Leadership Identity
Define your values, your non-negotiables and the leader you want to be.
- Duration
- 2 h 38 min
- Spoken language
- English
- Subtitles
- English, Swedish, German
€450Excl. VAT
Leadership shaped by sport. Applied in business.
Learn from Oscar Lundin — world champion and Swedish champion as a coach, and three-time Fair Play Award winner in the Swedish Super League. His models are already used by companies across Europe.
Customer cases
Organisations that train with Lundin Leadership
Johnson & Johnson
Training and inspiration for young and emerging leaders across the organisation.
AFRY
Leadership development and practical tools for managers across Central and Northern Sweden.
Alingsås Kommun
Building strong teams through first leadership, with a focus on the roles and skills within each team.
Free · 5 minutes
Curious which leader you are?
Take the free 5-minute Leadership Edge Analysis and get a recommended starting course.
Who this is for
Built for people who lead other people
The courses are made for you if you carry responsibility for a team's results and want a structure to lean on — not motivational talks.
Business owners
You lead a company and want a leadership structure that holds as the organisation grows.
Managers
You lead a team day to day and want practical models for direction, feedback and difficult conversations.
Leadership teams
You want a shared language and shared standards across the people who lead in your organisation.
What you will learn
- Set a direction your team can act on in daily work
- Build a culture through the behaviours you reward and stop
- Prepare and lead conversations you would rather avoid
- Make decisions with incomplete information and communicate them
- Develop other leaders instead of solving their problems for them
Courses
Featured courses
On-demand video courses with worksheets and reflection exercises.
Leadership Identity opens on 12 October 2026. Other courses are coming soon.
Coming soon
Culture & Communication
Build safety, give feedback that lands, and create a team people want to belong to.
- Duration
- 3 h 31 min
- Spoken language
- English, Swedish
- Subtitles
- English, Swedish, German
Coming soon
Coming soon
Performance Systems
Design a coherent way of working and plan the year so every week connects.
- Duration
- 2 h 53 min
- Spoken language
- English, Swedish
- Subtitles
- English, Swedish, German
Coming soon
Coming soon
Developing People
One-on-ones, individual plans, and the habits that turn experience into growth.
- Duration
- 3 h 5 min
- Spoken language
- English, Swedish
- Subtitles
- English, Swedish, German
Coming soon
Coming soon
Leading Through Change
Taking a team through reorganisation, new demands and uncertainty — without losing performance.
- Duration
- 3 h 6 min
- Spoken language
- English, Swedish
- Subtitles
- English, Swedish, German
Coming soon
All five coursesComing soon
The Complete Leadership Program
All five courses in one — from leadership identity and strong team culture to developing people and leading through change.
- Duration
- 15 h 13 min
- Spoken language
- English, Swedish
- Subtitles
- English, Swedish, German
Coming soon
Course videos, worksheets and subtitles are only available in the languages listed for each course. Changing the website language does not translate them.
The models
From the locker room to the leadership team
The models come from years of building teams in sport, where feedback is immediate and results are visible every week. In business the timelines are longer, but the mechanics are the same: a clear direction, standards people can hold, honest feedback and decisions that get made.
- 01
Leadership identity
Your values, your non-negotiables and the leader you choose to be when it gets tight.
- 02
Culture and communication
Safety, straight feedback and the everyday habits that make a group perform together.
- 03
Performance systems
A shared way of working and a year planned in cycles, so daily work adds up.
- 04
Developing people
One-on-ones, individual plans and reflection that turns experience into growth.
Examples of models I use
The 7ers
People higher together
3T
Better conversations, stronger people
Game Temperature
Higher awareness. Better performance.
Tuckman’s Team Model
Forming • Storming • Norming • Performing
Johari WindowOpen · blind · hidden · unknown
The Johari Window
Make more of your leadership visible
Golden ValuesValues at the centre · roles around them
The Golden Values Compass
Your values in the centre, your roles around them
The ABC ModelAutonomy · belonging · competence
The ABC model of motivation
Autonomy • Belonging • Competence
Rhetorical TriangleEthos · pathos · logos
The rhetorical triangle
Ethos • Logos • Pathos
Growth MindsetFrom limits to development
Fixed and growth mindset
Fixed or growth — in everyday language
EisenhowerImportant · urgent
The Eisenhower principle
Important before urgent
The 1% RuleSmall steps · lasting growth
The 1% rule
One per cent at a time
How it works
Three steps
01
Choose a course
Compare the courses and read what each one covers.
02
Purchase access
Pay online and your account is created or updated.
03
Learn at your own pace
Watch the lessons when it suits you, and pick up where you left off.
For companies
Train several leaders together
Give a group of managers the same models and the same language. Tell me how many people you want to train and I will send a proposal.
Request a proposal
About me
I have spent my working life building teams — first in sport, then with managers and leaders in business. I teach the models I actually use, and the courses are built the way I would want to learn them: short lessons, clear structure, and something to apply the same week.
Oscar's track record
- World champion as a coach
- Swedish champion as a coach
- Fair Play Award in the Swedish Super League three years in a row
- Founder of Lundin Performance AB
- Leadership programmes used by companies across Europe
Participant reviews
What participants say
“The models gave our managers a shared language for direction and feedback, and we could use them the same week.”
“Practical and free of jargon. Oscar's way of leading a team translates surprisingly well into our organisation.”
“Concrete tools for difficult conversations and clearer standards among our leaders.”
FAQ
Frequently asked questions
- How do I pay?
- You pay by card at checkout. Leadership Identity is priced in euros excluding VAT; VAT is added at checkout where applicable.
- What format are the courses in?
- Prerecorded video lessons grouped into modules, with worksheets and reflection exercises where available. You can watch on desktop or mobile.
- What language are the courses in?
- Each course page states the spoken language and which subtitles exist. The website is available in English and Swedish, but that does not change the language of the videos.
- How long do I have access?
- You get 365 days of access from the day you buy a course, so you can watch at your own pace and revisit lessons.
- Can my company buy for several people?
- Yes. Group purchases are handled as a quote: send an enquiry with the number of participants and I will reply with a proposal.
- Do you offer refunds?
- Yes — a 30-day money-back guarantee. Request a full refund within 30 days of your order date and our payment provider Paddle handles it.