ÂÜÀòÂÒÂ×

Erik Lidén has a long history of working in the crossover of Sports, Innovation, Lifestyle and Design. Erik began their career in 2005 as a Product Manager for Shimano Nordic Cycle AB, where they were responsible for coordinating products, purchase, marketing and sales for around 10 multinational brands. In 2007, they took on the role of Senior Product Manager at POC, where they were a key figure in taking the company from a startup to a world leader position in its field, culminating in a Nasdaq exit. In 2017, they founded Bearsta Consulting, where they focused on Product, Brand and Business development for Startups and Small companies. In 2018, they founded Flaxta and two years later in 2022, they became the CPO of Y/ELM+ Protection.

Erik Lidén obtained a Master's degree in Marketing from the National University of Singapore in 2003. Prior to that, they earned an MSc in Marketing & Innovation from Stockholm University between 1999 and 2003.