Danny Neess

Where it started

I was born and raised in Copenhagen. Spent most of my childhood staying up all night playing Diablo II and StarCraft at a friend's place — competitive by nature, always wanting to be one of the best at whatever I was doing. That drive didn't come from school. It came from games.

No degree, no inheritance. Just a high tolerance for starting over and a habit of going deep on whatever catches my attention.

Family

I consider myself extremely fortunate. My parents split up when I was young, but they always spoke highly of each other and supported whatever I wanted to pursue — even when they probably thought it was unwise. That kind of unconditional support shapes you.

I also have a younger sister I'm extremely proud of. She shares the same pull towards technology and breaking the status quo. It runs in the family.

Beliefs

Early on I knew the conventional route through education and work wasn't for me. I wanted to build a life on my own terms. The first thing I learned along the way is positivity. It took me a few years to start looking at the upside instead of the downside, and that shift is probably the single biggest contributor to where I am today. Stay around positive people as much as you can, and you'll notice your own mindset start to breathe it too.

Outside of that, I'm curious at heart. I love to learn, and I consider myself a student of life in every aspect. It was one of the most important things we looked for when hiring at AvalonKing. Curiosity keeps you young and humble.

Interests

I've always been a fan of football. I played early on, but I was never really good, so it turned into watching instead. I love a bit of adventure too, whether that's travelling or doing things outside my comfort zone. Another one is exotic cars — the admiration of how well-built some of these machines are is nothing short of amazing. Maybe that's why I've grown fond of Formula 1. Driving one someday is a dream of mine.

I read a fair amount, mostly subject literature, and I am fond of movies and good TV shows — Sci-Fi and Adventure top the list. Outside of that I work out 3–4 times a week. The endorphins and the stamina you get from it are among the most underestimated things there are.

AvalonKing

I co-founded AvalonKing, one of the fastest-growing automotive care brands in the world. We liked to think of it as grooming for your vehicle. We started out creating a regular business but found ourselves becoming part of a community and a way of life. We were proud to lead a movement of passionate DIY'ers, whether it being a first-time user or a seasoned individual.

It was the first company I'd been a part of where I could wholeheartedly say I was the happiest I'd ever been, professionally. It's a joy to work with people around you that not only inspire you but also share a common goal and mindset. Along the way, I also understood the significance of removing your ego from leadership.

I exited in 2024.

Startups

After I closed the book on poker, I entered the realm of entrepreneurship. Not because it sounds sexy, but because I love creating and optimizing.

I've only ever been part of startups, most of them bootstrapped. The first was an alcoholic beverage company, which taught me a lot about not mixing friendship with business unless you are really specific with expectations and write them down. Over the next five years I found my niche in online business.

Six companies I co-founded or joined early. Two of them made money. I don't count the rest as failures — they're where the knowledge came from. In 2017 I co-founded a food subscription service with a friend, which turned on the dials for me in terms of seeing the creative side of marketing, and specifically how powerful behavioral marketing is. We were acquired within 8 months, and I moved on to a dropshipping business — which is what eventually led me to the partner I'd go on to build AvalonKing with.