Rebranding and Leadership Shifts at Martha-Louise AS
Princess Märtha Louise’s company, previously known as Heartsmart AS, has undergone a significant rebranding, now operating under the name Martha-Louise AS. The transformation, disclosed in Brønnøysundsregisteret, reflects a strategic pivot toward aligning the business with the princess’s activities and expanding its scope beyond podcasting. Carina Scheele Carlsen, Märtha Louise’s long-time manager, has assumed the role of chairperson, signaling a shift in leadership dynamics.
Exit of Key Collaborators
Lilli Bendriss and Mari Manzetti, who co-founded the podcast “Heartsmart Conversations” with Märtha Louise, have stepped down from the company’s board. According to Manzetti, the decision was driven by the challenges of balancing multiple projects. “Lilli and I have overstepped our time to work together on joint ventures,” she stated, emphasizing that the transition was amicable. Both women have transferred their shares to Märtha Louise, who remains a sitting board member.
The Fate of “Heartsmart Conversations”
The podcast, which debuted in 2023 with episodes on love, spirituality, and personal growth, has not released new content since December 2024. Bendriss previously indicated the show would return in 2026, but no updates have been provided. Manzetti confirmed the project remains on hold, citing “difficulty finding time for collaborative work.” The podcast’s financial model, which reportedly cost nearly 8,000 kroner per episode, has also raised questions about its sustainability. “It was a self-funded heart project,” Carlsen noted, highlighting the focus on messaging over profit.
Expanded Business Horizons
The rebranded company now operates under a broader mandate, encompassing courses, public speaking, event organization, and media production. Its new headquarters in Hvitsten and revised bylaws reflect this diversification. Carlsen explained the changes as part of an omorganisering to better support Märtha Louise’s initiatives.
Industry Insights and Future Outlook
Frequently Asked Questions
What happened to the Heartsmart podcast?
The podcast “Heartsmart Conversations” has been on hold since December 2024, with no new episodes announced. Lilli Bendriss and Mari Manzetti, co-creators of the show, have left the company’s board, though they remain close friends. The project’s future remains uncertain, with no official timeline for a comeback.
Why did the company change its name?
The rebranding to Martha-Louise AS aims to better align the company with Princess Märtha Louise’s activities and expand its focus beyond podcasting. The change, disclosed in Brønnøysundsregisteret, reflects a strategic shift toward broader ventures, including courses, events, and media production.
Will the company continue to produce content?
While no new podcast episodes have been announced, the company’s expanded mandate includes courses, public speaking, and event organization. Carina Scheele Carlsen emphasized that the reorganization is designed to support Märtha Louise’s evolving projects, though specific plans remain undisclosed.
Did you know? The “Heartsmart Conversations” podcast reportedly cost nearly 8,000 kroner per episode to produce, according to Lilli Bendriss. This highlights the financial challenges of maintaining a self-funded creative project.
Pro tip: Public figures often rebrand to reflect personal growth or shifting priorities. Märtha Louise’s move underscores the importance of aligning business strategies with individual goals in the ever-evolving media landscape.
As the company navigates this transition, its success will depend on how effectively it balances personal branding with sustainable business practices. For now, the focus remains on adapting to new opportunities while maintaining the core values that defined its early ventures.
Explore more: Read about Princess Märtha Louise’s latest initiatives | Learn how other public figures manage their brands
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