Alex is from Staffanstorp, a stone’s throw from Lund and Malmø. He holds degrees in literature, media, communications and marketing and has occupied C-level positions and board seats in several leading sales and marketing enterprises. He has more than 15 years experience with driving sales organisations to perform and more importantly, he is a somewhat famous musician and an established sports coach in the little leagues. His interests span far and wide and if luck would have had it’s way, he would have been a rockstar. It didn’t though.