Our story
Build Equity in YourSelf
Small, repeated investments in how you respond to life add up. EQUISELF exists to make that practice personal, symbolic and a little more human.
Johan CoolsFounder, mental coach & researcher
EQUISELF grew from Johan Cools' years of coaching people through recurring reactions — the moments where we know better, yet respond the same way again. He wanted something more alive than a personality label: a mirror you can return to, and a practice that follows.
The horse and its reflection carry the name: the instinctive, moving self (Equi) and the observing self (Self). Growth happens in the space between the two.
More of Johan's work: mindandbodyupgrade.com
What we are building
A free symbolic journey opens the door. From there, members work with profile-informed coaching and guided meditations generated for the challenge they describe and the change they want, using three practical frameworks: 6E to understand a pattern, 6R to practise a different response and 4S to sustain progress.
“To know oneself is to stare into the dark and realize the light is looking back.”
EQUISELF is a young, evolving project built with modern AI tools and careful design. It is a companion for reflection and practice — not therapy, and not a diagnosis.
Social impact
10–30% of turnover, given onward
We commit between 10% and 30% of our turnover to social impact, including organisations that rescue horses in need.