I believe that subscription is a better business model for companies and for customers, and that more and more companies will enter the subscription economy in the near future. It is a development I would like to promote.

In 2011 I founded Subscrybe after more than 20 years in the media industry, in which I have worked with subscription sales, innovation and business development across newspapers, magazines and digital media.

At Subscrybe I am working with innovation and business development and creating new subscription concepts – or developing existing. At the same time, I would like to help our customers in operating and strengthening a better subscription business across products, systems and customers.

I would like to contribute to the awareness of the possibilities in the new subscription economy. For that reason, I have written How to build a subscription businessand a large number of articles about how companies can be inspired by new subscription ideas.

I am educated cand.oecon from Aarhus University and today I live in Dragør with my wife and my two, soon to be grown-up, children. Privately I am concerned with everything that you can subscribe to, for example, fine food, cars, fitness, books, magazines and news. In fact, we have 38 subscriptions at home the last time we counted! But then, we probably forgot a few.   /   +45 40 29 45 34   /  Connect on Linkedin


I am a true believer! The subscription model, which in recent years is growing in every type of industries, is interesting to me – as subscryber and personally.

As subscryber I am particularly eager to innovate subscription solutions for non-traditional subscription industries, e.g. the detail industry. To help skilled retailers with entering the subscription economy and thereby secure their businesses is extremely exciting. That is why I am especially proud of our invention Føtex ØKO+ in collaboration with Denmark’s most talented retailers, the flower subscription at Interflora and the effective “second-hand” subscription at DBA+.

However, I am also shaped by the work and development of people. Besides my MBA, I am educated schoolteacher and have also been working with salesmen throughout my whole career. For that reason, the development of, for example, customer service is very exciting – also because great customer service is essential for today’s and tomorrow’s successful subscription businesses. At the same time, customer service is becoming the subscription businesses’ most important sales channel.

In private, I am married to Line. Together we have Bastian, Karla and Vilfred, and we live in Højbjerg near Aarhus – close to the woods of Marselisborg,where I relax on my mountain bike, which is not a subscription, but I am working on it. In contrast, our Citroën Cactus is a genuine subscription car.  /  +45 31 666 776 /  Connect on Linkedin


A well-managed subscription concept gives you strong customer growth, high profitability and creates great value for both customers and business owners.

At Subscrybe, we have developed an effective method for building successful subscription concepts, introducing these concepts to the market and further developing them.

I like working across all industries – but with the subscription economy as the common denominator.

Like my colleagues, I am results-oriented on behalf of the customers, and I strive to help create value for both the business owners and employees through innovative projects that strengthen the company’s position.

I have worked with subscription concepts throughout my entire professional career. As Director at Aftenposten, I was in charge of the areas that characterise a good subscription product:

Concepts, sales, systems, distribution, customer service, CRM and analysis.

Then, I worked as a partner in a software company that develops subscription systems, market/CRM systems and web solutions to customers in Norway, Sweden and Denmark.

The dynamics that arise at the intersection of market and technology are exciting, challenging and it is important to always stay ahead in the market. I’m probably too old to be able to call myself a true “native”, but I’ve been working at the intersection of technology and market for twenty years.

I am a graduate of economics from the Norwegian School of Economics, living in Kolbotn with my wife, Helene, and I have three adult children. /  +47 90 51 14 29 /  Bli min venn på Linkedin


Subscription models have always been a huge part of my life, and since 2005 I have been engaged in companies focusing on this. I have worked with digitalisation of the media industry at Berlingske Media, been in charge of sales strategy at the telecom company Telmore, and most recently I was the COO and CMO at, where my areas of responsibilities were widely spread across the organisation’s value chain.

Personally, I have a lot of different interests and thus many things I would like to accomplish.

In these situations, subscriptions help me not only to create structure, but also to practice everything that brings pleasure to everyday life.

At Subscrybe, my primary focus are the media, telecom and insurance industries, but I work with almost every industry in the field of sales execution, performance management and digitalisation. I have a strong preference for watching the effects of our projects, and therefore I am most often involved in the implementation phase with our clients.

I appreciate being with friends and family, and I play a bit of music and keep myself in shape by running in the morning. In addition to this, I brew beer in a microbrewery that I helped to establish in 2017. / +45 42 20 86 85 / Connect on Linkedin


Some of the things that comes to my mind when I hear the word ‘subscription’ are flexibility, creativity and convenience. Flexibility, because I am an advocate of borrowing instead of buying – whenever it is possible. I like that I, as a consumer, have the flexibility of being able to pause and restart a subscription whenever I need to.

Creativity, because subscriptions give me the opportunity to try new things that I wouldn’t have in other circumstances, for instance a new type of beauty box, streaming service or meal box subscription. Convenience, because subscriptions give me a better experience and, in many ways, optimise my time. Many consumers, especially the younger, feel that they are busier than ever. Therefore, RoT (Return on Time) has become increasingly important to bear in mind and the subscription model can be a big help in a busy everyday life. In many ways, it is a more interesting solution and business model that is beneficial to both companies and customers.

I have a MSc in Business Communication (Intercultural Marketing) from Copenhagen Business School. Previously, I have worked with digital marketing and Social media in the food and beverage industry at Rekom Group and in the insurance industry at Topdanmark.

I live on Amager and spend my spare time with my family, boyfriend and friends. In addition, I like to spend time exploring new cultures as well as those I already know, through travelling or within my country’s borders, e.g. with theater, concerts and art. / +45 22 83 11 12 / Connect on Linkedin


”Personalised”, ”convenient”, ”flexible”, ”added benefits and services”, etc. The wish list goes on and the expectations are high when the modern consumer goes shopping – and finally there is a business model designed to meet all of these demands: The subscription model.

Instead of transactions, the subscription model is based on relations – and like any relation, it’s all about creating trust and value. Without that, there are no relations and no business. That’s why I think of subscriptions as ‘the customer’s business model’ – and, not least, the business model of the future, as the relationship between seller and customer has tilted to the customer’s advantage a long time ago.

For a long time, the customer’s behaviour and interests have also been my primary focus. Before becoming a subscriber, I worked as an advisor and Account Director in communications, branding and design at, among others, Burson-Marsteller, McCann and Scandinavian Design Group. Here, I quickly learned that if something is to succeed, you must know and understand your target audience, and address an actual need.

As a subscryber, I am driven by optimising and developing entirely new subscription concepts, on the consumer’s terms, across all sorts of industries. Right now, I am very curious about how gaming, hospital equipment and stand-up-paddling might go into subscription.

The latter is mostly driven by personal interest. I am a newly hatched stand-up-paddler (like tens of thousands other Danes), and I really want a membership that I can use both here in Copenhagen and in Thy, where I was born and raised, and often come to visit. When I am not on the water or in Thy, you will find me in the kitchen or at one of Copenhagen’s many restaurants and food bars. I am quite a foodie. / +45 27 58 08 82 / Connect on Linkedin


For me, as a student, subscriptions make up big part of my financial commitments. To me, subscription is equivalent to convenience. By subscribing my everyday life becomes easier, as I can access what I need, when I need it. I see that as freedom an as an opportunity to tailor the solutions for my exact needs, without compromising on quality or price.

My greatest competences are within communication. I see communication as the link between relationships, and I believe that this link also applies to subscription businesses.

The communication field is continuously becoming more and more digital and this requires new and innovative ways of retaining customers. Digitalisation gives rise to innovative ways to approach subscription, and that is where communication can play a crucial role for the customer’s choice.

As an organisation that operates in an international landscape, it is important to take notion of cultural and linguistic barriers, whether you communicate across Scandinavia or southern Spain. That is the reason why I took a bachelor in Intercultural Market Communication and Spanish at Copenhagen Business School and now studying IT at Aalborg University Copenhagen.

I live in a neighbourhood North-West of Copenhagen with my partner. In my spare time, I work out and go to concerts as often as I can. I’m a giant sports nerd, when it comes to football and American football, and the latter is a big passion of mine. / +45 27 51 27 70 / Connect on Linkedin


Time for tea and tea for two – or ten.

In my world, tea is a wonder drug. Are you cold? Have a cup of tea. Are you sad? Have a cup of tea. Are you tired? Have a cup of tea? Are you sick? You’ve probably guessed it, have a cup of tea. But the best of all is that tea is something you can give to others. It is not always easy knowing what to say when someone is going through tough times, but a cup of tea is like a warm hug from within.

Who wouldn’t like to invite their friends or grandma over for a cup of steaming hot delicious tea and freshly-baked cookies? Tea is “hygge” and togetherness. Tea is peace in everyday life. And tea is a culinary journey you can venture on alone or together with others.

The universe of tea is an endless fairytale filled with lovely smells, flavours and colours and no matter where in the world you are, you can always find tea. I am a globetrotter by heart and I’ve travelled across the world. In India, I was served homemade chai tea with milk and a symphony of spices. In Chile, the dinner consisted of a cup of fresh tea and a piece of bread. In Argentina, I was always offered a cup of maté, which is drunk with straws and has so many traditions around it that it almost has become religious. In Peru, I drank coca-tea to counteract altitude sickness. And in Spain, my English friend typically served an English Breakfast Tea with milk and sugar.

When I’m not studying tea, I study a MSc in Digital Design & Communication at IT-University of Copenhagen – or travel the world. Originally, I’m from the countryside and I love open spaces and nature, but for the last five years, I’ve lived in Copenhagen, where the city’s pulse calls for new adventures and experiences every day.  /  +45 28 30 24 04  /  Connect on LinkedIn