Growing up on the west coast of Norway in a family rooted in healthcare, I learned early the value of discipline, responsibility and caring for others. While studying law, I discovered direct sales and saw in it the opportunity to help people grow, create freedom and shape a different future.

Through Zinzino, I have been able to bring together what matters most to me: leadership, innovation, health and human potential. I am especially passionate about helping remove the guesswork from nutrition - moving people from guess-based choices to test-based understanding, with greater clarity and confidence.

I believe deeply in the transformational power of this profession. When vision is united with shared values and a clear system, lives begin to change.

Few things inspire me more than seeing people grow - through conversation, coaching or from the stage. Growth is deeply personal to me, and I am continually inspired by learning, evolving and helping others do the same.

Today, Ørjan and I continue to lead from the field while remaining deeply involved in the broader business. We have always believed in staying close to the people, the work and the reality of what we are building.

Beyond work, I am most grounded in family life. We live just outside Oslo with our three children, and I treasure time together, health, nature and space to reflect.

At the heart of my work is a deep desire to help people grow - in confidence, in health and in their ability to shape a better future for themselves and for those they love.

For me, this profession has always been about people, relationships, and creating something with lasting value. I have believed in looking ahead, staying open to new ways of thinking, and building with the customer at the centre. I have never been very interested in accepting the status quo simply because it is familiar. I believe there is always room to improve.

Over the years, many have known me as “The Professor,” a name that reflects my curiosity and my desire to keep learning. I enjoy understanding how things work, asking questions, and searching for better solutions. That mindset has shaped the way I lead, the way I build, and the way I think about innovation, leadership, and long-term growth.

One of the greatest strengths in my life and journey has been building together with my wife, Hilde. We share the same values while bringing different strengths and perspectives, and that has become one of our greatest advantages. We build on each other’s strengths, support each other through challenges, and share a common commitment to people, purpose, and the future we want to create. We are also united by a shared long-term vision of helping Zinzino reach 100 million customers and make a meaningful difference in the lives of many people.

Family is at the heart of everything I do. It gives me perspective, grounding, and motivation, and continues to shape how I live and lead.

My own journey has also shaped me deeply. Growing up with financial challenges, and later discovering I had dyslexia, taught me resilience, humility, and the value of hard work. Those experiences continue to influence both how I live and how I lead.

The values that have guided me over the years are also the ones I believe in building around: innovation, integrity, togetherness, personal growth, and continuous improvement. I believe in recognising both effort and results, in creating an inspiring community, and in always looking for ways to become a little better tomorrow than we are today.

Today, I remain deeply committed to supporting leaders, developing entrepreneurs, continuing to innovate, and helping build something meaningful that lasts, with care, courage, and a long-term perspective.