swedish Mass Participation & Sport Event Association, as well as Program Director for KTH Executive School AB.
Member
Johan Lindvall
CEO/General Secretary Swedish Elite Football
Johan Lindvall is the CEO/General Secretary of Swedish Elite Football since May 2023. Previously, he served as CEO of Visby Golf Club and as Board Member for Elitfotboll Dam.
Member
Lena Engström
COO Swedish Elite Football
Lena Engström is the COO of Swedish Elite Football since March 2019. She is also CEO of Sport Entertainment Factory AB, Member of the Board of Swedish Classic Circuit.
Member
Gunnar Håkansson
General Secretary Swedish Golf Association
Gunnar is the General Secretary of the Swedish Golf Association since April 2008. He previously worked for Dagab, Axfood and Vivo.
Member
Jenny Silfverstrand
CEO Swedish Hockey League
Jenny is the CEO of the Swedish Hockey League since October 2020. Before, she has been the CEO of Djurgården Hockey and also had a role as event manager in the same club. Previously, she worked as project manager at Beta Event and ICE Management.
Member
Robert Larsson
COO Swedish Hockey League
Robert is the COO of the Swedish Hockey League since August 2021. He is also Owner and Consultant at La Direction, and Senior Business Advisor to the Center for Sports & Business. Previously, he worked as Client Director Sport at SSE Executive Education, and in different roles for the Swedish Sport Confederation for over 12 years. Robert has also done the Management Diploma for Athletes Program (MDA).
Member
Hans von Uthman
President Swedish Olympic Committee
Hans is the President of the Swedish Olympic Committee since April 2023. He is also Chairman of the Board of Hexicon. Previously, he served, among others, as Board Member for the Swedish School of Sport and Health Sciences.
Member
Åsa Edlund Jönsson
General Secretary Swedish Olympic Committee
Since February 2023, Åsa has been the General Secretary of the Swedish Olympic Committee. Previously, she worked 23 years for Swedish Television (SVT), as Head of Sports and Chairperson Nordic Sports Group.
Member
Annica Lundström
General Sports Director Swedish Golf Association
Annica is the General Sports Director for the Swedish Golf Association since January 2015, where she also works as national change agent with Vision 50/50. Further, she is vice chairmain of Örebro Läns Idrottsförbund. Previously, she has been the Club Director of Örebro City Golf for 23 years.
Member
Maria Croon
CEO Swedish Trot Racing
Maria is the CEO of Swedish Trot Racing since September 2019. She is also Member of the Board for Chefsakademin and Chairman of the Board of Hippson AB. Previously, she has been Member of the Board of Marknadsföreningen Stockholm and Owner of Agendus AB, among others.
Member
Johan Fyrberg
General Secretary Swedish Equestrian Federation
Johan is the General Secretary for the Swedish Equestrian Federation since December 2023. Previously, he served, among others, as Department Head at the Swedish Sports Confederation, Secretary General of the Swedish Gymnastics Federation as well as Talent Manager at the Swedish Equestrian Federation.
Member
Gisela Löfstrand
Operations Manager Swedish Equestrian Federation
Gisela is the Operations Manager at the Swedish Equestrian Federation since 2012, and has worked for the Swedish Equestrian Federation for 19 years.
Member
Stefan Bergh
Secretary General Swedish Sports Confederation
Stefan is Secretary General of the Swedish Sports Confederation since 2016. He also serves as the President of the European Sports NGO. Previously, he served as Secretary General of the Swedish Cancer Society and as Vice President of FISU.
Member
Andreas Linderyd
Responsible for R&D at the Swedish Sports Confederation
Andreas is responsible for research and development at the Swedish Sports Confederation since March 2021. He is also affiliated researcher at Uppsala University.
Member
Elisabeth Egnell
Head of Business Development Swedish Skiing Federation
Elisabeth is the Head of Business Development at the Swedish Skiing Federation. She is also Member of the International Council at the Swedish Sports Confederation, and FIBA Europe Board Member.
Member
Jonas Persson
CEO Commercial Sports Media
Jonas has 25 years of experience from sport and media in several leading positions. Jonas is the Founder of Sportway and DMC Production. Since 2014, he is the Chief Executive Officer of Commercial Sports Media
Member
Bo Sköld
General Secretary Swedish Parasport
Bo is the General Secretary of Swedish Parasport since March 2022. Previously, he has been the General Secretary of the Swedish Hunters' Union (2012-2021) and the General Secretary of the Swedish Outdoor Association (2006-2011).
Member
Mathias Kemi
Board Member Swedish Parasport
Mathias is Board Member of Swedish Parasport since May 2019. He is also Member of the Board and Partner at Athletic Work Sverige. Previously, he has been Board Member of Stockholm Icehockey Federation, and worked in different positions at Scandic Hotels for over 17 years.
Member
David Fridell
CEO Marathongruppen
David is the CEO at Marathongruppen since December 2021. Previously, he served as acting CEO as well as marketing director of Marathongruppen.
Member
Henrik Hjelmberg
Head of Public Affairs Swedish Parasport Federation
Henrik is the Head of Public Affairs at the Swedish Parasport Federation and the Swedish Paralympic Committee. Previously, he served as Marketing and Communications Director at the Swedish Parasport Federation, and as Communications Director at the Special Olympics Sweden.