After school and military service, Björn studied languages at Gothenburg University. He then began a long and fruitful professional collaboration with one of Sweden's esteemed charter tour operators as a travel host. He worked in Spain, Italy, Austria, Switzerland, and Malta and held different positions at the head office in Stockholm, including several years as CEO.

For the past 30 years, Björn has been an entrepreneur in his own limited company, working in company boards and as a consultant, mainly in tourism and media. He is also an authorized Stockholm Guide with a passion for learning and for sharing his knowledge with visitors to Sweden. He has been an esteemed Context Expert since 2016.