Johan Nilsson

With over 20 years of leadership in strategy, expansion, and operational execution, I bring deep experience scaling consumer-facing businesses—particularly in the health, wellness, and service sectors. As former CEO and current board member of Barry’s Nordic and Europe, I’ve led high-growth, premium fitness ventures across multiple markets. My foundation as a management consultant and strategy executive enables me to contribute both sharp strategic insight and hands-on operational know-how. I excel in helping companies navigate expansion, business model transformation, and organizational scaling.

The companies that benefit most from my expertise are growth-oriented, multi-site consumer brands—particularly in fitness, hospitality, wellness, retail, or lifestyle sectors—looking to scale regionally or internationally, refine their concepts, or optimize operations. I thrive where strategy meets execution and people are central to performance.