Where are you originally from, and where do you currently reside?
I was born in Stockholm, Sweden, but I’ve lived in Norway for more than 30 years now. I moved here in the early 90s. These days, I’m based in Eidsvoll, just north of Oslo.
What do you enjoy doing in your free time? Do you have any favourite sports or hobbies?
I’m quite into running. I recently finished the New York Marathon again, though I’m a bit injured at the moment, so I’ve had to take it easy. I try to get out for a run a few times each week when I can. I’m also a big football supporter. Leeds United is my team, and I help run the official supporters’ club here in Norway. My son plays for our local top-division team too, so football keeps us busy as a family.
How did you get into the AV industry, and what was your journey to your current role?
To be honest, I landed in AV by chance. I joined ProntoTV, now part of ZetaDisplay, back in 2007 after working in IT support. I have a background in distributed multimedia, so the technology side of AV caught my interest. I started out in support and engineering and gradually moved into more technical and project-based roles. These days, I focus mainly on LED. I’ve been leading LED installations since 2018.
What are your thoughts on the future of the industry? How is your company addressing potential challenges?
I think the AV industry is becoming more accessible. Technologies are more stable and standardised than they used to be, which makes things easier to deliver. At the same time, the projects are growing in size and complexity, especially as more customers operate across multiple countries. At ZetaDisplay, we’re well set up for this with a strong focus on international project delivery, smart software and long-term partnerships.
It’s exciting to be part of it.
Any exciting news you’d like to share – upcoming projects, tech developments, or plans for 2025 and beyond?
There’s lots in the pipeline, but unfortunately, most of it is still under wraps. We’re working on several large-scale tenders and complex projects that will be rolled out in 2026 and beyond. What I can say is that they’re bigger than anything I’ve worked on before, and that’s pretty exciting!
What excites you the most about working within AV every day?
It’s the variety, I think. No two days are quite the same. I mostly work on large-scale LED projects now, and each one brings its own unique challenges. That keeps the job interesting. I enjoy the problem-solving aspect, working out the best way to bring a concept to life.
If you had to predict one major shift in the AV industry over the next decade, what would it be?
That’s a tricky one, but I’d say AI is going to continue to have a big impact, even if we’re not yet sure exactly how. In digital signage, I think retail media and more real-time, data-driven solutions will keep developing. Also, with more standardised tech, it’ll become easier to roll out complex systems across international markets.
What’s the most valuable leadership lesson you’ve learned during your career in AV?
I’d say stay curious. In the early days, we had to make things work with tech that wasn’t always designed for digital signage. That mindset, of trying new things and not giving up when something doesn’t go to plan, has been really important. It’s about being flexible and always learning.
What advice would you give to someone looking to build a successful career in pro AV?
Be open to learning, and don’t be afraid to get stuck in. The AV industry is very broad, and there’s always something new happening. If you find your niche and keep pushing yourself to learn, there’s a lot of opportunity. And above all, enjoy it! It’s a great field to work in.
