Success story: Leading With Purpose - Emma Wistrand’s journey to Friskis & Svettis
With a career rooted in social impact and value-driven leadership, Emma Wistrand brings a unique blend of strategic communication, brand development, and public health expertise to the boardroom. In this interview, she shares her journey to joining the national board of Friskis & Svettis – one of Sweden’s largest movements for public health, and how the deb. program helped her prepare for the role with clarity, confidence, and courage.
Q: Tell us a little about yourself and your background.
I have a background in social work and began my career at the Swedish National Institute of Public Health, where I worked on children's and young people’s health with a focus on preventive efforts – strengthening what’s healthy and promoting mental well-being. Over time, I complimented my education with a bachelor’s degree in communication, which laid the foundation for my continued career in strategic communication, marketing, and brand development. I’ve held leadership roles in both the public and private sectors, including at Systembolaget, Natur & Kultur, and Företagarna. Today, I work as Head of Brand at Svevia, where I address both strategic and operational challenges.
I’ve primarily worked in value-driven organizations where social benefit and responsibility are central. My strength lies in combining strategic business thinking with a deep understanding of sustainability, inclusion, and social impact. I also have extensive experience in leading change initiatives that are anchored in both organizational and societal contexts.
Outside of my professional life, I am a co-founder of the non-profit organization My Human Rights, which aims to spread knowledge about human rights through education and advocacy. What drives me in everything I do is creating value – for people, organizations, and society.
Q: Which board have you joined, and what attracted you to this opportunity?
I have been elected to the national board of Friskis & Svettis – one of Sweden’s largest popular movements and a key player in promoting public health. Friskis & Svettis has over 518,000 members and is powered by strong volunteer engagement, with around 12,000 active volunteers. At a time when physical and mental health are more important than ever, Friskis plays a vital role. Our mission is clear – to contribute to a healthier and more vibrant society through the joy of movement and community. I’m proud to be part of this important social mission.
Q: How did you find this board assignment?
I was recommended to the nomination committee of Friskis & Svettis Riks by a few individuals.
Q: How was the recruitment process?
It was highly professional, with many competent individuals on the nomination committee and a very structured process. Naturally, I felt a bit nervous at times, as there were many strong candidates involved.
Q: Did you use any insights from deb. in the process? If so, which ones?
To do my homework.
To come well-prepared for the meetings with the nomination committee.
To read up and request relevant documents.
To prepare a set of questions in advance, including bold questions, in order to gain as much
knowledge and insight as possible.
Q: What will be your main contribution to the board?
I bring solid expertise in strategic communication, brand development, and change management – particularly within value-driven organizations. With my societal perspective, background in public health, and experience in strategic communication, I look forward to contributing to Friskis & Svettis’ continued relevance and impact.
Q: What is the best part of being on a board?
The opportunity to work strategically and long-term to support an organization’s development and social relevance. A board assignment allows for reflection, analysis, and dialogue at a level that is often missing in day-to-day operational work. It’s also rewarding to collaborate with other experienced individuals who bring different perspectives and skill sets. Being able to influence issues you’re passionate about – and seeing tangible results over time – is both meaningful and motivating.
Q: What is your favorite professional tip?
Always do your best.
Learn from your mistakes.
Be kind – meet people with goodwill.
Stay curious.
Take responsibility for your actions.
Don’t let fear dictate your decisions.
Q: What is the most valuable thing you’ve taken from the deb. program?
The best part of the deb program was the combination of knowledge, networking, and personal growth. I gained a solid understanding of the responsibilities and working methods of a board, along with individual coaching that helped me find my own path into the boardroom. I also realized the importance of being well-prepared – reading up, documenting, and standing firm in your views. As mentioned, being on a board comes with significant responsibility. The support provided in the practical aspects of board work was also incredibly valuable.
