We are excited to welcome Alex Ehrnrooth as our newest member to the Weinert Applied Ventures in Entrepreneurship (WAVE) Advisory Board.
As the president and CEO of Virala Corporation, a family business and a parent company that oversees popular brands such as Fiskars — known worldwide for their iconic scissors, Alex brings decades of experience and a wealth of knowledge in entrepreneurship, innovation, and global business leadership.
Alex’s connection to Wisconsin is both personal and professional. Originally from Helsinki, Finland, Alex’s academic journey took him across the globe to UW-Madison where he earned his Master of Business Administration (MBA) in Entrepreneurship in 2000. During his time at UW-Madison, Alex began the foundation for a successful career within his family business.
After completing his studies, Alex returned to Finland and took on leadership roles in the family investment company. He notes that life is always busy with constant changes as he oversees boards and diverse product portfolios, experiencing firsthand the challenges and rewards that come with building and growing a business. “Business never sleeps,” Alex shares. “It’s a quote I made 20 years ago and that’s a little bit factual as well. especially if you are an entrepreneur – you have created something. You have a very curious mind. You want to stay on top of things. It’s really a 365, 24 hours a day, 7 seven days a week role… It’s always present in your life and that’s what differs entrepreneurship maybe from a conventional type of job.”
For Alex, entrepreneurship is more than just a career; it is a lifestyle. His commitment to innovation and his work ethic are what fuels his success. He encourages students, aspiring entrepreneurs, to see challenges not as obstacles but as opportunities of growth. You have to be an optimist to be an entrepreneur,” Alex says. “You can’t be a pessimist. Challenges will always be overcome by hard work and new innovation. It doesn’t matter which field. You always have to develop and take challenges as opportunities.”
Alex’s connection to the University of Wisconsin runs deep. His time at UW-Madison has helped shape him into who he is today and he is passionate about giving back to the next generation. He reflects, “There’s a lot of things I miss about the University. Every year has its meaning. Then you move on and you cherish those great memories and you try to give back. And that’s why I also obviously accepted the Advisory Board position because I hope I can kind of contribute and bring back and keep the Wisconsin flag wherever I go.”
One of the most special aspects of Alex’s return to UW-Madison is his family’s connection to the university. His daughter has recently started attending UW-Madison, and Alex could not be more proud to see another Badger in the family. Even from across the globe, Alex’s loyalty to Wisconsin runs strong.
We are honored and thrilled to have Alex on the WAVE Advisory Board!
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