Born on the grid.
Build for industry.
Since 2012, a high-performance collective spanning innovation, storytelling, and activation.
2012
Founded
9
STCC titles
1
Grand slam
4
Disciplines under one roof
Our DNA
PWR was founded in 2012 by Peter “Poker” Wallenberg and Daniel Haglöf. Born in the high-stakes world of championship-winning motorsport, we have evolved into a high-performance collective spanning innovation, storytelling, and activation.
We don’t just view our heritage as a background—it is a platform that provides the credibility, energy, and narratives required to engage audiences far beyond traditional corporate communication.
“Operating with a skunkworks mentality and a creative fire, we apply a championship mindset—defined by speed, boldness, and relentless improvement—to every brand, partnership, and big idea we touch.”
Peter “Poker” Wallenberg
Co-founder, Partner & Chairman
The PWR group
Our ecosystem scales to match your ambition.
PWR Racing, a Scandinavian powerhouse driving sustainability and talent development, fuels it all. PWR RX completes the circle, showcasing electrification through world-class rallycross and thrilling fan experiences. Serious about results, we utilize a performance-driven framework to help ambitious companies achieve lasting relevance.
The team
Peter "Poker" Wallenberg
Partner & Chairman
Micke Jansson
Partner & CEO
Maria Olivelund
COO
Matilda Roos
Digital Content Lead
Melvin Greek Lagerkvist
Content Creator
Every single one of us can point to a part of what we’re building and say: 'That’s mine.' Sound like something for you? Tell us what you want to build.