Introduction
In Sweden’s vibrant landscape of influencers and entrepreneurs, Hugo Rosas—known online as @huggson—has carved out a reputation that seamlessly merges authenticity, business acumen, and an unwavering commitment to health and wellness. With over 75,000 Instagram followers and a growing list of business ventures, Rosas has evolved from a reality TV contestant into a respected entrepreneur, fitness advocate, and devoted family man.
Early Fame: A Reality TV Beginning
Hugo Rosas first stepped into the limelight through the Swedish reality TV scene. He gained public attention on the high-energy game show Wipeout, filmed in Argentina. While the show was meant to be lighthearted entertainment, it sparked a pivotal moment in Rosas’s life—he met Paula Uribe, who would later become his partner and the mother of his two daughters, Molly-Elise and Leonore.
Rather than chasing continued fame through reality television, Hugo took a different path—leveraging his growing visibility to build a lasting personal brand rooted in health, authenticity, and entrepreneurship.
Fitness First: The Superkroppen Philosophy
Fitness has been at the core of Hugo’s life for over a decade. A dedicated CrossFit athlete, he embodies the principles of functional training, discipline, and mental resilience. His passion for fitness culminated in the release of his book, Superkroppen (Super Body), where he breaks down his approach to achieving a healthier lifestyle without gimmicks.
Unlike many influencers in the wellness space, Rosas’s philosophy isn’t about chasing perfection—it’s about balance, commitment, and building routines that can sustain a lifetime of energy and purpose. His online content consistently reflects this message, mixing intense workout clips with family moments and real-life struggles.
The Business Side: Cleandrink and Beyond
In 2015, Hugo co-founded Cleandrink with his brother Sebastian Kvissberg. Starting with a mission to deliver high-performance, vegan-friendly energy beverages made in the Nordics, Cleandrink quickly gained traction among health-conscious consumers.
By 2018, the brand was stocked in convenience chains like 7-Eleven and Pressbyrån. Through strategic influencer partnerships, savvy branding, and Hugo’s own following, Cleandrink became a staple for fitness buffs, students, and professionals alike.
Hugo didn’t stop there. He expanded his brand portfolio with:
- CleanSavd: A natural snus alternative catering to the growing demand for healthier lifestyle products.
- Lowly Seltzer: A low-calorie alcoholic seltzer brand aligning with the “better-for-you” alcohol trend.
Together, these ventures reflect Rosas’s ability to stay ahead of market trends and create products that resonate with real needs—particularly among a younger demographic that values both flavor and function.
A Digital Identity Built on Trust
Unlike some influencers whose online personas feel curated or distant, Hugo’s Instagram feed (@huggson) feels more like a daily journal. Posts range from CrossFit competitions and business updates to quiet mornings with his daughters and unfiltered reflections on personal growth.
This transparency is perhaps what sets him apart. His followers don’t just engage with a brand—they connect with a human being who shows vulnerability, ambition, and the ever-evolving journey of fatherhood and self-development.
Rosas often uses his platform to champion causes like mental health, men’s emotional openness, and responsible parenting. His evolving identity has helped shift perceptions—showing that masculinity and mindfulness can coexist, and that business success doesn’t have to come at the cost of personal authenticity.
The Power of Partnership: Paula and the Family Brand
Hugo and Paula Rosas (née Uribe) have become one of Sweden’s most recognized social media couples. Their partnership—both romantic and professional—has given followers an inside look into modern family life, entrepreneurship, and the ups and downs of long-term commitment.
Together, they’ve hosted podcasts, co-created content, and shared parenting insights that resonate with families across the country. Their daughters, Molly and Leonore, are frequently featured in family-friendly moments, highlighting the joys and chaos of raising children in the digital age.
Their candid approach—sharing both highlight reels and hard conversations—has been refreshing in a social media landscape often defined by perfection.
Looking Ahead: What’s Next for Huggson?
At 35, Hugo Rosas shows no signs of slowing down. He’s currently exploring new product lines within the wellness space, including supplements tailored for functional fitness and mental clarity.
He’s also expressed interest in sustainability initiatives—particularly in how health products can be made more environmentally responsible without compromising on quality.
And while business will always be part of his journey, Rosas is clear about his top priority: family. As he once posted, “Success is great—but being present for your kids is the real legacy.”
Conclusion
Hugo Rosas is more than a fitness influencer or savvy entrepreneur—he’s a cultural voice for a new generation of men who value health, presence, and purpose. His journey from reality TV to boardrooms, barbells, and bedtime stories offers a blueprint for authenticity in the digital age.
By staying true to his values, adapting to trends without losing himself, and sharing his life with humility and heart, Rosas proves that real influence starts with being real.
