I build technology organisations that perform under pressure. Leading teams, scaling structures, and turning complexity into measurable business results.

Lars Hornbeck

20+ years of experience leading and scaling technology organisations. From startups to international digital agencies. P&L responsibility, board work, and proven execution through growth, transformation, and acquisition.

Education

2013 – 2015

Master's degree

Cand.IT – Digital Innovation and Management

IT University of Copenhagen
2009 – 2013

Bachelor's degree

Health and Nutrition

University College Zealand

Clients and wins

Selected organisations I've worked with or delivered for:

Vejdirektoratet KOMBIT ATP Region Hovedstaden Rudersdal Kommune Professionshøjskolen Absalon TV2 Regionerne Sermitsiaq KNR Landbrugsmedierne Nettolager Fitness World / PureGym Ocean Outdoor Boligsiden.dk Folkekirkens IT Ritzau

AI and side projects

I've been an early adopter of AI-assisted development, rolling out tools like Cursor across development teams and working hands-on with agentic workflows.

I focus on where AI actually creates value – and where it doesn't. Architecture, systems thinking, and decision-making matter more than ever. Writing code is table stakes. Critical thinking is the differentiator.

Two small apps, built as proof of concept:

Get Streakin' app icon

Get Streakin'

Build better habits one streak at a time.

getstreakin.com →
KeepSmilin' app icon

KeepSmilin'

A simple daily smile habit using on-device facial recognition.

keepsmilin.app →

This and that

I'm an endurance athlete, a decisive leader, and driven by clear goals. When I'm not working with teams or organisations, I'm usually training for the next challenge.

Read about my 180-degree career change in Berlingske (paywalled): www.berlingske.dk →

Lightning round

  • 🚴 13× Ironman finisher
  • 🏃 100 km march finisher
  • ⛰️ Mountain cycling addict
  • ☕ Espresso before everything
  • 👨‍👧‍👦 Raising two teenagers (harder than Ironman)
  • 🏔️ Japanese Alps, Nagano – always worth returning to
  • ⛺ Comfortable sleeping in a tent
  • 🚲 Four bikes. Zero regret.
  • 🎧 Part of the Danish hip hop scene before it was cool

Core competencies

Strategic leadership
Digital transformation
Organisational design and change
Budget and P&L responsibility
Performance management
Technology and digital strategy
AI-enabled operations
Stakeholder and client advisory
Cross-border leadership
Talent management
Board governance
Risk management and compliance (ISO 27001/2)
Public tenders (K03 / SKI)
Negotiation and consultancy