What's Up Åre

About What's Up Åre

Welcome to What’s Up Åre, the video podcast that offers a 360-degree view of life in our beloved Scandinavian mountain town. We’re convinced that everyone here has a story worth sharing, whether they’ve spent their whole life in Åre or just recently found their way here. Each week, your hosts, Val Cook and Tim Boffe, invite you into their cozy studio for relaxed, authentic conversations that cover everything from bold entrepreneurial ventures and outdoor adventures to heartfelt personal stories. A new episode launches every Wednesday, so be sure to tune in and join us!

Publisher

What's Up Åre

Category

society & culture

Language

en

Explicit

No

First episode

18 Nov 2024

Latest episode

30 Apr 2025

Latest episodes

22 episodes in the feed.

1. 

   30 Apr 2025

   Jon (Spijon) Reinklou: AI Startup, DJ Booths, and a Passport Full of Curiosity

   Jon (Spijon) Reinklou grew up in the small village of Föllinge with parents who believed anything was possible—and he took that to heart. In this episode of What’s up Åre, Jon shares the journey that took him from selling lottery tickets at age 13 to building AI software with one of Asia’s biggest tech consortiums. He’s traveled to 61 countries, played packed DJ sets in Åre, and somehow still finds time to chase new ideas and passions. We talk about growing up in Jämtland, building businesses, facing setbacks, staying grounded, and why Jon thinks curiosity is his greatest asset as a Swedish tech entrepreneur. You’ll also hear how he keeps his energy high, navigates life in the mountains, and embraces contrast in everything he does. Whether you're into tech, travel, music, entrepreneurship, or just good stories—this one’s a ride. “I started working when I was 13. I sold lottery tickets and stuff.” “People probably think I’m crazy, but I spend 2700 SEK a month on AI tools.” “I’ve traveled to 61 countries. It gives me perspective.” “At some point, I just said—I’m going to stop caring what people think.” — Jon Reinklou (00:00:00) Intro and Snowy Beginnings (00:05:30) Growing Up in Föllinge (00:12:10) Work Ethic, Early Hustles, and Belief Systems (00:20:40) Traveling to 61 Countries and Finding Perspective (00:28:20) DJing in Åre and Creative Expression (00:36:00) Building AI Businesses and Big Tech Deals (00:44:10) Balance, Resets, and Staying Grounded (00:51:50) Mindset, Community, and Embracing Change (00:59:00) Why Curiosity Is the Best Strategy Jon Reinklou: @reinklou (https://www.instagram.com/reinklou) Creative Director: Viktor Ohlin @allinvision.jpg (https://www.instagram.com/allinvision.jpg) Hosts: Val Cook and Tim Boffe @thenomadsfamily (https://www.instagram.com/thenomadsfamily) Interior Design by Theolin Interior Design (https://www.instagram.com/theolininteriordesign) This episode is available on YouTube (https://www.youtube.com/@whatsupare) and YouTube Music (https://music.youtube.com/playlist?list=PLwi-YWVMTUIOgc-Vb_0wmpU_MEHM8tk7d) Subscribe, rate, and share it with someone curious, creative, or always chasing their next idea. And hey—what would you build with unlimited curiosity?

2. 

   23 Apr 2025

   Michaela Boson: Big-City Dining, Pink Vibes, and the Heart Behind Mrs. Maggie

   Michaela Boson spent years working in high-end restaurants in Stockholm—but it wasn’t until she moved to Duved that she found the space to create something truly her own. In this episode of What’s up Åre, Michaela shares her journey from polished kitchens to cozy chaos, where everything revolves around human connection, heart, and making people feel welcome. She talks about how she ended up running Mrs. Maggie, the cozy restaurant in Duved, after jumping into an opportunity that just felt right. We dive into her bold shift from fine dining to heartfelt hosting, raising a family in the mountains, and how attending a unique culinary school shaped her creative mindset early on. Michaela also reflects on the adventure of working in the Alps in her early twenties—an experience that sparked her love for hospitality and mountain life long before Åre came into the picture. She opens up about seasonal life in Åre, the chaos of parenting while running a business, and the joy of creating a space where people can feel at home—pink car and all. Whether you're a dreamer, a foodie, or someone who's ever taken a leap without a plan—this episode will leave you smiling. “I worked in really fancy places... and then we moved here and I didn’t want to do anything fancy at all.” “It wasn’t a plan. We just jumped on the idea. It felt right.” “People come in, and you just want them to feel like home.” “And yes—my car is pink. Obviously.” — Michaela Boson (00:00:00) Intro and Colorful First Impressions (00:04:50) Spontaneity, Style, and Starting Fresh (00:11:20) From Stockholm Fine Dining to Life in Duved (00:19:10) The Birth of Mrs. Maggie (00:27:00) Pink Cars, Breaking Norms, and Owning It (00:35:40) Work Ethic, Family Life, and the Joy of Chaos (00:42:30) Food, People, and Hosting with Heart (00:50:10) Seasons, Energy, and Finding Freedom (00:56:50) Letting Go of Fancy and Embracing Flow Mrs Maggie Duved: @mrsmaggieduved (https://www.instagram.com/mrsmaggieduved) Michaela Boson: @michaelaboson (https://www.instagram.com/michaelaboson) Creative Director: Viktor Ohlin @allinvision.jpg (https://www.instagram.com/allinvision.jpg) Hosts: Val Cook and Tim Boffe @thenomadsfamily (https://www.instagram.com/thenomadsfamily) Interior Design by Theolin Interior Design (https://www.instagram.com/theolininteriordesign) This episode is available on YouTube (https://www.youtube.com/@whatsupare) and YouTube Music (https://music.youtube.com/playlist?list=PLwi-YWVMTUIOgc-Vb_0wmpU_MEHM8tk7d) Subscribe, rate, and share it with someone who’s ever dreamed of switching things up, starting fresh, or opening a place that feels like home. We’d love to hear your story too.

3. 

   16 Apr 2025

   Joel Söderström: Motocross Beginnings, Snowboarding Soul, and Klättermusen Vision

   Joel Söderström grew up with motocross, found identity in snowboarding, and now blends his passions into storytelling and community-building. In this episode of What’s up Åre, Joel talks about growing up as the youngest in a blended family, how motocross helped shape his drive, and why snowboarding became more than just a sport—it became his creative and emotional outlet. We explore how Joel ended up working with the iconic outdoor brand Klättermusen, how he started the “Snowboardpodden”, and what he sees as the future of snow culture and outdoor fashion. From splitboarding through powder days to designing functional clothing and cultivating conversations around snowboarding—Joel offers a grounded, funny, and insightful take on what it means to carve out a life in the mountains. Whether you love deep snow, thoughtful gear, or real stories from mountain locals—this episode hits home. “Snowboarding became something I could just identify with. It was home.” “My dad was technically better. I just had to jump over him to get ahead.” “We had Daniel on the podcast.” “At Klättermusen, we’re designing for real functionality. It's not just looks.” — Joel Söderström (00:00:00) Intro and First Impressions (00:05:10) Joel’s Accent, American Movies, and Big Sisters (00:10:40) Motocross Roots and Racing with Dad (00:18:30) Discovering Snowboarding and Finding Identity (00:25:10) The Move to Åre and Learning the Culture (00:32:00) Creating the Snowboardpodden (00:39:50) Working at Klättermusen: Function Meets Style (00:47:00) Splitboarding, Sustainability, and Slow Fashion (00:55:30) Community, Culture, and the Soul of Snowboarding (01:02:10) Reflections on Parenthood, Tech, and the Next Generation Joel Söderström: @joel_soderstrom (https://www.instagram.com/joel_soderstrom) Snowboardpodden: @snowboardpodden (https://www.instagram.com/snowboardpodden) Creative Director: Viktor Ohlin @allinvision.jpg (https://www.instagram.com/allinvision.jpg) Hosts: Val Cook and Tim Boffe @thenomadsfamily (https://www.instagram.com/thenomadsfamily) Interior Design by Theolin Interior Design (https://www.instagram.com/theolininteriordesign) This episode is available on YouTube (https://www.youtube.com/@whatsupare) and YouTube Music (https://music.youtube.com/playlist?list=PLwi-YWVMTUIOgc-Vb_0wmpU_MEHM8tk7d) Subscribe, rate, and share it with your favorite snow nerd, gearhead, or mountain-loving friend. Ever created something from a passion? Built community in unexpected places? We’d love to hear your story. 🎿 Huge thanks to Skisport Åre (https://www.skisport.nu/) for sponsoring this episode!

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

21,295

Score snapshot 15 Sept 2025

Podcast Authority Score: 64 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

78

Social presence

94

YouTube

76

Engagement

0

Contact What's Up Åre

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.