Operate like an athlete, Lead like an Executive
Without Sacrificing what matters
Entrepreneur. Coach. Dad. Athlete. Founder of Performance Unit
and the athletic executive and co-founder of Meetit.
No fluff, just impact. In the gym, in meetings, and in everyday life.
As seen in
What I Stand For And what I don't
Most coaches these days are 25, no kids, no staff, and think being an entrepreneur means taking shirtless photos next to an oat latte and calling it “content.”
They talk about discipline or intuitive eating while telling you to prioritise meal frequency.
When things get hard, mum and dad top up the account so they can “stay aligned with their purpose.”
They’ve never paid salaries, dealt with risk, or led anyone but themselves . yet they’re suddenly mindset coaches, business mentors, and part-time philosophers and coaches for ''busy people''
Meanwhile, I’ve built companies from scratch in a country where I can’t pronounce the street names.
We’ve got a team of 70+, clients across the Nordics, and I have two boys who think sleep is a suggestion.
I’m not saying that makes me special it just means when I write or talk about something it comes from experience, not some other persons instagram reel.
If you want sugar-coated advice, you’re in the wrong place.
If you want straight talk and results that last. Welcome.
From Soldier to Coach to CEO
I didn’t plan to end up here. I joined the army at seventeen, mostly because I needed direction and someone else was willing to provide it.
It turns out, getting yelled at for years teaches you a few things:
nobody cares how you feel, the job still needs to get done, and complaining burns the same calories as effort but gets worse results.
That mindset stuck. It shaped how I build companies, lead people, train, and raise my kids.
Because the truth is, most of life isn’t that different from the military, it’s just quieter, softer, people with blue hair and a lot of others pretending to be busy.
The transition from soldier to coach to CEO wasn’t strategic.
It was just a slow realisation that discipline is useless if you only apply it to one part of your life.
So now, whether it’s business, training, or parenting, I approach it the same way:
Simple plan, clear standards, show up anyway.
How i help you get your sh*t together
NOT A F*CKING LIFE COACH
But these are the things I like to talk about
Body
Training, nutrition, and performance, strong enough for business, family, and everything that hits in between.
Business
Leadership, marketing, sales, and the real grind of building something that lasts (not “hustle” for the algorithm)
banter
Family, fatherhood, focus, and the everyday chaos that makes you human, the stuff most “mindset” guys conveniently skip.
Thoughts. Lessons.
Real talk.
Whether you're building a business, chasing better fitness or just trying to make sense of it all, this space is for you
Where I Make Things Happen
From coaching real people at Performance Unit to generating sales at Meetit results first, fluff last.
Unlock Your Full Potential with performance unit
Coaching high-achievers to build habits that stick and goals they hit.
Unlock Your finances with Modern Sales Engine
We drive meetings, revenue, and growth only pay when it works.
Unlock Your Full Potential with performance unit
Coaching high-achievers to build habits that stick and goals they hit.
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