Nominated for EY Entrepreneur Of The Year

Helene and Pelle Johansson, Gothenburg-based entrepreneurs and owners of, among others, Hagabadet, Ngager, Hotel Onyxen, and the Hotel Project Polishuset, have advanced to the regional final of EY Entrepreneur Of The Year.

– We see this as tangible recognition of our strong entrepreneurial and human commitment. It has probably also helped that we do things our own way and dare to invest when many would hesitate, say Helene and Pelle Johansson.

Helene and Pelle are driven by a passion for refinement, improvement, and creating experiences. This mindset permeates everything they do — for example, when they took on Hagabadet in Haga and transformed a worn building from 1876 into a vibrant 150-year-old destination where people can care for themselves and explore innovative health methods.

– We are nominated because we have created something that is meant to be experienced rather than consumed. It feels motivating to build something that people choose to spend their time and energy on, say Helene and Pelle.

Nominated as a couple: “One plus one equals three”

That Helene and Pelle are nominated as a couple is no coincidence. They run their various companies and operations together, allowing their respective strengths to complement one another.

– We truly love what we do. It shows, and it means we are constantly discovering new opportunities.

Both are driven by renewal, refinement, and improvement — developing businesses that may be seen as outdated or ‘impossible,’ and pursuing projects that few others believe in.

– Renewal is a powerful driving force. Taking what already works and adding what’s needed to elevate it — whether it’s building a hotel in an old police station or introducing new health methods.

”Business results are a direct consequence of the combined value created”

Many factors need to align to succeed. Helene and Pelle know that every offering must be rooted in real human needs — and in how those offerings are ultimately presented.

– Continuously asking how we can increase customer value is the foundation of our success. If no one is willing to pay for what we offer, there will be no profitability — and no business.

Creative development of perceived value is key

Hagabadet’s three locations, Hotel Onyxen, and the Hotel Project Polishuset all rely on people feeling comfortable, inspired, and appreciative of the overall experience.

– For us, it’s the combination of creatively developing perceived value — something customers choose to invest their money in — that drives us, both commercially and on a human level. Without our customers, we would be nothing, say Helene and Pelle Johansson.

About the EY Entrepreneur Of The Year award

Since its inception in 1986, EY Entrepreneur Of The Year has celebrated outstanding entrepreneurs around the world. In Sweden, the award has been presented since 1995 and annually recognises business leaders who create growth, innovation, and societal impact.

The competition begins with six regional finals, where winners advance to the national gala in Stockholm. The Swedish winner then represents the country at the World Entrepreneur Of The Year final in Monte Carlo, where the world’s leading entrepreneurs are honoured.

The regional final will take place on 18 November at Elite Park Avenue Hotel in Gothenburg.