The Active Brands Group Scandinavia AB hires Mads Elholm as new country manager in Denmark

It is with great confidence that The Active Brands Group Scandinavia AB (ABG) and Mads Elholm team up in order to further expand the presence of ABG’s brands on the Danish market.

Denmark is one of ABG’s top markets and following some years managing the country from HQ in Stockholm, it is now time for full time staff on the market. Mads Elholm starts on the 16th of May with being in charge of Varlion’s booth at the World Padel Tour Denmark.

“We have been looking for the right person to grow and develop this market for some time now. Mads is a perfect fit for the Nordic Sales team with his drive, expertise and network within Danish Padel but also within sports retail in general. The fact that he is one of Denmark’s top padel players is also a great asset to us and our brands”  Pierre Garami, Chief Business Officer, ABG. 

“I said yes to this job, because I really believe that we can take Varlion and the other brands to the next level in Denmark and become one of the leading padel brands in the country” ” – Mads Elholm Sabel, Country Manager Denmark, ABG.

mads elholm wpt

To learn more about The Active Brands Group Scandinavia AB, visit

The Active Brands Group Scandinavia AB (ABG) is a multinational company focusing on innovative products related to sports, health and other consumer goods. Our brands sell globally, primarily through sports retail chains. We are a diversified team with long experience from product development, sourcing, sales, e-commerce, marketing and distribution. We want to grow with our existing brands and through acquisitions and partnerships.


Pierre Garami
Chief Business Officer

Mads Elholm
Country Sales Manager