During the last few decades, education globally has been marked by being closely related to the economy. It always was, but today’s commodification and marketization reach into any aspect of the educational system (Ball, 2012; Bartlett et al., 2002). Sweden is a specific case at hand, since privatization and competition between schools have taken especially sinister forms, and have far-reaching effects not only on the free school market but also on public education (Lundahl, et al., 2013). This paper draws on an ongoing study, where we investigate the processes that are set in motion at the establishment of a strongly profiled municipal upper secondary school in a middle range Swedish university town.