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Jerry Engström
He turned his dream into reality
Jerry Engström is the entrepreneur, marketer, inspirer, and speaker who five years ago left his job as Head of Marketing at one of Sweden’s most popular outdoor companies to pursue his dream—to spend more time outdoors and inspire others to experience nature. Today, FriluftsByn attracts visitors from all over the world, and the Höga Kusten region is more popular than ever.
There’s a lot going on as we arrive at the parking lot of FriluftsByn. Even though the campsite hasn’t officially opened for the season yet, it’s already filled with tents and camper vans. When Jerry Engström greets us, he does so with a big smile—and it’s no surprise, considering we’re standing right in the middle of his dream.
FriluftsByn is located in the heart of the High Coast, a UNESCO World Heritage site. And even if it might look like a traditional campsite at first glance, it’s anything but. While it physically consists of 12 cabins of varying sizes, nine more exclusive outdoor lodges, a campsite, a hilltop cabin, and a kayak center, it’s really the feeling and atmosphere that make FriluftsByn such a unique and beloved place.
It’s more of a creative meeting place for adventure, relaxation, and creativity—where nature is always present. And it’s not just the staff who shape what FriluftsByn is today, but also the visitors and partners who all contribute to creating the experience.
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“What I think makes FriluftsByn especially exciting is all the contrasts. During the low season, it might just be a handful of people sitting around a campfire, or music schools staying here to find inspiration for new creations. Then, during peak times, you can have 2,000 runners gathered in the area—only to be followed by nearly 500 people celebrating together at UTEFEST.”
It was five years ago that Jerry decided to leave his position as Head of Marketing at Fjällräven to purchase the campsite at the foot of Skuleberget. After many years working within outdoor life—while spending less and less actual time outdoors—the longing became too strong. Jerry wanted, in a more tangible way, to bring people into nature and let them truly experience it. That it would be Skuleberget felt natural, as the place had been his personal sanctuary since his teenage years.
“At the time, it was scary—but to this day, I’m grateful that I dared to take the leap. The feeling of being able to show people from all over the world my favorite places, and at the same time help them connect both with themselves and with others, is pretty unbeatable.”
It’s no surprise that Höga Kusten is listed as a UNESCO World Heritage site. The world’s highest coastline, the iconic Slåttdalsskrevan—so unique it has few equivalents globally—and the dramatic landscape of coastal mountains and deep sea inlets attract visitors from far and wide. But it’s not just the remarkable nature that makes the High Coast such an appealing destination. In recent years, a strong entrepreneurial spirit has taken root in the area. Gin and whisky distilleries have emerged, festivals follow one another, and strong collaborations have formed between businesses and organizations across the region.
“It’s that feeling—that nothing is impossible when we work together—that gives me goosebumps. If you’re walking around with an exciting idea, you should seriously consider coming here and joining us.”
Collaboration and community are things Jerry strongly believes in. When asked about the many awards he has received, he humbly emphasizes that they are the result of the hard work and dedication of many people. He is especially proud of his friends and colleagues at FriluftsByn. Together, they’ve built a place that has helped make Höga Kusten one of the fastest-growing destinations in Sweden.
Jerry’s background in marketing—and his eye for what people value—is clear. With energy and passion, he shares his experiences, tips, and inspiration.
“I enjoy sharing experiences with others, and thanks to social media, we suddenly have so many new channels where we can connect and inspire people to create experiences that suit them.”
The rapid rise of Höga Kusten as a destination comes with both opportunities and challenges. Sustainability—and how to minimize impact on nature while still encouraging more people to discover it—is a delicate balance.
“I think that for most people who work in nature, sustainability is a core issue. We all do our best to find a balance between being out in nature and the environmental impact that comes with it. Here, we have a great collaboration with the County Administrative Board’s nature conservation team to find that balance. Tourism is essential to keep rural areas alive, but there are many different interests that need to coexist.”
“We need tourism if rural areas are to survive. Without residents and visitors, things like public transport and grocery stores disappear. That’s a perspective I think many urban opinion-makers overlook when they talk about rural areas.”
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When Jerry founded FriluftsByn, the vision was to create a meeting place for outdoor life. The connection to Woolpower has always been strong, which has led to a close collaboration that today contributes to both the development of FriluftsByn and several of the major international events held there each year—such as Höga Kusten Hike and Höga Kusten Winter Hike, some of the largest adventures of their kind in Europe.
“I’ve had Woolpower for as long as I can remember—but if I try to count, it’s probably been at least 25 years. In my professional life, I’ve also always been impressed that production has remained in Sweden. It feels great to collaborate with Woolpower, and we have lots of ideas for how we can do even more together.”
After several years of collaboration between Jerry and Woolpower, many memories have been created. But one that stands out to Jerry is the Woolpower Dip, which takes place on the second night of the Höga Kusten Winter Hike.
“The Woolpower Dip is incredibly popular—there are almost always twice as many people who want to try it as there are spots available. The participants jump into an ice hole and then put on a set of Ullfrotté Original 200 base layers, which act as both a towel and a warming layer. Seeing their faces when they realize that it actually keeps them warm—and that they feel dry despite being wet—is always just as entertaining.”
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About Jerry
Profession:
Entrepreneur, marketer, and speaker
Age:
42
Favorite Woolpower garment:
“In a way, my Turtleneck 200 represents the lifestyle I’m fortunate enough to live today. Something happens inside me when I put it on. I’ve more or less lived in it for the past three years.”
TIP!
Visit FriluftsByn at Höga Kusten—and take the opportunity to stay in the cozy Woolpower cabin.
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