It started in 2017. I had just come back from Korea, where lots of people on the subway wore face masks, and I had the logo of my project back then, Haus 9, embroidered onto a black fabric mask. A few friends and I shot a small teaser with it. Looking back, that was the spark. A mask was part of it from day one.

In 2023 it turned into a small app where friends shared their real progress. Then a supplement brand. By the end of that year I had landed where my passion had been all along: film and media.

In 2024 I went to Thailand, to Phuket. I trained Muay Thai, filmed with fighters and started posting reels every day. No face. Just the logo and the message.

Then it moved fast. From almost nothing it grew to 420,000 followers, and on the best days reels alone pulled in 84 million views. After that I barely did anything for about a year, and it dropped to 326,000. Now I'm making more again, and new people are finding it again.

I'm writing down how that worked. The first Mindset Studio book is called Remixing the Internet and comes out as an e-book.

Fightwear came next, meant to pay for the films. And over time Mindset turned into a philosophy of life: working on body, mind and goals at the same time, with discipline.