More than 30 years of international business experience. A decade living, working and playing golf in Portugal. My passion is to help golfers discover the very best of this fantastic country.
Welcome
MasterGolf isn't a large travel company.
When you contact MasterGolf, you're speaking directly with me.
I live in Tavira, Algarve since 2017. I play golf throughout Portugal, work closely with golf clubs, hotels and tourism partners, and personally help golfers discover the courses, places and experiences that make Portugal one of the world's great golf destinations.
Over the past three decades I've worked internationally in business, leadership and, for the last ten years, in the Portuguese golf industry.
Today I bring those experiences together into something much more personal: helping people enjoy Portugal in the same way my family and friends do.
Golf - A Game of a Lifetime
Golf entered my life long before it became my profession.
Like many Scandinavian kids, I grew up playing every sport I could find — football, ice hockey and volleyball among them. Football was my main sport throughout my teenage years, but golf quietly became a lifelong companion.
My first golf club was a single three-iron given to me by my uncle when I was 12.
Me and my friends cycled to our local golf course to retrieve golf balls from the water hazards before creating our own "course" on an open field nearby. Armed with manual lawn mowers borrowed from our fathers, we cut small greens into the grass, dug a hole, planted a wooden stick as the flag and spent endless hours learning the game.
At 14, my mother surprised me with my first proper golf set — a Wilson X-31 set in a bright red Slazenger bag — and it felt like a dream come true.
I joined my local golf club Lindö GK in Vallentuna north of Stockholm and progressed from the (in those days) maximum handicap of 30 down to single figures within a year. I've remained a single-digit handicapper ever since.
Football remained my main sporting focus until military service far away brought that chapter to an end at nineteen. Looking back, I sometimes wonder how far golf might have taken me had I devoted myself to it earlier — but golf has rewarded me with something even more valuable: a lifetime of friendships, unforgettable experiences and a passion that just keeps growing.
One tradition perhaps says it best: In 1996, a group of close friends created the "Hem & Ryder Cup," our own annual competition. Thirty years later we're still meeting up every year to playing — and in 2025 we celebrated the 30th Anniversary together down here in my beloved Algarve.
Me and my best friend Amaldur at Benamor's first tee a December morning.
Happy with a great approach at Dunas.
Why MasterGolf - The Story Behind the Name
The name Master Golf is much older than my company.
When I was fifteen, I needed to complete a school work placement. Instead of choosing one of the 'boring' local options, as the young golf enthusiast I'd become, I took the train into Stockholm and walked into Sweden's then best-known golf shop — a specialist retailer called Master Golf.
I introduced myself and asked whether they would be willing to take me on.
They said yes.
That two-week placement became several years of weekend and holiday work while I was studying. The shop's owner, Erik af Edholm, taught me everything about golf equipment and retail, customer service and business — and became one of the most important mentors in my life.
When I created my own company decades later, there was never another name to consider.
Master Golf is my tribute to that little golf shop — and to Erik.
A Master Golf ad in the Swedish magazine "Svensk Golf" 1983. Check out the "Seve Ballesteros" full set 9+3 at 2.875 SEK.