The good agent offers 360-degree service

I had no doubt when I heard about the vision for People In Sport

I have had some mixed experiences with agents in my active career, and when Mads Winther and Michael Stensgaard told me about their vision for People in Sport, I had no doubt that the agent job was one I would gladly take on. Their focus on being there for the players every step of the way appealed to me. With us, it is of course also about running a business, but because we work according to a mission, "your ambition our dedication", we will always have a 360-degree focus on the individual player and offer agent work beyond what you can get elsewhere. Our ambition is always to give players the best possible advice on all levels," says Casper Grønn.

"The whole development part we focus on, with a detailed career plan, shared goals and respect for the individual, means that we never make decisions based on finances alone, just as our clients know they can get help with everything in their career with respect for who they are.

Ongoing dialog about the goals and how we can get where we want to go is also a great joy in the job, because we can often see the plans succeed."

What does the "good agent" offer?

"The good agent has a massive, solid network both nationally and internationally and must always offer an individual, 360-degree service. The agent must also know when to bring in other expertise. This could be legal advice, coaching, tax advice or anything else where the good agent knows when their own expertise is not enough. The individual player needs to perform on the pitch, and the good agent gives the player peace of mind while he/she takes care of everything else, whether you are a young talent on the verge of a career or in the final days of your career.

The individual player's needs are always different, and for me it is a success when we succeed in being involved from the start of a career and can continuously meet the goals set for the individual - whether it is at a Danish or international level," says Casper Grønn.

"Of course, every player has a responsibility to do what it takes on the pitch for us to realize our dreams. And that also means that the player must be able to focus on performing athletically, while feeling that everything else is under control from the agent's side. As agents, we can often see things from the top and are not driven by emotions as a player often is. In professional football, you are constantly judged on your last performance, and the good agent is someone who, despite any setbacks on the pitch, can see the player's potential from above and take action where it makes career sense.

This could be in conversations with a coach, a sporting director or in the boardroom with the decision-makers at each club. Today, there are many more talented players than there is room for in the clubs, so by optimizing the individual player's opportunities to showcase themselves on the field, the good agent also increases the likelihood of success," says Casper Grønn.

How do you offer your service to new players?

"When I'm in a dialog with a potential future client, the most important thing for me is that we immediately align expectations. I have to get to know the person so well that I can advise the player in the best possible way on a personal and trusting level. It's also about informing the parents, who are often involved, in an honest and straightforward way about the world their child is about to enter.

Both the player and the environment can trust that I want the best for the player with professional advice and competent analysis of options.

Together we need to set the bar for the level we are aiming for and then create a sustainable plan to get there. Parents are often the young people's number one confidant, and as an agent, I have to show that both the player and the environment can trust that I have the player's best interests at heart with professional advice and competent analysis of opportunities.

Some parents see it as a relief that the player is getting professional help because they often don't know much about the industry themselves. Others want to be involved every step of the way, and the good agent naturally makes room for this, so that both a client and their family are involved all the way," says Casper Grønn.

An agent is always the player's representative, but often good agents are also contacted by clubs when they are looking for anything from a right back to a new coach. This happens because clubs know that the best companies have a great knowledge of what's on the market and can often be the link that makes the right contact.

Our creative take on players

"Of course, we also have clubs who contact us with requests for our creative offers for players. It's not always the case that we have the right player in our stable, and professional honesty is key here. We shouldn't try to sell a club a player if we don't believe they are the right one, just to make money. Therefore, we need to draw on our network and introduce the partners to each other so that the right candidates are found. F

For us, it's really about being trustworthy and creative so that both clubs and players know that we work for the good of both parties," says Casper Grønn.

Casper has a degree in Business Administration (HHX) and economics and statistics, in addition, Casper is a trained freight forwarder and has in the years before joining People in Sport worked as a salesman for a large Danish freight forwarding company. Casper Grønn possesses excellent skills in national and international communication and negotiation. Casper's work philosophy is that "you should never settle". If you have something to strive for, you should never be satisfied on the way to the goal.