Founder & CEO
Having worked with product development and communications his entire career, including founding and managing POC, Stefan is widely known as an influential force and entrepreneur.
Experienced CEO with several successful change projects in public- and private equity funded Enterprises. Track record from operational implementation of R&D, services, sales and marketing functions.
Background in marketing, sales and business development, working in a broad range of industries including automotive, FMCG, consulting services, and destinations.
Sotto Group Lead Engineer
Senior engineer, designer and inventor, with a long background from some of the most prestigious makers of bikes and components. David is based in Taiwan and San Francisco.
Co-founder and creative marketing
Karl has a long background in alpine ski racing. Previous headed a sales team within financial services.
Karl works with on- and offline marketing, events, collaborations and logistics.
Co-founder and product developer
Nils has an extensive background in exploring extreme sports. He works with product development, industry research, supply chain and certifications. Everything reflecting his understanding and experience in outdoor sports.
Mats is an expert in corporate finance with international experience from board & C-level assignments in private & listed companies.
David has a long experience from design projects with brands like Blue, Etto, Husqvarna, LG, Scania and Tobii.
Previously worked with product development at Sony Ericsson and Ericsson, being Concept Creator and managing mechanics team.
Background in mechanical engineering and dedicated to building his own concept motorcycles.
Senior Engineer & Supply Chain Manager in Asia
Leo has a long experience in the bike industry. 10 years background in engineering, CAD, project management, vendor management and communication on bicycle components. Leo lives and works in Taiwan.
CAKE’s cross-scientific sustainability formation
Head of CAKEworks
Niclas is recognized as one of the most influential thought-leaders on sustainability in business in the Nordics. Currently the CEO of strategy consultant Matters Group with a vast experience from; Tällberg Foundation, Global Utmaning/Global Challenge, World Climate Solutions, World Ecological Forum to mention a few.
Member of CAKEworks
Eva is the CEO of Houdini Sportswear: An outdoor apparel innovator committed to change, product excellence and sustainability.
Member of CAKEworks
Mia is a senior design strategist and researcher at KTH (Royal Institute of Technology) focusing on sustainable transitions including transportation.
Chairman of the Board
Chairman of the Board of Directors in Swedish Match since 2007. Board member since 2006. Chairman of the Compensation Committee.
Other Board Assignments: Chairman of Zeres Capital AB and North Alliance AS. Board member of Scandinavian Tobacco Group AS, Malte Månsson AB and Yrkesakademin AB.
Previous positions: Chief Executive Officer, Duni AB; Marketing Director, Procter & Gamble UK; Marketing Director and Regional Director, Procter & Gamble Scandinavia; Marketing Director, Procter & Gamble E&SO.
CEO and founder of Matters Group, a management consultancy focused on sustainable business strategy. He has a background from ABB, Capgemini and IBM as well as think tanks including Tällberg Foundation, Global Utmaning and Demos Helsinki. He is co-founder of Globe Forum, and the consultancy Creatinity. His academic background is a MSc from The Royal Institute of Technology and Lic Eng in sustainable energy systems, also from the Royal Institute of Technology.
Jonathan Frisk has experience driving business development and growth in both mature companies and high growth scale ups and is currently CMO for the fast growing Swedish tech company Rebtel. He is an avid downhill skier and runner, who builds teams and businesses with a digital and performance first approach. He holds a Master in Technology Management and Marketing from Lund University.
Started off as Management Consultant at A.T.Kearney Nordic, then nine years at the BMW Group; Munich, Stockholm, Oslo. The whole value chain. The last seven years worked independently re-structuring companies, the last three years focusing on M&A´s. Serves as Managing Director for the Toyota/Lexus Dealer Association Norway (part- time). Contributes as Mentor for Young Ambassadors (US Embassy Oslo), and the last four years as Mentor for The Branson Centre of Entrepreneurship Caribbean (Virgin Unite).
Present working as a CFO at Euroflorist Group since 2016, a growing e-commerce group operating in 11 countries. Previous experience from Telia Group working with evaluation of Telia’s international portfolio and asset management of Telia’s non-core assets. Duni Retail & Professional division included initiatives on efficiency improvement in all parts of the value chain, i.e from production through supply chain to sales, pricing strategies, strategic co-operations, new market entry and M&A projects.
Vattenfall Generation Nordic as Head of Business control, Head of Strategy at Vattenfall Business Group Nordic, Vice president Finance. CFO at ONE Nordic AB, CFO at Cederroth AB Interim manager at SCA in a role as acting Vice president Group business control.