Gustaf Ollas

Gustaf Ollas is the founder and CEO of ICANIWILL AB, a Swedish sportswear company he established in 2012.13 His entrepreneurial journey began during his university years when he was determined to make ends meet without relying on student loans.2

Early Beginnings

While studying at university, Ollas started a blog about his daily life, which eventually evolved into one of Sweden's most popular blogs focused on exercise and diet.2 To stay motivated during challenging times, he placed a post-it note with the words "I CAN I WILL" on his bathroom mirror, which later became the inspiration for his company's name.12

Founding ICANIWILL

Recognizing a gap in the Swedish sportswear market, Ollas decided to create his own clothing line.2 After two years of development and sampling, he launched the first iconic Camo Tights online, initially selling them on a pre-order basis.2

Company Growth

Under Ollas' leadership, ICANIWILL has grown to become one of the fastest-growing sportswear brands in Scandinavia.1 The company is now well-established in Nordic and European countries, with annual revenue reaching $4 million as of 2024.1

Business Philosophy

Ollas' approach to business is centered on innovation, motivation, and customer engagement. He leverages social media platforms like Instagram to communicate with customers, gather feedback, and generate new ideas.2 The company's mission is to motivate and encourage people worldwide to work hard and embrace their potential.1

Gustaf Ollas continues to lead ICANIWILL AB as its founder and CEO, focusing on helping people achieve their health and fitness goals.4