University studies
- Nutrition — Malmö University
- Motivational Interviewing — GIH
- Sport Psychology — Malmö University
- Behavioural Science — Lund University
- Work Environment & Stress — Luleå University of Technology
About Patric Friberg
Health consulting built around lasting behaviour.
My work has evolved from personal training and corporate health consulting into one central question: what makes a healthy change survive after the initial motivation fades?
Patric Friberg
Health consultant, coach and lecturer
Approximately 1,600 clients across corporate health and personal training, with a long-standing focus on habits, motivation and practical health behaviour.
Background
From advice to behaviour.
I worked as a personal trainer for 10 years and as a corporate health consultant for 16 years, serving around 1,600 clients in total. Over time, one pattern became increasingly clear: outcomes improved when the work focused less on traditional goal setting and more on establishing long-term habits.
That insight became central to the way I work today. Health advice only matters when it becomes behaviour that fits the individual’s real life.
Corporate healthBehaviour changeMotivational interviewingNutritionExercise psychology
Experience
Professional references and roles.
Corporate health consultant16 years · approximately 1,300 clients / participants
Personal trainer10 years · approximately 250 private clients
Nutrition fact-checkerRichters
Health bloggerMotionsguiden
Training leadMatdagboken
International conceptScandinavian Wellness Academy
LecturerGroups from 10 to 300 participants
Media expertExpert participation on Swedish Radio P3
Education
Health, psychology and behaviour.
Formal studies and professional training span nutrition, motivational interviewing, sport psychology, behavioural science, testing, workplace stress and physical activity.
Professional training
- Personal Trainer
- Test Leader
- Health Profile Assessment (HPI)
- Physical Activity on Prescription
Working philosophy
Individualise the intervention, use methods with evidence behind them, create motivation for action and evaluate health work as an investment — not merely an activity.
Why habits?
Because goals end. Habits continue.
The practical focus of my work is to help people create behaviours that can be repeated under normal conditions — not only when motivation is high. That is why habit formation sits at the centre of both corporate programmes and individual coaching.
Want to see whether my approach fits your organisation?
A short online conversation is enough to clarify the problem, target group and most appropriate format.