We are Holdbar. We make experiences better.

A one-stop-shop to grow your experience business and transform your passion into profit.

Holdbar is a B2B SaaS startup founded by two experienced tech founders, Lasse Kjær (CEO) and Lars Rasmussen (CTO), with more than 10 years of experience from the tourism and hospitality industry and backed by renowned investors.

We want to help experience hosts grow their businesses with a better digital foundation.

Our values



We want to operate with best-in-class execution and iteration. We want to see our ideas and ambitions flourish in real life. We have a strong bias toward action - towards making things happen - at all times.



Holdbar is founded by experienced founders who want to create an amazing product and thus an amazing, strong, fast-growing company. We are in it to make the most of it, and are a team of people who are equally passionate and ambitious.



We make our ambitious compatible with our private lives, through a lot of freedom, flexibility and trust. We want everyone on the team to tailor their work day towards both output and happiness.

Meet the founders

Lasse Kjær, founder of Holdbar

Lasse Kjær

Chief Executive Officer

With more than 10 years in the experience industry, Lasse Kjær founded Holdbar in December 2022 alongside Lars Daniel Blom Rasmussen. Lasse is the founder and previous CEO of Truestory, the leading experience platform in Scandinavia.

He started Truestory at 22 years old and grew the company into a sustainable brand with the business more than doubling since 2019. In 2022, more than 120,000 guests went on experiences through Truestory with an average review rate of 4.8/5.

Now, Lasse has taken his knowledge of and passion for the experience industry into a new startup with a vision of building the best software for experience hosts and tour operators.

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Lars Daniel Blom Rasmussen, founder of Holdbar

Lars Daniel Blom Rasmussen

Chief Technology Officer

Lars Daniel Blom Rasmussen is one of the two founders behind Holdbar. Lars has over 10 years of experience building software within the tour and experience industry at the heart and center of the product.

In 2012, he became the first employee in Truestory, today's leading experience platform in Scandinavia, where he was part of developing the business and products as the CTO.

In December 2022, he started Holdbar alongside Lasse Kjær where he's building a product for the future of experience and tour management. Holdbar is a complete software solution covering all administration, booking, payment, gift and promotional needs for experience hosts and tour operators and Lars is using his background to make the best product yet.

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Want to work with us?

We're always looking for great people. Join our team of talented people.

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