about aaron selkrig
read the story of my life
I am Aaron Selkrig
Experienced coach and leader dedicated to personal well-being, family, and fostering a team culture within my coaching company, Performance Unit. I'm also the Co founder of Meetit, a cutting-edge sales and booking company.
Short story
I joined the military at seventeen because I needed structure, or maybe punishment.
Turns out, they’re the same thing.
Six years of early mornings, bad coffee, and learning how to lead under
pressure taught me what most people never figure out: motivation doesn’t matter. Systems do. When I left, I traded the uniform for uncertainty.
Thailand was my first stop, running training camps and figuring out how to coach people who didn’t respond well to yelling.
Then I moved to Finland for love, not logic and started building a new life.
After miserably failing the previous business venture (Fitmeals which I later
dubbed Shitmeals)
That’s where Performance Unit was born.
A coaching company built to help busy people take control of their health and
perform better in every area of life.
It grew, fast.
50 staff, thousands of clients, and one consistent principle: performance doesn’t have to come at the cost of your sanity.
Somewhere along the way, I co-founded Meetit, a sales company that helps other businesses grow.
Different field. Same foundation, clarity, consistency, execution.
Now, it’s all come together as The Athletic Executive:
a system for founders, executives, and professionals anywhere in the world who want to operate at a high level without burning out or disappearing into their work
FROM SOLDIER TO COACH TO CREATOR
The army taught me discipline, but more importantly, it taught me that most people confuse discipline with punishment.
Entrepreneurship showed me the difference between leading people and trying to do everything yourself.
And fatherhood? That was the real test. It taught me that if you can keep two small kids alive while running two companies, you can handle just about anything.
I’ve been yelled at, broke, burnt out, and bored, and I’ve learned that pressure doesn’t build character; it exposes it.
That’s why I don’t coach for motivation or hype. I coach for capacity, physical, mental, and emotional.
Because the goal isn’t to feel inspired; it’s to keep functioning when life piles on and everyone’s watching.
WHAT I BELIEVE
I don’t believe in “balance.”
I believe in presence , doing one thing at a time and doing it well.
I don’t believe in hustle culture.
I believe in consistent effort that compounds.
If your systems suck, your life will to.
And I definitely don’t believe twenty-five-year-olds with no kids, no staff, and no stress have any business preaching “discipline.”
Real performance isn’t about doing more, it’s about doing what matters longer.
That’s what I coach, and that’s how I live.
MY COMPANIES
Because this page should be about you and how I could maybe help you
and not about me.
THE ATHLETIC EXECUTIVE
THE ATHLETIC EXECUTIVE
What it is.
A performance system for leaders who run their life like they run their business.
Built on data, not hype, this is a high performance framework for executives who want to operate at full capacity without turning into a monk or sacrificing family time.
Who it’s for.
For high-performing leaders who already have drive, but need direction.
If you’ve built teams, businesses, or legacies but let your own performance slide, this is how you reclaim it, with structure, clarity, and precision that match your professional standards.
Why the usual stuff fails.
Most fitness advice is built by 25-year-old “CEOs” with three clients and unlimited time. It fights your life instead of fitting it. You wouldn’t run your company on motivation and vibes; stop running your body that way.
How we do it.
Biomarker-based precision meets executive execution.
We track your body like you track your business, with data.
Four stages: Audit, Design, Execute, Integrate. Each one tailored to your biology, schedule, and long-term performance goals.
What changes.
You stop operating at 70% and start leading from 100%.
Your energy, focus, and output align. You stop running on caffeine and stress, and your body becomes a strategic asset instead of a liability.
Why me.
Because I’m not guessing , I’ve lived it.
I’ve built businesses, led teams, raised a family, and still train like an athlete. This isn’t theory, it’s the same system used across 5,000+ clients and two companies I founded to make high performance sustainable.
Performance Unit
What it is:
A face to face coaching company based in Helsinki with 3 gyms built for entrepreneurs, executives, and busy professionals who want their body and health to match their ambition.
Who it’s for:
People who don’t need another gym membership, they need accountability, structure, and a professional team that understands performance.
Why it exists:
Because real fitness coaching isn’t about workouts. It’s about results that translate outside the gym — more energy, better focus, higher standards.
Why it works:
Every client has a dedicated coach, a tailored plan, and full visibility into progress. Over the last ten years, we’ve built Finland’s largest coaching company through one simple rule: treat clients like athletes and coaches like professionals.
Meetit
What it is:
A B2B sales company that books qualified meetings for teams who are too busy running the business to chase leads all day.
Who it’s for:
Founders, CEOs, and sales teams who know their offer converts, they just need more conversations with the right people.
Why it exists:
Because most outbound sales efforts collapse under inconsistency and ego. Meetit was built to turn cold outreach into a predictable, scalable system — without the usual spammy tactics.
Why it works:
We blend strategy, messaging, and data — humans first, automation second. Every meeting we book is targeted, qualified, and mapped to your sales process so you can focus on closing, not chasing.
BEYOND WORK
Beyond the gym and company-building, I'm an avid reader, writer, athlete, endurance event enthusiast, family man, meme lover, and wannabe metro floor cleaner.
Remember, "It's better to eat burgers with friends every now and then than broccoli alone.'' - Some smarter person."
Join the Crew That’s Leveling Up Without the BS
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Got Questions?
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WHAT’S THIS MAILING LIST ACTUALLY ABOUT?
This mailing list is all about helping you grow. in business, mindset, and life. You’ll get real insights, no fluff, just honest advice, tools, and stories that keep you motivated and moving forward.
HOW OFTEN WILL I GET EMAILS?
Usually once or twice a week. No spam, no daily clutter — just valuable updates when there’s something worth sharing.
IS THIS JUST FOR FITNESS PEOPLE?
Not at all. Even though we talk about performance, discipline, and growth — the lessons apply to entrepreneurs, creators, and anyone who wants to level up.
CAN I UNSUBSCRIBE ANYTIME?
Absolutely. Every email includes an unsubscribe link. You’re free to leave whenever you want — no questions asked.
WILL I GET ANY FREE RESOURCES OR BONUSES?
Yes. From time to time, I share free tools, templates, or early access to new programs. Subscribers always get first priority.