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Magnús Scheving

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Magnús Scheving
Magnus Scheving 2 cropped.jpg
Magnús at FRESH 2011
Personal information
Full name Magnús Örn Eyjólfsson Scheving
Alternative name(s)
  • Magnús Scheving
  • Maggi
  • Sportacus
Country represented Iceland
Born (1964-11-10) 10 November 1964 (age 53)
Borgarnes, Iceland
Residence Seltjarnarnes, Iceland
Ragnheiður Melsteð
(m. 1989; div. 2014)

Magnús Örn Eyjólfsson Scheving (born 10 November 1964) is an Icelandic writer, entrepreneur, producer, actor and athlete. He was the creator, director, and star of the children's television show LazyTown, in which he portrayed the character Sportacus.

Childhood and early life[edit]

Magnús Scheving was born on 10 November 1964 to Þorgerður Hjartardóttir and Eyjólfur Magnússon Scheving. He grew up in the small town of Borgarnes in Iceland.[1] At 15 years old he had his first job as a telephone exchange messenger boy for Borgarnes. In his 20s, he made a bet with a friend, Fjölnir Þorgeirsson, that each could master a sport of the other's choosing he knew nothing about in three years. Magnús chose snooker for Fjölnir, and Fjölnir chose aerobics for Magnús. Just as Magnús became a champion in aerobics, Fjölnir became Icelandic champion in snooker.[2][3] He has an older sister and younger brother.

Early career and inspiration[edit]

In 1992, Magnús became the Icelandic Men's Individual Champion in aerobic gymnastics.[4] In 1993, he became the Scandinavian champion, and was the European champion twice in 1994 and 1995. He was voted Athlete of the Year in Iceland in 1994. In addition to his sports career, Magnús became a well-known and sought after public and motivational speaker around the world. He also from 1991-93 hosted his own chat show in Iceland, with a format where parents could come on and ask him questions about how to raise healthy children. In 1991, he published a children's book called Áfram Latibær, the first recorded work in the LazyTown franchise. During this time, he was also running a Carpentry business, which gave him the money to travel the world. He also was a fitness teacher for teenagers at a local school, having earned a degree in sports science at University of Iceland.


In the 1990s, during a career as an extensive public speaker, Magnús noticed an absence in healthy lifestyle role models for children. It was during this period, that he began to compete in aerobic competition both nationally and internationally. In 1991, he published Áfram Latibær, a children's book which explains the importance of a healthy lifestyle. The book was adapted into a stage play of the same name directed by Baltasar Kormákur. The show toured Iceland from 1995-1997 and made LazyTown a household name across the country. It was shown to be immensely popular among children and so, a sequel was written, Glanni Glæpur Í Latabæ, which was the first time Robbie Rotten was introduced, played by Stefán Karl Stefánsson.

LazyTown was commissioned by Nickelodeon in May 2003 and the first episode aired on Nick Jr. on August 16, 2004.

Magnús is the CEO, creator, and co-founder of LazyTown Entertainment. This company produces books, videos, games, and sporting goods to help promote fitness and a healthy lifestyle to children. He is also creator of the show LazyTown (Latibær in Iceland), where he played Sportacus (known as Íþróttaálfurinn in Icelandic) from 1996-2014.

Scheving as Sportacus

In 2006, Magnús received a Lifetime Achievement Award at the Icelandic Edda Award ceremonies for his work as founder and creator of the LazyTown franchise. Ólafur Ragnar Grímsson, President of Iceland presented the award to him.[5][6] Magnús starred in the 2010 film The Spy Next Door in which he portrayed a Russian villain attempting to destroy all of the world's oil supplies.[7]

Career after LazyTown[edit]

After LazyTown Entertainment was bought by Turner Broadcasting in the summer of 2011,[8] Magnús announced that he would be departing the role of Sportacus in late 2014, passing it on to Dýri Kristjánsson.[9] He also announced in late 2014 that he would depart from his position as CEO of LazyTown Entertainment.[10][11]

Since mid 2016, along with his partner, Hrefna Björk Sverrisdóttir, he has owned and managed ROK restaurant, a Scandinavian/seafood restaurant in Reykjavík.[12]


Year Film Role
2010 The Spy Next Door Anton Poldark
Year Film Role Notes
2004–2007; 2013–2014 LazyTown Sportacus Lead role
2008 LazyTown Extra Sportacus Lead role

Personal life[edit]

Magnús was married to Ragnheiður Melsteð, whom he lived with for 24 years.[13] The couple divorced in 2014.[14] Magnús and Ragnheiður had 2 children. Magnús also has a daughter with his former partner Halldóra Blöndall. In 2017, Magnús got engaged to Hrefna Björk Sverrisdóttir.[15]

Production work[edit]

Year Film
Director Writer Producer Creator
2004–2007; 2013–2014 LazyTown Yes Yes Yes Yes
2008 LazyTown Extra No Yes Yes Yes


  1. ^ "Action man: The world of Sportacus". London: The Independent. July 3, 2007. Retrieved 2010-08-29.
  2. ^ For a partial source for this account, see
  3. ^ "Fit for purpose". March 29, 2007. Retrieved December 12, 2016 – via The Economist.
  4. ^ Ian Sanders (2008). Leap!: Ditch Your Job, Start Your Own Business & Set Yourself Free. p. 31. ISBN 978-1-84112-798-9.
  5. ^ "YouTube – Edda 2006 – Magnús Segment (Subtitled)". Retrieved 2010-08-29.
  6. ^ "Magnús Scheving, founder and creator receives the Icelandic EDDA Honour Award". LazyTown Entertainment. Retrieved 8 September 2010.
  7. ^ Magnús Scheving on IMDb
  8. ^ "Turner Broadcasting vill kaupa Latabæ". Ví (in Icelandic). 21 July 2011. Retrieved 3 June 2018.
  9. ^ "Skúrkurinn er skemmtilegastur". Morgunblaðið (in Icelandic). 16 September 2014. Retrieved 3 June 2018.
  10. ^ "Latibær til Bretlands - Magnús hættir". RÚV (in Icelandic). 30 May 2014. Retrieved 2 June 2018.
  11. ^ Samúel Karl Ólason (30 May 2014). "Magnús Scheving afhendir TBS Latabæ". Ví (in Icelandic). Retrieved 2 June 2018.
  12. ^ Guðný Hrönn (18 June 2016). "Innlit inn á nýja staðinn hennar Hrefnu". Morgunblaðið (in Icelandic). Retrieved 30 May 2018.
  13. ^ Kolbeinn Tumi Daðason (26 January 2016). "Magnús og Ragnheiður eiga að skipta búinu jafnt á milli sín". Ví (in Icelandic). Retrieved 2 June 2018.
  14. ^ "Magnús Scheving skilinn". Morgunblaðið (in Icelandic). 20 March 2014. Retrieved 2 June 2018.
  15. ^ Stefán Árni Pálsson (3 January 2017). "Sjáðu þegar Magnús Scheving bað Hrefnu Bjarkar á ROK". Ví (in Icelandic). Retrieved 30 May 2018.

External links[edit]