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Rolf Kr. Backsæther has extensive experience in the sports and hardware industry, currently serving as CEO at LÄNNA since June 2023. Backsæther has been the owner of Backout AS since March 2004 and has maintained ownership of the Backout company since January 1993. Previous positions include project manager and furniture salesperson at A. Huseby Møbler, operational daily leader at 1889 Designcafé, and Chief Commercial Officer at Brandassist AS. Backsæther's expertise encompasses sales, marketing, product development, design, journalism, project management, contract negotiation, media relations, public relations, communication, web, and e-learning. Additionally, experience includes founding Happy-Endings AS and holding marketing and sales responsibilities at Hard Rocx AS, contributing to significant revenue growth.