Torsten Jansson, entrepreneur and CEO of New Wave Group, firmly believes that providing constructive activities for youth is crucial to addressing social issues. His commitment to this philosophy is evident in Kosta, a small town traditionally known for glassblowing, which has now become a burgeoning sports hub thanks to his initiatives. Jansson, a former table tennis player himself, has spearheaded the development of Kosta’s table tennis club, resulting in the women’s team competing in the highest league and the men’s team, occasionally featuring table tennis legend Jörgen Persson, playing in the second-highest league. This success, however, is secondary to the program’s primary goal: engaging young people in the sport and providing them with positive role models. Jansson prioritizes broad-based youth programs over elite teams, emphasizing the importance of local involvement and community impact.
The centerpiece of Jansson’s vision is the newly inaugurated Craft Arena, a sprawling 10,000-square-meter, two-story facility that exudes a big-city feel amidst the rural landscape of Kosta. Located amidst the vast forests of Kronoberg County, some 50 kilometers from Växjö, the arena stands in stark contrast to its surroundings, offering a modern and vibrant hub for a variety of sports and activities. The arena, still smelling of fresh paint during the visit, houses facilities for table tennis, bowling, padel, boule, and martial arts, fostering a diverse and inclusive environment for people of all ages. The boule courts, in particular, attract an older demographic, creating a healthy generational mix within the arena.
Jansson’s journey to transforming Kosta began with his recognition of the underlying social problems plaguing the town, including vandalism and crime. Instead of merely addressing the symptoms, he sought to tackle the root cause: a lack of engaging activities for young people. At the time, the only youth-oriented activity was a youth center open for a mere 1.5 hours a week. This spurred Jansson to revitalize the local table tennis club, revive the defunct football team, and establish a martial arts academy. The latter, he notes, has been particularly impactful, with its outreach programs targeting at-risk youth. Recognizing the need for a centralized facility, Jansson conceived the idea of a multi-arena, a ”magnet” that would draw in the community and offer a diverse range of activities.
The Craft Arena, built at a cost exceeding 150 million kronor and financed by Jansson’s private company, is not solely driven by profit. While acknowledging the arena’s initial projected deficit of around eight million kronor, Jansson views it as a long-term investment in the community, anticipating positive economic ripple effects through improved recruitment opportunities, youth retention, and enhanced local businesses. He sees the arena as a tool for “helping oneself,” fostering a sense of community and providing opportunities for personal growth, particularly for young people. This community-centric approach extends beyond sports, with the arena designed to host various events, including business conferences and concerts, illustrating Jansson’s multifaceted approach to community development.
Beyond providing the physical infrastructure, Jansson also emphasizes the importance of mentorship and support. While he acknowledges his personal limitations in terms of coaching time, he generously contributes financially, advocating for a collective effort from the community, including political support for youth sports. He stresses the importance of early intervention and the role of sports in fostering positive social development. The arena’s significance extends beyond the local community, attracting national sporting events. The Swedish Table Tennis Federation’s General Secretary, Thomas Buza, praises the arena as a world-class facility, highlighting its role in hosting events like the U13 European Table Tennis Championships.
The arena’s impact is also evident in the resurgence of local sports teams. Kosta’s table tennis teams, with a focus on developing local talent, have experienced significant success, climbing the ranks of the national leagues and showcasing a commitment to sustainability and long-term growth. The presence of seasoned players like Jörgen Persson and rising stars like Malte Möregårdh, both with close ties to the region, serves as an inspiration for aspiring young athletes. While the prospect of attracting other high-profile players, including Truls Möregårdh, Malte’s younger brother and an Olympic silver medalist, remains a tantalizing possibility, the focus remains firmly on building a robust and sustainable sports program rooted in the local community. Looking ahead, Jansson envisions further expansion, with plans underway for a sporthotel to accommodate youth training camps and expand the reach of the arena’s impact to neighboring communities, further solidifying Kosta’s transformation from a quiet glassblowing town into a vibrant sporting destination.
