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Matthew Griffiths has over 29 years of experience in creating wellness concepts for B2B and consumer wellness markets, currently serving as an entrepreneur at Exercise Intelligence Systems AB since February 2000. Griffiths also co-manages the "Sustainable Dancer project" at GöteborgsOperan AB, providing bespoke coaching for professional dancers. As a brand ambassador for Under Armour, Garmin Nordic Sweden AB, and previously Casall and Polar Electro Oy, Griffiths represents these brands across Nordic media settings. Additionally, Griffiths works as a Research And Development Manager at Oak Equipment, focusing on innovative fitness solutions, and serves as an Education Specialist for Improve Educations, contributing to a forthcoming digital education project. From April 2019 to July 2021, Griffiths managed strength and conditioning elements for the Swedish Olympic Committee.