Founder’s Note

Welcome to G.O.A.L.—a Think Tank shaped by both personal transformation and a global mission.

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Like many, the pandemic forced me to confront my lifestyle. I went from being out of shape to embracing fitness, and in that process I discovered how deeply health connects across everything we do — from individual discipline to the structures of society.

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That journey quickly revealed nutrition’s critical role and sparked a deeper pursuit of health knowledge. Taking on the 75 Hard challenge pushed me to reframe my mindset and environment, showing me how resilience is built not just in the gym, but in daily systems and choices.

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Living in the Netherlands, South Korea, and Japan gave me firsthand insight into how health transcends cultures — yet also how every society struggles in its own way. These experiences convinced me that the future of well-being must be grounded in a universal framework: the Five Pillars of Health — Nutrition, Movement, Knowledge, Mindset, and Environment.

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I founded G.O.A.L. to reimagine health not only for individuals, but for families, cities, and nations. The challenges ahead — demographic decline, urbanization, and the unintended consequences of technology — demand bold thinking and systemic solutions. G.O.A.L. exists to deliver exactly that.

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Thank you for being part of this vision.

Mika Kunne
Founder, G.O.A.L.