Founder of Europe's leading content studio for startups. Full studio and team at your fingertips. Quality content on demand. Only at CoHo 🚀

I basically scale ambitious Danish brands with awesome content, while saving them sh*t tons of TIME + MONEY in the process.

The end result is they beat their competitors, see better results online and scale much faster.

But let me tell you how I got here: 

After 10 years shooting content for global brands, I noticed something STRANGE happening in the content world..

Brands believe in content. They want to build their brand. But they are often stuck in the same pattern:

⏳ Wasting time chasing freelancers who ghost or miss the mark

💰 Getting stuck in agency retainers that move slow and overcharge

🥵 Juggling in-house teams with no clear system, strategy, or output

I was seeing brands from B2B SaaS to B2C beauty, all hit the same wall.. They had big content ambitions, but no way to execute them consistently without burning out.

So I built CoHo.

Not an agency. Not a freelancer marketplace. Not a studio rental. 

A content system: unlimited production, creative partnership, and studio-grade output - for scale-up brands that want to look like leaders 🤌🏼

Today we work with 30+ high-growth brands across SaaS, F&B, health, and wellness - helping them turn content chaos into consistent creative firepower.

Our members are making serious moves: 

📌 Scandinavian Biolabs: Doubled MRR from 5M to 10M DKK in just 6 months. 

📌 Danish Endurance: Saved 200K DKK on production costs allowing them to hire / scale aggressively.

📌 Kintobe: Scaled their ROAS by 300% after just a couple of shoots. 

📌 EvenFounders: Built a whole content universe that attracted 300+ paying members to. 

📌 DecisionMakers: Launched and scaled a podcast that hit #1 on Apple two times!

These are real brands. You can find them online. 

We’ve become their creative unfair advantage.

If you’re a marketing lead or founder of a brand that’s ready to scale content without scaling chaos, let’s talk.

The system works.

Shoot me a DM.

Patrick Bates

Reaaally happy to finally share this!

We’ve picked the winner of our membership giveaway (worth 55.000 DKK) 🥳

The prize?

1️⃣ 3 months inside the CoHo membership
2️⃣ Onboarding + strategy sparring
3️⃣ Up to 6 productions + 30 hours of editing
4️⃣ A clear content direction going into 2026

We had a genuinely strong group of applicants.  

Over 120 Danish brands!
Real brands with thoughtful answers.

Honestly it was a good reminder how many teams are stuck with content 😅

A solid number of brands applied BUT there can only be one winner.

So please help me congratulate…

✨ Mette Hardie - NODA | not a soda ✨

Let’s goooooo 👏

WAIT… keep reading.

If you didn’t get selected, don’t just scroll past.

I’m a BIG believer in the idea everyone should get something for showing up properly.

So if you applied, keep an eye on your inbox today. 

We’ve got something coming your way 💙

We really enjoyed running this, a lotta fun! It won’t be the last time we do something like it.

More soon 🙂

Patrick Bates 💙

The content industry is broken - I’m rebuilding it. Helping Danish scaleups make consistent, quality content - without the usual chaos. 200+ brands grown | 150M+ DKK driven | 10M+ DKK saved | Join the next wave 👇🏼

I can’t wait to make a lot of money.
 
Not to flex,
not to shout about it,
and not because I think money is everything.
 
But simply because of what it unlocks.
 
Money buys time.  
It buys stability. 
It buys choices.
 
It means building without panic.

It means saying yes to what matters, and no to what drains you.
 
I wanna build something that gives me:

– control over my calendar
– long-term security for my family
– the ability to look after my parents
– space to think in years, not months
 
And yeah, I know where I live 😅
 
In Denmark there’s this quiet idea that wanting too much is distasteful.  That ambition should be modest.  That money is fine… as long as you don’t say you want it.
 
But let’s be honest..
 
Money makes life calmer.  It removes friction.

It gives you options when things go sideways.
 
Wanting that doesn’t make you greedy.  It makes you intentional.
 
I don’t want money for numbers.

I want it to build a life that actually works  💙

I’m not the founder who:

- always knows the numbers
- has a perfect 5-year plan
- makes every decision with confidence

I’m the founder who:

- sometimes checks Stripe before I brush my teeth
- rewrites the strategy every 2 months
- second-guesses myself daily

Not polished. 
And certainly not inspirational. 

But it’s the truth!

Don't be so hard on yourselves. 

We're only human after all 💙

www.coho.dk/aboutus

CRAZY WEEK.

We ran our first-ever CoHo giveaway last week.

Three months free membership. Simple idea.
 
But what I didn’t expect was the response.
 
120+ brands applied.
 
And on Monday, we announced the winner.  One very happy team starting with us in February!
 
But most of my day wasn’t about that.
 
It was spent talking to the brands that didn’t win.  

Listening to where content feels stuck. 

Where momentum slips.  

Where things feel heavier than they should.
 
By the end of the day, I’d booked almost 30 follow-up meetings.  And I was totally COOKED 😅
 
Not because it was hard.  But just cus it reminded me how much trust people place in you when they open up about their business.

And now I have an exciting few weeks of interesting conversations 💙
 
The giveaway mattered!  But these conversations matter more tbh.
 
Proud of how we handled it.  And very ready for a long nap 😅

Should we do another giveaway this year (at some point)??

Had a startup reach out recently.
 
They wanted an in-studio production.  The reference was a Polestar commercial. They had my attention 👀
 
A shoot that easily cost 500k.
 
But their budget?
 
10k.
 
You can’t.  You just can’t 😅
 
And it wasn’t awkward or negative.  No bad energy.
 
It was just one of those moments where you’re like:  “Okay… we need to talk about reality for a sec.”
 
I could have said yes.
 
I could’ve taken the project.  Handed it to the team.  Said “figure it out”.
 
But then what?
 
They’d end up with something they’re not happy with.

We’d burn a load of time. 
And we’d lose money.
 
That’s not a win for anyone.
 
So I set a boundary.
 
Calmly and honestly.
 
“This is what that level of quality actually costs”
“This is what your budget can realistically buy”
“And here’s where we could meet in the middle”
 
Sometimes people disagree.  

Sometimes expectations are a bit… optimistic.

And that’s totally fine.
 
But your job isn’t to say yes to protect the vibe.
Your job is to protect the outcome. That's it. 
 
For them.  And for you ☺️
 
Good studios don’t just make nice videos.
 
They set expectations before things get messy.

We're still learning this, but we've come a long way for sure.

Alright, quuuuick one.

A week ago, I decided to give away 3 months inside CoHo - normally 55.000 DKK - 𝘁𝗼𝘁𝗮𝗹𝗹𝘆 𝗳𝗿𝗲𝗲.

And honestly…I was a little nervous 😅

We don’t really run giveaways. We haven’t spent much money on ads in over a year.

So part of me thought, this might just flop.

Buuut what’s been cool is that a bunch of solid brands have already applied over the last few days.

We’ve worked with around 50 brands last year, and we’ve seen things like:

• content is just shipping
• brands running multiple shoots without stress
• teams telling us they’ve stopped arguing about content entirely

Which is wild when ya think about it!

So yeah, I’m genuinely excited to give this to one brand that actually wants to fix their content system in 2026.

If that might be you, this weekend is your last chance to apply 💙

Dropping the link here: https://lnkd.in/eVnxg_7w

We’ll draw a winner on Monday.

Alright, see yaaaa.

Most people aren’t BAD on camera... 

They’re just uncomfortable.

“Just relax” is terrible advice 😂

That distinction gets missed all the time.

A lot of studios are technically excellent… but emotionally cold.

Bright lights. 
Crew whispering in corners. 
Stressed energy in the air. 
Cameras rolling before people are ready. 
That awkward silence that feels like judgment.

No wonder people freeze!

Here’s what we’ve learned the hard way:

When people feel safe, content performs better.

Not marginally. MASSIVELY.. 😄

Recently, we worked with senior stakeholders who:

- Don’t do content very often
- Felt exposed on live formats
- Were understandably nervous about being “on”

Instead of telling them to “be more confident,” we did something else.

We engineered the environment.

Warm. Human. Unrushed.
That’s how we design our studios.

When you walk in, it feels like a place you actually want to be. That’s step one.

On this shoot, the crew wasn’t just technically sharp, they were good with people.

Eye contact. 
Calm energy. 
Reassurance.
Clear explanations. 
No pressure to perform.
And space for warming up.

The result?

Stakeholders who stayed present. 
Who stopped guarding themselves. 
Who actually relaxed on camera.

And yessss, the numbers followed ✌️

Better engagement. Stronger retention. 
Higher content performance.

Here’s the belief shift (took me a while to get):

Confidence isn’t coached. It’s often designed.

People don’t hate content. 
No, they hate unsafe production environments.

Warm environments make better work.

Always have 💙

Want a tour at our studios? https://lnkd.in/d5fVSb2d 🤗

Most founders chase the WRONG skill.

They chase motivation. Passion. Energy.

The problem tho?

That stuff disappears fastttt 😄

It comes and goes. 

There will be days where you won't be feeling it. 

And what actually matters is just boring old consistency.

- Processes you hate repeating.
- Meetings when you’re tired. 
- Metrics nobody claps for.

Early on, that’s all I had.

- No momentum.
- No real brand.
- Zero money / resources.

Plenty of days i didn't feel up to it. 

Didn't feel driven or motivated. 

I just kept showing up, even when nothing exciting was happening.

What i've learnt is that discipline outlasts energy!

That’s how things really compound 😇

Slowly.
Quietly.
Relentlessly.

Today’s the last day.

We’ll close applications for the 3-month CoHo membership giveaway tomorrow, and draw a winner on Monday!

Let me be clear: This isn’t for everyone.

It’s not for side projects. 
Not for “maybe laters”. 

And not for collecting assets that never get used.

It’s for one growing brand that wants content to stop being:

- debated
- delayed
- or quietly avoided

And instead, have content just work.

If that’s you, you will know 😉

Link’s here for the last time: → https://lnkd.in/eVnxg_7w

Winner announced Monday.

Either way, appreciate everyone who followed along!

Content is just ONE part of marketing.
 
And this is where a lot of companies get it wrong.
 
You can make great videos.  Post consistently.
Even work with a solid agency.
 
But if:

- the positioning is unclear
- the concept isn’t strong
- the brand promise is fuzzy
 
Content won’t save ya.
 
A lot of teams try to use content as a fix.  

For strategy gaps. 
For product confusion.
For internal misalignment.
 
And then agencies get blamed for things that were never in their hands to begin with.
 
That’s not a content problem.  That’s a fundamentals problem 👍
 
Good content amplifies what’s already there.  It doesn’t invent it.
 
Get the foundations right.  

Then content actually does what it’s supposed to do.

If your content is your bottleneck, then find me here 🔗 https://lnkd.in/e6bhwtM5 😊

I’m increasingly convinced there’s 5 things that quietly break a growing company:

1. Too many priorities
 If everything matters, nothing really moves.

2. Undefined ownership
When “everyone” owns it, no one does.

3. Meetings replacing decisions
Alignment without action is just expensive talking.

4. Speed without standards
Moving fast only works if quality is non-negotiable.

5. Founders staying in the weeds too long
What got you here will choke ya later.

I’m saying this seriously:

Most scaleups don’t fail from lack of talent. 

I think they often fail from unclear thinking at the top.

It's certainly been the case with me in the past. 

So if things feel heavier than they should right now - more people, more noise, same output - 

Don’t motivate harder. SIMPLIFY harder.

That’s been a real unlock for me ✌️

One of the HARDEST balances I’m learning in business is leadership.
 
Specifically: 

How do you stay focused on your own performance / standards..  while also being a good leader to the people around you?
 
Cus the job pulls you in two directions at once.
 
On one side:
 
• You need to execute.
• You need to be sharp.
• You need to make decisions.
• You need to move the business forward.
 
On the other:
 
• You’re responsible for morale.
• You’re setting the emotional tone.
• You’re leading by example (even unconsciously)
• You’re someone your team should feel safe talking to.
 
And those 2 modes don’t always play nicely together 🤔
 
Something I’ve noticed about myself over the last year:
 
When I’m in 1:1s with my team and they’re talking through challenges, my brain immediately flips into problem-solving mode.
 
I start connecting dots. 
 I jump ahead. 

 I think: “Okay cool, here’s the fix, sorted.”
 
It comes from a good place. 

I wanna help.
I wanna be useful.
I wanna remove friction ASAP. 
 
But I’ve realised something over the last few months:
 
Sometimes people don’t need solutions (sounds weird right?).  

But often, they just need space.
 
They need to feel heard before anything gets fixed.
 
So I’ve been practising something that feels… surprisingly hard for me:
 
Shutting up 😂
 
Letting pauses sit.
 Resisting the urge to jump in with answers. 

 Listening all the way through without mentally drafting a response.
 
Not to be passive.  But to be present.
 
And what I’ve learned:
 
• Listening builds trust faster than solving.
• Being calm builds safety faster than being clever.
• People perform better when they feel understood.
 
Leadership isn’t about having the best answers in the room.

It’s about creating a room where people feel comfortable bringing the real stuff into it.
 
I’m still learning this, I must admit. 

I still catch myself slipping into “fix it now” mode.  But every time I slow down and just listen, the conversations get better 💙
 
And honestly, so does the work!
 
If you’re leading a growing team and feel this tension too - you’re not doing it wrong.
 
You’re just learning how to hold both sides at once.
 
Execution and empathy. 
Standards and space.  
Direction and listening.

It doesn't have to be complicated. 

That balance is the real work.

Hiring before you know what works is RISKY.
 
Testing content first with a partner isn’t.
 
Move fast. 
Learn quickly.

Shift in-house if / when it actually makes sense.

Q1 content plans don’t fail in Q1.. They fail in February.

Almost every time 😅

Jan often feels under control.
Chaotic, but hopeful.

New decks. 
Fresh strategies. 
Waaay too many meetings. Huge intentions.

Everyone’s aligned. Fantastic. 

This is the year we’re “on top of content”..

BUT THEN Feb creeps in..

A shoot that was meant to be “quick” needs another day. 
Edits slip from this week to next week. 
A freelancer replies: “sorry, slammed this week”.
Posting goes from scheduled to “we’ll see”.

Nothing dramatic happens.
No big mistake. Or no bad plan.

Just small delays stacking up until momentum quietly disappears.

The project you said you would get to, never actually happens. 

And the dream of winning in the brand / content space remains a dream, for one more year 🤐
 
I’ve seen this EXACT February play out again and again with growing teams.

The plan was solid. 

What wasn’t tested was whether production could actually keep up.

Planning content is EASY. 

Executing it every week, calmly, is where most teams get surprised.

And almost everyone realises that once February is already gone, ffs 🥴

How to grow fast and not LOSE your mind:

Stop letting decisions live in your head...

This week reminded me of something most founders don’t talk about.

It’s really not the long hours that drain you 🤔

It’s the invisible weight:

- Money decisions no one else sees
- “If this breaks, everything breaks” thinking
- Team expectations, group dynamics 
- Sales / targets uncertainty

What actually helped me wasn’t slowing down. 

It was making things explicit:

- Clear rules instead of vibes
- Deciding what not to worry about
- Budgets instead of awkward generosity
- One core growth engine instead of 6 half-baked ones

Once decisions are written down, i swear to you, something magical happens..

Your brain can let go.

Honestly feel growth doesn’t break founders.  Ambiguity does. 
 
Our brains have a max capacity. We gotta think about what takes up mental load, and dump what isn't needed. 

If you’re scaling and feeling mentally scattered, it’s usually not a motivation problem, BUT a systems problem. 

Just consider it 😜

Athlete Turned Sales Professional | Zuuvi | Empowering Creativity | Digital Marketing

Ever since watching Roger Federer lift the Wimbledon trophy in 2003, I dreamed of becoming a professional tennis player. That dream took me from Amsterdam to the U.S., where I captained my NCAA Division I team at the University of Utah and earned a double degree in Entrepreneurship and Management. A career-threatening injury changed my trajectory and opened the door to a new ambition: business.

After graduating, I joined Google (via Vaco) in San Francisco as a Content Analyst, optimising Dutch-language ads for the Search platform. When the pandemic hit, I moved to Denmark and began a Master’s in Organisational Innovation & Entrepreneurship at Copenhagen Business School. There, I co-founded a startup, “Windit,” inspired by a class pitch, and helped take it from idea to launch.

Since then, I’ve built a career in SaaS sales across the Nordics and Benelux. At Clerk.io, I advanced from BDR to Team Lead, then into Customer Success, managing over 100 client accounts. At Pleo and Zuuvi, I helped establish and grow the Benelux and Nordic markets, driving new business and expanding strategic accounts.

Today, I am the Founding Account Executive at Moxso, a cybersecurity company helping businesses strengthen resilience against phishing and human-driven cyber risks. As the first sales hire in the Benelux region, I am building the market presence from scratch, developing the partner channel, and shaping the go-to-market strategy alongside the founders.

Alongside my role at Moxso, I continue to support early-stage SaaS founders as a Sales Consultant, helping them turn ad hoc sales efforts into structured, repeatable growth engines. Whether it’s defining ICPs, building outbound motions, crafting messaging, or closing early deals, I bring structure and momentum to young companies.

What ties it all together? I am a relationship-driven sales professional who thrives in fast-moving, international environments. I sell with conviction because I believe in the products I work with. I bring energy, structure, and deep customer focus to every deal, every market entry, and every partnership I help build.

Outside of sales, I lead the Copenhagen chapter of Show Up, a global community of ambitious professionals focused on personal and professional growth. Each week, I bring together founders, operators, creatives, and curious minds for conversations and connections that inspire, creating space for people to show up authentically and leave a little more energised.

Egbert Weverink

Sales Kick Off at Moxso earlier this week.

Big intentions.
Mixed execution.
High spirits.

We got everyone together to start the year properly.
Good conversations.
Clear focus.
That “alright, we’re doing this” feeling.

In the afternoon we went clay shooting.
Outside.
Freezing.
I missed most of my targets.
The clay pigeons are absolutely fine.

I was asked to close the day with a short breathwork session.
I just didn’t realise we’d be doing it at a shooting range.

Let me paint the picture. Me trying to ground the team while shots were being fired right next to us.
Definitely the most chaotic session I’ve ever hosted.

All in all, a good way to kick off the year and set the tone with this crew.

Energy is high.
Ego is in check.
Big ambitions for the Dutch market.

PS. The Dutch team rode home on our bikes. Everyone else took a taxi. Very on brand. 🚲

Sales & Growth @ Moxso / Community Builder @ Show Up Copenhagen | Protecting companies from cyber threats by day, building a thriving community at sunrise

No alternative text description for this image

This is what it looks like when you respectfully retire a concept.

No drama.
No rewriting history.
Just gratitude and forward motion.

Static phishing and awareness training did important work.
It helped organisations realise that humans matter in security.
And because it worked, it also showed us where it stopped being enough.

What we’re building at Moxso now isn’t an upgrade of training.
It’s a different category altogether.

Less about ticking boxes.
More about behaviour, context, and real human risk over time.

You don’t get to build something new without acknowledging what came before it.
And you don’t move forward by dragging the past with you.

Thanks for your loyal service. We’ve got it from here. 🤍

Proud to be building what's next with this group:
Rune Boye Knudsen Mikkel Lindblom Jess Froholdt Stopa Louise Sloth Funk Raul Perdigão Kamma Luise Rodian Jason Donnelly 👓 Oliver Lilholt Viktor Paustian Madsen Kyra Hendriks Thomas Korver Thomas van den Akker Kamil Maryszczak Aleksandra Natalia Nowakowska Mads Møller Robin Lidback Martin Nicolaj Michelsen Joonas Oksanen

Targets only motivate when people actually believe they’re achievable.

Which is interesting, because when you’re building something new, none of us really knows what we’re doing yet. We just get slightly better at guessing.

That’s why I’m hosting the Sales Sessions Community at Moxso later this month.

We’ll talk about:
 • Setting targets with limited data
 • Turning assumptions into usable starting points
 • Keeping teams aligned while figuring things out

Sales Sessions has always been about honest conversations, not polished answers.

 Bringing that into Moxso feels like a good fit.

📍 February 26
 🏠 Moxso HQ, Copenhagen
 🤝 Moxso x Sales Sessions

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