Management Team changes at First Camp

First Camp, Scandinavia’s largest camping chain, continues to invest, and establishes a new role as Chief Technology Officer, CTO. Adam Fall, currently CIO at the bus and train operator Transdev, will take up his new role by July 2023. The company COO, Ola Enquist, moves on to a new assignment, and Benita Jonsson, currently Regional Manager of First Camp’s South Region, has been appointed acting COO.

“In recent years, the First Camp Group has established itself as one of the leading camping chains globally in terms of digital development, with AI-based technology for marketing and pricing and its acquisition of Jesperhus Feriepark, which has Denmark’s largest YouTube Channel for young families. Seeing plenty of exciting opportunities going forward as well, we decided to establish a new role as CTO. The interest has been great and given Adam’s strategic and operational ability combined with his solid background in IT and tech from several different industries, we are very pleased to have recruited him to this role”, First Camp Group CEO Johan Söör, says.

Adam Fall comments:

“First Camp has a very exciting position based on both vision and digitalisation. I look forward to joining the team as CTO and contribute to further digital development and the best possible experience for all First Camp guests.”

Adam holds a Master’s Degree in Engineering Physics from Linköping Institute of Technology. He lives in Stockholm and has a background with companies like Transdev, Praktikertjänst, and MedTech, as well as consultancy experience.

In parallel, on 24 January, Benita Jonsson was appointed acting COO. Recruitment for a permanent solution will commence shortly.

“I feel very good about Benita accepting the appointment as acting COO. This ensures stability and a continued clear course forward as we approach the summer season. In recent years, Benita has delivered great results in our Region Syd, and she is also a highly valued leader. I want to thank Ola Enquist for his contributions during what has been an intense few years”, Johan Söör says.

Benita Jonsson comments:

“I am so proud and happy to have been entrusted with leading the entire First Camp Operations Team on our continued journey toward the position as the world’s leading camping chain! When joining First Camp as Regional Manager in the autumn of 2020, the chain included 43 destinations in Sweden and Denmark. Since then, we have grown by an additional 20 destinations in Sweden, Denmark, and, most recently, Norway! We have advanced our operational processes, conceptualised our working methods, and strengthened our leadership. I look forward – with great confidence – to continued growth and to contributing with my interdisciplinary competence of both operational and strategic strengths.”

Benita has studied Chemical Engineering at the Faculty of Engineering at Lund University, and holds a bachelor’s degree in Human Ecology, also from Lund University. She was recruited to First Camp in 2020 and has a background in home electronics chains.

For further information, please contact:

Johan Söör
CEO, First Camp
+46 766 411 825
johan.soor@firstcamp.se