Coach Alise Axelsson comes from a very small but beautiful country Latvia located in Eastern Europe, known mostly for its ever-changing nature, white sand beaches, famous local beer factories, traditional midsummer celebration and much more. Growing up in the small city Sigulda with her parents and her older brother she was born a dreamer, spending hours thinking about her future and visualising what I wanted to achieve. Like many of us as kids, we all have our dream profession and Alise was no different, firstly a doctor then a teacher, then a lawyer and then a journalist. All the professions were related to helping people. However, after filling in the application forms wrong in university, Alise ended up studying economics and international business.

A year later, Alise started to work for one of the biggest Nordic banks and that brought her to Stockholm, Sweden, where she also met her husband and went on to raise her son Henry. It was during her career at the bank that Alise also met one of her now closest friends who later introduced her to entrepreneurship and successfully became business partners. 4 years in, Alise worked with beauty and health industry believing that by having her own business that there are major upsides, one of which included personal growth. By looking for ways how to learn more and develop my strengths Alise came across Anthony Robbins work. Throughout his seminars and coaching program, Alise discovered who she really was and what her passion really stood for, not taking a turn back, her life has never been the same again.

In this interview, Alise explains in-depth her theory behind believing that the greatest happiness comes in life when we get back to our true nature. We help you to discover, how together, we can create a tremendous change in your life and in your relationships profiting growth and everlasting change through the strategies and techniques that Alise uses.

Hey Alise, can you introduce yourselves to us?

I am a wife, soon a mother of two, a relationship coach and an adventurer. When I was a child I was a dreamer. I could spend hours thinking about my future and visualise what I wanted to achieve. As kids, we all have our dream profession. First I wanted to be a doctor. When I grew older, I wanted to be a teacher, then a lawyer and then a journalist. All the professions were related to helping people. However, after filling in the application forms wrong in university, I ended up studying economics and international business.

A year after, I started to work for one of the biggest Nordic banks and that brought me to Stockholm, Sweden. And I am very glad it did because that’s where I met my husband. He is the most important person in my universe. We are a very active family. We do sports, we travel, we read, we laugh and we have a lot of fun.

I worked in the corporate world almost 10 years as a project manager, accountant, and financial trader both in Sweden and Singapore. I also started my own company within health and wellness and worked as a business coach for many years. I believe that by having your own business there are major upsides. One of them would be personal growth.

By looking for ways how to learn more and develop my strengths I came across Anthony Robbins work. Throughout his seminars and coaching programs, I discovered who I really am and what I really wanted to do. Since then my life has never been the same again. Today, I help people to create passionate and fulfilling intimate relationship. I do a lot of live events, workshops and currently working on presenting Sweden’s first Life and Relationship Mastery Retreat. 

Can you take us through your story so we can understand a bit more in-depth about how you arrived at where you are now?

I come from a very simple family. My parents have always been working hard for little money. We never had fancy clothes or expensive trips. We barely managed to cover the rent and the expenses. Growing up I saw how hard it was for my parents and I promised to myself that I will do whatever it takes to support them and live the life on my terms. And it was my motivator to study, work hard and take any opportunity that was coming my way.  When it comes to my professional life, my coaching career began almost 7 years ago. Back then I started as a business coach. I was running my own business successfully and loved to share my success formula with others. 

Relationship coaching came into my life when about 4 years ago me and my husband were going through a very tough time in our relationship. We went from madly in love and excited to frustrated, disappointed, not feeling understood and appreciated by each other. On the top of that, we had financial struggles and I was struggling with the new role of being a mother. And we let the struggles to make the gap even bigger between us than unite us.

After endless conflicts and frustration, we finally decided to seek for help and we were blessed to meet some of the most profound coaches in the industry. Not only we turned around our relationship, we turned it into something we never thought is even possible to have. And there my passion to become a coach and help other couples to transform their relationship was born. 

As a coach, what is a day in the life of you like?

Every day starts with grace. It might take only 2 minutes, but I will always thank God for all the good I have in my life. I call it priming and I learned it from one of my mentors. It helps to keep the right mindset and start the day in the beautiful state.
I always have breakfast together with my family and I always create a plan for how I want my day to look like. During the day, I have sessions with my clients. I also make sure to be physically active, read a good book or an article and always working on what’s next. 

Having previously worked in one of the biggest Nordic banks in Stockholm, how easy would you say it was to make that transition from a career within the corporate world to your current position today?

It happened step by step. It started after my son was born where I was struggling with being away from home for long hours every day. Also, I think that becoming a mother made me look at the life differently and gave me more confidence to start my own business. Due to cost-cutting at the bank, they were closing some departments and letting staff go. My department was one of them. That time I realized it’s the right time to let go of the financial world and start a new chapter in my life. 

Can you talk to us about how the seminars and coaching programs of Anthony Robbins in which you attended, made you rediscover yourself and your life purpose?

I have done a lot of Tony Robbins programs, but there is one that changed my life and my relationship, and that is Date with Destiny. I and my husband went to Florida to attend the seminar and we didn’t even know what to expect. But I can describe the experience in one word – mind-blowing. It helped us to see why we were struggling in our relationship and what do I really want in my life, it was during the seminar I decided to become a coach and study Anthony Robbin’s methods. 

What coaching methods are you using to help your clients to create tremendous changes in their life and relationships?

During my work, I focus on 6 human needs method and I work a lot with feminine and masculine energies. I believe there is a huge misbalance between universal energies today in the society which creates confusion and frustration for both men and women not just in the relationship, but in any sphere of life. 

By helping women to connect with their feminine power they experience a significant increase in self-love and self-esteem. They glow and radiate. They no longer see other women as competition but are willing to support one another. They are great leaders and by trusting their intuition they make better decisions and have a great connection with the people around them. 

Where can you see yourself within the next 3-5 years?

I would like to expand my company and create powerful partnerships with like-minded coaches to help more people and offer a wider range of services. I also would like to create a powerful online relationship course program and possibly a podcast. 

How are you planning to expand the coaching programs you offer?

I have done some changes already. Before I was mainly focusing on 1-1 coaching. Now I prefer live events, workshops, retreats. The focus is to work on bringing more and more people to the different events.  When you come to a three-day event it is an immersion. You put your daily routines aside and you give yourself a gift to let go what needs to go, crush your limiting beliefs and set new standards. It’s powerful. 

Can you tell us what areas you have struggled in professionally?

I am very sure I belong to the group of professionals who have been scared to just simply put themselves out there. It took me some time to really niche myself out and be clear on my mission. 

Have you ever had any other mentor? If so how has this benefitted you to grow?

I learn from different people constantly. Alison Armstrong is amazing when it comes to understanding relationships. I have taken some of her methods that I apply in my seminars. It has helped me to show my clients very clearly how different communication ways and attitudes affect a relationship. Also, I am currently working with business coaches Kane and Alessia Minkus who help me to market what I do, spice up my homepage and teaches me sales from a totally different point of you. They have been a great support on how to packages my services, how to communicate and helps me to generate new and new ideas. 

What outlets do use to market the coaching programs you offer?

I have a couple of hundred followers with whom I communicate often, but I also use Facebook Ads to promote my upcoming events. 

Which methods are you using to build your own network?

I love to network and I love to attend other live events and seminars. I co-operate with women entrepreneur network organisations and lead workshops for them on different topics. That gives me a lot of great connections every time. 

What do you believe are the common misconceptions about being an entrepreneur?

That success will come fast. I see a lot of people that have a great idea starting their own business and shut it down just because they ran into some struggles. I believe that success should not come easy. You should struggle plenty of times to learn and grow. And while you go through those struggles you discover things about yourself you didn’t even know you have or you can. You meet some incredible people that are ready to help you more than the closest ones to you. You overcome your biggest fears and limiting beliefs.  

What would you like to see changed for millennials in business?

I would like to see even more women in a business environment. I believe we women have so much to share and give, and our ability to feel, care for, empower one another is something that will make this world a better place. 

What is the best piece of advice you have received to date?

To never, ever, ever quit. There have been times when it feels like nothing is working and I just want to leave everything behind. But success is not supposed to come easy. Challenges are there for us to grow, learn and expand our comfort zone. And by overcoming obstacles we also show others that it is possible. 

What is the number 1 critical lesson you have learned in your career so far? 

To always speak your truth. When you speak your truth, you are real, authentic and raw. That’s where people really connect with you and want to follow you. That’s where you can truly inspire somebody. 

How do you create an evenly balanced work and personal life?

I love to plan. And my husband is amazing with helping me to get my things done. The usual working hours I have is between 9.00 am till 4.00 pm while my son is in the daycare. When I have live events, seminars and retreats I plan well in advance to make sure my husband is home with kids. My mother is a great help as well. She is always around when I need her. It is a true blessing. 

The highlight of your career so far?

I am working on to establish some great co-operation right now where I believe some great things will come out. 

What gives you ultimate career satisfaction?

Results I see in my clients. There is no bigger satisfaction than that. When you can transform somebody’s life in just one coaching session that means the world to me. 

Which other leading entrepreneurs and pioneering game changers do you also admire and why? 

Oprah, she is this beautiful and powerful feminine voice that inspires women and men all over the world. Her story and her passion for her work and people are what makes her stand out. She teaches us all that anything is possible if you are willing to work for it. 

Angelina Jolie, as in my seminars and other live events I help women to embrace their divine feminine energy and I think Angelina is a perfect example of what femininity is all about. She radiates, she’s confident, emotional, humble, simply a beautiful soul.    

Richard Branson, for me he’s the perfect example of showing if a man got a vision and he’s willing to do whatever it takes, he’ll be successful. I love his passion for entrepreneurship and commitment of always delivering great services and having cutting-edge business ideas. 

How would you say you are intending to use your voice to educate others in the coaching industry?

I would love to create my own university for coaches to help them to get started with their business. So many people get their certification but they struggle with finding clients, packaging their services and getting paid. 

What is a good article or book you have read recently?

I usually read books or articles mostly about relationships. The last book which I am still reading is called ’10 things every woman needs to know about men’ written by Sabrina Alexis and Eric Charles. Such great book whereby the authors have really managed to tell their readers in simple language how different the needs for men and women are, what do men really think in different situations and what’s important for them to stay in the relationship. 

What does your Podcast playlist look like?

It is almost embarrassing, but I don’t have one. I really do prefer to read books. 

How do you measure your own terms of success? 

One word – ‘progress,’ I use a tool called the ‘Rapid Planning Method’ which I believe is one of the best ways to set the goals. I always write my yearly, monthly and weekly goals, my reasons why and what actions I need to take. I am old fashioned in this. I have a decent calendar where every day I will write down the activities I need to take. That helps me to make sure I remember at least the most important and helps me to measure my success. 

What does #BEYOUROWN mean to you? 

I was introduced to #BEYOUROWN quite recently, but I already have spent days reading about other women inspirational stories. It motivates me to do, even more, become even better at what I do and help others along my journey. 

Lastly, what is next for you? 

The sky is the limit, right? But if seriously, any day we should welcome to the world our beautiful baby girl. And I am planning to spend the rest of the year with the family. But of course, I am not planning to leave my business behind. In October, we will have Sweden’s first Life and Relationship Mastery Retreat. November, we have a three-day workshop, where people will have the opportunity to bring their lives and relationship to a new level. And many more exciting things to come. Stay tuned!



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