Interview: Din Camp.
Din Camp creates memorable holiday experiences that bring together children, teens, and families. With over 25 years of experience and a successful appearance on Løvens Hule, Din Camp offers a refreshing, community-driven alternative to the traditional family vacation. Read why they chose pensopay as their payment provider.
Meet the Team Behind Din Camp – Experts in Holiday Camps and Community Building
Jonas og teamet bag Din Camp har tilsammen over 25 års erfaring med at afholde feriecamps for børn, unge og familier. Din Camp bygger på et koncept fra 2004, men virksomheden blev grundlagt i 2010.
In January 2023, the three co-founders appeared on Denmark’s Dragons’ Den (Løvens Hule) on DR1, where investors Jesper Buch and Morten Larsen (founder of Hungry.dk) joined the project. Together with Sandra Larsen and Jacob Nørregård, Jonas now runs over 30 holiday camps each year across Denmark, including SportsCamp, FamilyCamp, LearningCamp, GirlpowerCamp, and MakerCamp.
Online Collaboration That Works: How Din Camp Unites Three Businesses in One
Sandra Larsen and Jacob Nørregård are based in Copenhagen, while Jonas Herlev works from Silkeborg. Most of their collaboration happens online. Din Camp is the result of merging three different ventures. Jonas, who holds a bachelor’s in sports science and a master’s in public health, has worked in the camp industry his entire adult life. He first met Jacob while instructing at summer camps during his student years. Since 2010, Jonas has been fully involved in organizing camps.
Sandra holds a professional bachelor’s degree in nutrition and health, while Jacob has a master's in sports and German, with experience as a teacher in both primary and high schools.
During the Covid-19 pandemic, the experience economy faced serious challenges. It was during this uncertain time that Jonas, Sandra, and Jacob joined forces. Their goal? To create more opportunities for shared experiences—and that’s what eventually became Din Camp.
A Summer Without Nintendo: Din Camp's Alternative to Heading South
Din Camp positions itself as a local alternative to vacations abroad, offering children and families a meaningful and social holiday experience in Denmark.
”Summer break is long, and most parents don’t have as much time off as their kids. Din Camp is a fun alternative to staying home glued to a Nintendo. It’s about joining a great community,” Jonas Herlev, Din Camp.
Their FamilyCamp is similar to a folk high school for the whole family – welcoming everyone from toddlers to grandparents. In addition, Din Camp runs four themed camps: SportsCamp, LearningCamp, GirlpowerCamp, and MakerCamp (their tech-focused camp where kids can code, build robots, and explore tech in a hands-on way).
Din Camp hosts their camps at Danish folk high schools that are empty during summer. The goal is to expand into autumn and winter breaks and introduce smaller weekend camps as well.
Last-Minute Application: Din Camp’s Leap into Løvens Hule
Din Camp had been running for two years when they applied for Løvens Hule.
"We applied just 5–6 days before the deadline, right before summer – terrible timing. When we got accepted, it was a mix of excitement and stress. We asked ourselves, ‘How will we find the time?’ Luckily, it all worked out," Jonas Herlev, Din Camp.
The process helped them refine their vision and mission.
"It forced us to ask: Why are we doing this? What’s our direction? Do we still love it? Thankfully, we all agreed the answer was yes," Jonas Herlev, Din Camp.
Their pitch went better than expected, despite being a less typical business case for the show.
Facing the Lions' Skepticism
During their pitch, one of the investors, Anne Stampe, raised concerns about whether Din Camp might be competing with Denmark’s well-established association culture. You can see their appearance on Løvens hule here.
"Our concept sparked a real debate among the lions – and we were fine with that. It was a valid discussion. We don’t want to be seen as competitors to associations. All three of us come from that world ourselves,” Jonas Herlev, Din Camp.
A Seasonal Business: Summer Is Din Camp’s Peak Time
While most entrepreneurs say goodbye to summer vacations, Jonas and his team live it quite literally – summer is when Din Camp is busiest.
It’s clear Jonas is passionate about the work, and his collaboration with Sandra and Jacob is key.
"There’s no way I could do this alone. With so many camps and all the logistics involved, it takes a team. Each camp has a different theme, and we’re each specialists in our area – sports, learning, or tech. We’ve got the perfect setup," Jonas Herlev, Din Camp.
Work-Life Balance: Jonas’ Best Advice for Entrepreneurs
“I believe balance is essential – otherwise you burn out. It looks different for everyone, and it changes depending on where you are in life. Before I had kids, I could easily spend endless hours at the office,” Jonas Herlev, Din Camp.
“Now, with two small children, balance matters more. That doesn’t mean you can’t work hard. But being there for my kids – and having a supportive partner – is what makes it all sustainable,” Jonas Herlev, Din Camp.
Celebrate the Small Wins: How Din Camp Stays Motivated in a Demanding Industry
Appearing on Løvens Hule gave Jonas and his co-founders a chance to pause and reflect on both their company and themselves.
"Things move so fast sometimes that we forget to celebrate the small victories. It’s something we’ve talked about – and something we’re still working on," Jonas Herlev, Din Camp.
"When you’re in a high-paced environment, it’s easy to hit a goal and immediately chase the next one without stopping. But it’s important to take a moment to say, ‘Hey, that was awesome!’ before moving on," Jonas Herlev, Din Camp.
"I still clearly remember our first milestone – back in 2021, when we hit 1,000 participants on our camps. That was huge for us. We jumped on a quick online call and just said, ‘Nice job!’" Jonas Herlev, Din Camp.
"That was all it took – but it mattered to mark the moment," Jonas Herlev, Din Camp.
