Courage, motivation, experience and capital
There are probably a number of people who could think about building a golf course on this scale, but only one with the right entrepreneurial spirit, passion and the financial resources to turn his vision into reality. Now he’s done it, and a little extra too – Björn Örås, initiator and owner of the Bro Hof Slott project.
All those who have been part of the process agree that Björn is good at sharing his enthusiasm and getting others to share his vision.
Björn Örås has never doubted that he would see it through.
“As an entrepreneur you’re totally convinced that it will succeed, which is the most important motivation. I am extremely competitive. I love winning, but I’m not a bad loser…”
The motivating factor is building and realising the dream,” says Björn Örås, financier and initiator of Bro Hof
Child entrepreneur
As early as the age of seven, Björn started to build go-carts. Essential purchases were SEK 2.50 and he could sell a cart for SEK 5. Additional income came from selling newspapers in his home town of Linköping on Sunday mornings.
Law studies took him to Lund, though didn't result in a degree but in the creation of various companies. He ran a disco, a travel agents and a music agency. Eventually he made his mother’s dream come true and got an education. He completed a Bachelor’s in Economics in just over a year.
In the 1980s Björn had a go at being employed – as product manager with Pierre Robert, product group manager at IKEA and as MD at two different advertising agencies.
After that he took on a few assignments as a marketing consultant, including one for Åbro brewery, and made a failed attempt to start a newspaper publishing company. But the world wasn’t quite ready for free papers.
Björn learned about golf
course construction as he
went along. Pictured with
Bruce Charlton.
Founded Poolia
His breakthrough came in 1989 when he founded Poolia, followed by the Uniflex subsidiary. It was during his time at Poolia that he got to know Krister Widström.
“My motivation is ‘construction’, building companies with others and realising dreams. My philosophy is to invest capital that I can risk – but never my family’s home.”
He learns from the fiascos and the failures and draws conclusions that can be of use further on. Today he is rich in experience and will soon be able to look back on five fantastic years in which he has learnt everything about building a golf course.
Widström & Örås = 1+1=3
Has Björn built Bro Hof as a monument to himself?
“Absolutely not. Like all entrepreneurs I want to realise a dream. I like doing things and financing things. Unfortunately, publicity is the price you have to pay.”
The most difficult thing during the process has been wrestling with all the requirements from the authorities.
“Sure, there have been difficult moments when it has felt illogical and unfair, all those interested parties that don’t take an overall perspective. But through associating ourselves with people with the right skills we’ve succeeded, after perseverance and hard work.”
Krister Widström and Björn Örås really are a team that proves that 1+1=3.
“We are both entrepreneurs through and through, who stimulate, encourage and criticise each other.”