Leksand Resort is a hospitality group in Leksand, Sweden, and includes waterpark Leksand Sommarland, five-star campsite Leksand Strand, Moskogen hotel & conference facilties and signficant Food & Beverage operations. Since March 2022, Leksand Resort is owned by First Camp but operated as a stand-alone entity with a local management team.

Jesperhus Feriepark is one of the leading holiday resorts in Denmark. In addition to the holiday park, Jesperhus has a leading presence in social media through its character universe, including the second largest YouTube channel in Denmark for children. Since December 2021, Jesperhus Feriepark is owned by First Camp but operated as a stand-alone entity with a local management team.

Group CEO of First Camp Group, the leading owner/operator of campsites and resorts in northern Europe. First Camp has 71 destinations in Sweden, Denmark and Norway.* Joined as CEO of Nordic Camping in 2018, leading the company in the merger between Nordic Camping and First Camp in 2019* Has taken the company's adj. EBITDA from approx. 20 to approx. 300 MSEK, and revenues from 120 MSEK to 1.3 bn SEK * Ambitious M&A agenda pursued, growing from 23 campsites in Sweden to 71 in Sweden, Denmark and Norway* Strong focus on innovation and digital development: Online share of sales going from 12 to 60%; firstcamp.se now Scandinavia's largest booking channel for camping and cabin stays

Advisory projects in the travel & transportation as well as the tech industry. Author of a book about the passenger rail industry and the Swedish market liberalisation. Published at Roos & Tegnér publishing house in the autumn of 2018.

* First CEO of MTR Express, setting up the company from scratch, taking MTR Express from signing of train contract to start of service in only 1.5 years, and then taking revenues from 0 to approx. 200 MSEK in less than 2 years* MTR Express is one of the world's first private railway companies for commercial passenger traffic (open access), initially targeting the Gothenburg-Stockholm route challenging state-owned incumbent SJ* Key activities include recruiting of a management team and in total approx. 120 employees, overseeing the production and introduction of a new fleet, setting up the traffic operation with 100 departures per week, establishing a commercial platform with www.mtrexpress.se as the main sales channel, and creating awareness about MTR Express among travellers, media, the industry and political stakeholders* Excellent performance record one year into service: 12 p.p. higher punctuality than incumbent on the very same route, 92 % customer satisfaction, 50+ Net Promoter Score and an estimated 15-20% market share gained so far* Awarded Sweden's No. 1 rail operator in 2016 and 2017 (Swedish Quality Index)* Facebook: www.facebook.com/mtrexpress* Instagram: @mtrexpress* Twitter: @johansoor

* Head of the "New business" business area, with responsibilities including setting and driving the growth and business development agenda in the Nordics and building a business development organization* Leading the start-up process for MTR Express, a new railway operator in the Swedish market (www.mtrexpress.se). Responsibilities include leading an investment process worth 700+ MSEK to invest in new trains from Stadler in Switzerland, coordination with financiers and with the MTR Corporation HQ i Hong Kong* Other growth initiatives include MTR as a partner in the expansion of the metro in Stockholm, and new bids for railway franchises* Reporting to the CEO of the Nordic division of MTR, with approx. 3000 employees and approx. 2.6 bn SEK in annual revenues* Nordic division is a part of Hong Kong-based MTR Corporation, a leading global travel and infrastructure player with operations including the Stockholm metro, the London overground rail network, and the Hong Kong airport express and metro. Group turnover of 33.4 bn HK$ with a 31% net profit margin

* Specializing in strategy/corporate finance and pricing projects* Industry specialization in service industries (airlines, hotels, railways, banking, education) and private equity* Experience from projects in the Nordics, UK, Italy, US* Head of the internship program in the Swedish office* Leading the project team for McKinsey Sweden's 30-year anniversary with 300+ guests