Advisory Board

 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. 

 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. Previously, she has worked as project leader at the Swedish Equestrian Federation, and, among others, COO at Swedish Trot Racing.

 Daniel Johnson, Head of Strategy and Innovation Swedish Football Association

Daniel Johnson is the Head of Strategy and Innovation at the Swedish Football Association since November 2019. Before, he worked as Business Controller at the Swedish Football Association. Previously, he held roles at EuroMaint Rail, Veolia Transport, Novartis, Svenska Spel and EF.

 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.

 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.

 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).

 Peter Reineboo, CEO Swedish Olympic Committee

Peter is the CEO of the Swedish Olympic Committee since 2013 and also part of the Board of SOK. He has been part of the Swedish Olympic Movement since 1995, having served as assistant sporting director and sporting director from 2000. He has also worked at SISU and been a basketball coach, among others, for Sweden women's national basketball team. 

 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. 

 Åsa Edlund Jönsson, General Secretary Swedish Olympic Committee

Since Feburary 2023, Åsa has been the General Secretary of the Swedish Olympic Committee. Previously, she has worked 23 years for Swedish Television (SVT), as Head of Sports and Chairperson Nordic Sports Group. 

 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. 

 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. 

 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. 

 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. 

 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. 

 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. 

 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. 

   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 

 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). 

 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. 

 Staffan Movin, Chairman A Swedish Classic 

Staffan Movin is the Chairman of A Swedish Classic since 2011. He is also a 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. Previously, he has been President of Lidingöloppet and Partner at Exido International and Timebrand, among others. 

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. 

 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.