Startup spotlight: In-form
Meet CSE startup In-form.
What began as custom football cards for children in local clubs has evolved into an online universe where fans can go behind the scenes with some of the biggest names in Danish football.
- 20.11.2025
- Sofie
- 3 min read
Founded by Carl and Jonatan in 2022, In-form grew out of a shared love for football and a wish to give back to the community.
“We’re both huge football fans, and the idea for In-form came from a wish to give something that has meant so much to both of us back to the children and young teens in this community.”
A former professional player, Jonatan wanted to create something meaningful from his passion for the sport. When he met Carl, a photographer, through a mutual friend, the two began building the business from their apartments.
“We didn’t realise how much we needed a space outside our homes to focus on the business – until we started coming to CSE.”
Now part of CSE for three years, the founders highlight the workshops, sparring sessions, and funding guidance as key to their early development – and the community as a major source of support.
“Being surrounded by other founders has been amazing – we didn’t have many entrepreneurs in our own circles, so having that network really helped.”
Photography: Hanna Selim.
In-form first gained traction with its football cards, partnering with 25 clubs across Denmark. But as a two-person team, the concept proved hard to sustain.
“The process humbles you,” they admit. “We could see the potential of the original idea but couldn’t keep it up without it taking a toll on our mental health.”
After a few pivots, they’re now focused on expanding In-form’s online community – combining Carl’s creative skills with Jonatan’s network and on-camera flair.
“We started making videos on social media to create a fun space for young fans to engage with football content. It kind of blew up – reaching 1.9 million views – and we realised we were onto something.”
Today, In-form continues to grow its content universe, offering new insights into Danish football – starting strong with Brian Riemer and Jacob Neestrup, head coaches of the men’s national team and F.C. Copenhagen.
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