JP Ahonen
@jukkisahonen.bsky.social
I fed 24 huskies through Finnish winters to compete. Now I build infrastructure so champions don’t need viral fame to eat.
Outcome-based sponsorship, verified performance, merit over followers.
Army reserves.
🇫🇮 🇬🇷
Outcome-based sponsorship, verified performance, merit over followers.
Army reserves.
🇫🇮 🇬🇷
What does it mean to “build a category” in the startup context?
If you have direct competition, and you know customers who do business with them, you’re not building a category.
Building a category starts with trying to figure out if the market exists.
It’s not “ship it” hustle.
If you have direct competition, and you know customers who do business with them, you’re not building a category.
Building a category starts with trying to figure out if the market exists.
It’s not “ship it” hustle.
October 31, 2025 at 6:47 PM
What does it mean to “build a category” in the startup context?
If you have direct competition, and you know customers who do business with them, you’re not building a category.
Building a category starts with trying to figure out if the market exists.
It’s not “ship it” hustle.
If you have direct competition, and you know customers who do business with them, you’re not building a category.
Building a category starts with trying to figure out if the market exists.
It’s not “ship it” hustle.
“You didn’t hear a word I just said, did you?”
Words of my wife yesterday during a long walk. She was right.
I’m in the middle of The Struggle that Horowitz wrote about. Too often it’s the only thing I can hear even when loved ones talk to me.
I wanted to say I’m sorry.
#buildinpublic
Words of my wife yesterday during a long walk. She was right.
I’m in the middle of The Struggle that Horowitz wrote about. Too often it’s the only thing I can hear even when loved ones talk to me.
I wanted to say I’m sorry.
#buildinpublic
October 31, 2025 at 10:18 AM
“You didn’t hear a word I just said, did you?”
Words of my wife yesterday during a long walk. She was right.
I’m in the middle of The Struggle that Horowitz wrote about. Too often it’s the only thing I can hear even when loved ones talk to me.
I wanted to say I’m sorry.
#buildinpublic
Words of my wife yesterday during a long walk. She was right.
I’m in the middle of The Struggle that Horowitz wrote about. Too often it’s the only thing I can hear even when loved ones talk to me.
I wanted to say I’m sorry.
#buildinpublic
"It's simply not cool that 0.1% of the athletes get about 97% of all the resources poured into sports."
Read more in my Substack, and please subscribe!
open.substack.com/pub/jpahonen...
Read more in my Substack, and please subscribe!
open.substack.com/pub/jpahonen...
October 24, 2025 at 5:53 PM
"It's simply not cool that 0.1% of the athletes get about 97% of all the resources poured into sports."
Read more in my Substack, and please subscribe!
open.substack.com/pub/jpahonen...
Read more in my Substack, and please subscribe!
open.substack.com/pub/jpahonen...
A local hotel employs local staff. They have permits. They pay taxes locally, and they need to follow all sorts of laws and regulations to make sure their operation isn't a net negative on the community.
About one third of your AirBnB check goes to this guy.
Be a legit tourist. Stay at a hotel.
About one third of your AirBnB check goes to this guy.
Be a legit tourist. Stay at a hotel.
October 24, 2025 at 11:17 AM
A local hotel employs local staff. They have permits. They pay taxes locally, and they need to follow all sorts of laws and regulations to make sure their operation isn't a net negative on the community.
About one third of your AirBnB check goes to this guy.
Be a legit tourist. Stay at a hotel.
About one third of your AirBnB check goes to this guy.
Be a legit tourist. Stay at a hotel.
When you travel, what's the most ethical and local-friendly place to stay at?
Find a local hotel which is not part of a chain.
By now the average AirBnB is owned by an investor, not by a local. And by participating in the AirBnB economy you are funding the collapse of local economy.
Find a local hotel which is not part of a chain.
By now the average AirBnB is owned by an investor, not by a local. And by participating in the AirBnB economy you are funding the collapse of local economy.
October 24, 2025 at 11:11 AM
When you travel, what's the most ethical and local-friendly place to stay at?
Find a local hotel which is not part of a chain.
By now the average AirBnB is owned by an investor, not by a local. And by participating in the AirBnB economy you are funding the collapse of local economy.
Find a local hotel which is not part of a chain.
By now the average AirBnB is owned by an investor, not by a local. And by participating in the AirBnB economy you are funding the collapse of local economy.
Hey you, fellow European business person.
Yes, you!
I wrote this personally for you. How we should gently ask EU to get us one-click single market campaigns on digital platforms.
jpahonen.substack.com/p/eu-single-...
Please share with a fellow European, if you know one. Comments = Welcome.
Yes, you!
I wrote this personally for you. How we should gently ask EU to get us one-click single market campaigns on digital platforms.
jpahonen.substack.com/p/eu-single-...
Please share with a fellow European, if you know one. Comments = Welcome.
October 23, 2025 at 7:29 AM
Hey you, fellow European business person.
Yes, you!
I wrote this personally for you. How we should gently ask EU to get us one-click single market campaigns on digital platforms.
jpahonen.substack.com/p/eu-single-...
Please share with a fellow European, if you know one. Comments = Welcome.
Yes, you!
I wrote this personally for you. How we should gently ask EU to get us one-click single market campaigns on digital platforms.
jpahonen.substack.com/p/eu-single-...
Please share with a fellow European, if you know one. Comments = Welcome.
I was this old when I discovered that early harvest olive oil looks like this right after harvest!
@annaoilishop.bsky.social
@annaoilishop.bsky.social
October 13, 2025 at 5:46 PM
I was this old when I discovered that early harvest olive oil looks like this right after harvest!
@annaoilishop.bsky.social
@annaoilishop.bsky.social
This part of Greece is very relaxing.
Sufficiently far away from the hubbub of Athens. Slightly up the mountain away from the beach and the people there.
Just friendly neighbors, olive oil gardens, and vineyards.
And of course cats and dogs!
Sufficiently far away from the hubbub of Athens. Slightly up the mountain away from the beach and the people there.
Just friendly neighbors, olive oil gardens, and vineyards.
And of course cats and dogs!
October 11, 2025 at 8:18 AM
This part of Greece is very relaxing.
Sufficiently far away from the hubbub of Athens. Slightly up the mountain away from the beach and the people there.
Just friendly neighbors, olive oil gardens, and vineyards.
And of course cats and dogs!
Sufficiently far away from the hubbub of Athens. Slightly up the mountain away from the beach and the people there.
Just friendly neighbors, olive oil gardens, and vineyards.
And of course cats and dogs!
I wonder if it’s time for new sneakers…
October 7, 2025 at 8:35 AM
I wonder if it’s time for new sneakers…
Sure, mountaineering has moments of adrenaline and dopamine to keep one going.
But for me it was actually something else: planning and logistics.
I really loved to plan these trips. The climb was just a way to test the plan.
But for me it was actually something else: planning and logistics.
I really loved to plan these trips. The climb was just a way to test the plan.
September 24, 2025 at 8:17 PM
Sure, mountaineering has moments of adrenaline and dopamine to keep one going.
But for me it was actually something else: planning and logistics.
I really loved to plan these trips. The climb was just a way to test the plan.
But for me it was actually something else: planning and logistics.
I really loved to plan these trips. The climb was just a way to test the plan.
Agents won't return calls. Viral content leads nowhere. Traditional sponsorship = charity.
After feeding 24 sled dogs through winters, I learned the old model is broken.
"The Independent Athlete" - practical partnerships without agents.
Scripts, templates, frameworks inside.
a.co/d/6Sj3FMz
After feeding 24 sled dogs through winters, I learned the old model is broken.
"The Independent Athlete" - practical partnerships without agents.
Scripts, templates, frameworks inside.
a.co/d/6Sj3FMz
September 24, 2025 at 5:21 PM
Agents won't return calls. Viral content leads nowhere. Traditional sponsorship = charity.
After feeding 24 sled dogs through winters, I learned the old model is broken.
"The Independent Athlete" - practical partnerships without agents.
Scripts, templates, frameworks inside.
a.co/d/6Sj3FMz
After feeding 24 sled dogs through winters, I learned the old model is broken.
"The Independent Athlete" - practical partnerships without agents.
Scripts, templates, frameworks inside.
a.co/d/6Sj3FMz
Danyil Odynets, a 21 year old Ukrainian NxtStride athlete just WON THE IRONMAN M18-24 championship in a last mile overtake!!!
#ironman #trialthlon @nxtstride.com
#ironman #trialthlon @nxtstride.com
September 14, 2025 at 2:42 PM
Danyil Odynets, a 21 year old Ukrainian NxtStride athlete just WON THE IRONMAN M18-24 championship in a last mile overtake!!!
#ironman #trialthlon @nxtstride.com
#ironman #trialthlon @nxtstride.com
IRONMAN championships in Nice, France are ongoing: will #Norway will a triple win?
At least here in Greece DAZN app shows the broadcast live, for free under the #triathlon channel.
#IRONMAN
At least here in Greece DAZN app shows the broadcast live, for free under the #triathlon channel.
#IRONMAN
September 14, 2025 at 11:54 AM
IRONMAN championships in Nice, France are ongoing: will #Norway will a triple win?
At least here in Greece DAZN app shows the broadcast live, for free under the #triathlon channel.
#IRONMAN
At least here in Greece DAZN app shows the broadcast live, for free under the #triathlon channel.
#IRONMAN
The reality of an entrepreneur.
Yes. You have the liberty to choose where to live, and you can organise your schedule.
But at the end of the day, even after a lovely dinner, business still needs to be taken care of.
So back to work.
#buildinpublic
Yes. You have the liberty to choose where to live, and you can organise your schedule.
But at the end of the day, even after a lovely dinner, business still needs to be taken care of.
So back to work.
#buildinpublic
September 9, 2025 at 8:14 PM
The reality of an entrepreneur.
Yes. You have the liberty to choose where to live, and you can organise your schedule.
But at the end of the day, even after a lovely dinner, business still needs to be taken care of.
So back to work.
#buildinpublic
Yes. You have the liberty to choose where to live, and you can organise your schedule.
But at the end of the day, even after a lovely dinner, business still needs to be taken care of.
So back to work.
#buildinpublic
I’m not sure, but I think two years of market research, beta testing and talking with customers finally clicked together.
I think I know what’s the missing element. How to get a *lot* of new sponsor for a lot of athletes.
@nxtstride.com is now closed for signups while we build this feature.
I think I know what’s the missing element. How to get a *lot* of new sponsor for a lot of athletes.
@nxtstride.com is now closed for signups while we build this feature.
September 3, 2025 at 6:12 PM
I’m not sure, but I think two years of market research, beta testing and talking with customers finally clicked together.
I think I know what’s the missing element. How to get a *lot* of new sponsor for a lot of athletes.
@nxtstride.com is now closed for signups while we build this feature.
I think I know what’s the missing element. How to get a *lot* of new sponsor for a lot of athletes.
@nxtstride.com is now closed for signups while we build this feature.
This was the most fun I’ve had in a looooooong time!
(I most likely would have chickened out unless it was my kid filming this) 🙈
(I most likely would have chickened out unless it was my kid filming this) 🙈
September 1, 2025 at 9:47 PM
This was the most fun I’ve had in a looooooong time!
(I most likely would have chickened out unless it was my kid filming this) 🙈
(I most likely would have chickened out unless it was my kid filming this) 🙈
The discovery feature for sponsors is now in closed beta as well.
In discovery mode the sponsor company will pay a 5% finders fee that comes with a partnership draft included.
Except for under 1K€ deals we forfeit our fee to support small sports & businesses.
#buildinpublic @nxtstride.com
In discovery mode the sponsor company will pay a 5% finders fee that comes with a partnership draft included.
Except for under 1K€ deals we forfeit our fee to support small sports & businesses.
#buildinpublic @nxtstride.com
August 26, 2025 at 3:50 PM
The discovery feature for sponsors is now in closed beta as well.
In discovery mode the sponsor company will pay a 5% finders fee that comes with a partnership draft included.
Except for under 1K€ deals we forfeit our fee to support small sports & businesses.
#buildinpublic @nxtstride.com
In discovery mode the sponsor company will pay a 5% finders fee that comes with a partnership draft included.
Except for under 1K€ deals we forfeit our fee to support small sports & businesses.
#buildinpublic @nxtstride.com
I don’t know if similar data exists about Europe.
I’m sitting on a park bench somewhere in Greece, watching kids play soccer, reading this wonderful biography of C. de’Medici by Hollingsworth.
And I see see two other people reading.
Also the cold beer is quite good on a hot August night.
I’m sitting on a park bench somewhere in Greece, watching kids play soccer, reading this wonderful biography of C. de’Medici by Hollingsworth.
And I see see two other people reading.
Also the cold beer is quite good on a hot August night.
August 22, 2025 at 7:49 PM
I don’t know if similar data exists about Europe.
I’m sitting on a park bench somewhere in Greece, watching kids play soccer, reading this wonderful biography of C. de’Medici by Hollingsworth.
And I see see two other people reading.
Also the cold beer is quite good on a hot August night.
I’m sitting on a park bench somewhere in Greece, watching kids play soccer, reading this wonderful biography of C. de’Medici by Hollingsworth.
And I see see two other people reading.
Also the cold beer is quite good on a hot August night.
Just another day in the office on the road.
Working on @nxtstride.com - we have first beta test athletes live with their partnership portals.
And we are working on verifying achievements and media reach.
#buildinpublic
Working on @nxtstride.com - we have first beta test athletes live with their partnership portals.
And we are working on verifying achievements and media reach.
#buildinpublic
August 20, 2025 at 12:34 PM
Just another day in the office on the road.
Working on @nxtstride.com - we have first beta test athletes live with their partnership portals.
And we are working on verifying achievements and media reach.
#buildinpublic
Working on @nxtstride.com - we have first beta test athletes live with their partnership portals.
And we are working on verifying achievements and media reach.
#buildinpublic
I’m looking for digital marketing leads for European countries.
You will receive a share of @nxtstride.com revenue for all subs from your geo.
Ping me if interested!
#jobopportunity #remotework #marketing
(Please share in your network if you’ve got hungry marketers in it!)
You will receive a share of @nxtstride.com revenue for all subs from your geo.
Ping me if interested!
#jobopportunity #remotework #marketing
(Please share in your network if you’ve got hungry marketers in it!)
August 11, 2025 at 6:55 PM
I’m looking for digital marketing leads for European countries.
You will receive a share of @nxtstride.com revenue for all subs from your geo.
Ping me if interested!
#jobopportunity #remotework #marketing
(Please share in your network if you’ve got hungry marketers in it!)
You will receive a share of @nxtstride.com revenue for all subs from your geo.
Ping me if interested!
#jobopportunity #remotework #marketing
(Please share in your network if you’ve got hungry marketers in it!)
Sundays are *quite* different in my adopted Greece than in my native Finland.
In #Finland basically everything is closed on Sunday.
In #Greece it’s the day you go out, meet people, have a few drinks, share a meal, and enjoy the sun & the waves!
Guess where I prefer to be on Sundays?
In #Finland basically everything is closed on Sunday.
In #Greece it’s the day you go out, meet people, have a few drinks, share a meal, and enjoy the sun & the waves!
Guess where I prefer to be on Sundays?
August 10, 2025 at 3:41 PM
NxtStride web app will be completed tomorrow, barely on schedule!
The only remaining issue is some dynamic page deployments on the sponsor portal side of things.
#buildinpublic
The only remaining issue is some dynamic page deployments on the sponsor portal side of things.
#buildinpublic
July 30, 2025 at 8:35 PM
NxtStride web app will be completed tomorrow, barely on schedule!
The only remaining issue is some dynamic page deployments on the sponsor portal side of things.
#buildinpublic
The only remaining issue is some dynamic page deployments on the sponsor portal side of things.
#buildinpublic
Yesterday I took my kids to a nearby medieval castle. It’s a summer tradition in my family.
We didn’t know there was a fair, there! And I also did *not* know jousting is still practiced 🫣
I think this most certainly belongs in the #extremesports category!
We didn’t know there was a fair, there! And I also did *not* know jousting is still practiced 🫣
I think this most certainly belongs in the #extremesports category!
July 27, 2025 at 2:26 PM
Yesterday I took my kids to a nearby medieval castle. It’s a summer tradition in my family.
We didn’t know there was a fair, there! And I also did *not* know jousting is still practiced 🫣
I think this most certainly belongs in the #extremesports category!
We didn’t know there was a fair, there! And I also did *not* know jousting is still practiced 🫣
I think this most certainly belongs in the #extremesports category!
It certainly could be worse!
July 10, 2025 at 3:35 PM
It certainly could be worse!
Today I shall not work!
Greetings from the Swedish archipelago
Greetings from the Swedish archipelago
July 10, 2025 at 2:28 PM
Today I shall not work!
Greetings from the Swedish archipelago
Greetings from the Swedish archipelago