I was a slow starter. Most coaches start their own business early in their career – twenty years ago there weren’t many options because the profession was so new and didn’t exist as an employee. I felt lucky when, after six months of trying on my own, I took one of the few existing positions expressly as a trainer. It took another ten years as an employed coach before I started on my own. I gained a lot of experience, probably much faster, because I had an easier time getting access to new clients. I also attended more coaching pieces of training, and I chose to be a member of the International Coaching Federation (ICF), the world’s largest and oldest organization for professional coaches. I volunteered as a chapter host for ICF in Stockholm from 2005-2006. At that time, the ICF began requiring certification to prove our quality from an independent source. So we helped out because it was fun, and we wanted to be a part of this vibrant new community. Here you can read about my journey as a coach (in Swedish).

The point came when it was my turn to jump and stand on my own two feet. You can read about how it was in my go-solo story, with #subkit.

The short story: it’s a decision I’ll never regret. I love running my own business on my own terms and I see it as a great way to train myself as a leader.

Gamla Brogatan, Stockholm

The picture is from my first own room in the city of Stockholm. I bought two black leather recliners to sit in and also be able to offer relaxation when needed. A friend helped me with the logo and a business card, and my brother set up my website, and then I ordered a sign with the company name for the front door. And flowers, always. I was so happy!

Nowadays I have let go of my office and coach from our boat, in which I and my husband live and sail around the world. Still happy, still flowers, still exploring. 

All the best,


Whangarei, 2 November 2022