From physiotherapist to CEO

Jane Oslington Strande once asked her boss what it would take to step into his role when he eventually moved on. The answer was simple. Now, she is the CEO of Norway’s largest cinema chain. 

"It’s going to get quite busy here soon." 

Standing alone in auditorium 1 at the renowned Colosseum Cinema in Oslo, you feel small. The ceiling soars 32 metres above, and the room can seat nearly a thousand people. 

Since 1928, this grand hall has entertained Norwegians with films from around the world. The iconic dome has remained Norway’s top cinema for unforgettable movie premieres. 

Jane Oslington Strande has just returned from Barcelona, where she attended one of the world’s largest film industry conferences. 

She’s excited about the slate of major films set to release in the coming months and is confident they will draw audiences to the 21 cinemas she oversees across the country. What fascinates Strande about film is how differently it can be experienced by each person. 

"Film is a fascinating medium. Two people can watch the same movie at the same time, yet come away with completely different understandings, impressions, interpretations, and emotions about what you’ve seen," she says. 

Not as Big a Leap as People Think

Since January 2024,Strande has been the CEO of Nordisk Film Kino—a job she couldn’t have imagined just a year ago, given her background as a physiotherapist with years of experience in the field.

Before becoming a cinema director, Strande helped establish the fitness chain Fresh Fitness, where she worked for 13 years. 

Strande often gets asked how she transitioned from being a physiotherapist to the top job at Norway’s largest cinema chain. "People are fascinated by what they see as a major leap between roles and industries," she says. 

At first glance, it seems completely different—two entirely separate worlds. But if you think about it, it’s about building an organisation, working with people, and getting everyone moving in the right direction. 

"It’s about people—both employees and customers. You need to find the right solutions and figure out how to develop and deliver excellent products and services. That’s universal, whether you’re running a fitness centre or a cinema," Strande says. 

Jane Oslington Strande explains that cinema is about giving people a break and creating positive experiences in their daily lives. For Nordisk Film Kino, the biggest competitor is the sofa at home, and the company is constantly working to improve its offerings to attract audiences.

A narrow path 

In 2014, the former physiotherapist approached the CEO of Fresh Fitness and asked what it would take to one day step into his role. The answer was: more knowledge of finance. "At that point, there was only one thing to do," Strande says. 

In 2015, she enrolled in an Executive MBA at BI Norwegian Business School, completing the degree while working full-time and during pregnancy. It was a hectic time, but according to the new CEO, it was worth it. 

"When you have a bachelor’s in physiotherapy on your CV, you’re likely to be seen as irrelevant for certain roles. By pursuing an Executive MBA, I gained the education and broad experience that made me a contender for the positions I wanted." 

Jane Oslington Strande is passionate about creating fantastic guest experiences and driven by building an organisation capable of delivering that.

Standing out from the crowd 

Strande stood out. No one else on the course had a similar background, but that didn’t bother her—in fact, it became her strength. 

Strande says she learned almost as much from her fellow students as from the programme itself. Most of her classmates came from finance and business backgrounds, and it was invaluable to connect with and learn from them. 

"I made friends and built a lifelong network, something I never would have experienced otherwise."

She is certain she wouldn’t be where she is today without having pursued a master’s degree later in life. 

"The degree I earned at BI opened doors for me and gave me credentials that are valuable across industries and sectors. Those doors would have remained closed without that education," Strande says. 

In 2010, Jane Oslington Strande helped launch Norway’s first low-cost fitness chain, Fresh Fitness. Building an organisation from scratch with engaged employees was something Strande thrived on. Now, she’s doing the same at Nordisk Film Kino.

A ‘coming full circle’ moment 

The former physiotherapist applied for the position of CEO at Nordisk Film Kino and won it after competing against 71 other applicants, going through eight rounds of interviews, personality tests, and case tasks. 

When she got the job, Strande asked what had made the difference. The answer from her new boss was "leadership philosophy." 

"For me, it was a ‘coming full circle’ moment. I’m passionate about good leadership, which includes understanding the numbers, but at the end of the day, it’s about people and how to get them working towards the same goals," Strande concludes.