I believe that subscription is a better business model for companies and customers and that more and more companies are entering the subscription economy. 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 business and 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 had 50 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 retail 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 as a 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 subscription-based yet, but I am working on it. In contrast, our Citroën Cactus is a genuine subscription car.  /  +45 31 66 67 76 /  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 58 14 29 /  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 theatre, concerts and art. / +45 22 83 11 12 / Connect on 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 the 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.

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 is 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 enjoy 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


”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 relationship, 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 subscriptions.

The latter is mostly driven by personal interest. I am a newly hatched stand-up-paddler (like tens of thousands of 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


Do you want more flexibility, simplicity and creativity in your life? By subscribing to for example streaming services, skincare products, clothing, food, etc. – you can save time in an otherwise busy every-day life. Subscriptions save time for customers, create customer loyalty, and gives companies more predictability.

I have a Master’s Degree in change management and have previously been a Department Manager within a private healthcare company in Norway.

In my master’s thesis, I studied how the media industry has been challenged by digitization. In specific, I focused on which strategies and tactics these companies could consider, in order to maintain a strong position in the market. In addition, I studied what companies could do in order to further strengthen their position in a digitized world.

It is not only the media industry that is challenged by digitization but our entire society is becoming more and more digitized. However, it can be difficult to change existing structures and cultures in a company – changes are often demanding for most people and employees. Change management is one of my core competencies and, therefore, a competency that I will bring into my job as a consultant with Subscrybe.

I am a people person and enjoy spending my free time with my friends, boyfriend and family. I like being fit and active with both in- and outdoor training. / +47 47 83 41 94 / Connect on Linkedin