About Goalunit

We started Goalunit because we saw that Swedish football clubs could win more than they did. We pulled publicly available data to understand why some leagues and clubs won more for every euro they spent, while others won less, and took what we found to Svensk Elitfotboll (Swedish Professional Leagues). They started Project 500 in 2021, and Goalunit grew out of it.

The project's job was to help Allsvenskan and Superettan clubs outperform their budgets by building squad structures that raise transfer revenue. Back then the clubs sold players for about SEK 300 million a year between them. This year it is close to SEK 2 billion.

What we learned along the way is that a club is rarely made by one signing. It develops through a clear strategy, and through how squad structure and transfers add up over several seasons. Most clubs want to work like that. Few have the data or the time to build it themselves.

So we made the tools from that project into a platform any club can use. More than 110 clubs use it today, including almost every Swedish professional club in men's and women's football.

Caesar Gezelius came from finance and strategy roles outside football. Lukas Stenius is a statistician and economist who ran his own pricing-strategy company. We are based in Stockholm.