Interestingly, the posts they refer to were from early November, before the annual meeting took place where the board members unanimously voted to honour the warrant agreement. So why would Airofit terminate such a valuable partnership?Īirofit would have us believe it’s because of Severinsen’s personal Facebook posts, where Severinsen criticised the handling of the Coronavirus crisis by the Danish government. Our work has been instrumental in the recent growth of Airofit.” “I was also fine with Airofit benefitting from my name, even investing my own money towards making Airofit a success, along with endorsements, producing viral videos gaining millions of views, and numerous press activities. “I was even ok with my team members joining Airofit since we had a binding agreement and I felt like I was already a shareholder in the company,” explains Severinsen. “This goes against everything I believe in the trust I had in Airofit, its management, and its board of directors.”ĭocuments made publicly available on the Breatheology website, including SMS and email messages exchanged by the parties, reveal a far bigger picture - one that Stig Severinsen is keen to highlight. “This was so unexpected, and I was completely shocked,” reveals Severinsen in a letter on the Breatheology website. So welcome to the club – It will not be a co-ownership you will regret.” – wrote Jens Ørnbo in a message to Stig Severinsen.īut again, the process of actually transferring the shares was delayed and on 15th February 2021, Severinsen received a letter from Airofit lawyers saying that they were terminating his ambassadorship and that the shares “were gone.” “In case you should not have heard it, we had the Annual General Assembly last Friday where the warrant program was unanimously approved. In November 2020, Airofit board member Jens Ørnbo sent Severinsen a message confirming the board unanimously voted in favour of the warrant program, a fact confirmed in the company’s own meeting minutes. Originally scheduled for May 2020 and postponed on multiple occasions, Severinsen, having held up his end of the deal, was eager to learn when the board would finally meet. To successfully transfer the shares, the agreement between Tullberg Poulsen and Severinsen needed to be ratified in a meeting by Airofit’s board. Severinsen never got his promised shares. With everything moving in the right direction, there was one problem. Google search ranking results on the term ‘Airofit’ from September 2019 until August 2020 reveals a spike from several hundred searches a month to a peak of over 15,000 during Severinsen’s involvement, in the height of the COVID-19 pandemic. The letter was signed, and the team at Breatheology mobilised.īy May 2020, Severinsen had lived up to his end of the agreement, meeting sales KPIs and his association with the brand increased Airofit’s profile and credibility in the market. Following a number of meetings, Tullberg Poulsen and Severinsen came to an agreement the pair signed a single-page binding letter of intent that Severinsen and his team would provide sales and promotion support, and in exchange, Severinsen would receive warrants amounting to 2.5% of shares in Airofit. With a degree in biology and a PhD in medicine, Severinsen is the founder of Breatheology, a training method that promotes conscious breathing to enhance physical performance.Īirofit set its sights on Severinsen for a partnership, reaching out for discussions in September 2019. If breathing had a poster child, it would be fellow Dane Stig Severinsen, a four-time world freediving champion and multiple Guinness World Record holder in breath holding. Positioned squarely within a competitive market alongside respiratory muscle training manufacturers Ultrabreathe and PowerBreath, Airofit sought to differentiate itself by partnering with world-class athletes. Originally developed to help improve the lung capacity of patients with chronic breathing conditions by Danish company Ambu, the rights to the device were acquired by Christian Tullberg Poulsen when he saw the potential market to improve athletic outcomes, with Poulsen hiring a team to develop what is today the Airofit.Īlso Read | Andre Huseman The Hitman Outside Of The Ring And now, there’s even an app for it too.Īlso Read | The Power of Mindset: Dina GindyĪirofit, a Danish sports-tech company, has invented what it says is "the world's first breathing trainer", claiming that the device can improve physical performance and general wellbeing with just 5 to 10 minutes of breath training a day. There is a sport devoted entirely to breathing.
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