WePlayAgain got an investment in Løvens Hule
In the spring of 2026, WePlayAgain was featured on Løvens Hule on DR. The investors received our concept very well, and Morten Larsen chose to invest in us. Morten has extensive knowledge of scaling and internationalizing e-commerce and sales via marketplaces, which is why we felt it was a perfect match
For us, it was confirmation that what we have built over the past few years - Denmark's leading dealer of used golf equipment - has potential that extends far beyond Denmark's borders.
Morten Larsen
Founder of Hungry.dk · Former CEO at Just Eat & CEO at Miinto Group
Morten Larsen is an entrepreneur, investor, and one of the lions on Løvens Hule on DR. He has worked with online marketplaces for over 25 years.
In 2012, he founded the takeaway platform Hungry.dk, which he sold to Delivery Hero in 2021 for a three-digit million amount. Before that, he was among other things CEO at Just Eat and CEO at Miinto Group.
On Løvens Hule, Morten focuses on companies with strong digital business models and international potential.
For me, the investment in WePlayAgain is about a strong founder team, a clear and scalable concept, and a business where operations are under control and there is a clear focus on the circular economy
With Morten on board, we not only get capital - we get an experienced sparring partner and access to a network that can support our team and accelerate our growth.
WePlayAgain on Løvens Hule on DR
Løvens Hule is DR's popular entrepreneurship program, where aspiring entrepreneurs pitch their business before a panel of experienced investors.
WePlayAgain is Denmark's leading dealer of used golf equipment. We buy, quality-check, and sell used golf equipment from brands such as Titleist, TaylorMade, Callaway, Ping and Mizuno – with a 2-year warranty and 14-day trial period. We have a physical showroom in Hasselager and a webshop that delivers throughout Europe.
Our trade-in program makes it possible for golfers to trade in their old equipment for new equipment at golf stores all over Denmark. We collaborate with golf clubs, pro shops, dealers, and suppliers to make used golf equipment a natural first choice.
