EPISODE OVERVIEW

Duration: Approximately 48 minutes

Best For: Trapped entrepreneurs who spend all their energy on things that drain them and none on what actually matters

Key Outcome: Listeners will understand how to redirect their energy toward what moves them forward and begin building a life where business success does not come at the cost of health, relationships, or presence

He built multiple thriving businesses. Then a car crushed him on the pavement and doctors said he was 70% disabled.

THE BOTTOM LINE

You are exhausted. Not from the work itself, but from the weight of carrying everything. The emails at 5am. The decisions only you can make. The nagging feeling that you have built something that now owns you. Erik Berglihn knows this trap intimately. After being run over by a car and told he would need painkillers for life, he chose a different path. Through breathwork, cold exposure, and mental practices, he rebuilt himself. Then he went further. He restored an abandoned mountain farm into an award-winning destination. He created a kids island programme serving 500 children each summer. He launched a distillery that won silver in London. The thing is, none of this came from working harder. It came from working differently. From refusing to spend energy on negative thoughts that lead nowhere. From understanding that most business owners know more about their mobile phones than their own bodies. This episode is not about doing more. It is about directing your energy toward what actually creates the life you wanted when you started this whole thing.

WHY THIS EPISODE MATTERS TO YOU

You will discover why spending energy on negative outcomes guarantees you will never escape the trap you have built, and what to focus on instead

You will learn how Erik built multiple successful ventures after a devastating injury by refusing to engage with what could go wrong

You will understand how reconnecting with nature and your own body can restore the clarity and energy you have been missing for years

You will see the real cost of staying disconnected from yourself, your health, and your family while chasing growth that never satisfies

KEY INSIGHTS YOU CAN IMPLEMENT TODAY

Erik explains that negative thoughts require 4 to 6 positive ones to counterbalance them. The trapped entrepreneur who dwells on problems, complaints, and worst-case scenarios is draining the very energy needed to escape. The consequence of shifting focus to what could go right is that you actually have the mental fuel to pursue it.

When your team member or partner consistently fails at something, expecting different results is a waste of your limited energy. Erik learned to stop being surprised by patterns that repeat. The thing is, accepting reality does not mean accepting defeat. It means directing your energy toward solutions rather than frustration.

Most business owners are electrically unbalanced from spending entire days on concrete floors in trainers, surrounded by screens. Even a few minutes barefoot on grass each day can neutralise this. The consequence is more energy, better sleep, and clearer thinking without any complex protocol.

Erik sold his kids island programme not as a summer camp, but as good conscience for working parents. He positioned his offer around what people desperately wanted to feel, not what he was technically providing. Trapped entrepreneurs often undersell because they describe features rather than transformations.

One afternoon per month, Erik runs a programme just for men. No agenda beyond connection, challenge, and growth. The highest suicide rates in Norway and globally are among men who feel isolated despite outward success. Creating space for genuine connection is not a luxury. It is survival.

GOLDEN QUOTES WORTH REMEMBERING

"If you are into neuroscience and how things work, you see that negative things are important for us not to get killed too fast. But since negative is so fundamental, you need 4, 5, 6 positive things to weigh out a negative. Bringing too much effort on the negative will bring you nowhere." - Erik Berglihn

"I don't sell it as a summer camp. I sell it so that parents who have to work can have a good conscience. I'm the good guy. I'm selling them great stuff for the kids so they can stay at work and the kids come home totally exhausted, having the greatest days of their lives." - Erik Berglihn

"Many people know more about their mobile phone than they do about their body or brain." - Erik Berglihn

"One day where I'm not outside a couple of hours is a badly spent day." - Erik Berglihn

"It's not the greatest product that wins. It's the guys that communicate the best." - Erik Berglihn

QUICK NAVIGATION FOR BUSY LEADERS

00:00 - Introduction: Meeting Erik and his remarkable range of ventures

03:45 - The Mindset Shift: Why focusing on what could go right changes everything

08:20 - The Accident: Being run over and told he was 70% disabled

12:30 - The Recovery: Using breathwork and mental practices to rebuild

18:15 - The Kids Island: How selling good conscience created a thriving social enterprise

24:40 - The Mountain Project: Turning an abandoned farm into an award-winning destination

32:10 - Energy and Nature: Why most business owners are electrically unbalanced

38:45 - The Future Programme: A 12-month reconnection journey for trapped entrepreneurs

44:30 - Men's Health: Why isolation is killing successful business owners

47:00 - Conclusion: How to connect with Erik and take the first step

GUEST SPOTLIGHT

Name: Erik Berglihn

Bio: Erik is a Norwegian entrepreneur who has built an extraordinary portfolio of ventures including an award-winning distillery, a glamping destination, a gourmet restaurant, and a kids island programme serving 500 children each summer. After recovering from a devastating car accident through Wim Hof Method practices and mental training, he now helps business owners reconnect with nature and themselves through immersive experiences in Norway.

Connect with Erik:

LinkedIn: https://www.linkedin.com/in/erik-berglihn-b4252a13/

Instagram: https://www.instagram.com/erikberglihn/

Facebook: https://www.facebook.com/erik.berglihn.5

YOUR NEXT ACTIONS

This Week: Spend 10 minutes barefoot on grass each day. Notice what shifts in your energy and clarity. This costs nothing and requires no planning.

This Month: Identify three things you consistently complain about or expect to change that never do. Write them down. Decide to stop spending energy on them.

This Quarter: Book one experience that takes you completely off grid, away from your phone, and into nature. Not a holiday. A challenge that reconnects you with yourself.

EPISODE RESOURCES

Wim Hof Method - breathwork and cold exposure training mentioned throughout

Danish Department of Health Science - mindfulness and pain management programme Erik completed

Norwegian Meal Competition - the biennial awards where Erik's products have won recognition

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READY TO ESCAPE THE TRAP?

Take the Freedom Score Quiz: https://scoreapp.atpbos.com/

Discover how trapped you are in your business and get your personalised roadmap to freedom in under 5 minutes.

Book a Free Strategy Session: https://www.atpbos.com/contact

Let's discuss how to build a business that works WITHOUT you.

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CONNECT WITH YOUR HOST, ROY CASTLEMAN

Roy is the founder of All The Power Limited and creator of Elevate360, a business coaching system for entrepreneurs ready to scale without burnout. As a certified Wim Hof Method Instructor and the UK's first certified BOS UP coach, Roy combines AI automation, wellness practices, and business operating systems to help trapped entrepreneurs reclaim their freedom.

Website: www.atpbos.com

LinkedIn: https://www.linkedin.com/in/roycastleman/

YouTube: https://www.youtube.com/@allthepowerltd

Here today with my good friend Eric and what a

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pleasure it is to have him here. Eric is in

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Norway where it's currently all dark and he is an

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entrepreneur of some massive skill set. Eric has

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a so many things that he's doing at the moment

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that I'll try and give it some justice here. Eric

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has a distillery, he has a glamping place, he has

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a restaurant, I might say award winning distillery. He has

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an island project where he helps young kid every young

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kids, 300 kids, 500 kids each summer and so many

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other projects. So I'll hand over to Eric and just

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say thank you very much for joining us and I'm

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looking forward to diving in and discussing some of these

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things. But more at this new project which is quite

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exciting. Thank you. Thank you. Good to be here. Yeah.

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So let's just first maybe you can do a little

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bit more just to some of those things I've spoken

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about. I know you were also doing the rewilding program

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for. For fish and so tell us a little bit

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about Eric. I grew up in the late 60s, beginning

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of the 70s and I have this very clear mindset

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about not to be an adult, not to be a

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grown up. I love it ever. And. And when we

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were in Norway we had just one TV channel and

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we have all these influence from America and movies and

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films and stuff. And the only guys I think was

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any kind of interesting to become was a

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native American riding around at the prairie and doing all

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this wild stuff. So that was me. And when everyone

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else was to into football or sports I was more

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into spending time outside. So my mom told me that

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from about 2, 3 years of age it was just

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to open the door in the morning and then hopefully

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the kids came back in the evening. We have a

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free upbringing in a way which was good. And from

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there on I played around with a lot of different

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projects and at one time I thought I should become

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serious and take a good education and I took some

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of it. But it's. It's a lot of trial and

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error. But always look at the addis as

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a way of what could possibly go

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right, what could possibly be a good outcome and

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not. I had some which was not so good but

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it's. I think it's all about the mindset and it's

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about not spending too much time on negative thoughts. Because

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if you are into neurod science, brain science and stuff

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and you dig into this neuroscience and how things works

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and connected and stuff then you see that negative things

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is important for us not to get killed too fast.

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But at the same time, since negative is so fundamentally.

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It brings. It says that you need 4, 5, 6

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positive things to weigh out a negative. Yeah. So

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bringing too much effort on the negative will. That's my

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opinion, will bring you nowhere. I agree entirely.

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The. So much of my formative life, the entire world

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tried to bring me down to the negative and I

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always go back to the positive. And it's real skill

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set trying to avoid all the noise and all the

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things out there. I don't watch tv. Tv, I don't

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watch the news. I just. Yeah. What I consume with

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my eyes, with my ears, that's just so powerful into

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what I become and what I. My view on the

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world now. We met. Yeah. Through the WIM HOF method.

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You're a WIM HOF instructor as well. And this is

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such a powerful method. I think we both got so

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much out of it. And there's a bit of a

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story around that in terms of you also had a

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substantial accident that left you with the world telling you

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you couldn't and you said no I can. So tell

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us a bit about that. Yeah, it was as I

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didn't say so much about. I did. I've been working

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with a lot of great projects over the years. I

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restored five old buildings at a deserted island, made a

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gourmet hotel, small one getting high end customers from

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all over the world coming in their private shoppers and

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things. Actually it was owned by the city but they

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didn't care. The crown princess came and when she wanted

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it. Of course it was a little bit of turmoil

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there because I didn't want to give it to her.

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But then. Okay. And I worked with projects that people

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said ah, this is not going to be a good

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project. And that was the stand up paddleboards. And I

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said, you guys, that was in 2006. You guys, you're

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all wrong. You don't understand it. You can. You. You

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don't have perspective so you don't look. Have some visions.

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And then of course in 2000 and which it was

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11 to 1011, I had a big car accident. So

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I was run over by a car. I was on

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my bike on the pavement. I was side of the

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road so everything should be safe. But the car managed

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to hit me quite hard. So I got some really

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chronic pain. A lot of things was broken. And then

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I got permanent brain injury which gives me

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a lot of headaches, nausea, difficult to concentrate and eats

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up your energy. And I was laying around at the

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sofa. The medical guys said There was like 70% disabled

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and I could be treated with painkillers. And

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then I knew that, okay, if I'm going that way,

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I'm going to be a drug, drug addict really real

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soon and feeling sorry for myself and laying around and

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then kids would keep a distance, my wife would move

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out, my house would be sold and things would not

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go as planned. So I thought, okay, I have to

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do something. So actually I find. I was searching the

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Internet and I found a program at the Danish Department

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of Health Science and Health. And I went on that

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and they had a lot of focusing on meditational practices.

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Very much of this mindfulness focus, how to help to

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kind of rewire your. The way you feel about pain

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and how your brain acts, actually perceives pain and

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how you can change the outcome. With training

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for not one week, but actually a couple of years.

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So after about two years doing that and things got

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really well and had continued to do that. I also

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was looking in, into the breathing and a little bit

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too cold. I found Wim Hof and the guys and

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then I joined in and the first kind of instructor

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event thing we had up in the mountains in Poland,

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it was cold, wild and cold. And the funny

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thing was that we teamed up, we teamed up with

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other guys and the other guy, he was a guy

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from, I think it was from some desert early area

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in America and he was really skinny. So

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when things started to get really cold, I have to

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give him all my down gear, everything I packed to

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keep warm. And I would say that after the third

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dip that one day and we have to just be

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in the woods to keep warm in wet shorts and

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nothing else, snow. And after the third times in the

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water and I think every time we went in the

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water it was like something between eight and 10 minutes

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because you go out and all the others come out

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and then you go in again then. And I have

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to say I, I thought my balls would just break.

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For sure. I thought it just shattered like glass. Oh,

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Jesus. But we, we went through it and, and kept

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on doing a lot of breathing exercises, mental practices and

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yeah, ran just for speed ahead. Yeah, it's

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amazing, it's so amazing the power of the body and

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the mind that we, we are not aware of. I

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always say I was 49 years old when I learned

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how to breathe. And it just astounds me to this

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day that we don't teach this in clot, in schools.

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We don't teach us to youngsters, we don't. There's so

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much resistance to these things. That are essentially free, that

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are our birthright, that we can hold is free. Especially

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in Norway. Especially. Yeah. I, I made a. I have

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this couple of different schools I have been working with,

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joining in, just doing. And I ask them because I

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worked with a lot of troubled kids before and then

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I said, okay, can I design a program for you

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guys? And we did. And now the headmaster is now

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asking if we could do it again. And one funny

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thing was that they have. Of course every school has

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this one or two kids that everyone hates and everyone

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gets sick if they have to work with them and

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blah, blah, blah. The funny thing is that I don't

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understand why people are not prepared. Yeah.

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If you know that your partner is totally

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out of it when it comes to certain things, you

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can be very irritated, angry and you can keep

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on doing that for a century and maybe it's not

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going to happen anything and it's not going to change.

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And every time you are tired because he or she.

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I'm getting exhausted because you don't blah, blah, blah, blah.

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And they. But after a couple of while, a couple

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of times, you should expect that this is how it

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is. He's not able, she's not able. This is not

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going to happen. So why do I expect something that's

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not going to happen? It's God's going to tear you

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down, eats your energy and it takes away all the

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kindness and love and all the things you get angry.

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And I just said it. That's totally waste

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of energy. Yep. It will never bring you forward. And

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I think that's a lot of the things that I

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work with doing my project. Use your energy wisely,

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not think about should I do this, should I do

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this? But when I do stuff for me, after we

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went to these courses, learning breathing, I did a lot

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of mental practices and got back in shape or kind

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of a sort of mental shape. And then I think

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so many people are wasting time and energy in things

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that doesn't matter. Yeah, agreed. Think about worrying to be

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worried about something. It's not going to help you anywhere.

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It's not going to change the outcome. It's not going

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to do anything. Good for you. So I think I,

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I spent. That doesn't mean I don't care, but I

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just spend more energy on what things could be, could

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become. And I think my projects are going full

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speed ahead because I only spent or I'm

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guess I'm trained more in this, but I spent my

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energy on things that kind of work better. I

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don't look back and Say, oh, I don't. I try

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to not do the same mistakes again and again, but

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at the same time to use this breathing, to use

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the cold, to use mental practices and to have a

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positive mindset that will bring you a lot of

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the things you want. I love this. I love the

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concept of energy because we do spend our energy incorrectly.

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I know if I get up in the morning, I

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do my morning routine properly, I have more energy for

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the day. And what the breathing does for me is

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it actually clears off the emotional baggage from the day

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before. Yeah. So it does that. What the ice does

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for me, it actually gives me a real boost of

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energy. It gives me the dopamine that I need. It

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makes me me see that I can do a difficult

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thing because every day it's still difficult. Every time I

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get in the ice, it's still difficult. The meditation helps

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me with just opening up to what's actually really what

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I'm struggling with today. So having this means that I

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can focus the energy for today on today. And when

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I focus the energy for today on today, I don't

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give the energy away to tomorrow, worrying about things that

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haven't happened yet. And I don't give it away to

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yesterday. Being depressed about things I can't change anymore. I

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just focus on today. The outcome is so much better.

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Yeah. That's why I think I. I've done or I

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still have involved in quite a lot of projects. I

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today I come from. It's about 100km away in a

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city where a river. When we're working on trying to

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restore it. And then there's a couple of guys who

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want to. And there's always this one guy who don't

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want to and then use. And then I tried to

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was it find a middle way. But I have. About

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15 years ago I was looking into this. I thought

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that kids were inactive and not so capable.

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And since my kids have been out at the islands

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learning stuff from early age into skiing, climbing, whatever. Even

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my daughter, she's an authority. She said, dad, you learned

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us too much. The only thing I don't know how

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to do is welding. That's the only thing I don't

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know. But all the kids I made, all the guys,

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they can't do anything. They don't know anything about how

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to make this and how to do and how to

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carpentry and whatever. And then you learn with everything. Well,

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I thought, I love it. I just, I think it's

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great. But I thought all these kids that. That should

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learn more. They should Be more capable. Yeah. And then

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I made the island project, the kid island project. And

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everyone said, oh, it's not going to be a good

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thing. And I said maybe. And then say I

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want to do this as a special social entrepreneurship. And

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at that time everyone thought that social entrepreneurship was about

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applying for fund from the government. And I said it's

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not about that. It's to run a balanced business when

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you get the rich people to pay for the poor

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ones and then you use your energy in a good

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way so that everyone is quite happy. So what I

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did was I presented it as the kid Ion was

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a summer concept, five days a week at daytime. And

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I didn't sell sell it as a summer camp. I

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sold it so that parents that have to work can

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have a good conscience. Yeah, good plan. Yeah. So

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I sell good conscience. I'm the good guy. So I'm

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selling them great stuff for the kids so that they

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can stay at work and the kids could come home

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totally exhausted, having the greatest days of their lives and

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everything was good. And their parents must love you for

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that. They do, they do. And the thing is that

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I only sell 80% of the spots and

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that covers the the whole thing. And there is 20%

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of the restoring spots are given away not to announced

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poor people, but together with schools and social teachers and

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others in the area, they find the kids that need

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it. Yeah. So everyone gets a ticket. So now when

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they come together the first day, they are just in

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their, what should I say? A life west and shorts.

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No phones are allowed and. And everyone is just equal.

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So if you're a millionaire kid from this area of

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the city, or you are totally the opposite from the

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other, no one cares. So I put that together. And

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then we also have this other project because in Norway

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it's. If you're in foster care, your foster kid, your

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foster parents, can they have the right to have a

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couple of weeks of vacation from you. So if you

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are 16, live in foster care, life is not great.

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And then your foster family said, oh you, we are

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going to send you somewhere because we want to have

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vacation from you. That's not a good thing. So instead

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I said, we make a special summer job. We incorporate

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these kids into our team of people work, we make

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them assistants, we put them into course and training before.

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And instead of you guys, since you live so far

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ahead, then when you're working with us, you have to

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live at the on the island. So then we don't

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have any problems with being sent away or some shitty

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place that you hate. But you getting a job, you're

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working together with great people, you're getting full salary and

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you get references and you get everything. So lift them

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up. And the thing is that this is not hard.

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This is effing easy to do. Just if you want

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to be a little bit, show a little bit of

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kindness, be a little bit flexible. Works like a dream.

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I'm going to say something because it's not hard for

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you, Eric. And this is the joy of the entrepreneurial.

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Yeah. One thing I've learned is that when I see

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things as easy. Yeah. And then I just have this

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total. Why can't everybody just do this? It's because there

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isn't the vision, because there isn't the drive, because there

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isn't the tenacity that's required to make it work. Once

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you have this vision, you need to push forward. And

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I'm gonna, I'm gonna change now slightly because we can

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talk literally for hours about all the projects that you've

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got. I want to come back to the, the feeling

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that you have the understanding that you have about nature

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and our connection to nature which the modern world is

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really not giving us correctly. Because I'm really inspired by

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your future project of taking people that are high performing

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business owners that are owning companies that are stuck in

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a job that's really taking a lot of the time

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and energy and they don't see, to use a phrase,

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the word for the trees. You've had, you have so

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much experience with the kids. You've had so much experience

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with other people as well through the WIM HOF method

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and bringing people together and just showing them the power

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of nature. So let's talk to that for a bit.

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Yeah. As I went in the woods from early age

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and then hopefully came out in a way. But for

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me, one day where I'm not outside a couple

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of hours is a badly spent day. I have, I

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think from early age this kind of some kind of

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link that says to me a little bit unconsciously that

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get the outside. And I have been taking or been

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asked a lot of times to bring clients out and

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people have come from all over the world and now

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trying to make a little bit more systematic. But the

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thing is everything is energy, everything is vibrations. And then

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if you spend too much time inside, I

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think the energy becomes less vibrant and more kind of

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dead. Not giving you, it's not keeping the momentum.

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And I see that many times when people know more

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about their mobile phone than they do about their body

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or brain. Yeah. And Then we know after

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scientists have tested and we see on the YouTube and

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Facebook that everything is energy. We see that special devices

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put on tree give sounds or flowers. We see that

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a bumblebee would. The flowers that the bumblebee

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gets, their nectar has had one positive and one negative

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way of signaling. So when it's full, it has one

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signal and then when it's empty, it's got another one.

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But most people don't pay attention, so

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they look always for something else. It's

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always searching for the solution but never looking inside. Yeah.

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And then I think for me it's when I just

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put some electrical, sometimes devices on people and I say

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that, okay, if you're on your feet, walking on concrete

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floors with your sneakers, every day you are getting bad.

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Electrical energies are piling up. So only to go

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a few minutes outside on the lawn every day would

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neutralize that will give you way better energy. We know

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that everything around us is alive. And to go outside

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and be able to sit down there and then just

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think that. Now sometimes people have been asking, oh, so

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what you got to do today? And I said, oh,

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I'm going to concentrate. I'm doing absolutely nothing. Yep. Yeah.

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And the thing, the funny thing, my mountain project, from

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the old saying, all the stories and so on, the

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story said that my. My farm, little farm up there,

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that's that it was described for 6, 700 years as

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being the gateway between the worlds. Okay. And then

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I don't know if this is true, but it's like

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when I'm sitting there by the river and just trying

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to be. It's always something in the corner of

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the eye. Not a negative thing, but it's something. It

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feels some kind of energy. It's some kind of. I

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don't get it. Right, but it's good stuff. But it's

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when you pay more attention to the things around you,

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I think you get more aligned with yourself, you get

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more happy, you are more relaxed. I went to the

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doctor last week. I tried to go once a year.

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Haven't been there for 10 years. I haven't had the

373

time. Yeah, I know that one. Yeah, but. And

374

then he said, ah, blood pressure, perfect. No medication. No.

375

And you're almost 60. Yeah. And then your pulse is

376

50. Yeah. Was that possible? And I said,

377

how is it possible that everyone else got sickness eating

378

pills and doing all that? Everyone should be like me.

379

Yeah. So I think to be outside, to grasp the

380

nature, to don't always look at the time, so you

381

actually go out at night, see the Stars feel the

382

wind. Especially in the spring when this. All the flowers

383

come, you smell it and you step outside and sometimes

384

even your comfort zone. And I think you get from.

385

Feel that it's more rich. Yeah. And you don't

386

focus so much about everything. That's not okay. Because

387

it was like when I had my accident, or it

388

wasn't an accident, it was a guy driving over me.

389

So I. I don't think he'd done it on purpose,

390

but it was. It was not me doing something. But

391

what happened is that. Okay. I had to leave my

392

work. I had to say goodbye to a lot of

393

stuff. I had to sell my house in the Pyrenees,

394

which I made from an old winery. And I had

395

to let go. But it's sometimes just

396

get away. Instead of thinking about all that and think

397

about what's unjust and shouldn't be and unfortunate, it's

398

just come outside and be present. Can

399

I ask you something with that accident? I had my

400

big accident as well where I was run over by

401

a drunken driver. And I honestly see that accident as

402

one of the best things that happened to me in

403

my life. Yeah. Yeah. That

404

just allowed me to live in the moment. It allowed

405

me to do everything I wanted to do instead of

406

putting it off to tomorrow. And allowed me to appreciate

407

that the worst possible thing you can die with is

408

regret for things you haven't done. That's true. That's true.

409

And I think that. I think life, it's full of

410

opportunities. And the thing also is that my

411

mountain project, if I were to ask my parents or

412

my brothers or in a family, they would. I would

413

say what could possibly go wrong? And they would mention

414

a lot of stuff. Sure. But

415

then if I say what could possibly go right by

416

then and they don't know so much. And the thing

417

was that we rebuild or we restored an old mountain

418

farm which no one cared about for 50 or 60

419

or 70 years. And now I think it's the most.

420

At least in the Norway sense, it's the most rewarded

421

place, both from UK and other countries. We actually.

422

We took a lot of things that people consider as

423

a weed. You know, they want to put poison on

424

it and get rid of it. And we put those

425

things doing special processes and we deliver it to the

426

Norwegian meal, which is a huge competition, which is every

427

second year. Yeah. And it's like a Norwegian Oscars into

428

food and drinks. Yeah. And. And we won first. And

429

I made gin. Never done it before. And of course

430

I would training and courses and stuff. And then we

431

Have a silver medal in London this year, which is

432

a good start, I would say. And then. Very good

433

start. Yeah. And one late evening, for about five years

434

ago, very late evening, alcohol was involved.

435

And next morning my friend called and said, did we

436

buy a hotel last night? And

437

I said, no, we didn't buy the hotel, but we

438

decided that we should build a distillery. And

439

that was four or five years ago. And now we

440

have this two big wooden buildings, the one log buildings.

441

The one is one of them is from the 16th

442

century, which contains the distillery, 17 meter long, 8 meter

443

high. And yeah, we put it together and then we

444

have another one which we haven't finished yet, but now

445

we have a working distillery. And then I'm going off

446

this weekend and making a great batch which I want

447

to try to sell for the Norwegian market next year.

448

And we just play around and sometimes. Yeah, I think

449

that it's so important that people hear you and hear

450

your stories because the inspiration for everybody here is if

451

you bring the right positive energy into your company. We

452

go out in the world as entrepreneurs and we see

453

a problem in the world and we try and fix

454

that problem. Yeah, that's what drives us. That's what gives

455

us energy to push us forward. And as you. Yeah,

456

you show us and you demonstrate in what you do

457

each thing that you've been passionate about, if you just

458

bring the right energy, if you just bring this commitment

459

to understanding that things aren't always going to go well.

460

And that's fine because that's the nature of how we

461

learn. Right. We don't learn if they go all the

462

time. You can't learn this stuff in books. You've got

463

to go out and try it. You've got to be

464

not sitting there regretting, if only I had that idea

465

five years ago. And now somebody's making millions. And it's

466

not because of the idea. It's because they decided to

467

step, step and go. They decided to get off their

468

reins and go and try and be prepared to fail

469

a little bit and be prepared to learn and be

470

prepared to understand their own power. It was like a

471

couple of weeks ago, that was funny. I was asked

472

by a gun of guys, a bunch of guys, to

473

have some inspirational talk. Yep. And I did. I said,

474

oh, sure could do that. And then it was in

475

the church and. And no worries about that. I grew

476

up with a very kind of Christianity all around and

477

stuff, but. And then I stopped to. To talk about

478

inspiration and everything. And then I said, a lot of

479

the time it's about paying attention. And I told about.

480

I was 9, 18, 19. I went to America, everyone

481

California. And then all the money ran out. And then

482

I said, then I got a job. And I said,

483

Jesus, how did you get the job? And I said,

484

I put an ad in Los Angeles Times telling about

485

a 18 year old Norwegian with driver's license could to

486

be a handy guy. And I got about 85 answers.

487

84 from single wives or single mothers. Oh,

488

maybe not. And then this last one from, from a

489

lawyer. And he used to be the lawyer for the

490

family Marcos on the Philippines. So he was loaded and

491

he wanted a little bit of rock and roll. So

492

when I sat in his big Rolls Royce and he

493

said, here's the keys, jump in. And I was like

494

18. What the. What I did. And then the test

495

actually was I was driving down 101 alongside Malibu with

496

he and the other guys in the back seat. And

497

I said, okay, now the final test comes. And the

498

test was if I could roll them joints by driving

499

this car was in the back seat. Amazing.

500

And I was, okay, I did that. I could do

501

everything. And I worked there for about six months. There

502

was a lot of crazy things happening. And then I

503

thought, oh, maybe not too much of this, but I

504

think it's about paying attention. I introduced bungee jumping to

505

Norway, or I guess I was the first in Scandinavia.

506

And it was because a friend of mine showed me

507

a picture that was from somewhere outside

508

Australia, somewhere out on some of the islands when some

509

of these locals were jumping off the platforms and doing

510

this. And we can do that. And then I put

511

together some gear. I did a lot of climbing before

512

and we found a bridge jump off worked pretty well.

513

A little bit thin, I guess my body got two

514

centimeters longer. And then after getting adjusted and then next

515

week 100 people was on the bridge wanting to, to

516

jump. Wow. And then I thought, ah, then we're going

517

to rearrange. So within the next week I was going

518

from jumping off a bridge for about five pounds to

519

this late 80s, beginning of the 90s, late 80s. So

520

I went from five pounds jumping off a bridge to

521

50 pounds working jumping off a mobile crane. And

522

we made the concept not like an Ike, which said

523

just do it. We have big T shirts. But I

524

just did it. Yeah. And the business was

525

all over Norway. I. I have never earned so much

526

money on such short time ever. And it was kind

527

of people where it was about this sensation. It was

528

this feeling, it was this solution of something, all this

529

comfort and all, all, everything and they want to challenge

530

and. But at the same time they want to feel

531

safe. It wasn't that safe, but okay, that was. But

532

I think what we do as entrepreneurs, it, we give

533

good solutions. And if the solution is so

534

good that you actually feel almost a chill or you

535

get this, yes, this is it, then you have a

536

great product. But you don't get to that point without

537

training. And I think people forget to train, they

538

forget to test, they forget to develop. They are entrepreneurs.

539

We have a product that we think is great. So

540

everyone else in the whole world should also think it's

541

great. But it's not the greatest product that wins. It's

542

the greatest. The guys that communicate the best. So that

543

was why when everyone told me that the kid project

544

was not a good thing and I said, look about

545

that. We'll, we'll have a look and see who's right

546

or wrong. And also up in the mountains we went

547

for a fairly not so good concept. And

548

we'd done this before also at the island before. We

549

had to stay one night at our places up in

550

the mountains. There was like £100 something a night

551

about now the prices, people, a lot of people do

552

book come in and they pay as a storing fee.

553

They pay about €400 a night. Yeah. And

554

then food and drinks is extra. But you've taken, but

555

sometimes you've taken it on a journey. Right. You have

556

an initial concept. You put the concept out there. You,

557

in order for you to understand it works, you go

558

through that process of learning. You then understand how you

559

can make it better and how you can make it

560

better and how the whole thing can appeal to the

561

audience you're appealing to and you get to a balance

562

point. Yeah. And I see you that will probably become,

563

I mean you've just had two big articles and big,

564

big reporters coming across and yeah, I see that going

565

up to the thousand pound a night kind of place

566

or whatever, there's this connection coming as we go. We

567

go into this AI era and we'll talk a little

568

bit about that before we go into this AI era.

569

And the biggest single pain point I have with AI

570

is that it doesn't. People aren't looking at as a

571

way to give them time back and to be more

572

human, to get out into nature to undo the things

573

they love to do. This is what it should be

574

about. We've come up through this entire evolution of where

575

we are and now we have something that can give

576

us five, six, seven hours back a day. Yeah. And

577

then we don't want to use that to do the

578

same thing again. Excuse me, we want to use that.

579

This was like I do sometimes I have a little

580

bit extra time and then I write some articles for

581

the newspaper and I write about things that I think

582

about or evaluate a little bit. And then I had

583

an article I sent on Sunday, which came into the

584

biggest regional newspaper today. This morning. I didn't know, but

585

I just sent him in and I said, maybe this

586

is something. And then they said, great story. And then

587

I brought about sustainability because I think that most

588

companies and people are more interested in the batch of

589

sustainability than actually do sustainable things. Right? Yeah. And

590

they use 99 of all the money on. All on

591

concepts. That makes them maybe a little bit more. Less

592

pollution, maybe a little bit, but no actually impact. Yeah.

593

And then I also said, you guys, do you actually

594

believe that the UN sustainability and all the science and

595

measurement, do you believe in it? Do you think it's

596

true? And every businessman say, oh, yeah, we think so.

597

And then I say, so how can you guys still

598

run after uncontrolled growth when

599

UN says that your country has used up all your

600

energy or resources long before the year is gone and

601

you still talk about growth, you still talk about more

602

and more. Maybe you should actually do what

603

you say you believe in, try to make a more

604

balanced way. Yeah, yeah. Because if everyone is

605

asking for more salary, everything is going to be more

606

expensive. If everyone starts to say, we actually are fine,

607

it's okay. And then you, you can have a little

608

bit less pressure on economics. You can have more time

609

to say, but actually now we are 75% more productive

610

than maybe we were, I don't know, in the 70s

611

or 80s or whatever, when we have to use the

612

typewriter and everything. And then maybe

613

you can take half your time together with your family.

614

Maybe you can get, you know, get to know your

615

kids. Maybe you still can think

616

your wife is great, not just by a nagging or

617

anything. Maybe you can lower your shoulders. Not

618

getting so many kind of illnesses and sickness and stressed

619

out. Maybe you don't have to pay for all these

620

hours at the therapist. Maybe you can just go to

621

Norway instead. Amazing. Amazing. And I, yeah, I,

622

as I said, I've been to Norway a lot of

623

times now. I love the general approach, you know, I

624

love the way that everybody's got a little shed out

625

in the countryside that they go to. There's a real,

626

that we as a society, we can learn a lot

627

from Norway. And as a, as an entrepreneur society, I

628

Think we can learn so much more from the method

629

that you're bringing into this and this concept of connection

630

connecting you back with nature so that you can get

631

away from the stress and so that you can actually

632

learn a bit more about yourself. So I want to

633

just end this by asking you to give an idea.

634

We're still formulating, we're still going through the initial stages.

635

You've done a lot of this with people already. But

636

give an idea of what your future project for this

637

is going to look like. I'm building a system that's

638

a 12 months program slowly progressing, ending

639

in a trip to Norway I'm now working on with

640

two companies in the Netherlands, big businesses on week incentive

641

trips for teams. And we are, I'm

642

calling it into the Wild or the beach mountain concept

643

or we're working on titles on that. But it's a

644

little bit of getting out in different environments and

645

have some very nice exotic challenges in the island where

646

I have a rowing boat which it's not a Viking

647

ship, but it takes 14 people. Wow. And some

648

years ago we rode, we went all the way to

649

Oslo in that boat. And you can easily do a

650

mountain crossing to Denmark. But I don't think most people

651

have challenges with rowing in tune. So we keep it.

652

Or we have this, a deserted lighthouse which, which says

653

to be spooks out there or ghosts and stuff. It's

654

a little bit exotic but it's all the way as

655

far out in the ocean that you can. So we

656

go out there for a day or two. I put

657

them with wetsuits on. We, we put our own, we

658

pick our own food with oysters and big crabs. Go

659

back on shore up in the mountains, have some luxury

660

and then into the mountains again with more kind of

661

off grid, no cell phone coverage. Making everything from the

662

ground up. You're not getting matches. You have to learn

663

how to do without. Wow. And you have to put

664

up a tent, working a team. You have to skin

665

your fish which is from the lake if you're lucky

666

and then if you've caught one. So I want to

667

challenge people in a way which also challenged their

668

feelings a bit and more on a fundamental area and

669

get them a little bit more connected to themselves. So

670

reconnections from every day and mobile phones and all that

671

stress and then taking them down to what nature is

672

and, and take them off the path. And then this

673

is my plan is to have a one year concept

674

where you every month get small tasks which are not

675

so difficult. It's not, it's like when people. There's a

676

lot of people in the world who have been eating

677

everything they should to become ill. Yeah. Or fat or

678

out of tune or things like that. So the thing

679

to make a real change, you have to do changes

680

on several levels. It's not if you're a troubled kid

681

and they send you to the shrink and maybe you

682

have all these troubles because you don't have good eating

683

patterns, you don't sleep well, you don't have good people

684

taking care of you. But they want the shrink to

685

talk you into. To wellness. But

686

I think we need another approach where we actually doing

687

something for your brain, we're doing something for your body.

688

We prepare you. And that's what Wim Hof has done

689

with cold kind of learning techniques to prepare you for

690

challenges. And then when you are prepared, you can

691

do the challenges in a good way and grow. Yeah.

692

And that's what I would like to. And then of

693

course I would like people to like to show them

694

Norway and all these beautiful places and also get connected.

695

I have a little program, I have a little program

696

on my free time one one afternoon a month for

697

men. And that's only for men. It's not for ladies.

698

And we said this is just for guys. And a

699

lot of guys are feeling troubled. They feel alone,

700

they feel outside society. In Norway, the highest

701

death rate, people taking their own life is among men.

702

Yeah. Worldwide it's a. Yeah. Suicide

703

amongst men. This is society. Even if we love women

704

and say women, blah, blah, blah. The thing is that

705

it's not in tune, it's not balanced. Yeah. So what

706

I'm trying to do. And now I'm trying out my

707

theories and my methods on groups of guys. And

708

I do it as one, one once a month. And

709

we have Men's Health, which I talk to them. We

710

had the last Monday we had Everyday Gourmet. Yeah.

711

And all these guys, they were. This is the ingredients.

712

Jesus. The only thing I can make is cook water

713

and make associates. This is it. And then. Yeah. Where's

714

the recipe? We don't have one. Where's this? Oh, don't

715

you have to work in team and I think challenge

716

people, then you grow. Yeah. 100. So what an amazing

717

concept. Amazing way forward. I think we're definitely going to

718

have you back on here as we go through this

719

journey of building out this new entrepreneurial journey for you.

720

Thank you. What does that look like? So how can

721

people get all of you? What's the best way to

722

get hold of you and I'll put the contact details

723

for you below as well. Oh, I have a email,

724

which I sent you. And then. And just send me

725

a mail and then I respond fairly quickly if I'm

726

not outside or in our distillery at the moment making

727

gin. Actually, for next year, we have this product with

728

a sailship that only goes in the Arctics. So we

729

need a big barrel, which is going to be shipped

730

out to that ship and just sail in the Arctics

731

for a year before we're getting it back. So think

732

of doing. It's about being open. If you are open,

733

if you're relaxed, the world comes to you 100%.

734

Eric, thank you so much for joining us and for

735

sharing. It's been a pleasure talking to you and we'll

736

speak again soon. Thank you very much. Right.