Erik Sjöbeck is the co-founder and CEO of Pace Sports, driven by a strong passion for endurance sports and event organizing. With a background in leading companies through both growth and challenge, Erik brings calm focus and bold vision to everything he does. He believes every race is more than a finish line, it is a personal journey that deserves to be shared, supported and celebrated.

At Pace, Erik is on a mission to reshape the experience for racers and organizers alike, turning one day events into meaningful journeys that inspire, connect and elevate the endurance community.

Petter Hederstedt is the co-founder and COO of Pace Sports, combining a deep love for endurance sports with years of experience building fast moving tech companies. He has founded, scaled and exited ventures, but Pace is the most personal. Petter believes that the journey to a race is just as powerful as the race itself.

With a sharp eye for product and a passion for getting things done, he is focused on creating tools that truly support racers, organizers and partners. At Pace, Petter is building more than a platform. He is helping shape the future of endurance sports.