About Jonas Höglund
I work with hypnosis coaching for people who want to create real and lasting change—without pushing themselves, over-analyzing problems, or fighting against themselves.
Many of those who come to me have already tried most things. They have read books, taken courses, intellectually understood their patterns, and actually know what they should do.
Yet they are stuck.
That’s where hypnosis makes a difference—by working with the subconscious, where our habits, reactions, and emotional patterns are actually created—the brain gets the opportunity to reset on a deeper level.
Who I am
About responsibility, change, and becoming whole again
I haven’t always been interested in people and personal development.
Or—in a way, I’ve probably always been a seeker. But it wasn’t until my son was about to be born, and I myself was in a bad place in life, that I seriously understood that I needed to take responsibility for my own life.
My solution then was simple. I bought the book Happiness by the Dalai Lama.
It didn’t become a quick fix, but it made me stop. I started repeating to myself: “become whole again Jonas”. It became a first step towards taking myself and my inner life seriously.
Some time later, my friend Tobias took me to a course in re-evaluating couple’s conversations. Something decisive happened there. An old pattern—my fear of other people’s crying and strong emotions—dissolved and was replaced by a new experience: that I could actually help others by giving them space to feel what they felt.
I still remember how I felt that evening on the way home in the car. It was a strong and unexpected feeling, and in retrospect it is clear to me that it was probably there that my journey as a coach really began—even if it would take several years before I did anything concrete with it.
Around the same time, I came into contact with NLP (Neuro-Linguistic Programming) through my then partner. I didn’t fully understand what it meant then, but in retrospect I see it as another piece of the puzzle that fell into place.
Today, when I help people release old limitations, traumas and negative thought patterns to live freer and more meaningful lives, I see it as a natural continuation of my own development.
I have learned that humans are amazing. When we get help removing the patterns we are stuck in, the opportunity opens for the brain to create new, better patterns.
The responsibility I see as my most important is not to continue repeating my old mistakes—a responsibility towards my future self, and a striving to become a better person.
If you feel a similar responsibility towards yourself and towards the people you care about, I will gladly help you on that journey.
Who I am outside of work
Body, nature and presence
This approach to change has not only shaped my work, but also how I live my life – that I have a need for presence, movement and direction.
During my years in Åre, I also came into contact with another part of myself, the part of me that thrives best in nature. Some years I had over 50 nights when I slept outside and often more days on the mountain than at home.
The mountain has become a place for both stillness and power. If you ask me where I prefer to be, it is there—with wind, sun and snow, and a kite that pulls me forward.
After moving to Umeå, the sea has become a new source of joy, both for swimming, skating and kitesurfing. The forest is the place where I prefer to run or hike.
Recently, I have also started climbing together with my daughter who is four years old. Climbing is fantastic because you have to be focused and can let go of everything that is not the next hand – the next foot.
And in the climbing hall, we can together practice playfulness and presence—where the focus is not about performance, but about being there fully.
For me it is obvious: the body and the brain are not two separate systems. They are parts of the same organism—the human being. When we change how we use the body, the brain is affected, and when the brain changes, how we live our lives is affected.
My life before hypnosis – responsibility, pace and reality
When I talk about hypnosis, many people think of stage hypnosis or something mysterious. As if I were a little crazy.
In fact, I am a scientist and economist with a master’s degree in entrepreneurship from the School of Business, Economics and Law at the University of Gothenburg.
Earlier in life, I worked in the family business where I then became a partner and ran 3 restaurants and 2 hotels under the name DalaWärdshus, with over 100 employees.
For a period, I also worked with sales and logistics at Waba Nordic, where I was responsible for large customers such as SCA and Vida AB, as well as the logistics around up to 35 trucks per day.
In recent years, I ran Rådhuskällaren in Falun myself before selling it in 2012 to look for new challenges.
A life in Åre
After many years of work and responsibility, it became clear to me that something needed to change—not in theory, but in practice.
When I sold Rådhuskällaren and didn’t really know which direction I should take in life, both greater nature and a better winter beckoned. It took me to Åre.
That took me to Åre, where I started and ran ÅreKite and Adventure with Jonas, and worked as a mountain guide and kite instructor. I also worked with Explore Åre taking care of groups ranging from a couple of thousand people to families and small teams.
During my eleven years in Åre, I also worked as a head chef in several businesses, including one of Sweden’s largest refugee accommodations during the Syrian war. I trained as a rope technician and worked periodically painting the High Coast Bridge.
What I have come to understand is that I am driven by curiosity, by challenging myself and by constantly developing and learning new things.
And perhaps most importantly of all—I began to understand the value of development on a more personal level and of surrounding myself with the right people. Something I have been lucky enough to do even earlier in life, but which here became a more conscious and clear insight.
My journey as a coach
When my daughter was born in 2021, I needed to create a life that involved less work away from home. Then I realized that I had actually cheated a bit in NLP by helping people get rid of phobias.
In addition, I had personally experienced the power of NLP, as the move to Åre itself was the result of work I did with my employees in Falun.
And after a course with Fredrik Praesto where I primarily wanted to learn more about NLP, what I really took with me was how easy I had to go into trance and solve personal problems with self-hypnosis.
Since then, I have trained in several established schools and traditions within hypnosis and Neuro-Linguistic Programming, with a focus on practical application and real results.
My educational background includes:
– NLP Practitioner, certified through The Society of Neuro-Linguistic Programming
– Hypnosis and NLP training with Fredrik Praesto
– Mike Mandel Hypnosis Academy, Toronto
– Jacquin Hypnosis Academy, UK
Common to these educations is that they focus on how change actually takes place in practice—how the brain relearns, how old patterns can be dissolved and how new ways of thinking, feeling and acting can be established in a sustainable way.
For me, hypnosis did not become a “tool among others”, but a way to work more respectfully with people’s inner processes. Less struggle. Less pressure. More collaboration with what is already there.
If you ask me, everything that actually works to create change is basically a form of hypnosis.
How I work
My approach is based on clarity, security, and respect for each individual’s process.
I call it heart-led coaching – because it is your feelings and experiences that are important and that pave the way for how your brain can change.
Because real change requires two things – information and strong emotions.
Instead of analyzing problems in detail, I help you work directly with the inner patterns that create them. When we work in that way, change often happens quickly and efficiently, without you having to do a lot of exercises on your own.
That’s how the brain works. It wants to learn – and it wants to do it in a way that feels meaningful.
Want to learn more about hypnosis coaching?
Read more about my coaching approach →
Are we right for each other?
If you are curious about hypnosis coaching and want to see if my way of working suits you, we always start with a free consultation.
It is a non-binding conversation where you can ask your questions – and where we together can feel if there is a good foundation to continue working on.
A step in my development
As part of my own development and my curiosity about new ways of working, I have also started lecturing on mental health, stress, focus and hypnosis.
In the lectures, I share how the brain works under pressure, why we get stuck in old patterns and how hypnosis can be used as a practical tool for change – both in working life and in private.
I have held lectures and workshops for entrepreneurs, leaders and professionals in various industries. Among the clients is the Swedish Armed Forces, where I have lectured on how the brain works and other ways to manage anxiety and stress in everyday life and pressured situations.
Want to read more about lectures and structure?
See how my lectures work →
Mental Muscles – podcast
Another way to develop and explore opportunities and meet other coaches is through the podcast Mentala Muskler that I run together with Mona Wassermann.
In that podcast, we talk about mindset, mental strength and personal development in everyday life.
Feel free to listen to an episode and give feedback on what you thought!
