About Jonas Höglund
I work with hypnosis coaching for people who want real, lasting change – without pushing themselves, picking their problems apart, or fighting against themselves.
Many of the people who come to me have already tried most things. They’ve read the books, taken the courses, understood their patterns intellectually, and they actually know what they should do.
And yet they’re still stuck.
That’s where hypnosis makes the difference – by working with the subconscious, where our habits, reactions and emotional patterns are actually created, the brain gets the chance to reset on a deeper level.
Who I am
On 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 was in a bad place in life myself, that I truly understood I needed to take responsibility for my own life.
My solution back then was simple. I bought the book Happiness by the Dalai Lama.
It wasn’t a quick fix, but it made me stop and think. I started repeating to myself: “become whole again, Jonas”. It became a first step toward taking myself and my inner life seriously.
Some time later, my friend Tobias brought me along to a course in re-evaluation counseling. Something important happened there. An old pattern – my fear of other people’s tears and strong emotions – dissolved, and was replaced by a new experience: that I could actually help others just by giving them room to feel what they felt.
I still remember how I felt that evening, driving home in the car. It was a strong, unexpected feeling, and looking back it’s clear to me that’s probably where my journey as a coach really began – even though 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 partner at the time. I didn’t fully understand what it meant back then, but looking back I see it as another piece of the puzzle falling into place.
Today, when I help people let go of old limitations, traumas and negative thought patterns to live freer, more meaningful lives, I see it as a natural continuation of my own development.
I’ve learned that people are amazing. When we get help removing the patterns we’re stuck in, the brain gets the chance to create new, better ones.
The responsibility I see as most important is to stop repeating my old mistakes – a responsibility toward my future self, and a drive to become a better person.
If you feel a similar responsibility toward yourself and the people you care about, I’d love to help you on that journey.
Who I am outside of work
Body, nature and presence
This view of change hasn’t just shaped my work, it’s shaped how I live my life – my need for presence, movement and direction.
During my years in Åre I also got in touch with another part of myself, the part that thrives best in nature. Some years I spent over 50 nights sleeping outdoors, and often more days on the mountain than at home.
The mountain has become a place of both stillness and strength. If you ask me where I’d rather be, it’s there – wind, sun and snow, and a kite pulling me forward.
After moving to Umeå, the sea has become a new source of joy – swimming, skating and kitesurfing. The forest is where I like to run or hike.
Lately I’ve also started climbing together with my daughter, who’s four. Climbing is fantastic, because you have to stay focused and can let go of everything except the next hand – the next foot.
And in the climbing gym, we get to practice playfulness and presence together – where it’s not about performance, but about being fully there.
To me it’s obvious: the body and the brain aren’t two separate systems. They’re 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 changes too.
My life before hypnosis – responsibility, pace and reality
When I talk about hypnosis, a lot of people think of stage hypnosis, or something mysterious. As if I were a bit crazy.
The truth is, I’m 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 later became a part-owner and ran 3 restaurants and 2 hotels under the name DalaWärdshus, with over 100 employees.
For a period I also worked in sales and logistics at Waba Nordic, where I was responsible for major clients such as SCA and Vida AB, as well as the logistics around up to 35 trucks a day.
In my last years there 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 wasn’t really sure which direction to take in life, wilder nature and a better winter both called to me. That’s what took me to Åre.
There 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 everything from groups of a couple of thousand people down to families and small teams.
During my eleven years in Åre I also worked as head chef at several places, including one of Sweden’s largest refugee shelters during the Syrian war. I trained as a rope access technician and spent periods painting the High Coast Bridge.
What I’ve come to understand is that I’m driven by curiosity – by challenging myself, and by constantly developing and learning new things.
And maybe most importantly – I started to understand the value of development on a more personal level, and of surrounding myself with the right people. Something I’d been lucky enough to do earlier in life too, but which became a much clearer, more conscious insight here.
My journey as a coach
When my daughter was born in 2021, I needed to build a life with less work away from home. That’s when it hit me that I’d actually already been dabbling in NLP, helping people get rid of phobias.
On top of that, I’d personally experienced the power of NLP, since the move to Åre itself was the result of work I’d done with my employees in Falun.
And after a course with Fredrik Praesto, where I mainly wanted to learn more about NLP, what I really took away was how easily I could go into trance and solve personal problems with self-hypnosis.
Since then I’ve trained with several established schools and traditions within hypnosis and Neuro-Linguistic Programming, with a focus on practical application and real results.
- 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
What all these programs have in common is a focus on how change actually happens in practice – how the brain relearns, how old patterns can be dissolved, and how new ways of thinking, feeling and acting can be built to last.
For me, hypnosis didn’t become just “one tool among others”, but a way to work more respectfully with people’s inner processes. Less struggle. Less resistance. More collaboration with what’s already there.
If you ask me, everything that actually works to create change is, at its core, a form of hypnosis.
How I work
My approach is built on clarity, safety and respect for each individual’s process.
I call it heart-led coaching – because it’s your feelings and experiences that matter, and that pave the way for how your brain can change.
Real change requires two things – information and strong emotion.
Instead of picking a problem apart in detail, I help you work directly with the inner patterns that create it. When we work that way, change often happens quickly and effectively, 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 know more about hypnosis coaching?
Read more about how my coaching works →
A step in my development
As part of my own development, and my curiosity about new ways of working, I’ve also started giving talks on mental health, stress, focus and hypnosis.
In these talks I share how the brain works under stress, why we get stuck in old patterns, and how hypnosis can be used as a practical tool for change – both at work and in private life.
I’ve given talks and workshops for entrepreneurs, leaders and professionals across different industries. My clients include the Swedish Armed Forces, where I’ve spoken about how the brain works and other ways to handle worry and stress in everyday life and high-pressure situations.
Want to read more about my talks and how they’re structured?
See how my talks work →
Mentala Muskler – podcast
Another way I keep developing, exploring new possibilities and meeting other coaches is through the podcast Mentala Muskler, which I run together with Mona Wassermann.
On the podcast we talk about mindset, mental strength and personal development in everyday life.
Give an episode a listen, and let me know what you thought!
Are we a good fit?
If you’re curious about hypnosis coaching and want to get a feel for whether my way of working suits you, we always start with a free call. It’s a no-strings-attached conversation where you can ask your questions – and where we get a sense together of whether there’s a good foundation to keep building on.
