AMBA & BGA EXCELLENCE AWARD WINNERS
Nordic Wellness has expanded from cold therapy into digital subscriptions with Nordic Flow, a breathwork app. What was the reason behind this and why do you think breathwork is so valuable? “The expansion into Nordic Flow was a natural evolution. While our cold plunges provide a powerful physical experience, we saw an opportunity to build a more complete and accessible ecosystem through digital. “Breathwork is one of the most effective tools for regulating the nervous system. It’s immediate, scalable and requires no equipment – yet it’s incredibly underutilised. By combining cold therapy with guided breathwork, we’re able to deliver a more comprehensive solution that supports daily habits, not just occasional experiences.”
Students are a key target audience for Nordic Flow – why is this?
“Students are at a pivotal stage of life where habits, identity and performance patterns are being formed. At the same time, they’re facing unprecedented levels of stress, uncertainty and pressure. By introducing them to tools like breathwork and structured wellness practices early on, we can have a lasting impact on their mental health and long-term success. There’s also a strong alignment here with Nordic Wellness’ mission of helping individuals build resilience and perform at a high level in demanding environments.” Tell us more about your ongoing work with universities around campus systems, student-led certifications and alumni giving “We’re building a new model for how wellness can be integrated into university ecosystems. This includes deploying cold plunge systems on campuses and offering student-led certifications in breathwork and coaching, as well as creating programmes funded through alumni giving. “In relation to the latter, alumni can purchase branded wellness products that directly support student wellbeing initiatives on campus. It’s a full-circle system that connects students, alumni and institutions through a shared focus on health, performance and community.” What are the next steps for Nordic Flow in relation to campus partnerships and education? “The next phase is scaling these partnerships globally and deepening the educational component. We’re focused on expanding certifications, integrating our technology into campus systems and building structured programmes that universities can adopt over the long term. In addition, there is a strong opportunity to incorporate data and personalisation through our app to better support student outcomes. Ultimately, we want to establish Nordic Flow
into actionable steps. That structure gave me both the tools and confidence to move forward with Nordic Wellness and it is something that continues to influence my outlook on growth and decision-making today.” Nordic Wellness taps into a growing area of awareness and interest. Do you think business leaders need to do more to promote wellbeing and mental health at their organisations? “Absolutely; wellbeing is a win-win for everyone involved. When employees are supported physically and mentally, they’re more focused, productive and resilient. At the same time, they’re also happier and more engaged in their work. Those two outcomes go hand in hand. The organisations that recognise this and invest in wellbeing will not only build stronger teams but also outperform other companies.” Were the topics of wellbeing and mental health covered during your MBA? “Wellbeing was indeed touched on during my MBA, but I think there’s a significant opportunity to go deeper. I’d like to see business schools place more emphasis on teaching practical methods and tools that students can carry with them into the workforce, whether that’s in relation to managing stress, improving performance under pressure or building sustainable habits. Given the demands of modern leadership, these skills are just as important as traditional business knowledge.”
Ambition • ISSUE 2 • 2026 49
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