Lars Elsborg

CEO - Sport24


Lars Elsborg has a long career in Danish retail. Since 1978, Lars has been part of the Danish retail market. His career quickly gained momentum with the establishment of his own sports shops, employment as Business Development manager at Intersport, then CEO at ØnskeBørn and Sportigan. Today, Lars holds the position of CEO at SPORT24 A/S.

SPORT24 A/S is only a 10-year-old company, but especially since 2016 has grown so strongly that the chain system with approx. 200 stores, several webshops and B2B divisions now have a total retail turnover of approx. 2.2 billion DKK. SPORT24 A/S is thus unconditionally Denmark’s largest sports retailer, twice as large as the second largest in the industry.


With Denmark’s largest forum for Retail professionals, Retail Insights provides an invaluable platform for networking, new insights and exposure at the conference with +1.000 C-Levels, Retail directors & Retail innovators.  We are always looking for sponsors, who can create value and deliver exceptional support to Retail Insights Copenhagen 2022.