JD
19 mars 2026
He has already made major changes to the team and is moving quickly - what is his first impressions after three months in the business, and will he turn the company into a sales machine?
Erik Lidegran - newly appointed CEO at Timewave & Avista Time
"Working close to both customers and commercial teams, I’ve always been drawn to roles where you contribute to growth and where you can really see the impact of what you build." |
Jonatan: Hi Erik, It is great to have you at the rudder of Timewave and Avista Time!
Can you tell us about your first impression as you met the organization and customers of Timewave & Avista Time?
Erik: Thank you, Jonatan! Of course! I think my first impression was the great foundation we are starting from. A solid company, both in terms of economy and team. Many customers have been with us for a long time, and there’s a high level of trust in both the products and the people behind them. That’s something you can’t take for granted. It was apparent that our team really understands the customers’ day-to-day work and operations. Also, the value that our solutions provide for the customers not only consists of our software but has a lot to do with our understanding of the business, that we are present in the onboarding and that we’re always only one call away when shit hits the fan. To me, that’s what modern b2b nisch SaaS is all about. That’s what will make us remain relevant in the long run, given the new world order within SaaS.
Jonatan: What about Timewave and Avista caught your interest?
Erik: It was really a combination of timing, people, and potential. The company operates in a very interesting niche with clear customer value, and when I got to know the team and the products, I felt there was a strong foundation already in place. At the same time, there’s a lot of untapped potential, both commercially and in how we can continue to evolve the products.
I also felt that this was a role where I could genuinely contribute by bringing focus and growth, without losing what already makes the company strong.
Jonatan: What motivates you right now, and what is the next step for Timewave and Avista Time?
Erik:
Number 1: having the opportunity to build a great team from a good starting point with solid turnover and profit.
We have a clear ambition around growth, quality, and profitability. The next step is really about translating that into concrete execution. Having Clear priorities, strong collaboration across teams, and making sure we focus on the things that truly move the needle.
A big part of that is also becoming even better at serving our existing customers while expanding into new segments.
Jonatan: The company is part of Marathon Software. How does that influence your work as CEO?
Erik:
It’s a big advantage and its is definitely more fun than being on our own! For me as CEO, it means I can focus more on execution and growth, knowing that there’s a strong owner behind us with both competence and a long-term mindset.
From my background in Monterro portfolio companies, I’m used to majority owners and board members who really understand b2b SaaS. Being part of Marathon Software, that could not be more true. It gives us access to experience, structure, and a broader perspective on how to build and scale software companies. Compared to my PE-fund background, the evergreen concept also creates a long-term stability and focus on building a company and value proposition that not only makes sense as a commercial platform, but also connects on the product and technical platform. Those are different things and interesting in their own ways.
I’m 3 months old in this company and I talk to Johan Hazelius (my board chairman and Marathon founder) several times a week, discussing direction and priorities. I have weekly sessions with Chris Tholén, discussing tech and product. With Anna Malmgren I discuss sales operations. We’re in a phase with a lot of changes and where I and the rest of my team really can excel with strong backing from the experience in the Marathon team. Over time, the support will be more focused on long term strategy and execution.
Jonatan: Final question - How do you experience the balance between independence in the subsidiary and the structure that comes with being part of a larger software group such as Marathon Software?
Erik:
Healthy level. We have the independence needed to stay close to our customers and move quickly, which is critical in our market. At the same time, we benefit from structure, governance, and shared learnings from the group.
If you get that balance right, you get the best of both worlds: entrepreneurial speed combined with long-term discipline.
A big thank you to Erik Lidegran for sharing his story and views with us!