Dopaminklubben was born out of growing listener demand for more mental health content—an area traditionally hard to commercialize. The goal was to merge our most popular genre, mental health, with the highest-grossing market category: comedy and entertainment. I took overall responsibility for the entire development process—from concept creation to recording the first demo. Together with the two hosts, I developed the format that is now the foundation of Dopaminklubben.

The format includes a podcast, live shows, a membership club with 1,400 paying members, a merchandise shop, and an active social media presence. My role spanned content planning, topic selection, sound identity, visual branding, PR, and promotion. Since launch, Dopaminklubben has grown to 60,000 loyal monthly listeners and has become Acast’s most commercially successful product. The podcast has sold out live shows with up to 700 attendees per quarter, and has partnered with brands like REMA 1000, Harboe, SAS, and 3.

I was also responsible for sponsor strategy, sales, and securing extensive media exposure through appearances on Go' Morgen Danmark and Aftenshowet, along with feature articles in outlets such as Femina and ALT.dk.