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Jens Knudsen is CEO and co-founder of the Aarhus startup Vokalo. He has always had a passion for creating and developing. With a background in Logistics and Supply Chain Management from Aarhus University and several years of experience as a consultant at EY, he now combines his analytical skills with a deep passion for tech and sports. He has played football at semi-professional level in the 2nd division and has been a youth coach at the highest academy level at AGF. These experiences have given him a unique insight into both the world of sports and its needs. This background became the foundation for Vokalo, which works with sound analysis and communication in sports.
When did you know you wanted to be an entrepreneur?
It’s fun to reflect on because there have probably always been little signs. I clearly remember in elementary school where we made a village community. I chose to work in the ‘candy factory’ and loved the process of developing products, selling them and making a profit. Even then, at the age of nine, I applied for the position of director – unfortunately it went to a 9th grade student! That experience probably planted the first seeds for my interest in creating something myself.
It was only after a few years as a consultant that I really took the plunge. I realized that salary increases in themselves didn’t make me happier – I missed the feeling of creating something that really made a difference. When the opportunity to combine tech, sports and business arose, it was a no-brainer.
What has been the wildest moment in your entrepreneurial journey?
There are so many highlights, but some moments stand out in particular. I clearly remember the first test with an elite team. It was a surreal feeling to think: ‘We created this.’ A year later, it wasn’t just any team, but Premier League players using our technology. My brother Jakob (and co-founder of Vokalo) and I looked at each other and said: ‘This is crazy!
But there is also another side, which is more personal. The fact that we have managed to attract a team of extremely talented people who choose to dedicate their time and energy to our project is something I am incredibly proud of. Creating a workplace where people are passionate about what they do is a huge milestone in itself.
What is the most important thing you’ve learned about yourself?
I’ve learned that it’s essential to be able to balance the extreme ups and downs. Entrepreneurship is an emotional rollercoaster. The positive experiences feel amazing, but the negative ones can hit hard. It’s been an important lesson for me to learn not to get carried away – either when things are going well or when things are going badly.
Another important insight is how much I thrive on responsibility. Knowing that the success of the project depends on my efforts and the work of my team is a huge driving force for me. It has made me more aware of my own role as a leader and the importance of being a stable figure for others.
Where will you be on your entrepreneurial journey in 5 years?
In five years, we will have defined a whole new category in sports. People will look back and say, ‘Vokalo changed the way we analyze, understand and experience sports.’ We will be the market leader in audio, and our technology will be an integral part of how sports teams coach and analyze sports, and how fans and TV viewers experience sports.
I dream that our work will be as revolutionary for sports as sound was for film when silent movies were transformed. It should be unthinkable to analyze sports or watch a sporting event without including sound as a central part. That’s where we need to be – at the forefront of innovation and with a technology that is indispensable.
