About
I am Anna. A Scandinavian ultra runner who started from scratch.
I built an audience of 90k followers over a few years. By the end of 2025 I had 70,000 followers. On the outside, it looked great, right? The truth is I was basically just an employee for social media channels, paid in dopamine from the attention. I was only earning about $500 a month between my coaching business and brand deals combined. I was tired of pitching my running projects without getting more than enough to eat... on a budget... I was so determined. Running was my passion and I was going to make it work. I decided to make a change. Let’s roll it out from the beginning.
I was an ultra runner. I had big adventures in my head: big mountains I wanted to cross, multi-day expeditions I wanted to film and share. The passion was there. The commitment was there. The money was not.
I knew how to run. I had no idea how to turn running into my career. Those are two completely different skills, and nobody in the running world was teaching the second one.
I did what most runners do. I started posting. I tried to figure out Instagram. I researched algorithms, editing, and psychology. Suddenly something changed. I cracked some codes. I got to a point of confidence, and I had a big enough following to offer brands, so I reached out.
To my surprise, the brands didn’t show much interest. Occasionally they’d send a free product and a 10% discount code for my followers. Maybe even an affiliate link, but that link never returned more than a few dollars. I kept running and kept going broke.
I asked myself: how are accounts with 3,000 followers earning more than me when I have 70,000? What do they know that I don’t? I looked into it.
I’m not a superhuman, but I am the hero in my own journey. And in every hero’s journey, there’s a mentor. I noticed I couldn’t see my own patterns, no matter how much theory I learned. One day I found my mentor, Luke, and we had a call. Signing up with him was the scariest thing I’ve ever done. I was so financially broke that I knew: if nothing happened in three months, I’d have a real problem. That was the extreme reality.
But what was the alternative? Staying stuck was a bigger risk than trying. Having a mentor changed me, and jumping into the unknown was the best thing I’ve ever done.
I stopped trying to be discovered and started learning how to run a business.
I wanted to be the one in charge. I learned sales and psychology. I learned to write copy. I learned how to talk to people in a way that built trust to the point where not signing up for my running coaching or my camps seemed like the stupid choice.
Everything I learned started showing results faster than I expected. I went from $500 months to over $45,000 in sales in 9 months.
I am looking for talent.
I am looking for eight athletes who are ready to commit to plan A and never look back. I want to support a few runners personally who are in it for the long haul. Read more in the application below if this sounds like something for you.
1-1 coaching
The Inner Circle
Eight athletes who are ready to commit to plan A and never look back, working with me directly.
Write as much as you can about yourself.