• Magnus Scheving

    Producer and Writer of LazyTown
    Entrepreneur/World-Class Athlete

    Magnús Scheving is an athlete, entrepreneur, writer and producer whose infectious creativity and entrepreneurial spirit has lead him to become the CEO and co-founder of LazyTown Entertainment. Promoting fitness and a healthy lifestyle, Scheving and LazyTown Entertainment produce educational books, videos, games, and sporting goods for children and adults alike.

    As creator of the hit show LazyTown, Scheving produces, directs, and stars as “Sportacus,” the character that has made him a household name beloved by both kids and parents for his healthy message.

    A firm believer in living healthy and being active, Scheving has served as an advisor to several national governments, including the US where he worked closely with First Lady Michelle Obama on “Let’s Move!“ the initiative combining strategies with common sense to put children on the path to a healthy future.

    Scheving is also a world-class athlete, twice topping the European championships in aerobics, and earned a silver medal in the Aerobics’ World Championship. He has been voted “Athlete of the Year” in his home country of Iceland, and continues his athletic career today.

    Over the last 20 years, Scheving has worked consistently to promote the philosophy behind LazyTown -- motivating families to make healthier lifestyle choices – and bringing it to fruition, but it hasn’t always been easy. In the early days he worked as a carpenter, gym teacher, gym owner and TV show host while developing his ideas and gathering the information and research that makes LazyTown the success it is today. Broadcast in 170 countries, in over 30 languages, and reaching over 500 million homes, it is inspiring children and families throughout the world to get up, get fit, and live healthy.
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