Understory

So… the past few weeks? Not too bad. We just raised €12 million to help us build even better, smarter tools for experience creators. And now we’ve been nominated for EY's Entrepreneur Of The Year in the Scaleup category. And yes, we’re humble-bragging a bit (can you blame us?🫶) - but we’re also putting the word out. Because if building better tools for experience businesses sounds like your kind of challenge… let’s talk 🤝 We’re hiring → https://lnkd.in/eifGvEGh  

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐰𝐡𝐲 𝐰𝐞 𝐜𝐫𝐞𝐚𝐭𝐞𝐝 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐨𝐫𝐲 👇 To help experience businesses like Blue Spirit spend more time doing what they love. For Jacob Lassen and Robert Rohwedder, it’s giving people with disabilities the chance to experience the joy of surfing. They belong on the water – not stuck behind a screen buried in admin. Our system handles the admin while helping them grow their bookings.

Understory has raised €12 million in Series A funding 🌱 Behind every guided hike, cooking class, or ceramics course… … there’s a host juggling bookings, calendars, payments, marketing – and still making sure every guest has a great experience. Two years ago, we started building Understory to make that easier. Today, almost 1000 experience businesses run on Understory. A responsibility we don’t take lightly. And now – with the backing of Smedvig Ventures, sequel, People Ventures, firstminute capital, and Seed Capital – we’re building what’s next. This round helps us move faster and build smarter tools for experience creators around the world 🌎 We’re just getting started. Read more about the investment here: https://lnkd.in/dTiK_3gj

Thanks to your old booking system, but we’ll take it from here 👋 Most booking systems are made for restaurants or rentals. Not for running tours, tastings, or workshops. Understory is built exclusively for people working with experiences. Because they deserve a system that understands their challenges, simplifies their workflow, and actually helps them grow. The wait is over – Understory is here.

The future of experiences should include more women ✨ That’s why we created Female Founders Lab. We didn’t build it to scale a product or sell a service. We built it because the experience industry needs more women to lead, create, and build. So we tested a simple idea: ✅ Host an exclusive academy ✅ Keep it practical ✅ Focus on what founders actually need to get started The result? 📍 Every seat filled 💬 Real conversations 🚀 Big momentum Over three hands-on sessions, nine women explored how to build and grow an experience business from big ideas to legal setups to branding on a budget. We were joined by brilliant minds like Monica Matei, Malene Arvin, and Louise Bjerkstad Mortensen, but the real magic came from the group. They shared openly, supported one another, and sparked something powerful. The energy, the honesty, the momentum told us that this isn’t a one-time thing. It’s the start of something bigger. An academy we want to expand to new cities, countries and maybe even online. We’re not just creating a space - we’re a making a movement 🚀 The biggest thank you to our first group of women, who joint us. Watch out for these ladies. They will change the industry 🔥 Elena Tritean, Julie Fischer, Helena Ø. Eskildsen, Helene Kronborg, Kirstine Hedegaard Thomassen, Maja Veis, Mille Marie Berger, Stinna Petersen, Anne Wejrup Andersen

Want to see how a startup actually grows - from the inside out? 🎯 Join us at Understory this fall as our Revenue Operations Intern and help build the systems behind the strategy. We’re looking for a sharp, curious mind who’s equal parts spreadsheet-whiz and growth nerd. If you love thinking in systems, spotting patterns, and turning data into action - this role is your backstage pass to how go-to-market teams run. 🌟 What you’ll do: Work closely with sales, marketing, and leadership Build processes that help us scale smarter Get hands-on with real problems and real impact 📍 Copenhagen, fall 2025: Ideal for a student or recent grad ready to roll up their sleeves. Sound like your kind of challenge? Apply here: https://lnkd.in/gTG4SHBP Help us build what’s next 🚀

𝗦𝘂𝗺𝗺𝗲𝗿’𝘀 𝗰𝗼𝗺𝗶𝗻𝗴. 𝗔𝗻𝗱 𝘀𝗼 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗴𝘂𝗲𝘀𝘁𝘀 - 𝗶𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗿𝗲𝗮𝗱𝘆. We’re seeing a clear trend: guests are booking ahead, not last minute. Recent data from GetYourGuide shows a 94% increase in bookings made more than 16 days in advance. That lines up with what we’re seeing in Understory too - hosts who open up summer dates early are already filling up. Here are 3 quick things you should do today 👇 1. Open up your June-August calendar 2. Add a summer angle to your experiences 3. Don’t be afraid to create urgency - “Final August dates” works for a reason. Small actions, big impact. But only if you do it now.

Cancellation for tomorrow ✨ We have a cancellation for tomorrow for our launch of Female Founders Lab, so this is your chance to secure your spot! Next academy in Aarhus will be next year!

🚀 Only 3 spots left for Female Founders Lab in Aarhus - and if we fill them, we can take this idea even further. More cities. More women. More impact. But it starts here. We created 𝗙𝗲𝗺𝗮𝗹𝗲 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗟𝗮𝗯 because the experience industry needs more women at the table, not just behind the scenes, but leading the way. And we know they’re out there. What we don’t know yet? Is whether this space will work. That’s why these last 3 spots matter. If we fill them, we prove the need. And we build something that can grow. So if you (or someone you know) is: ✨ Starting or running something in tourism or experiences ✨ Hosting, guiding, teaching, sharing ✨ Looking for a real community, not just networking Then this is your sign. 🕐 Early bird pricing ends soon. 🔗 Join us: https://lnkd.in/gPcsn524 Let’s build the kind of space we all wish had existed when we started.

💥 Only 2 spots left 💥 Only 1 in 4 entrepreneurs in Denmark is a woman. Not because of lack of talent, but because of self-doubt, limited networks, and too few relatable role models. At Understory, we believe that needs to change. That’s why we created the 𝗙𝗲𝗺𝗮𝗹𝗲 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗟𝗮𝗯. A hands-on academy for women who want to create, shape, or grow their own retreats, workshops, and experience-based businesses. Over three evenings in Aarhus, we’ll work together through the real challenges of starting and growing: ✅ Getting started and setting up your business ✅ Shaping a clear, standout experience ✅ Branding and marketing on a small budget Each session includes shared activities, a casual dinner, and honest talks from women who’ve been there, and made it work. 💡 The goal? To help more women take the lead in the experience industry - and to make the journey into entrepreneurship more accessible, supportive, and real. There are just 8 spots. The full program costs 649 DKK., or 500 DKK. with early bird pricing until 7th of May. 👉 Learn more and sign up here: https://lnkd.in/gPcsn524 📣 If you know someone who should see this — tag her below or send it her way.