What's Up Åre

Jon (Spijon) Reinklou grew up in the small village of Föllinge with parents who believed anything was possible—and he took that to heart.

In this episode of What’s up Åre, Jon shares the journey that took him from selling lottery tickets at age 13 to building AI software with one of Asia’s biggest tech consortiums. He’s traveled to 61 countries, played packed DJ sets in Åre, and somehow still finds time to chase new ideas and passions.

We talk about growing up in Jämtland, building businesses, facing setbacks, staying grounded, and why Jon thinks curiosity is his greatest asset as a Swedish tech entrepreneur. You’ll also hear how he keeps his energy high, navigates life in the mountains, and embraces contrast in everything he does.

Whether you're into tech, travel, music, entrepreneurship, or just good stories—this one’s a ride.

“I started working when I was 13. I sold lottery tickets and stuff.”

“People probably think I’m crazy, but I spend 2700 SEK a month on AI tools.”

“I’ve traveled to 61 countries. It gives me perspective.”

“At some point, I just said—I’m going to stop caring what people think.”

— Jon Reinklou

(00:00:00) Intro and Snowy Beginnings

(00:05:30) Growing Up in Föllinge

(00:12:10) Work Ethic, Early Hustles, and Belief Systems

(00:20:40) Traveling to 61 Countries and Finding Perspective

(00:28:20) DJing in Åre and Creative Expression

(00:36:00) Building AI Businesses and Big Tech Deals

(00:44:10) Balance, Resets, and Staying Grounded

(00:51:50) Mindset, Community, and Embracing Change

(00:59:00) Why Curiosity Is the Best Strategy

Jon Reinklou: @reinklou

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

This episode is available on YouTube and YouTube Music

Subscribe, rate, and share it with someone curious, creative, or always chasing their next idea.

And hey—what would you build with unlimited curiosity?

Michaela Boson spent years working in high-end restaurants in Stockholm—but it wasn’t until she moved to Duved that she found the space to create something truly her own.

In this episode of What’s up Åre, Michaela shares her journey from polished kitchens to cozy chaos, where everything revolves around human connection, heart, and making people feel welcome. She talks about how she ended up running Mrs. Maggie, the cozy restaurant in Duved, after jumping into an opportunity that just felt right.

We dive into her bold shift from fine dining to heartfelt hosting, raising a family in the mountains, and how attending a unique culinary school shaped her creative mindset early on. Michaela also reflects on the adventure of working in the Alps in her early twenties—an experience that sparked her love for hospitality and mountain life long before Åre came into the picture.

She opens up about seasonal life in Åre, the chaos of parenting while running a business, and the joy of creating a space where people can feel at home—pink car and all.

Whether you're a dreamer, a foodie, or someone who's ever taken a leap without a plan—this episode will leave you smiling.

“I worked in really fancy places... and then we moved here and I didn’t want to do anything fancy at all.”

“It wasn’t a plan. We just jumped on the idea. It felt right.”

“People come in, and you just want them to feel like home.”

“And yes—my car is pink. Obviously.”

— Michaela Boson

(00:00:00) Intro and Colorful First Impressions

(00:04:50) Spontaneity, Style, and Starting Fresh

(00:11:20) From Stockholm Fine Dining to Life in Duved

(00:19:10) The Birth of Mrs. Maggie

(00:27:00) Pink Cars, Breaking Norms, and Owning It

(00:35:40) Work Ethic, Family Life, and the Joy of Chaos

(00:42:30) Food, People, and Hosting with Heart

(00:50:10) Seasons, Energy, and Finding Freedom

(00:56:50) Letting Go of Fancy and Embracing Flow

Mrs Maggie Duved: @mrsmaggieduved

Michaela Boson: @michaelaboson

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

This episode is available on YouTube and YouTube Music

Subscribe, rate, and share it with someone who’s ever dreamed of switching things up, starting fresh, or opening a place that feels like home.

We’d love to hear your story too.

Joel Söderström grew up with motocross, found identity in snowboarding, and now blends his passions into storytelling and community-building. In this episode of What’s up Åre, Joel talks about growing up as the youngest in a blended family, how motocross helped shape his drive, and why snowboarding became more than just a sport—it became his creative and emotional outlet.

We explore how Joel ended up working with the iconic outdoor brand Klättermusen, how he started the “Snowboardpodden”, and what he sees as the future of snow culture and outdoor fashion.

From splitboarding through powder days to designing functional clothing and cultivating conversations around snowboarding—Joel offers a grounded, funny, and insightful take on what it means to carve out a life in the mountains.

Whether you love deep snow, thoughtful gear, or real stories from mountain locals—this episode hits home.

“Snowboarding became something I could just identify with. It was home.”

“My dad was technically better. I just had to jump over him to get ahead.”

“We had Daniel on the podcast.”

“At Klättermusen, we’re designing for real functionality. It's not just looks.”

— Joel Söderström

(00:00:00) Intro and First Impressions

(00:05:10) Joel’s Accent, American Movies, and Big Sisters

(00:10:40) Motocross Roots and Racing with Dad

(00:18:30) Discovering Snowboarding and Finding Identity

(00:25:10) The Move to Åre and Learning the Culture

(00:32:00) Creating the Snowboardpodden

(00:39:50) Working at Klättermusen: Function Meets Style

(00:47:00) Splitboarding, Sustainability, and Slow Fashion

(00:55:30) Community, Culture, and the Soul of Snowboarding

(01:02:10) Reflections on Parenthood, Tech, and the Next Generation

Joel Söderström: @joel_soderstrom

Snowboardpodden: @snowboardpodden

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

This episode is available on YouTube and YouTube Music

Subscribe, rate, and share it with your favorite snow nerd, gearhead, or mountain-loving friend.

Ever created something from a passion? Built community in unexpected places? We’d love to hear your story.

🎿 Huge thanks to Skisport Åre for sponsoring this episode!

Growing up deeply immersed in the world of skiing and snowboarding, André Britzen has always chased adventure both on snow and in surf. From competitive beginnings at age 12 to embracing life in Åre’s ski patrol team, André’s journey has been anything but ordinary. Filled with laughter, passion, and a healthy dose of spontaneity, his story is one of taking the scenic route—often literally.

In this episode of What’s up Åre, André opens up about growing up in the competitive skiing community, his shift from elite sports to embracing the unpredictability of ski patrol life, and how his passion for surfing fuels his adventures far beyond the mountains.

He also shares the inspiring story of spending over a year traveling Europe in a van with his family, highlighting the highs, lows, and transformative moments that come from stepping off the beaten path.

Whether you're curious about mountain rescue, vanlife realities, surfing dreams, or simply the art of balancing family and freedom—this episode delivers.

“We don’t have typical days in ski patrol—it's part of the fun.”

“I started competing in snowboarding and skiing when I was 12.”

“We traveled around Europe in our van for more than a year.”

“Surfing and snowboarding have always been my passions.”

— André Britzen

(00:00:00) Intro

(00:05:20) Early Competitive Days in Skiing and Snowboarding

(00:12:10) Life and Challenges at the Ski Gymnasium

(00:19:30) Ski Patrol: Unpredictable Days and Mountain Adventures

(00:26:40) Transitioning from Competition to Lifestyle Sports

(00:34:50) Surfing Passion and Global Travels

(00:42:10) Family Vanlife Journey Across Europe

(00:50:00) Raising Kids with an Adventurous Spirit

(00:57:20) Reflections on Freedom, Family, and Balance

(01:04:30) Staying Warm: Ski Patrol Tips and Avalanche Control

André Britzen: @andrebritzengson

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

This episode is also available on YouTube and YouTube Music.

Subscribe, rate, and share it with anyone who's ever chased waves, snow, or the open road.

Ever experienced ski patrol, lived the vanlife dream, or changed paths in pursuit of passion? We’d love to hear your story.

🎿 Huge thanks to Skisport Åre for sponsoring this episode!

Featured QuotesChaptersFollow Our Guest and TeamWatch and ListenEnjoyed the episode?Thanks to Our Sponsor

Rebecka Harlaut grew up between Åre and Duved, skiing from an early age and always chasing the joy of movement. But her journey through the ski world hasn’t been a straight line. From alpine racing to moguls, from competitive freeriding to physiotherapy, Rebecka has carved her own route—with plenty of detours, injuries, and epiphanies along the way.

In this episode of What’s up Åre, Rebecka talks about growing up in Ullån, making peace with stepping away from elite racing, and how a major knee injury changed everything—sparking her interest in recovery, anatomy, and eventually becoming a physiotherapist.

She also shares the story behind Mother Tree skis, a freeride ski she helped design and develop in collaboration with Åre Skidfabrik. And we explore Inspire Us, the women’s ski community she co-founded to bring more connection, confidence, and representation to the slopes.

Whether you’ve battled injuries, felt out of place in competitive sports, or just love hearing real mountain stories from badass women—this conversation hits deep.

“I realised this was too serious for me.”

“We started a women’s community called Inspire Us.”

“I tore my ACL, and that led me to study physiotherapy.”

“We created a ski called Mother Tree.”

— Rebecka Harlaut

(00:00:00) Intro

(00:04:10) Leaving Alpine for Moguls and Freeride

(00:10:00) Growing Up in Ullån and Åre

(00:16:20) Discovering the Freeride World and Traveling

(00:23:00) Knee Injury and the Path to Physiotherapy

(00:30:10) Co-Founding Inspire Us

(00:36:40) Developing Mother Tree Skis with Åre Skidfabrik

(00:43:30) Life as a Mom in the Mountains

(00:50:50) Community, Shifting Priorities, and Finding Balance

(00:58:30) Reflections on Kids, Tech, and Freedom

(01:07:20) Creativity, Leathercraft, and Caribbean Dreams

Rebecka Harlaut: @rebeckaharlaut

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

This episode is also available on YouTube and YouTube Music.

Subscribe, rate, and share it with someone who’s ever taken the scenic route—on skis or in life.

Ever bounced back from an injury, shifted paths, or started something new in the mountains? We’d love to hear your story.

🎿 Big thanks to Skisport Åre for sponsoring this episode!

Featured QuotesChaptersFollow Our Guest and TeamWatch and ListenEnjoyed the episode?Thanks to Our Sponsor

Patrik Viklund is a driving force behind Åre’s snowboarding scene—organizing events like the Trillevallen Banked Slalom, helping revive a legendary local snowboard club, and showing up for the mountain and its people in every way.

In this episode of What’s up Åre, we explore Patrik’s long-standing connection to Åreskutan, the joy of snowboarding for fun, and the power of community. From spotting an old 1989 club sticker to co-founding a new snowboard club built on passion (not podiums), Patrik shares what it means to ride with purpose.

We also talk about the origins and spirit of the Banked Slalom, the choice to separate from the Åre Slalom Club to build a more inclusive space, and why helping kids feel seen might be the most important win of all.

Whether you're into board sports, grassroots movements, or just love a good mountain story, this episode is full of stoke, insight, and a whole lot of heart.

(00:00:00) Welcoming Patrik: A Local Legend in the Making

(00:04:45) From Holiday Club to the Heart of the Mountain

(00:08:20) The Åre Snowboard Club Reborn

(00:14:10) Creating a Club for Fun, Not Fame

(00:21:00) Banked Slalom: What It Is and Why It Matters

(00:27:30) Independence and Identity: Leaving the SLK

(00:35:00) The Kids, the Vibes, and the Future of the Club

(00:41:50) Designing Community Events That Stick

(00:49:15) Passion Projects and Why Åre is Home

(00:55:40) The Power of Showing Up—On and Off the Slopes

Featured Quotes

“I owe it to the mountain because I live here.”

“We didn’t want a club for competitions—we wanted it for the fun, for the kids, for the feeling.”

“It’s not about being the best snowboarder. It’s about being part of something.”

— Patrik Viklund

Follow Our Guests and Team:

Patrik Viklund: @patrikviklund

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

Watch and Listen:

This episode is also available on YouTube and YouTube Music.

Subscribe, rate, and share with someone who knows the joy of carving turns with friends.

Do you have a favorite snowboarding memory or community project? Let us know!

Chef Henrik Rettrup’s life changed dramatically at age 16, when unexpected family events prompted him to choose a new path—one defined by cooking, creativity, and mountains.

Join us on What's up Åre as Henrik shares his inspiring journey from Södertälje to becoming a beloved chef at renowned kitchens like Buustamon and Copperhill Mountain Lodge, and now innovating school meals in Duved.

We discuss Henrik’s teenage years, his courageous decision to pursue culinary dreams, and his passion for local ingredients and sustainability—highlighted by his enthusiasm for seaweed and wild game.

Henrik reveals why he swapped city life for mountain air, the essential lessons learned in high-pressure kitchens, and how food can transform dishes and entire communities.

A must-listen for foodies, adventurers, or anyone inspired by stories of resilience and reinvention.

Featured Quotes:

"Cooking saved me from a life I could’ve easily fallen into."

"Wild boar with curry—that’s home."

"Åre gave me mountains, but cooking here gave me purpose."

• Henrik Rettrup

Chapters:

(00:00:00) A New Path Emerges

(00:05:12) Finding Passion in the Kitchen

(00:12:45) Södertälje to Åre: A Fresh Start

(00:22:30) Life in the Mountains: Nature's Therapy

[00:31:40] Mastering the Craft at Buustamon

(00:42:15) Copperhill: Lessons in Pressure and Precision

(00:51:50) Innovating School Meals at Duved

(01:01:10) Sustainability and Henrik’s Love for Seaweed

(01:09:25) Wild Game and Culinary Creativity

(01:19:00) Food as a Tool for Community

Enjoyed the episode? Subscribe and share it with friends who love stories of transformation through food.

Which dish changed your life? Let us know!

Follow Our Guests and Team:

Henrik Rettrup: @369_cooking

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

Watch and Listen:Also available on YouTube.

Entrepreneur, thinker, and storyteller Jakob Lindvall brings a suitcase full of experiences—and artifacts—to this episode of What’s up Åre. With a background spanning the UN, entrepreneurship, sailing, and even punk music, Jakob’s journey is anything but conventional.

We dive into his rebellious start in business, why frustration often sparks the best ideas, and how breaking the rules can lead to success. Jakob shares the surprising parallels between Åre and Silicon Valley, his experience working with the UN, and what a punk band called ‘Decision Fatigue’ might sound like. Along the way, he unpacks personal artifacts that represent key moments in his life—each one a conversation starter about risk-taking, creativity, and perspective.

Whether you're an entrepreneur, a creative, or someone who just loves a great story, this episode is filled with wisdom, humor, and unexpected insights.

Featured Quotes:

"Silicon Valley is a little bit like Åre. Not vice versa."

"The second-best thing I ever did was start working at McDonald's. The best thing I ever did was quit."

"Some of the best ideas come from frustration, not inspiration."

"If I ever start a punk band, I’m naming it ‘Decision Fatigue.’"

"The UN taught me a lot, but sailing is where I learned freedom."

• Jakob Lindvall

Chapters:

(00:07:14) From McDonald's to Entrepreneurship

(00:15:29) Åre vs. Silicon Valley

(00:23:49) Breaking Business Norms

(00:31:44) What Makes a Great Entrepreneur?

(00:40:19) Risk-Taking and Adaptability

(00:48:10) Decision-Making Lessons

(00:56:29) Passion, Purpose & The Future of Work

(01:04:19) Sailing, the UN, and Finding Meaning

(01:12:29) Artifacts & the Stories They Tell

Love the episode? Hit subscribe and share it with someone who needs inspiration. Got insights on risk-taking? Drop them in the comments—we’d love to hear!

Follow Our Guests and Team:

Jakob Lindvall: @jakethewake

Creative Director: Viktor Ohlin @allinvision.jpg

Hosts: Val Cook and Tim Boffe @thenomadsfamily

Interior Design by Theolin Interior Design

Watch and Listen:

This episode is also available on YouTube and YouTube Music.

Skiing isn’t just a sport—it’s a way of life. And few people understand that better than Daniel Larsson.

As the owner of Skidsport, a family business that has been a cornerstone of Åre’s ski community for generations, Daniel is as local as it gets. His family’s deep roots in Åre, combined with his expertise in ski performance, boot fitting, and business, make him a go-to authority for everyone from weekend skiers to world-class athletes.

In this episode of What’s up Åre, we explore his journey—what it means to grow up in a skiing family, the evolution of the sport in Åre, and the challenges of running a business in one of Sweden’s most iconic ski destinations. We also talk about the fine balance between tradition and innovation, how skiing has changed over the years, and the behind-the-scenes realities of helping skiers get the best possible experience on the slopes.

Daniel shares expert insights on ski performance, the biggest mistakes skiers make when choosing gear, and why ski culture is about more than just technique—it's about passion, mindset, and community.

Whether you’re a seasoned skier or just starting out, this episode is packed with valuable tips, inspiring stories, and a fresh perspective on the sport we love.

Featured Quotes:

(00:09:30) Growing Up in Åre—A Family Legacy in Skiing

(00:18:45) From Passion to Profession—Building a Career on the Slopes

(00:27:10) The Secrets Behind Great Skiing (It’s Not Just the Gear)

(00:35:40) The Evolution of Ski Culture and Industry Trends

(00:42:55) Lessons from Working with Athletes and Beginners Alike

(00:50:20) Entrepreneurship and the Challenges of Running a Ski Business

(00:58:45) The Future of Skiing—Tech, Performance, and Community

(01:07:30) What Most Skiers Get Wrong (And How to Fix It)

(01:15:55) Reflections on the Journey and What Comes Next

Love what you’re hearing? Help us keep the stories coming! Sharing episodes and subscribing mean the world to us. To make a bigger impact, consider sponsoring an episode—your support fuels our mission to spotlight the vibrant stories of Åre.

Follow Our Guests and Team:

• Daniel Larsson: ⁠@danieliare
• Creative Director: Viktor Ohlin ⁠@allinvision.jpg⁠
• Hosts: Val Cook and Tim Boffe ⁠@thenomadsfamily⁠
• Interior Design by ⁠Theolin Interior Design⁠

Watch and Listen:This episode is also available on ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠YouTube Music⁠⁠⁠⁠⁠.

In one phone call, Darren Hamlin lost a year’s worth of income. No backup plan, no warning—just gone. But instead of letting it break him, he found himself at a crossroads: panic or pivot?

In this episode of What’s up Åre, Darren talks about the gut-punch moment that forced him to rethink everything, the uncertainty that followed, and the unexpected ways life has a way of working out. We dive into what it really takes to rebuild after a setback, why security is often an illusion, and how his lifelong passion for photography shaped the way he sees the world—even in tough times.

It’s a conversation about resilience, risk, and rolling with the punches—but also about finding humor in the chaos, rediscovering creativity, and embracing the unexpected. If you’ve ever faced a curveball in life (or just love a great story), this one’s for you.

Featured Quotes:

• "In one phone call, I lost a year’s worth of income. And for a moment, I just sat there, staring at the wall, thinking—what now?"
• "Losing everything felt like a disaster at first. But looking back, it was probably the best thing that could’ve happened to me."
• "I used to think stability meant security. Turns out, being forced to adapt is what really makes you strong."
• "The moment you stop trying to control everything, that’s when the best opportunities show up."

— Darren Hamlin

Chapters:

(00:09:30) When Everything Changed Overnight

(00:18:45) Losing a Career, Finding a New Path

(00:27:10) The Unexpected Turns That Make Life Interesting

(00:35:40) A Photographer’s Eye on Reinvention

(00:42:55) Starting Over (And Why It’s Not as Bad as It Sounds)

(00:50:20) Saying Yes to What Comes Next

(00:58:45) Redefining Success on Your Own Terms

(01:07:30) Looking Back with a Different Perspective

(01:15:55) Lessons Learned, Plans for the Future

Love what you’re hearing? Help us keep the stories coming! Sharing episodes and subscribing mean the world to us. To make a bigger impact, consider sponsoring an episode—your support fuels our mission to spotlight the vibrant stories of Åre.

Follow Our Guests and Team:

• Darren Hamlin: ⁠@darrenhamlinphotography
• Creative Director: Viktor Ohlin ⁠@allinvision.jpg⁠
• Hosts: Val Cook and Tim Boffe ⁠@thenomadsfamily⁠
• Interior Design by ⁠Theolin Interior Design⁠

Watch and Listen:This episode is also available on ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠YouTube Music⁠⁠⁠⁠⁠.