Peter Sorgenfrei

Live a happier and healthier life. I'll get you there in 3 months or less.

I work privately with founders when something has started to repeat or quietly erode, even though nothing has visibly broken yet.

By the time people reach out, conversations escalate more easily, conflicts don’t fully resolve, authority thins, or work begins to spill into personal life in ways that are hard to contain. What used to feel manageable starts depending on effort.

This is not coaching for growth, optimisation, or personal development. It’s not therapy.

The work focuses on stabilising these patterns before continuing as-is costs more than it should, professionally, personally, or both.

Engagements are private, time-bounded, and deliberately contained. We reassess once things begin to resolve cleanly again.

If you’re looking for ongoing support, performance work, or stress relief, this is probably not a fit.

If continuing as you are no longer feels neutral, this is usually the right moment to reach out.

I also send occasional writing under the name Intentional Leadership, quiet notes on pressure, responsibility, and decision-making. Sent infrequently.

Executive and Board Advisory

I work with Investors, Boards, and Leadership teams to develop people and grow companies

Being a startup founder explained in 12 seconds.

You start at the top.

You've got a plan. 

A strategy. 

A direction.

Then you spin around completely, and suddenly you're going downhill, facing the wrong way.

You can't see where you're going. 
You definitely can't see the finish line. 

Your investors are watching from the sidelines, trying to make sense of what just happened.

But you're still moving.

Still somehow staying on your feet.

And against all logic, you cross the finish line. 

Backwards. 
Confused. 
But you crossed it.

Six companies. 
Fifteen years. 
I've finished backwards more times than I'd like to admit.

The founders I coach? Same thing. 

The ones who make it aren't the ones who never spin out.

They're the ones who keep skiing when they can't see where they're going.

What's your "finished backwards" moment?

In 30 days, you can go from snappy and reactive to calm and clear, at work and at home | 60+ happy clients | 6x CEO/Founder | DM me: I can probably fix whatever it is you are dealing with.

Mark MacLeod

I help startup CEOs go from $5M in revenue to a massive exit

Since 1999, I have sat at the right-hand side of the leaders of high growth technology companies as either a CFO, VC or deal maker. I served as CFO for software companies including Shopify (NYSE: SHOP) and Freshbooks. 

I was a General Partner in Real Ventures, one of Canada's largest and most active seed stage funds. My investments there include the fund's largest cash on cash and highest IRR returns to date. 

Most recently, I founded SurePath Capital Partners the leading investment bank for SMB SaaS companies where we did hundreds of millions in financing and exit transactions.

The thing I loved most about these roles was the one on one coaching and advisory conversations I had with CEOs. 

Since 2020 I have been coaching, investing in and advising CEOs + helping them execute game-changing deals.

I am a semi-active angel investor with a portfolio of 22 investments, 2 highly positive exits and counting.

In my spare time, I am a passionate CrossFit athlete and electronic music producer/ DJ. I also run Deep Down Music, a record label.

Founder

I coach, advise and invest in the CEOs of high growth technology companies & help them execute game-changing deals.

I bought more shares of Shopify last week.

Shopify stock is already the single largest portion of my net worth.

Despite it being down 26% YTD, I doubled down.

Why?

The stable foundation of SaaS is going away. The idea that you can build a business with long customer lifecycles and zero marginal costs is gone.

SaaS isn’t gone. But the easy times of SaaS are gone.

I have always invested in founders. The thesis is simple: Get the founder right, and they will figure the rest out.

Tobias Lütke is a once-in-a-generation founder.

His technical depth and passion for the mission make him unstoppable.

If anyone can figure out how to transform a business through AI, it’s him.

The day he decides to race cars full-time, I will revisit this thesis. But for now, I am all in.

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Certified Personal & Business Performance Coach

Chartered Professional Accountant (CPA)

An exclusive community of VC and PE-backed CEOs who want
to scale themselves and their companies without limits.

Limitless is an exclusive community of VC and PE-backed CEOs who want
to scale themselves and their companies without limits.

I coach startup CEOs to grow themselves and their business all the way to a massive exit

SurePath Capital Partners is the premier strategic financial advisor to the global SMB Software market. With offices in Toronto and San Francisco, we aim to be the #1 advisor in this space globally and the one call CEOs and board make when they need to make a deal happen.

I led finance and corporate development at FreshBooks - the #1 cloud accounting specialist for small business owners. Since 2004, over 5 million people have used FreshBooks to track time, organize expenses and invoice clients online and in the cloud.

Accomplishments:
- Closed $30M institutional funding round + other unpublished transactions
- Led the process to find a partner to backstop a new product line
- Sourced and closed other key revenue-generating partnerships

CFO + Chief Corporate Development Officer

Venture Partner

Parter at Real Ventures where I focus on SaaS, freemium, e-commerce and digital media seed investments

Director, Fabric Technologies
Director, Context.io (sold to Return Path)
Director, Frank and Oak
Observer, Rewardli Inc.
Investor, Thinknear.com (sold to Telenav)
Investor, Localmind.com (sold to Airbnb)
Investor, Massive Damage Inc.
Director, Sweet IQ (sold to Reachlocal)
Observer, Unbounce.com
Investor, Engagio (sold to Influitive)
Investor, Origin.al Internet Company General Partner

General Partner

CFO for Tungle - a great solution for meeting coordination.

Raised a $5M "A" round. Served as CFO through the successful sale of the company to RIM.

Interim CFO, Shopify
Advisor, Well.ca
Advisor, Cakemail 
Advisor, Dok Dok Inc 
Advisor, Raymark
Advisor, Sitezoogle 
Interim CFO, Status.net Inc.

Advisor & CFO

Led finance, operations, legal, HR, strategic planning functions for this mobile communications startup. Raised an $10M B round led by Flybridge. Raised an additional $1M in China. Made major improvements to execution, ops, key metrics, etc.

Led finance, operations, customer support, IT and manufacturing for this venture-backed networked storage vendor. Negotiated the sale of Terrascale to Rackable Systems (NASDAQ: RACK) in a deal returning 10x on invested capital.

VP, Finance

Prepared this 15 person IP networking startup for commercialization & ‘B’ round funding. Responsibilities included financing, all back office operations, investor + board relations and negotiation of all  agreements. Towards the end of my term, I was given increasing responsibility for OEM sales and strategic relationships.

Strategic consulting assignments: 
•	Advised on the sale of two software companies and the purchase of an education services company
•	Led the successful restructuring of an insolvent retailer. The company is now thriving and expanding
•	Enabled the restructuring & strategic refocus of a new media company that resulted in a 3x growth in revenues and 5x growth in profit & cash flow

President

Was responsible for Finance, Alliances and Corporate Development functions. Raised $19M in equity over 2 rounds + oversaw growth to over 100 people. Established many key partner relationships

Director, Finance + Corporate Development

Helping VC-backed CEOs scale themselves and their companies without limits. 
| Host of The Startup CEO Show podcast

CEO, Shopify

Helping ambitious CEOs & founders scale world-changing companies without sacrificing their health, happiness, purpose, or humanity

I am leaning into my weirdness, and it feels good.

I have never been a stereotypical CPA. When I was in undergrad, I designed my life around raves. Classes were Tuesday - Thursday. This enabled me to go dancing all night Saturday and recover. 

While I love to serve, I hate having a boss. So, while my peers went the “Big 4” route, I joined a small firm serving founders. I have only ever been or worked with founders. 

I have always leaned into what I love. I love to write. When I look back, all of my most important relationships came from my writing. Tobi from Shopify. Mike from FreshBooks. The guys starting Real Ventures. All came in part because they read my thoughts.

Then there’s yoga. Starting casually in my late 20s, yoga has evolved to become the foundation of my life.

The stretches offered in most North American yoga studios are a tiny fraction of what yoga is. In fact, the word “asana” (that’s what these postures are called) is barely mentioned in the Yoga Sutras.

Yoga is a complete system for living your life. My goal is to live every minute in accordance with yogic practices and values.

I discovered kundalini yoga in 2012. I got serious about it in 2019. And I teach it now.

Kundalini focuses on building and directing energy. We all have dormant energy at the base of our spine. Through these practices (called “kriyas”), we activate and direct that energy. 

Studies have shown that this practice turns on dormant parts of your brain. It unlocks our potential.

All of this mix of yoga, breathwork, meditation, and human optimization has co-mingled with my startup experience to create Limitless. 

My mission is simple: to redefine how founders build companies by putting their energy, health, and inner alignment first. So they can scale without limits and lead from a higher state.

Change your life so you can change the world!

Hard to think of something more motivating to work on!

Subscribe to my newsletter and get a 22 page presentation on the secrets of Limitless CEOs https://lnkd.in/gWqQBd-n

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A CEO told me yesterday: "I hit $10M ARR and I've never been more miserable."

He's sleeping 6 hours per night. Hasn't seen his 1-year-old son awake in weeks. 

Can't remember his last meal that wasn't at his desk.

He thought this was the price of building something great. It's not. It's the recipe for failure.

Naval said it: "Startups die when founders run out of energy."

90% of startups fail because founders burn out before the company breaks through.

Here's what most founders miss: You are the leverage point:

Your clarity sets direction.
Your energy sets the pace.
Your state sets culture.

A depleted founder creates a depleted company.

The real work isn't optimizing your calendar or finding another productivity hack.

The real work is you.

When you're centred, everything works better: strategy, team, execution, growth.

Your nervous system IS your company's operating system.

This is what we're building at Limitless: founders who scale without breaking. Companies built from clarity, not chaos.

The world needs leaders who can make bold decisions without losing themselves in the process.

Ready to build differently? Subscribe to my newsletter and get a 22 page presentation on the secrets of Limitless CEOs https://lnkd.in/gWqQBd-n

As Silicon Valley embraces 72-hour work  weeks with 9-9-6, I'd like to remind everyone of this gem from Naval:

"40-hour workweeks are a relic of the industrial age. Knowledge workers function like athletes – train and sprint, then rest and reassess."

Most CEOs I work with don't have a performance problem. They have a recovery problem.

They sprint all day. Every day. For years.

No periodization. No rest cycles. No reassessment.

Just grind until something breaks: Their health. Their marriage. Their company.

Limitless CEOs operate differently:

They train like athletes:
→ Intense sprints followed by real recovery 
→ Energy management over time management 
→ Strategic rest as a competitive advantage

Your output is a function of your energy. And energy requires recovery.

The industrial model rewarded hours logged.

The knowledge economy rewards quality of thinking. You can't think clearly when you're running on fumes.

Rest isn't the opposite of performance. It's the foundation of it.

You don't have to grind. You don't have to sacrifice health and happiness. There is a better way. Members of the Limitless.ceo community are learning how.

Subscribe to my newsletter and get a 22 page presentation on the secrets of Limitless CEOs https://lnkd.in/gWqQBd-n

Limitless.ceo

Botkeeper raised $90M+ and just shut down after 11 years. It's a cautionary tale we all can learn from.

Raising capital is not a sign of success. It just means someone gave you a shot.

We celebrate fundraising like it's the finish line. It's not. It's the starting gun.

And sometimes it's the thing that kills you.

More capital means more pressure, higher burn, bigger expectations, and less room to figure things out.

Botkeeper never nailed product-market fit with accountants. But they kept raising anyway. I don't blame them. But this happens a lot with VCs overfunding.

$90M later, the outcome was the same as if they'd run out of money at $5M.
Except that more people got hurt.

The founders I work with who build lasting companies treat capital as fuel for what's already working. Not a substitute for what isn't working.

I used to work less, but was stressed out more. One year ago, I was coaching and running a record label, and trying to become a yoga teacher.

At its peak, I was spending half of my time on music. Either making it or growing the label.

I didn't realize the stress that this distraction was causing me until I focused. At the start of 2025, I gave the label to one of my artists to run. I still teach yoga, but as a hobby.

It hit me a year ago that I was diluting myself. The best coaches are just focused on that. The best athletes are maniacally focused on being the best. I needed to do the same. So, I let the label go.

My sole focus is on being the best version of myself so I can be the best coach I can be.

It is only in this new focused state that I realize I was actually stressing myself out before. I had no idea I was causing stress. I thought I was having fun and living my best life. 

I share this as an invitation for you to reflect on the level of focus in your life.

You are likely running one company. But within that, can you focus more? Do you have one clear strategic priority this quarter?

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For decades, I've watched founders kill themselves for their companies.

I know a founder who wanted to sell an organ to keep his company afloat. He later developed shingles from stress.

I've watched founders gain weight as cortisol spiked. Founders who can't sleep. Founders who are trying to be productive while running on fumes.

I wasn't immune. At FreshBooks, I had "freshmares", solving business problems in my dreams. I was physically home with my family, but mentally still at work.

When I ran my investment bank, I made fitness a priority. Daily yoga. CrossFit 4x/week.

It still wasn't enough. My first marriage ended during that time.

I loved the work. It was stimulating. Rewarding. But my company was everything.

Sound familiar?

Last year, I studied 11 CEOs who built companies collectively worth $11 trillion. I wanted to understand how they sustained and grew for decades while most founders burn out or plateau.

Here's what I found: They didn't just get lucky with product-market fit. They learned to scale themselves as they scaled their companies.

They made health a strategic priority, not an aspiration.

Most founders do it backwards. They sacrifice health for growth. Then wonder why they plateau.

Limitless founders flip the script:
Health → Energy → Clarity → Revenue growth → More energy.

It's a virtuous cycle.

Hustle creates short-term velocity and long-term damage. I've watched this story play out hundreds of times.

There's a different path.

If this resonates, check out limitless.ceo.

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Harry Stebbings says fundraising has changed.

According to Harry, SaaS founders growing 2-3x have two choices:

Use AI to accelerate to 8-10x growth. Or cut burn and never raise again.

The reality is more nuanced.

The real question isn't "which path." It's "how do I build OPTIONALITY so I can choose either, on my terms?"

Optionality has never been more important than it is now.

Optionality means:

✅ Your can get to cashflow break-even in runway if you are not there already.

✅ Your growth rate & unit economics let you raise if and when you want to.

✅You are known to your most natural buyers and can enter into a warm, qualified exit process at any time.

And a personal consideration here: 

✅ As founder, your energy and clarity let you make that strategic call from strength, not panic.

The founders who win in this market aren't picking door 1 or door 2.

They're building a company, and a version of themselves, that can walk through whichever door makes sense, whenever it makes sense.

That's not simple. But it's the real game.

Founder @ 20VC

I asked a CEO client to rate his happiness. He said 6 out of 10.
I asked what would make it a 10.

His answer wasn't more revenue. Wasn't a bigger team. Wasn't closing a round.
It was spending more time on things that create energy.

He already knew the answer. Most founders do.

The gap between a 6 and a 10 isn't more success.

It's less of what drains you and more of what fills you up.

The hard part isn't knowing this. It's giving yourself permission to act on it.

Energy isn't a reward for building something great. It's the requirement.

Design your role, company and life around energy and you become limitless!

Bad decisions come from bad states.

Most CEOs make decisions from fear, panic, or impulse. Then defend those decisions as if their life depended on it.

The fix is simple: change your state first. Before any major decision, get grounded:

- Breathe
- Calm your nervous system
- Find neutral

A calm mind sees clearly. A panicked mind sees threats everywhere.

A calm mind can more easily access intuition. When that happens, decisions become effortless.

The decision you make from clarity will be better than the one you make from chaos.

And you won't need to cling to it. You'll just know it's right.

State first. Decision second.

Chili Piper co-founder Alina Vandenberghe joined me on The Startup CEO Show recently and dropped some gems.

A few highlights:

Her personal social media drives 50% of Chili Piper's pipeline. She spends 40% of her time on it. And it works because it's authentic, not forced.

She grew up in communist Romania. That resourcefulness shaped how she bootstrapped to $3M before raising.

She co-runs the company with her husband. 150 people across 38 countries. No middle managers. Every decision is documented and transparent.

Her take on personal branding: don't do it unless it brings you joy. If it feels forced, it won't work. Find someone else in your company who loves it.

If you missed the pod, the full interview link is in the comments.

Co-founder & co-CEO @Chili Piper 🔥 Here I talk about lessons I learned to jumpstart my career from intern to SVP. And to grow a company from 0 to almost $1Bn

Jack Dorsey, founder of Twitter and Block, just gave us a lesson in making hard decisions.

Often, when faced with decisions like layoffs, the temptation is to do the minimum necessary. To avoid as much pain as possible. 

Jack did the opposite. He leaned into the pain. He cut 40% of Block's workforce. Over 4,000 people. In one move.

Not because the business is struggling. Gross profit grew 24% last year.

He did it because he saw where AI is heading and decided to get there first. He leaned in.

Dorsey said it clearly: “Repeated rounds of cuts destroy morale, focus, and trust.” He'd rather take one hard, clear action than manage a slow bleed toward the same outcome.

You can disagree with the decision. But the leadership principle is worth studying.

The hardest decisions aren't hard because you don't know what to do. They're hard because you don't want to feel the pain of doing it. They're hard because you resist.

So you delay. You half-measure. You spread the pain out over months, hoping it hurts less.

It doesn't. It just hurts longer.

Whether it's a layoff, a co-founder conversation, or a pivot you've been avoiding, the cost of the slow path is almost always higher than the cost of the decisive one.

Suffering = pain * resistance. If you don’t resist what you need to do, you will not suffer. 

It’s no surprise that Jack took this approach, given his spiritual practice. Jack does long Vipassana retreats. Anyone who has done these will know that they are painful but always worth it.

The way out (of whatever issue you are struggling with) is through. Lean into the discomfort. Make the bold call.

Most founders optimize their GTM funnel. Almost none optimize the machine that runs it all.

I recently sat down with Greg Newlands, a fitness coach who works with founders.

Full disclosure: Greg is my coach and also works with several of our Limitless founders.

One thing he said stuck with me:

"If I'm not sleeping well, not exercising, not rested, I just don't perform the same in life or in business."

That's not a wellness quote. That's an operating reality.

Greg trains entrepreneurs the way athletes get trained: 
Strategic breaks throughout the day. 
Resistance training as a non-negotiable. 
Tracking four daily KPIs for energy and performance.

The part that hit hardest: he burned out multiple times before he stopped treating rest as the enemy of progress.

Sound familiar?

This is one of the most tactical conversations I've had on health as a founder strategy.

Full episode on my blog → link in comments.

I cringe when I think of how underslept I used to be.

It started in my late 20s. I was DJing a lot. Even on weeknights. I was CFO at my 1st startup at the time. My schedule was all over the place.

Then I became a Dad. Any parent of young children knows what that’s like. Our kids are 372 days apart.

When I got serious about yoga, I would wake up at 5am to practice. It was the only way to fit it into my schedule. This was at the cost of sleep.

I still drank a lot. Or I should say, often. Not a lot. This was my wind-down. My ritual. But I now know it came at the cost of sleep.

Looking back, even with a deep yoga practice, I was prone to anger. I was foggy. I couldn’t function without coffee.

This is the default state for most founders. In fact, we glorify this stereotype. We celebrate founders who sacrifice everything to build.

A few years ago, I flipped things. I made sleep the priority. I read Matthew Walker’s "Why We Sleep" and realized everything I was doing wrong. 

I started tracking my sleep and making changes to improve duration and deep sleep.

This has been a life-changer. I have more energy, clarity, and happiness than ever.

I tell my CEOs all the time: Sleep like it’s your job, because it is.

Today’s performance began last night, based on the quantity and quality of your sleep.

Your sleep quality and duration determine what you can accomplish today.

Rather than being the 1st thing to sacrifice to create more work time, sleep is your top priority.

Don’t work until you can’t, then crash. Have a wind-down routine that enables you to drop into a deep, restorative sleep.

If you want better results and a better life, make sleep your focus.

You will be a better founder. You will be a better human.

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Every founder has a financial dashboard. Almost none have a biological one.

At Limitless, we think about CEO performance across three dimensions:

Physical → sleep quality, HRV, recovery.

Mental → deep work hours, focus time.

Financial → MRR, pipeline velocity, growth.

(We also go deep on spiritual, but let's park that for now...).

Here's what most founders miss:
These aren't three separate dashboards. They're one system.

✅ Your HRV predicts your decision quality.

✅ Your sleep predicts your deep work capacity.

✅ Your deep work predicts your revenue.

The financial metrics are the output. The biological ones are the input.

Fix the inputs. The outputs follow.

Nick Mehta built Gainsight into a $235M revenue company and essentially created the customer success category from scratch.

Tier-one investors. Best place to work on Glassdoor. Sold to Vista Equity.

But the part of our conversation that stuck with me most had nothing to do with any of that.

It was Nick talking about detachment.

About reaching a point where the fundraising milestones, the lists, and the external validation just stopped mattering as much. 

Not because he failed. Because he succeeded and realized it wasn't the point.

He talked about holding two ideas at once: being all-in on what you're building while accepting that, eventually, it all fades.

That's a rare kind of clarity from a sitting CEO.

We also dug into how he created a category with almost no TAM, how he navigated tier-one VCs like Bessemer and Lightspeed, and why he structures his time around what gives him energy rather than what drains him.

If you missed our podcast, here is the interview.

Your job as CEO isn't to do more. It's to remove friction.

Friction is everywhere. It's the slow approval process. The unclear ownership. The meeting that should be an email. The hire you haven't made. The conversation you've been avoiding.

It's not one big thing. It's a hundred small things quietly dragging your company down.

Most founders tolerate them. They work around them. They get used to the drag.

Limitless CEOs have a different habit.

They remove one piece of friction every single day.

It sounds small. But compounded over a quarter, that's 90 obstacles gone.
Over a year, you've fundamentally changed how your company operates.

Not through a big reorg. Not through a new strategy deck.

Through the daily discipline of making things a little easier for your team to win.

That's the real job.

Find and remove one piece of friction every day.

Want to learn how to build and scale a marketplace?

Mark Bordo has done it three times over 25 years.

His latest company, Vetster, became the leading pet telemedicine platform in North America. In this interview, he shares the playbook:

→ Why you build supply before demand
→ How data drives every decision at scale
→ Why most marketplace founders focus on the wrong metrics
→ The regulatory battles that almost killed the business
→ How persistence beats strategy every time

If you're building a two-sided marketplace or thinking about starting one, this conversation is packed with tactical lessons.

Co Founder, CEO at Vetster Inc.

Every playbook you relied on is being rewritten right now.

AI is disrupting how we build, hire, sell, and lead.

The best practices that got you here? Most of them no longer apply.

This is terrifying if you need external certainty to make decisions.
It's freeing if you don't.

When the map is gone, the founder who wins is the one who can navigate without it.

That means first principles over borrowed frameworks. Grounded decisions over reactive ones. Intuition over consensus.

Your own race over someone else's example.

The answers aren't in the latest AI playbook or the hottest thread on X.

They're inside the founder who is clear enough, calm enough, and honest enough to hear them.

This is the era where inner work becomes a competitive advantage.

I meditate every morning before I open my laptop.

Not just because I'm spiritual. Because it makes me a better decision-maker.

When your mind is full of noise, every decision feels urgent. Everything looks like a fire. You react instead of respond.

When your mind is clear, you see what actually matters. You hear the signal through the noise. You trust yourself enough to act without needing five people to validate the call.

The best CEOs I work with are the clearest.

That clarity comes from creating space between the input and the response.

That's all meditation is. Not woo-woo. Not escape.

A daily practice of training your mind to be still so it can be sharp when it matters.

You are a mental athlete. You need to train your mind the way athletes train their bodies.

Ten minutes a day. No app required. Just you and silence. Pay attention to your breath. As distractions arise, keep coming back to the breath. That's it.

It's the highest-ROI habit no one puts on their calendar.

Subscribe to my newsletter and get a 22 page presentation on the secrets of Limitless CEOs https://lnkd.in/gWqQBd-n

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