Maria Frykman Forsberg joins Your Brand Travel’s Advisory Board

Can you tell us a bit about your background and previous experience?

I’m an engineer by training, a MSc in Engineering and Management, and started my career as a management consultant at Accenture, working on business transformation and development projects for some of Sweden’s largest companies. Early on, I felt a strong urge to build something from the ground up – something values-driven, long-term, and international. This led me to found ISBJÖRN of Sweden, a sustainable premium outdoor brand for children. I spent nearly two decades growing the company from idea to international expansion and eventual exit. Today, I work as an advisor, serve as Chair of the Scandinavian Outdoor Group, and engage in businesses and initiatives where innovation, sustainability and growth strategy intersect.

Have you had a mentor or role model who shaped your leadership or your approach to brand development?

I’ve been fortunate to learn from both formal and informal role models – people who’ve shown that it’s possible to combine clear direction with strong values. My leadership is rooted in exactly that: being both strategic and present. I believe successful brands are built at the intersection of authenticity, clarity, and the ability to truly listen – both inward to your purpose, and outward to your customers.

What’s the most unexpected project or initiative you’ve been part of – and what did you learn from it?

In 2014, we decided to launch a crowdfunding campaign for ISBJÖRN of Sweden – at a time when it was still a fairly new concept, especially for a consumer goods brand. Within 48 hours we broke a Nordic record, raised over 4 million SEK, and brought in more than 200 new shareholders. It wasn’t just a funding solution – it was a turning point for our brand community, loyalty and growth. I learned that courage, transparency and innovation can take you much further than the traditional path.

What made you decide to join Your Brand Travel’s Advisory Board?

For me, it’s the exact same reason why we at ISBJÖRN of Sweden decided to join as a brand partner – Your Brand Travel represents a future-focused concept with the potential to transform how brands build relationships with their customers. The platform offers a new way to expand one’s offering, increase customer loyalty, and create an additional revenue stream – all without compromising the core business.

I strongly believe in the idea that brands don’t just sell products – they communicate values, lifestyle, and a sense of belonging. By adding experiences to their offering, brands extend their presence in people’s lives in a meaningful way. It’s both a business opportunity and a long-term investment in brand equity.

Contributing to YBT’s journey at this stage – with my background in brand development, business modeling, and international growth – feels both relevant and truly inspiring.

What opportunity do you find most exciting at the intersection of brands, experiences and community building?

I believe the most exciting opportunity lies in how technology enables scalable intimacy – creating genuine, long-lasting connections between brands and people - what we would call belonging or communities. When brands act as platforms for experiences that align with their core values, a powerful shift happens: they move from being transactional to transformational. Your Brand Travel is a compelling example of this – helping brands bring their values to life through shared experiences that deepen loyalty and engagement.

How do you spend your free time when you’re not working?

I value movement, rest and inspiration in many forms – from training and time in nature to reading, music, art, and cooking or enjoying great food. Travel is a true passion, and I love spending time with my three grown-up children, my partner, my family and close friends. These are the moments where I find energy, strength and perspective.