He was born in Marbella, although at the age of 6 he returned to Sweden, where he stayed until he was 10. After his return, and some years later, he moved to the United States with a tennis scholarship, but this sport did not quite fill him and he decided to leave it for golf. On his definitive return to Spain he did almost everything: he worked at Las Brisas, in decoration, set up a maintenance company… until 1998, when he decided to create Golf Service with his brother Patric. “At the beginning,” he says, “we sold golf and hotel packages, but we realized that it was better to sell a package made by the client”. Peter thinks the Costa del Sol is a top destination, not to be frightened or daunted by others such as Turkey or Portugal. “We offer many attractions that others do not have,” he says.
-How does a Swede like you live on the Costa del Sol?
-Very well, although I have to tell you that I am as Spanish as I am Swedish. I like the climate here, the people… I love being two hours away for skiing. I love being two hours away for skiing, I also like the sea, being able to play golf when I want and a lot of other things. What more could you ask for? I wouldn’t change this for anything.
-Are they the biggest green fee sellers on the Coast?
– That’s what they say… There are other very strong companies, but we are the leaders, at least in this area.
-How many green fees do you sell per year?
-Between forty and fifty thousand
-Where do your customers come from?
-From many countries. We have British, Nordic, German, French….
-Have you noticed any differences between them because of their origin?
– Yes, yes. There are those who look very much at value for money, others who only look at price, the Swedes above all, and those who primarily want quality pitches, like most Germans.
-Do you think there are problems in mixing nationalities? That is to say, where the British are more dominant, the Germans, for example, are reluctant?
No, no. I have never seen exclusionary ghettos, that someone says I don’t go there because there are many Swedes, as in Los Naranjos, for example, or because the British predominate in this or that place. That does not happen.
-What do you think of the level of the courses on the Costa del Sol?
-It is very high. Higher than in other places. You go to Sweden to play any course and, except for the very good ones, you don’t see the average quality that there is here.
-What should farms do to improve value for money?
-Service. Customer service needs to be improved, and here we can learn a lot from the United States. In many places it is still the customer who has to say hello when he/she arrives; otherwise, he/she is not even greeted.
-Dare you dare to tell me which are your favorite fields?
-No. I have a lot of favorites but I’m not going to tell you. I don’t want other people’s directors to be calling me the day after I read this.
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