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Meet Sam (Founder)
I’m Sam Donaldson — Founder of Cornelis & Co, Performance Coach, Consultant, Author, and former State General Manager / Large-Scale Managing Director. I’m obsessed with building systems that actually work — in business, in life, and in the mind.
For years I worked in high-pressure leadership and business roles, running teams and carrying responsibilities that left me grinding harder but never feeling free. I learned the hard way that success isn’t about piling more onto your plate — it’s about clarity, energy, and structure that let you perform and enjoy life.
That’s why I built Cornelis & Co: a space where performance meets freedom. Coaching is part of it, yes — like the Performance Reset program — but it’s only the beginning. Cornelis & Co is about delivering tools, programs, and insights that cut through the noise and help people live sharper, freer, and stronger.
Outside of work, you’ll usually find me in the gym, deep in research on the mind and how it interacts with itself, or at home with my partner, our two dogs, and a cat who knows she runs the house.
My style? Raw, direct, and grounded. No fluff, no jargon — just clarity and strategies that work in the real world.
Why the casual photo?
Because Cornelis & Co isn’t about suits, staged smiles, or corporate bullshit. It’s about real people living real lives — and building systems that give them the freedom to do it.
Success isn’t about grinding 16 hours a day forever — it’s about creating systems that work for you, not the other way around. I don’t just build businesses to grow bigger; I build them to fuel a life worth living.
About Cornelis & Co
Who We Are
What Makes Us Different
Our Mission
At Cornelis & Co, we don’t believe in fluff, hacks, or generic advice. Performance isn’t about cramming more into your day — it’s about stripping back the noise, focusing on what matters, and building momentum that lasts.
We help people reset their habits, sharpen their focus, and create systems that free them up to live and work on their own terms.
Our Mission
What Makes Us Different
Our Mission
To cut through the crap that keeps people stuck and give them the clarity, structure, and resilience to perform at their best — without burning out in the process.
What Makes Us Different
What Makes Us Different
What Makes Us Different
- No corporate buzzwords. Just straight talk and strategies that work.
- We look at the whole picture — mindset, habits, health, business.
- Freedom is the end goal. Performance is just the tool that gets you there.
Why We Exist
Our Philosophy
At Cornelis & Co, we don’t measure success by how many hours you grind or how many emails you clear. Success is about building systems that work for you — so you can live a life worth living.
We exist to strip back the noise, cut through the bullshit, and give people the clarity and structure they need to perform without burning out. Performance is the tool — freedom is the goal.
That’s why everything we do is built around one simple principle: your work should fuel your life, not consume it. The businesses, habits, and strategies we help create aren’t just about profit or output. They’re about creating more energy, more freedom, and more moments that actually matter.
Cornelis & Co is here to prove you don’t have to choose between building something great and living well. You can do both.
