It's not a workers cooperative (shared ownership). The consultants seem more analogous to hair stylists renting booth space at a hair salon. Based on Google's English translation of the Swedish recruitment page[1], it says:
- "It also means that there is no guaranteed salary. The only thing we guarantee is that you will have to pay a flat fee every month plus one-tenth of what you bill."
That fee structure makes the BBC article superficial and misleading. Yes, if every worker is not paid a regular paycheck, it doesn't seem like a breakthrough innovation in business organization theory to not have a CEO boss them around.
They make the headline about "no CEO" but omit any relevant details such as how workers are compensated.
[1] https://www.crisp.se/om-crisp/jobba-pa-crisp