Born in Norrkoping, Sweden, Carl-Axel Surtevall grew up in the midst of the textile mills and factories of Fix Trikafabriker AB, his family’s business – famous for producing the best quality children’s wear in Scandinavia. From his father, Carl-Axel learned to appreciate and discern the best quality in fabrics, materials and construction for apparel. He was ahead of his time and throughout his college years sensed an important future in the fitness and wellness lifestyle arena. Acting on his instincts, in 1980, Carl-Axel started is own fitness equipment company, right out of college.

The company quickly established an excellent reputation with its products selling successfully throughout Scandinavia and Northern Europe. As equipment sales took off, the company pioneered one of the first fitness centers dedicated exclusively to women in 1982. While working with women at this fitness center, Carl-Axel realized that women wanted and needed high-performance and high quality activewear with fashionable style. In 1984 he designed, tested with women fitness instructors and launched the first Casall collection made for women, with close attention to her shape, her movements and her style. Since then, Casall has expanded into a "Total Wellness Lifestyle"-brand, now sold in over 18 countries around the world and offers apparel and equipment for training, running, tennis, yoga/pilates and boxing.