Bjorn Borg lamented being ‘screwed’ by his friends in the tennis industries
Björn Borg, one of tennis’s all-time greats, is often remembered for his unparalleled career, which included 11 Grand Slam titles and a 109-week reign as World No. 1. Yet, his post-tennis life has been equally remarkable, marked by triumphs and setbacks, including a painful business failure that took years to recover from. Borg’s candid reflections on his experiences, particularly the betrayal by people he once trusted, offer a deeper look into the resilience that helped him bounce back and eventually find success in a different arena.
The Rise and Fall of Björn Borg Design Group
After Borg’s shock retirement from professional tennis in 1983 at the age of 26, he sought new challenges. With an entrepreneurial spirit, Borg teamed up with businessman Lars Skarke to launch the *Björn Borg Design Group*, a company aimed at selling high-end products like luggage, sportswear, and aftershave. The venture initially seemed promising, as Borg’s fame and marketability as a global sports icon attracted attention.
However, the company soon ran into serious financial trouble. By 1989, the Björn Borg Design Group declared bankruptcy, with heavy losses leading to its collapse. In the wake of this failure, Borg was left
Betrayal and Disappointment
In a 2007 interview with *The Guardian*, Borg spoke openly about the profound disappointment he felt after the business venture faltered. “Money is important, but not that important. The most disappointing thing was that people abused me, you know,” he confessed. “When the business started, I thought these people were my friends. But they were all out to screw me really.”
For Borg, the failure wasn’t just a financial blow—it was a personal one. He had placed his trust in individuals he believed had his best interests at heart, only to be betrayed in the harsh world of business. The experience left him disillusioned, and it took him years to process the betrayal and find a new direction.
The Road to Recovery
Despite the setbacks, Borg’s resilience ultimately saw him rebuild his life. In the years following the bankruptcy, he spent time trying different ventures, some of which were unsuccessful. Yet, as he reflected in his interview, it took years of exploration and self-discovery before he could find inner peace and a clear purpose.
“It took many years to find peace with myself and to find what I really wanted to do,” Borg shared. “I had a lot of choice, a lot of opportunities. I tried lots of things, some good, some bad. It has taken me this many years to get to where I want to be.”
The process of recovery was not just about overcoming business failure—it was about learning what truly mattered. Borg’s reflection on the importance of friendship, trust, and personal growth illustrated how his journey transcended the world of sports and business into a broader quest for fulfillment.
A New Beginning: The Björn Borg Fashion Label
In the years following the bankruptcy, Borg found success again in the world of fashion. His Björn Borg brand, originally launched in the early ’90s, evolved into a major player in Sweden’s clothing industry. The brand’s underwear line, in particular, became incredibly successful and was soon recognized as one of the top fashion labels in Sweden, second only to Calvin Klein.
Borg expressed immense pride in the company’s resurgence, noting its expansion into 10 different countries across Europe. “We are now doing unbelievably well. New designers, new managers. We are on the stock market in Sweden, in 10 different territories in Europe, and the business is huge,” he said, highlighting the remarkable turnaround.
Legacy Beyond Tennis
Borg’s story is one of both professional and personal evolution. After retiring from tennis, he faced challenges that no Grand Slam victory could have prepared him for. Yet, like on the tennis court, Borg displayed resilience in the face of adversity. His ability to rebound after betrayal, find peace with himself, and build a successful brand from the ashes of failure speaks to his strength of character.
Today, Björn Borg’s legacy extends beyond tennis. His brand continues to thrive, and his story serves as a reminder that success is not just about winning—it’s about how one handles defeat, learns from it, and perseveres toward new opportunities.
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