Jonas Bjorkman has a strong personal brand. For many years (pro since 1990) he has been one of Sweden's most successful tennis players, both in singles and doubles and in terms of his sporting achievements and financial. Jonas has chosen his own road that he believed in and has made himself known as a likeable, open-hearted ambassador for Swedish tennis and an entertainer both on and off the court. He is happy to discuss mentorship, coaching, mental advice, training methods, the role of sport in society and what different sports can learn from each other - for example, normal tennis in comparison to wheelchair tennis.