22/09/2026
We had an incredibly inspiring meeting with Arwidssons Stiftelsen and CEO Anna König Jerlmyr about the future and concept of Sports for All.
At its heart, Sports for All is about much more than sport.
It is about creating places for everyone — where children, young people, adults and older generations can meet, move, play and spend time together.
Places where different generations can cross paths.
Where new friendships can grow.
Where people can feel included, active and connected.
And yes — where sports such as POP Tennis, alongside many other activities, can give people new opportunities to discover the joy of movement.
But the bigger vision is community.
Creating environments that contribute to a healthier, safer and more connected society, where people feel good together.
Not just places to play.
Places to belong.
Thank you, Arwidssons Stiftelsen, for an inspiring conversation about how we can build this vision together — in Sweden and for us at European Sports Group potentially far beyond.
UrbanDevelopment SocialSustainability HealthyCommunities Inclusion PlaceMaking EuropeanSportsGroup ESG
Lars Månsson Magnus Norman Jörgen Jönsson
