It sounds contradictory, but the 52-year-old coach wants to nuance the image.
He himself has been involved in creating the sky-high demands that exist in Karlstad.
He was involved and led Färjestad to five SM-gold as a player and one as an assistant coach between 1997 and 2011.
A similar dominance he finds it difficult to see.
It's damn hard, looking at the league, there's no team that wins gold after gold. That anything other than gold is a failure, as the talk is in Karlstad, I think is wrong, says Jönsson.
Looking from the outside, they have become first, second and fourth in the last three years in the league, it's as if it's worth nothing.
"Good position"
Jörgen Jönsson left Färjestad in 2015 and after ten years in other clubs, he is returning home.
He comes home with two more SM-gold, both with Växjö, the latest in 2023 as head coach.
Now he has signed a four-year contract with Färjestad.
Färjestad won the SM-gold in 2022, but has since been eliminated in the quarterfinals three years in a row.
I think it's a good position to come home. It would have been tougher if it had been three straight gold, he says.
Jönsson says that the years in other clubs, at elite level in Växjö, Örebro and Swiss Davos, have made him grow as a leader and that it has not least been useful with impressions from other environments.
I've jumped around a bit and it's unusual for me. My hockey career (as a player) consisted of being in the same place as long as possible, he says.
The family has always stayed in Karlstad, so not least socially, it means a lot to be home again.
Recipe for gold
The recipe for it to become gold-glittering in Karlstad again is about two things.
+ Coolness.
The guys are burning to win, there's nothing wrong with that, but sometimes I think that flame becomes a huge fire and you tend to forget about some things. The balance between heat and coolness, there we have quite a lot to learn, he says.
+ Defense is the best attack.
Färjestad scored the most goals last season and we have kept some strong point scorers. I think the side we can develop is the defensive side, he says.
Last season's goalkeeper trouble took a lot of energy – now Jönsson has brought Finnish star Emil Larmi to Karlstad.
He has won two gold, he has played World Championship – a very competent goalkeeper when he finds his best self.
Born: September 29, 1972 (52 years) in Ängelholm.
Family: Wife Marie-Louise, two adult daughters.
Clubs as leader: Färjestad (assistant coach, sports manager, head coach), Forshaga (head coach), Växjö (assistant and head coach), Örebro (assistant), Davos (assistant).
Merits: Two SM-gold as assistant (Färjestad and Växjö), one as head coach (Växjö).
Clubs as player: Rögle, Färjestad, New York Islanders, Anaheim.
Main merits: 2 Olympic Games gold, 2 World Championship gold, 5 SM-gold, elected to the Hall of Fame, both the International Ice Hockey Federation's and the Swedish Ice Hockey Federation's, his jersey 21 in Färjestad hangs in the ceiling of the home arena.
