Born in the urban parts of Åkersberga. His three severely older sisters taught him how to talk the talk and walk the walk. At the age of 15 he was a very talented football player and went over for try-outs for Arsenals youth team. He almost made it. Studied project management at the SBS Swiss Business School in Zürich and met the SNASK boys in a bank in Stockholm 3 years later. He is nowadays one of the owners. He loves people, buns, and branding.