Esther Duflo
2019 Nobel Laureate in Economic Sciences | MIT Professor & J-PAL Co-Founder | President, Paris School of Economics | Global Authority on Poverty & Evidence-Based Policy
Magnús Scheving
Creator of LazyTown | Two-Time European Gymnastics Champion | Entrepreneur, Author & Global Health Advocate
Few speakers have turned a personal mission into a global movement the way Magnús Scheving has. The Icelandic champion athlete who created LazyTown brought children's health to 170 countries — and has just reclaimed full ownership of the brand to do it again. His keynotes blend elite athletic discipline, entrepreneurial audacity, and genuine showmanship into an experience audiences simply don't forget.
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Magnús Scheving biography
Motivational speaker Magnús Scheving is one of the most unlikely entertainment moguls in the world: a two-time European aerobic gymnastics champion from Borgarnes, a small Icelandic town of just a few thousand people, who built a global children’s health brand from scratch and brought it to screens in over 170 countries. He is the creator, writer, director, and star of LazyTown — the Nickelodeon phenomenon that inspired millions of children worldwide to eat better, move more, and choose health over inertia.
Scheving’s path to global recognition was anything but conventional. In his twenties, a chance bet with a friend pushed him into competitive aerobics, a sport he had never practiced. Within three years, he became a two-time European champion and a World Championship silver and bronze medalist. Named Iceland’s Sportsperson of the Year in 1994, he had already published a children’s book and was traveling the world as a motivational speaker when he noticed a glaring gap: there was no entertainment brand in the world dedicated entirely to children’s health. That observation became LazyTown.
Launched first as an Icelandic stage play in 1996, LazyTown became a Nickelodeon commission by 2003 and premiered to global audiences in 2004. The show — which Scheving wrote, directed, produced, and starred in as the acrobatic hero Sportacus — earned a BAFTA International Children’s Award, two Emmy nominations, and US Telly Awards, while airing in over 170 countries. Its cultural footprint extended far beyond television: Scheving was consulted by Michelle Obama, David Cameron, Chile’s First Lady Cecilia Morel, and former Mexican President Felipe Calderón on childhood obesity, and his work was recognized by the Nordic Council with the Nordic Public Health Prize, by the European Commission, and by the United Nations. The Icelandic President awarded him the country’s Export Award.
Reclaiming LazyTown — A New Chapter
After Turner Broadcasting acquired LazyTown Entertainment in 2011, Scheving continued as CEO. In May 2024, he completed a landmark deal to buy back all of LazyTown’s TV programs, brands, and intellectual property rights from Warner Bros. Discovery through his investment company LZT Holding ehf. — returning full creative and commercial control to its founder. He has publicly stated his intention to bring Sportacus back to television in 170 countries, with the mission unchanged: improve children’s health through world-class entertainment. Alongside this, he has been developing a LazyTown theme park in his hometown of Borgarnes and continues to operate ROK, his acclaimed Reykjavík restaurant.
As a speaker, Magnús Scheving doesn’t just deliver presentations — he performs them. Blending acrobatics, storytelling, and hard-won entrepreneurial wisdom, his keynotes captivate Fortune 500 audiences, corporate leadership teams, and public events with equal force. Whether speaking about building a global brand from nothing, turning health into a cultural movement, or what it takes to outmaneuver giants with sheer creativity, Scheving leaves every audience energized and challenged. Contact Aurum Speakers Bureau to book Magnús Scheving for your next event.
Magnús Scheving Speaking Videos
Magnus Scheving (Lazy Town): "The future is minimalist"
Magnús Scheving - Turning Health into a Game
Magnús Scheving Keynote Topics
Every global brand starts as a single idea. Scheving traces the full arc of LazyTown — from a children's book written in a small Icelandic town to a Nickelodeon hit airing in over 170 countries — revealing the creative decisions, business gambles, and relentless persistence behind one of the most unlikely entertainment success stories in history. A masterclass in brand-building, storytelling, and the power of a clear mission that resonates across cultures.
Using LazyTown's rise as a backdrop, Scheving dismantles popular myths about entrepreneurship and replaces them with the principles he lived firsthand. What truly defines profit? Is there real value in certain failures? How do you build genuine accountability and gender balance into a fast-growing organization? This keynote challenges executives to rethink success, question assumptions, and lead with purpose rather than convention.
A small, passionate team with limited resources can consistently outperform larger, better-funded competitors — if it's built and led the right way. Drawing on his experience growing LazyTown with a lean core team and managing the brand through multinational partnerships, Scheving shares the leadership philosophy that powered his ventures and that organizations from Toyota to Vodafone have called upon to reinvigorate their own teams.
A small, passionate team with limited resources can consistently outperform larger, better-funded competitors — if it's built and led the right way. Drawing on his experience growing LazyTown with a lean core team and managing the brand through multinational partnerships, Scheving shares the leadership philosophy that powered his ventures and that organizations from Toyota to Vodafone have called upon to reinvigorate their own teams.
What does it take to go from zero to global? Scheving reflects on the lessons he accumulated across decades of entrepreneurship — identifying promising ideas versus dead ends, cultivating the right mindset, managing sacrifice and equilibrium, understanding trademarks, mastering sales, and building teams that believe. Honest, specific, and hard to replicate from a book alone, this talk is the counsel Scheving wished he'd had at the start.
With childhood obesity remaining a major global challenge, Scheving brings both urgency and credibility to the conversation. Drawing on his work with nutritionists, psychologists, and public health experts — and on the rare distinction of having advised heads of state and first ladies on this issue — he presents a framework for how organizations, governments, and communities can make healthy living genuinely desirable, not just preached.
Speaker topics
FAQs on Booking Magnús Scheving
Why Magnús Scheving?
Booking Magnús Scheving means bringing one of the most genuinely extraordinary entrepreneurs in the world to your stage. He didn't just build a brand — he built a global health movement, starring in it himself, taking it from an Icelandic children's book to a Nickelodeon hit in 170 countries, winning a BAFTA along the way, and advising world leaders on childhood obesity. And then, decades later, he bought it all back. His keynotes combine the energy of a world-class athlete, the credibility of a serial entrepreneur, and the warmth of someone who has spent his life trying to make the world healthier and more creative. For corporate events, leadership summits, health campaigns, or any audience that needs to be inspired to act, Scheving is an exceptional choice. Contact Aurum Speakers Bureau to check availability.
Did Magnús Scheving buy back LazyTown?
Yes. In May 2024, Scheving reached an agreement with Warner Bros. Discovery through his investment company LZT Holding ehf. to purchase all of LazyTown's TV programs, brands, and intellectual property rights. Turner Broadcasting had originally acquired LazyTown Entertainment in 2011. With full ownership restored, Scheving has stated his intention to bring Sportacus back to television in 170 countries and to continue using the brand as a platform to promote children's health worldwide.
What is Magnús Scheving's athletic background?
Before creating LazyTown, Scheving was a highly decorated competitive athlete. He became a two-time European champion in aerobic gymnastics, as well as a World Championship silver and bronze medalist, and was named Iceland's Sportsperson of the Year in 1994. His athletic career began unusually — as the result of a bet in his twenties, where a friend challenged him to master aerobics from scratch. Within three years, he was a European champion. That discipline and belief in what the human body can achieve formed the philosophical backbone of everything LazyTown became.
What topics does Magnús Scheving cover as a keynote speaker?
Magnús Scheving speaks on entrepreneurship and brand-building, leadership and team performance, children's health and public health advocacy, personal resilience and motivation, and the creative process behind building a global cultural phenomenon. His keynotes are equally suited to corporate leadership summits, healthcare conferences, entrepreneurship forums, and graduation events. Each talk can be tailored to the specific focus of your audience. To book Magnús Scheving for your event, reach out to Aurum Speakers Bureau today.
How to book Magnús Scheving as a keynote speaker?
Aurum Speakers Bureau can help you book Magnús Scheving as a speaker for your next event, conference, or board meeting. Simply fill out our contact form to inquire about Magnús Scheving's availability for a speaking engagement. One of our booking agents will respond to your request immediately and contact the speaker to let them know you want to hire them. We will assist you with obtaining speaking fees, booking information, and confirming availability for Magnús Scheving or any other top keynote speaker or celebrity of your choice.
How much is Magnús Scheving speaking fee?
Magnús Scheving speaking fees are determined by several factors, including the event's date, whether it's a virtual or in-person event, the duration, format, preparation required for their speech, and more. The same applies to the cost to hire any other top expert speakers and celebrities. The Speaker Fee Range listed on our website is simply a guideline and is subject to change without notice. If you would like to hire Magnús Scheving to deliver a keynote speech for your event, please fill out the contact form or email us at info@aurumbureau.com with as much detail as possible. One of our experienced agents will get in touch with you and let you know exactly how much it will cost to book Magnús Scheving.
How can I contact Magnús Scheving?
We only work with Magnús Scheving on paid speaking engagements. Aurum Speakers Bureau can assist you in booking Magnús Scheving and will handle all negotiations, contracts, and logistics associated with having Magnús Scheving speak at your event. We will be your sole point of contact throughout the process. Get in touch with Aurum Speakers Bureau today, and we will reach out to any motivational speaker or celebrity you want to enquire about speaking at your event. If you wish to contact Magnús Scheving for any other reason, we will be unable to assist you as we are not authorized to provide personal contact information.
Can I book Magnús Scheving for a virtual keynote?
Yes, Magnús Scheving is available for virtual keynotes and webinars. To book Magnús Scheving for a virtual event, please complete the contact form or send us an email to inquire about the special fees for virtual engagements.
