The Founding Story
The Background
Borut Jeglič had been an entrepreneur since his early twenties. Manager of Slovenia's biggest volunteer project at 22. Deputy CEO of a manufacturing company at 23. Four companies founded over fifteen years.
The last one, Thriverse, was where he found coaching. He coached hundreds of leaders and managers, and helped dozens of coaches build their coaching businesses.
On paper, he had exactly what he wanted.
The Wall
Then in 2024, something broke.
Completely unmotivated. Every new idea felt like a burden. Hours lost to distraction, followed by guilt about another wasted day.
The usual approaches didn't work. New strategies, new frameworks, new plans. All cognitive solutions for what wasn't a cognitive problem. None of it touched the real issue.
You can't think your way out of a feeling problem. Something was deeply off that thinking couldn't fix.
The Reset
In August 2024, on a short hike, the truth became unavoidable: this required a full stop. Not optimization. A reset.
It took a few months to finish ongoing projects at Thriverse. Then in March 2025, a six-month sabbatical began.
Travel across the US, UK, and Europe. Training with world-class coaches. Time with family. Reading. Getting coached. Paying attention to what actually brought energy versus what seemed like it should.
One thing kept surfacing: a pull toward physical challenge. Something to get out of the head and into the body.
The Challenge
In September 2025, the challenge happened.
48 hours. One local hill with 450 meters of elevation gain. Hiked every six hours, eight times total. Midnight in pitch black. Morning. Midday. Evening. Repeat.
On the seventh ascent, with the body exhausted and the usual mental chatter finally quiet, things became clear. Not through more thinking. Through moving past where thinking could reach.
The rest of that hike was spent voice-recording ideas: concepts, processes, philosophy. By the bottom, the foundation of what would become Misogi Works existed.
The insight was simple but precise: what was needed to break through wasn't available in a conference room or a coaching session. The body had to be engaged. The defenses had to be bypassed. It required physical challenge, nature, and the kind of exhaustion that earns access to honesty.
If it worked for one person, it could work for others.
Building the Company
The idea was clear. Building it required help.
Over the following months, Borut connected with experts who shared the vision: nutritionists who understood the science of fueling both body and brain, coaches who'd done deep transformation work, advisors who'd built programs before, and early believers who helped shape the offering through honest feedback.
Misogi Works isn't one person's creation. It's a product of many conversations, collaborations, and contributions, and it continues to evolve through the people who join us.
