#60: Pernilla Ramslöv - lessons from building a 500M SEK consulting business

SATS is the largest fitness chain in the Nordics, with over 270 gyms and 10,000 employees. CEO Sondre Gravir joined us to talk about creating a great customer experience and strong culture at scale, how SATS continues to innovate, and what it was like leading the company through the lockdowns. We also covered fitness trends, the role of technology, and the impact of gyms on public health.Learn more:https://satsgroup.com/https://generogrowth.com/ https://www.linkedin.com/in/sondregravir/(0:00) Introduction(0:30) Why Sondre joined SATS(3:00) Public health, fitness trends and the Nordic gym market(11:08) Growth drivers and the power of group classes(16:52) Technology, opportunities and limits of digital fitness(21:59) Growing the market as a category leader(24:56) Scaling culture and values across 10,000+ employees(33:19) Covid, lessons learned and what’s next

Voima Ventures is one of the only VC funds in Europe focused only on deep tech. With over 200M€ raised in total, they invest in everything from quantum computing to hormone testing and new biomaterials. Founder and CEO Inka Mero joins us to share how they find and fund world-changing startups, what a great founding team looks like, and how to build a venture fund from scratch.Learn more:https://generogrowth.com https://voimaventures.comhttps://www.linkedin.com/in/inkamero(0:00) Introduction(0:30) What is deep tech?(10:40) What makes startup teams succeed?(18:30) How investors pick and support startups(29:22) Building a successful venture capital firm(36:13) Ambition, timing, and founder mindset(45:10) Biggest challenges and proudest moments(54:06) Poetry and Inka’s new book

Since joining Veritas, Carl Haglund has led the pension company to record-breaking growth in a highly regulated industry. We talk about how he and his team made it happen, the CEO’s role in sales, and how customer experience became their advantage. With Carl’s background in politics and 5B€ in assets under management, we also discuss investing, geopolitics, and why Finland isn’t growing.Learn more:https://veritas.fi/ https://generogrowth.com/ https://www.linkedin.com/in/carl-haglund-30b2172/(00:00) Introduction(00:30) Why Carl joined Veritas(05:45) Transforming a legacy pension company(15:00) Customer experience as a competitive edge(21:42) Selling as a CEO(25:30) Why isn’t Finland growing?(44:00) Investing, macro, geopolitics, and defense

Pernilla Ramslöv is the founder and CEO of NOX, the IT consultancy she built from the ground up into a 500M SEK business. In this episode, we discuss building a strong company culture, how loving leadership and psychological safety drive results, the hidden climate impact of IT, and the threats and opportunities of AI.Learn more:https://generogrowth.com/https://www.noxconsulting.se/https://www.linkedin.com/in/pramslov/ (00:00) Introduction and reflections on 2025(02:32) Building NOX by challenging traditional consultancy models(17:45) Culture, values, and why loving leadership is good for business(35:55) The hidden environmental cost of IT(40:23) AI and opportunities in sustainable tech(46:15) Will AI take our jobs? How to navigate the rapid change

Jussi Kallasvuo is a General Partner at Antler, a global early-stage investor and the world’s most active investor in AI. We talk about what makes a great startup, common founder mistakes, the importance of grit, how AI is fundamentally changing how companies are built, and more.Learn more:https://generogrowth.com/ https://www.antler.co/https://www.linkedin.com/in/jussi-kallasvuo-9748953/(0:00) Introduction(0:45) What is Antler and how it’s different from traditional VC(9:52) How Antler finds top talent from 180,000+ applicants(19:07) Common founder mistakes, problem-first thinking, and business models(36:30) Building startups in Finland vs Sweden and Estonia(45:57) How AI has changed company building

Nordic Business Forum started with evening seminars in Jyväskylä and grew into one of Europe’s leading leadership and business events. We sat down with CEO & Co-founder Hans-Peter Siefen to talk about navigating the pandemic, building an unforgettable customer experience, and what it takes to run a world-class event. Learn more: https://generogrowth.com/ https://www.nbforum.com/ (0:00) Introduction (1:35) The early days of NBF (10:15) Getting Al Gore as a speaker (15:20) Scaling NBF into Europe's top leadership event (20:00) Sales, rejection, and the mindset for success (28:10) Creating an unforgettable customer experience (31:20) Surviving the lockdown (37:45) Virtual, hybrid and in-person events (47:50) Why leadership is difficult and lessons from great leaders

Risto Siilasmaa co-founded F-Secure in 1988 at just 22, and later became Finland’s richest person during the dot-com bubble. As chairman of Nokia, he led the transformation of the company from a struggling handset maker to a global leader in network infrastructure. He has one of the best startup investment track records, with multiple unicorns in this portfolio. In this episode, Risto shares 30+ years of insights on entrepreneurship, leadership, and tech. Learn more: https://generogrowth.com/ https://www.linkedin.com/in/siilasmaa/ (0:00) Introduction (0:55) Starting F-Secure: early challenges and IPO (8:50) The dot-com bubble and how money changes people (24:50) Tough decisions and building resilience (34:20) Nokia: crisis, disruption, and transformation (58:53) Investing in unicorns and how to spot great founders (1:12:35) Future tech trends: AI, quantum computing and clean energy

Sanna Suvanto-Harsaae is one of the most respected and sought-after business leaders in the Nordics. She currently chairs the boards of companies like Finnair, BoConcept, and Posti Group. We discuss the six essentials and superpowers that drive leadership success. Learn more: https://generogrowth.com/ https://www.linkedin.com/in/sannasuvantoharsaae (0:00) Introduction (1:30) How to lead yourself (12:00) Why results matter and how to achieve them (26:40) How to keep learning and avoid stagnation (35:29) Future orientation: stop fault-finding, start forward-thinking (40:40) The most important thing (50:25) Why fun and trust make teams perform better (58:19) Europe’s challenges and lessons from Denmark

Bob W. is a fast-growing, profitable startup that’s raised €70 million to transform hospitality through technology. What began as an Airbnb side hustle is now Europe’s top-rated hospitality brand, operating in 10 countries. We sat down with CEO and co-founder Niko Karstikko to discuss their incredible growth journey. Learn more: https://bobw.co/ https://generogrowth.com/https://www.linkedin.com/in/nikokarstikko/ (0:00) Introduction (0:30) From corporate life to entrepreneurship (3:15) How an Airbnb side hustle and travels in Asia sparked the idea for Bob W. (7:45) Finding a German co-founder (12:30) Lessons learned from his first startup (16:30) The insight and journey to finding product-market fit (21:30) Building a leaner, tech-powered model for hospitality (25:00) Early challenges: water damage, bad press, and starting up in Estonia (30:00) Navigating the pandemic (33:50) Raising €100 million in funding (40:02) Expansion and customer acquisition (51:40) Growing as a CEO: building a strong team and creating the right work culture

Saxdor is the world’s fastest-growing boat brand. We sat down with CEO Erna Rusi to discuss the journey to 100 million euros in revenue, scaling a team of over 600, driving innovation, and building a global brand. This podcast was recorded live at a Genero Growth Event. Learn more: https://saxdor.com/ https://generogrowth.com/ https://www.linkedin.com/in/erna-rusi-b677a25b/ (0:00) Introduction (0:45) Erna’s journey from telecom to boating CEO (3:11) The Steve Jobs of boating (5:07) Demand creation vs. demand capture (7:17) Managing the operational challenges of growing to 100 million euros (10:28) Capital efficiency and financial discipline (13:15) Building a strong team culture with 600 people (17:10) Global expansion, innovation, and customer experience (32:37) Being fast in actions and decisionmaking (34:30) The best and the worst parts of being a CEO