My story

Curiosity became a way of life.

Coeliac disease shaped my Swedish childhood. My kitchen became a laboratory, and my work crossed business, nutrition and endurance sport. One question kept getting larger: what if nature’s signals are wiser than the systems built to replace them?

I was diagnosed with coeliac disease before my first birthday. In the 1970s, there were few alternatives and even less useful guidance. I learned to read every label, notice every reaction and cook for myself.

That early constraint became a lifelong habit: I do not assume the default is right merely because it is common. Over time, my experiments in the kitchen grew into work in natural food, co-founding Natruly, formal study in dietetics and human nutrition, and two editions of my book Hungry for Change.

Endurance sport put the same ideas under pressure. Thirteen Ironman finishes, ski mountaineering, swimrun and the Titan Desert taught me attention, humility, recovery and what the body can reveal when the noise disappears.

“I’m curious about the things we do without thinking. Sometimes asking why is the best place to start.”
1970s

The first label

Coeliac disease made food personal, practical and impossible for me to ignore.

2008–Today

Endurance as teacher

I turned theory into lived feedback through Ironman, ski touring and desert racing.

2014

Natruly

I co-founded a company to make recognisable, minimally processed food easier to choose.

2018 / 2022

Hungry for Change

I put the philosophy into a book in Spanish and English.

2023–Today

The conversation widens

Through my podcast and letters, I move beyond diet into nature, culture, health systems and agency.

Transparency

Know where the voice is coming from.

I co-founded Natruly and wrote books sold through third parties. I disclose relevant commercial relationships wherever they matter.

My work reflects personal experience, study and opinion. It does not replace care from a physician or other qualified professional.

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