Magnus & Friends AB (org. no. 559099-7259, Stockholm) sells surf camps and surf trips to Swedish travellers, built around a surf camp in Baleal, the small peninsula five kilometres from Peniche on Portugal’s west coast. Founder and CEO Magnus Haglund, a former teacher and school principal, started the business in 2016. Its Portuguese permanent representation, Magnus & Friends AB, Sucursal em Portugal (NIF 980595541), is registered in Bombarral as a tour operator.
Status note: a Portuguese commercial-register lookup (eInforma) consulted by NorthSouth HQ on 29 October 2026 listed the Portuguese branch (NIF 980595541) as extinct. The registration details below are historical until current activity in Portugal is confirmed.
Magnus & Friends sells surf holidays in Portugal to a mainly Swedish audience. Guests stay at the company’s surf camp in Baleal, a village on a small peninsula joined to the mainland by a strip of sand, about five kilometres from the fishing town of Peniche and roughly an hour and a quarter by car north of Lisbon. The company markets surf packages for beginners and experienced surfers, a surf-lodge tour-leader training programme and conference trips. Founder Magnus Haglund says he first tried surfing in the summer of 2013 and founded the company in 2016, drawing on his background as a teacher and school principal to build a surf school centred on good teaching and community.
The Swedish company, Magnus & Friends AB, was registered on 6 February 2017 and reported turnover of SEK 10.2 million in 2025 with a loss of SEK 842,000 and 11 employees. In Portugal it trades through a registered permanent representation, Magnus & Friends AB, Sucursal em Portugal (NIF 980595541), at Rua Veríssimo Duarte in Bombarral, in the Oeste region inland from Peniche. The branch is registered under CAE 79120 to supply surf travel packages in Portugal, including accommodation, excursions, yoga and breakfast, for guests who travel to Portugal independently.
Nordic tourism to Portugal is usually measured in airline seats and hotel nights. Magnus & Friends shows a different model: a Swedish operator that owns the customer relationship in Stockholm but delivers the product on the ground in the Oeste, through a Portuguese-registered branch that buys local accommodation, staff and services. Peniche and Baleal draw surfers from across Europe, and Swedish-run camps there turn part of that demand into Nordic-booked business for the region.
Sources: Allabolag (Bolagsverket, SCB and Skatteverket data for org. no. 559099-7259: 2025 accounts, employees, CEO, SNI); magnusandfriends.se (founder story, packages) and Baleal page; Portuguese branch registration (NIF 980595541). Fetched 31 October 2026.
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