Ax'21 - Empowering wellness coaches to bring their business online translates into a significant change in the society as a whole.

August 9, 2021
Written by 
Joonas Jämsä

Physical inactivity has a negative impact on the healthcare system and community wellbeing. According to the World Health Organization approximately 28 % percent of adults are not active enough and it gets even worse as we look at the younger generation where 81 % of the adolescent are inactive.


People spend more and more time online. Thus, it’s important to reach people where they are and bring them services and experiences that really can get them active regardless of their physical location and time. Furthermore, even finding “a perfect coaching match” is hard as the coaching services are scattered across the internet and contrary to the popular belief, most coaches are still working mainly offline. Also, the majority of coaching service providers do not really offer options for people who want to try out different activities and find the coach and the community that really fits them and their profile.


In addition to just bringing services and experiences online, we need the services to really create a sense of community and connection. The shared object of interest and clear goal setting are some of the most important factors that really create the stickiness. Also, habits around wellbeing cannot be built around some specific place and time. Especially now when we are moving into a more hybrid work life and more people will spend more time at their home, it becomes vital that people are able to create habits that are not based on one location.

Growth of social mediums such as Instagram and tiktok has allowed hundreds of thousands of wellness professionals to build their brands online. However, majority of them do not offer their services online and build services around their expertise and brand even though there is an existing demand for their services. Consequently, this leaves out many people who would love to train in a community of like-minded individuals that are looking to achieve the same goals and be coached by the coach that they actually look up to and want to be coached by. 

People should have the opportunity to search what activities would be just right for them. With the opportunity to find such a large variety of different coaches and activities in one place, the users have a low threshold to try something totally new and fulfill their curiosity for self-development in a like-minded community. 

Building wellness

At Feelbie we strive to bring more opportunities for everyone to reach their goals with their favorite coaches, no matter where they live. Feelbie offers an easy call to action for anybody looking to add quality exercise and wellness habits into their lives. Also, we provide our coaches tools and services that enable them to really build thriving online business and wellness communities that will change lives on a larger scale. 

Kiuas Ax'21 questions

Who or what inspired you to be an entrepreneur?

I remember volunteering at Slush in 2015 and being inspired by all the amazing and passionate entrepreneurs building startups that were solving global problems or maybe just making cool gadgets that seemed super futuristic at that point for a young law student. I never recovered and here we are.

If you would get 10 billion euros right now, what would you do?

I would invest in Feelbie’s seed round and other startups making the world a better place.

Who is your favorite superhero?

Batman, often misunderstood hero and protector of Gotham city.

If you could change just one thing in the world, what would it be?

Free access to quality education for everyone, everywhere. 

“Education is the most powerful weapon which you can use to change the world.”
- Nelson Mandela

Main course at dinner, choose: a) Monkey brains with devils sauce and baby vegetables, b) lab grown steak from human cells and béarnaise with crispy fries, c) Organically grown Nepenthes Truncata salad, including tomatoes, sweet blue peppers and glowing mushrooms with a small chance to kill you instantly.

I have been quite interested in the cultured meat sector for a while now so I have to go with b). Although, I’m not too excited about eating human cells :D

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