In the realm of executive leadership, few figures bring as much grounded strength and clarity as Aslak de Silva. Hailing from Jyväskylä, Finland, Aslak blends the disciplined mindset of a world champion martial artist with the strategic insight of a global CEO. His journey from competitive fighting arenas to international boardrooms is not just inspirational. It is transformational.
Aslak’s foundation was forged in the martial arts. For nearly two decades, he trained and competed in Han Moo Do, eventually earning a world championship title and stepping into the role of instructor. He fought in nearly 100 full-contact competitions. Yet what defined him most wasn’t the medals, but the mindset. Martial arts taught him presence under pressure, decisiveness, and deep inner calm. These qualities now shape his leadership philosophy.
Today, as CEO of Selfly Store™, Aslak leads one of Europe’s most innovative retail tech companies. Selfly Store builds intelligent vending solutions that harness AI, IoT, and smart technology to revolutionize grab-and-go shopping across more than 20 countries. Under his guidance, the company was named one of the “50 Most Innovative Companies” by CEO Views™ in 2023. But to Aslak, innovation starts from within. He believes true leadership stems from the ability to remain centered, adaptable, and clear even in chaos.
His voice is recognized in influential circles. Aslak is a member of the Forbes Business Council, where he writes about market disruption, emotional intelligence, and the future of retail. He is also the creator and host of the widely followed podcast The Black Belt in Leadership, where he draws parallels between martial arts and executive performance. His audience spans continents, but his message is simple. Lead from within, or don’t lead at all.
This message has never been more timely. At a moment when the world is craving leaders who can navigate uncertainty with vision and steadiness, Aslak offers a model rooted not in ego but in essence. He doesn’t preach from theory. He teaches from embodiment. In both business and life, he lives by the principle that ultimate freedom is cultivated internally. The mind must be clear. The energy must be calm. And the heart must be aligned.
Aslak’s daily practice is one of quiet mastery. He begins each morning with gratitude and stillness, followed by a deliberate feeding of the mind through audio books, podcasts, deep breathing, and movement. His presence is magnetic not from bravado, but from centeredness. In meetings, on stages, and in mentorship, people feel his energy before he even speaks.
Recently, Aslak took the stage at IgniteX™, the premiere speaker showcase of Gatherama, an event hosted by Ignite Publishing™ in Salt Lake City. Curated by visionary founder Lady JB Owen, the event united changemakers from across the globe with one shared mission—to elevate consciousness and ignite humanity through the power of story. It was in this sacred container that Aslak and Lady JB’s paths converged, bound by a shared passion for transformation, inner mastery, and inspired leadership.
Their connection is more than professional—it is purpose-driven. Both Aslak and Lady JB embody the belief that true leadership begins within, and together, they are helping shape a new paradigm where strategy meets soul, and innovation walks hand-in-hand with intention. Through Ignite YOU and the Igniting Humanity movement, Lady JB is amplifying voices like Aslak’s to remind the world that success with soul is not only possible—it’s powerful.
Their collaboration signals the dawn of a new kind of leadership—one rooted in alignment, authenticity, and service. Aslak de Silva is not just leading Selfly Store™ into the future of tech—he is also standing shoulder-to-shoulder with leaders who are building a more conscious, connected, and ignited humanity. His journey shows that business and spirituality, technology and tenacity, data and devotion, can coexist. They can even thrive together. His legacy is not built only on success. It is built on the quiet strength of a man who chose mastery, again and again, from the inside out.
To discover more about Aslak de Silva’s work and wisdom, explore:
The Black Belt in Leadership Podcast
Forbes Business Council Profile
By Lady JB Owen, Founder of Ignite YOU and Creator of the Igniting Humanity Movement
Lady JB Owen is a world-class speaker, publisher, and transformational leader committed to empowering one billion lives through personal development and conscious leadership. As the visionary behind Ignite YOU and the Igniting Humanity movement, she believes in the infinite power of individuals to create positive global impact through love, intentionality, and inspired action. Her mission is to spark hearts, elevate voices, and ignite a world where humanity leads with purpose.
Disclaimer: Testimonials in this article reflect personal experiences and aren’t guaranteed. Results vary based on effort, experience, and commitment.
