Sulev Kohjus has not always lived by the values he carries today. His childhood was far from easy, and his younger years were marked by wrong choices and restless energy. Yet those struggles became the turning points that shaped him. Looking back, he often says he is grateful for his family, for his mother, and even for the difficulties, because each challenge taught him something he could not have learned otherwise.

From Hardship to Gratitude

Money was scarce in his early life. After a free month of boxing, his family could not afford to continue, even though his coaches saw promise in him. Instead, he joined a free chess club. What seemed like a disappointment became a blessing: chess sharpened his strategic mind, which later helped him make smarter decisions and solve problems in ways that pure strength never could. The boy who once fought with fists eventually learned to fight with ideas.

This ability to reframe setbacks into growth became a lifelong habit. Sulev admits that being around the wrong people and making poor choices could have led him down a destructive path. Instead, those mistakes forced him to grow, to develop resilience, and to adopt a mindset of gratitude.

Family as the First Leadership School

Becoming a father transformed Sulev’s life more than any business milestone ever could. He is a proud father of four children, and fatherhood — which began when he was twenty-five — gave him the clarity to get his life together. From that moment, his best decisions were no longer for himself alone but also for his children.

Balancing his two identities — entrepreneur and family man — has not always been simple. He admits that business excites him and often claims much of his attention. Yet he makes a point of carving out time where the entrepreneurial side is left behind. Escaping to the countryside with his family, switching off his phone, and spending time in nature remind him that leadership begins at home.

For Sulev, self-development is not only about leading bigger teams or building successful companies. It is also about becoming a better person and a better father. Home, he says, is the first and best place to practice any kind of leadership.

Discipline and Ambition

Discipline is one of Sulev’s core values. About seven years ago, he began waking at 5 a.m., training through resistance, and embracing challenges that pushed him far beyond his comfort zone. Whether through cold showers, workouts, or the daily grind of solving complex problems, he found satisfaction in doing the things he once disliked — simply because they made him stronger.

That determination connects to a quality that has followed him since childhood: ambition. From an early age, he wanted to take his family further. At just thirteen, he shocked his relatives by earning more than his extended family combined and even supporting his parents and aunts.

Later in life, when faced with severe hardships, he coped with them remarkably well. The struggles of his youth had built the resilience to endure whatever came his way.

Leadership in 2025

Today, Sulev’s story has expanded far beyond survival and ambition. In 2025, he reflects on his journey as one of growth, learning, and purpose. He often says he feels lucky to be surrounded by a team that truly wants to be there, not out of obligation but because they believe in what is being built together. For him, business is not about money; it is about loyalty, shared vision, and purpose.

Every experience, whether positive or painful, has become a lesson. Even small interactions, like being treated kindly or poorly by strangers, show him how far he has come and how others respond to his energy. Once more inward-focused, he now sees the bigger picture and what truly matters.

He extends that growth mindset to his team. Every six months, he checks in with each member: Where do you want to go next? What do you want to learn? He refuses to let anyone remain stuck. Instead, he encourages his team to grow into better versions of themselves, together.

For him, leadership is never about control. It is about trust, motivation, and understanding people. You can have the most skilled specialists, but without heart, clarity, and vision, nothing moves forward.

From Wealth to Contribution

In his youth, Sulev dreamed of becoming a millionaire. Years later, he achieved financial milestones and saw large numbers flow through his accounts. But he realized the feeling was not as transformative as he once expected. Wealth brought opportunities and freedom, but not fulfillment.

What truly excites him now is contribution. He finds joy in creating opportunities for others and in seeing people’s happiness as a result of something he helped build. That energy, he says, is more powerful than numbers in a bank account. This is why he integrates contribution into his businesses, ensuring growth benefits both his people and the wider community.

A Mission to Complete, Not Compete  

Sulev’s journey has been one of trial and error, bold starts, and lessons learned the hard way. He believes everything happens with purpose and that the journey is as necessary as the outcome. His guiding principle is clear: when life gets hard, don’t ask “Why me?” — instead, declare “Try me.”

He knows his goals are still big, but his path forward is not about competition. It is about completion, building alongside others rather than against them.

What defines Sulev today is more than his knowledge or business achievements. It is his gratitude for hardship, his devotion to family, his discipline, ambition, and his growing commitment to contribution. He has become a man who gets things done, who shows up, and who owns his actions.

Looking to the future, he feels excitement rather than fear. He never expected to love this work as much as he does now, not only for what is being built but for who people are becoming along the way. To him, this is not just a company. It is a movement, a family, a mission.

And he is all in.

You can connect with Sulev Kohjus through his website at sulevkohjus.com or follow his journey on Instagram at @sulev_kohjus.

Disclaimer: Testimonials in this article reflect personal experiences and aren’t guaranteed. Results vary based on effort, experience, and commitment.