Your next era of self-leadership

Take charge of your growth, direction and success in life.
Lead it. Own it. Thrive it.

Trusted by 400+ entrepreneurs & business leaders:

Uncover what it takes to OWN your potential, work and life.

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Are you ready to get back in the driver's seat?

  • [ An open letter to those seeking to become self-led ]

  • Self-leadership is about defining and playing your own game.

  • We don’t blindly follow the status-quo; instead, we lead our work and lives in a way that prioritises growth, autonomy, freedom, and fulfilment.

  • We don’t ask: “How can I live up to the norm?” or “How can I outwork others?”

  • We ask ourselves: "What matters to me?", “What kind of life do I want to lead?”, "What legacy do I want to leave behind?"

    And then walk that path with a backbone of integrity.

  • We don’t care about impressing or pleasing others. We pursue, strive and fight for what matters.

  • We courageously lead by our highest values — choosing growth over comfort, purpose over popularity and authenticity over convention.

  • Sometimes this means we have to walk alone, but often, it's about experiencing the freedom, fulfilment and joy of leading a life that's not merely survived, but fully lived.

    And surrounding ourselves by those who share our values, ambition and drive.

    Those who bring out to best of our human potential.

  • At the end of the day, what binds us together is a simple goal:

  • To be in charge of our growth, direction and success in life... and to leave this place slightly better than we found it.

Nice to meet you,

I'm Jord

A 35-year old, Executive Coach & Ultra Trail Runner.

At the age of 24, I founded my first tech company, which grew from 0 to a 7-figure company, serving clients throughout Europe.

Then, in 2018, a near fatal health crisis forced me to step down as the CEO.

I decided to sell my apartment in Amsterdam, clear my debts and leave behind the fame, the title, the plans and the lifestyle so I could rebuild a life with more depth and intention.

In the six years that followed I moved to the other side of the world, studied different modalities of psychology, worked with therapists, coaches and healers, sang lord kumbaya, sat in silence and spent weeks in the Amazon working with the Maestro’s of the Shipibo tribe.

Pursuing a new, more real, authentic and fulfilling, way forward.

Today, I live a deeply fulfilling life in Cape Town, whilst I run a successful coaching business, supporting high-impact individuals from over 20+ countries in developing the clarity, strength and freedom to lead by their highest values.

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When my father fell ill, I hit rock bottom and became destructive, which led to losing my partner.

That's when I turned to Jord, a man who has lived through the highs and lows of entrepreneurship, life, and relationships.

His experience brought a unique and real-world perspective to our sessions and helped me understand that everyone has their own scars, and taught me to see myself and others in a new light. My life has changed dramatically since working with him, I’ve never felt stronger or more capable - I'm facing my fears, breaking free from destructive patterns, and living with integrity.

Thanks to Jord’s guidance and support, I'm becoming the man I'm capable of being.

Duco Vermeulen

Serial Entrepreneur | Amsterdam, The Netherlands

I thoroughly enjoyed working with Jord, albeit challenging at times.

The challenging of my thinking, unquestionable compassion, support & ability to fill the gaps during some of the darkest days when I was left questioning my reality, and frankly my sanity was crucial to my journey & upward swing of life. Jord was able to guide me to a new way of viewing myself and the world — what I thought was working, wasn’t really working and he offered up many tools and resources to help re-orient my focus and direction in business and personal relations. To date, I still use the lessons we uncovered together. Bravo Jord!

Lincoln Westerman

Founder Yugo | Sydney, Australia

I started working with Jord during a very difficult season in life.

I was feeling defeated after many months of walking into walls with business, and repeating old patterns that I thought were left in the past. Jord was able to see that below the surface, cracks in the foundations of my self-worth were feeding into the dysfunction I was experiencing.

Working with Jord was one of the best decisions I've ever made, and I'm beyond grateful for the intentionality, depth, care, accountability, and safety he created.


Recovering lawyer & coach | Phoenix, USA

Jord's impact on my life has been nothing short of transformative.

He has a unique ability to cut through all the layers of excuses and non-sense to get straight to the root cause of the pain. With his 'Pain + Reflection = Progress' approach, I've been able to break free from self-sabotaging patterns that held me back for years.

Thanks to Jord his support and guidance, I've regained my confidence and strength to step up and ‘do the right thing’, rather than what’s expected from me by others. Although this is only the beginning, I know that it has opened the door for me to show up as the leader, partner and above all the father I aspire to be.

Reinier Jonker

Operations Lead at Bothers | Antwerp, Belgium

Working with Jord opened my eyes in many ways.

One of the reasons I once chose the path of entrepreneurship was to be in control of my own life and enjoy a certain sense of freedom, yet at the moment I reached out to Jord I worked almost 24/7 in an attempt to keep my head above water. After diving into the deep end (looking within) I now understand how my ‘high standards’ kept me stuck in the cycle that I was trying to break free from. Spending 24+ hours of 1:1 coaching and completely rebuilding my value system was a journey which made the biggest shift in my mindset so far. Thanks a million, Jord!

Mike de Goede

Founder HNGVR | Amsterdam, The Netherlands

I’ve tried many different types of therapy, but nobody ever helped me the way Jord did.

He showed me how I conditioned myself to stay in survival mode, whilst creating a safe environment for me to explore and unlearn what was no longer serving me. This, in combination with the foundational work of establishing my value system and expressing my boundaries, has made it easy to navigate life. Jord has been invaluable in overcoming my panic attacks, re-building relationships with family, and stepping into my full potential in my career.

Lois van der velden

Model & Artists | Canggu, Bali

I decided to work with Jord because deep down I sensed something wasn’t quite right.

I just sold my company and still felt a lingering sense of dissatisfaction and a compulsion to chase the next thing. Jord helped me to address the 'inconvenient truth' that kept me stuck in — what he calls — the constant game of one-upmanship against self & others. His guidance, along with the framework & tools that he provided, has allowed me to rediscover who I am at my core and pursue the right things, at the right time and for the right reasons.

Daan Smit

Founder, Brandfirm & Benksy | Amsterdam, The Netherlands

Jord is compassionate yet extremely direct and powerful in his approach.

No pretentious difficult jargon, just real and relatable conversations. His guidance, along with the structure and tools of the program, has empowered me to embrace my potential, set boundaries and express myself among other C-level executives.Empowering, to say the least.

Alice Hoes

CPO, H&M New Business | Berlin, German

I started working with Jord because I was being pushed and pulled by the whims of life, bouncing from one thing to the next and sacrificing my autonomy and control.

I like Jord his direct and honest approach and I feel we really connected on a deep level, but above all, I am astounded by the results that we have achieved together. I've made life-changing decisions and I am now moving forward with greater clarity and confidence. I truly believe Jord can help you become the possible version of yourself. He certainly helped me!

Frank Smit

COO OBIwan | Amsterdam, The Netherlands


Jord is extremely dedicated to his cause and knows how to get to the root of the problem. It’s an understatement to say that it has helped me to navigate complex challenges in my business as well as to establish the foundation for a new, more sustained, way to success. A must-do for every entrepreneur!

Ben Booterkoper

CEO at CIL China | Guangzhou, China

You're no stranger to success as the world defines it, yet...

you yearn to experience a deeper, more fulfilling, kind of success.

As your coach, I help you unlock the power to lead yourself towards highest aims, potential, purpose and joy in life.

These aren't your average coaching programs, and I'm not your everyday coach. I bring methodologies shaped by a mix of world-class training and personal experiences, along with a no non-sense approach to cut through excuses, projection and dishonesty to deliver results you have never seen or felt before.

You’re here because you’re ready to take charge of your growth, direction and success in life. I’m here to help you confront and overcome the obstacles that have held you back from becoming the self-led (wo)man you're meant to be.

Together we embrace challenges, gain new perspective, push boundaries and lay the foundation to increase your clarity, confidence, freedom and output.

Three ways to work with me:

1:1 Intensive

90 Minutes

Book a 1:1 call to overcome stagnancy, confusion, and indecisiveness in a single session. We will work through the one big thing holding you back so you can walk away with clarity, direction, and confidence.


Private Mentorship

3-6 Months

Embark on an intensive 1:1 journey with me to unlock your power and reclaim your leadership for ultimate freedom, growth, and success.


Group Mentorship

6 Months

Join my exclusive membership program for high-achievers ready to end self-sabotage and take charge of your growth, direction and success in life.


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Freedom to

live how you want.

Confidence to

own your story.

Strength to

give what it takes.

Join the growing list of leaders in my bi-weekly newsletter. Sign up today and get immediate access to three of my highly requested guides for redefining success, growth, and purpose.

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© 2023 Jord Cuiper.