A bit more about me.

I grew up just outside Örebro, a small city about three hours west of Stockholm. Swedish red-barn country. A lot of trees, a lot of weather, not much else. Movement arrived early: dance, then gymnastics, then, when I was old enough, the gym. What I remember most is liking the quiet of it. You show up, you lift, you go home, you’re stronger.

At twenty I got my personal-training licence in Marbella, through Bodyfight Sweden. It took eight months of anatomy, biomechanics, programming, rehab and nutrition. Not a weekend certification. The diploma is here if you want to read it.

Since then I’ve coached online for four years, mostly women between twenty and thirty-five, mostly Nordic and European, all at different starting places but almost all here for the same reason: they’ve tried every plan and quit every plan and they want to be done quitting.

Alongside the coaching I built a second career in marketing. I studied it, I worked at a Swedish media group, and I now run a parallel business creating UGC and managing social for brands I believe in, including Stronger, Celsius, ICIW, Peach Tights, Swedish Supplements among many others. The two jobs sound different but they answer the same question: how do you help someone actually do the thing, not just admire it?