Your freedom and impact in business are only as strong as the strategy underneath them.

I grew up on a small farm in Lukovica, Slovenia, surrounded by fields, family and a tight-knit community. Long before I had language for it, I was already the one people came to when they needed to think something through.

I lost my mother and all my grandparents as a teenager. It taught me more about resilience, grief and living fully than any degree ever did. It's the quiet root of why I take my clients' businesses, and their lives, seriously.

A BSc in Business Economics in Ljubljana, a study exchange at Rotterdam Business School in 2012, then an MSc in Health Economics, Policy and Law in 2015. In between, I started solo traveling: Brazil, Bali, and a long list of countries after that. The strategist and the wanderer showed up at the same time, and neither one has left since.

I moved into strategy consulting in Rotterdam for pharma and FMCG brands including AstraZeneca, Pfizer, Unilever, Heineken and IKEA, first in health economics and regulatory reimbursement, then in market research. There, I learned to base business decisions on what buyers actually say, and picked up competitor analysis and process optimization along the way. I was good at both. I was also nowhere near myself.

I quit my corporate job with an open door to return, packed a campervan in New Zealand, and enrolled in an ANZCAL coaching certification. After witnessing the terrorist attack in Christchurch, I knew I wanted to make a difference with coaching and never returned to the corporate world. I picked up community management and culture change projects on the side, while building my coaching practice.

My first coaching years were general life and career coaching, sold one session at a time: helping people reach their potential, working deep with mindset, emotional patterns and blockages across every area of life, including career, relationships and personal growth. It's the work most of my clients, coaches, facilitators and therapists, do as their primary practice today, which is why I understand them and their methods so deeply.

I was pouring enormous effort into winning each client, and still couldn't get most of them far enough to call it real change, as they didn't commit to more than a few sessions. That's what pushed me to build structured inner, career and business empowerment programs instead of single sessions. I also built an effective sales system and organised my work.

After 12 years in the Netherlands, I moved back to the Slovenian countryside and committed to one niche: business strategy coaching for coaches, facilitators and therapists. Everything started to flow, and I rebuilt my network here with a global mindset, still active in foreign markets while running workshops in Ljubljana.

I started showing up on panels and at conscious festivals, sharing what I know beyond 1:1 rooms. To meet my clients' deeper needs and stay relevant, I launched my first online community, a group continuation of the 1:1 program, and went deep on AI optimization to reshape it. Social media and podcasts are still my least comfortable frontier, and the one I'm most excited to grow into next.