David founded Le Pacte, now one of Sweden’s largest and most awarded brand experience agencies, alongside Tough Viking, one of the Nordic region’s largest obstacle races. Together, the businesses employ more than 50 people and generate tens of millions in annual revenue. His daily work revolves around meeting clients, coaching colleagues, and constantly searching for new opportunities to grow the businesses.
“I have run my own businesses since 2003,” David says. “Creating, developing, and maximizing the potential of those companies is what I am passionate about and what drives me.”
For David, entrepreneurship has always been about more than growth figures. Building strong teams and creating a workplace culture where people thrive are equally important. He describes brand experience as a “people- and trust-based business,” one where companies increasingly seek to connect with audiences through memorable live interactions rather than traditional advertising.
“The field I work in is going to evolve and become even more important,” he says. “More companies realize the potential of building brands through live experiences rather than traditional advertising and marketing.”
Alongside his entrepreneurial career, David has developed another passion in recent years: high-altitude mountaineering. Although he has always enjoyed climbing, mountaineering became a more serious pursuit over the past two years, culminating in his successful Everest expedition in 2022.
“For me, it feels natural to take everything I do as far as I can and to finish what I start,” David explains.
The challenge of climbing Everest, however, extended far beyond physical endurance. The 45-day expedition required patience, mental resilience, and the ability to handle unpredictable conditions ranging from weather changes to altitude sickness.
“The waiting game and all the external, uncontrollable factors were the hardest part,” he says. “There is no room for mistakes on the mountain.”
David sees strong parallels between mountaineering and his experiences at the SSE. Both environments demand focus, resilience, and consistently high performance.
“At SSE, you have to work hard and are surrounded by high achievers,” he says. “This is the same in high-altitude mountaineering. The baseline at SSE and on Mount Everest is to give your best at all times.”
Athletics and physical training have also played a defining role throughout his professional journey. Training has shaped not only his lifestyle, but also his business ideas, including the creation of Tough Viking.
“Training also makes me feel focused, concentrated, and mission-driven,” David says. “If I miss training for a few days, I feel like a different, and not as good, person.”
