NEWS Jerry Engström, founder of Friluftsbyn, receives the AACSB Influential Leader award for his work in creating a year-round destination in tourism.
Jerry Engström.
ImageOskar SandströmTo showcase Sweden’s High Coast, a UNESCO World Heritage Site, Jerry Engström founded Friluftsbyn in 2013, a hub for outdoor adventure, creativity, and community at Skuleberget outside Docksta. Jerry Engström studied the international economics program at Umeå School of Business, Economics and Statistics at Umeå University. He also has a background as a successful global marketing manager for Fjällräven. Now Jerry Engström has been named an “Influential Leader” by AACSB, a global accreditation institute for business schools.
The awards go to outstanding former students from AACSB-accredited business schools who create lasting positive impact in society. Jerry Engström is one of 24 people globally to receive the award for 2025, in which the theme was entrepreneurship. Previous recipients of the award include two other alumni from the business school; H&M Group's former CEO Helena Helmersson and investor Kerstin Cooley at Brightly Ventures.
Over the years, Jerry Engström has been named New Entrepreneur of the Year, Place Marketer of the Year in Sweden and has been nominated for the Sweden’s big tourism prize. By working creatively with concepts that, in addition to nature experiences, also weave in social and cultural elements, Jerry Engström has managed to elevate his business to such a level that it has a positive rural development effect.
Amazing journey
– Creating Friluftsbyn has been a fantastic journey where I have had the opportunity to build on my education and my experiences from global companies, while combining my passion for nature, entrepreneurship and community. My goal has been to get more people to discover the High Coast and at the same time contribute to the development of the region. This award is a recognition of what can be achieved by following one's dreams and working together with like-minded people to create something that benefits both visitors and the people who live here, says Jerry Engström.
Jerry Engström's award is also a fine example of what an education at the Umeå School of Business, Economics and Statistics can lead to, both on an individual and societal level.
– The appointment is a fine recognition of Jerry Engström's entrepreneurship. For us, it is extra gratifying when our alumni show that entrepreneurship can be conducted with sustainability as a guiding star, says Mats Bergman, Dean at Umeå School of Business, Economics and Statistics.
Link to the full motivation on the AACSB website
For questions, contact rickard.lindberg@umu.se.