Justface ApS gets new acting CEO as of 12 June 2025 

It is hereby announced that Justface ApS’ current CEO, Pernille Simmelkiær Larsen, has chosen to resign from her position. The Board of Directors fully understands the decision and thanks Pernille Simmelkiær Larsen for her great efforts in developing Justface into the company it is today. Pernille Simmelkiær Larsen will continue as co-owner and board member of Justface Holding ApS.

Jesper K. Pedersen has been appointed as acting CEO by a unanimous board of directors. Jesper K. Pedersen has been Director of Operations & Security at Justface since April 2025, where he has been responsible for building and managing the head office in Hedensted. Here, he has ensured efficient operations, including management of sales orders, installations, onboarding and support – with a focus on customer experience and internal structure.

Jesper K. Pedersen has 20 years of experience from Southeast Asia, China and the USA, where he has held leading strategic roles and responsibility for major commercial projects and organizations. Among other things, he has been Head of Security at Pandora, where he led global security operations and was responsible for access control systems and factory security in Asia. In addition, he has experience as a security consultant and holds a military background with eight years of service including special operations and crisis management.

Jesper K. Pedersen will play a central role in ensuring that Justface's products and services meet the highest standards of both physical and digital security. He will work closely with the development team to further develop the security profile across the organization.

Justface is in the middle of an important phase in the company's growth strategy. The first phase was to create a technological foundation based on biometric facial recognition. The second phase included proof of concept, structuring and building the organization, and ensuring compliance. With IP rights in place and a strong position in the fitness market in both Denmark and Europe – with more than 28 million registered check-ins – Justface is now ready for the third phase: scaling towards the B2B market, especially within personnel management and access security.

The market is increasingly demanding innovative solutions that can replace traditional card and code-based systems. Here, Justface is already positioned as one of Europe's leading companies within access control with facial recognition, and the company is in a strong position for further expansion.

The Board of Directors warmly welcomes Jesper K. Pedersen as acting CEO and looks forward to continuing the journey with strong leadership and a clear strategic focus.

CEO, Justface ApS: Jesper K. Pedersen, jep@justface.io, +45 30 50 09 38

Chairman of the Board, Justface Holding ApS: Lars Skou, lsk@r2groupholding.dk, +45 40 19 25 56