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In a world where entrepreneurs often seek to project a perfect image, Lars Rønning, a former top executive at RingCentral, Helpshift, and Blue Cedar, stands out. Known as the "Ordinary Ironman," Rønning has completed 12 Ironman triathlons, yet he humbly describes himself as an ordinary person. What's truly extraordinary, however, is his entrepreneurial journey with Ailuna, a startup that aims to drive sustainable behavioral change globally.
Rønning's history as a successful tech executive across the UK and Europe laid the groundwork for Ailuna. This sustainability-focused platform was co-founded with his wife Helene, who brings extensive experience in the field of sustainability. Inspired by popular apps like Couch to 5K and Duolingo, Ailuna leverages behavioral science to encourage incremental, achievable changes in behavior. The goal is to transform habits gradually, making it easier for individuals and businesses to embrace more sustainable practices[1].
Ailuna's name, meaning "pointing at the moon" in Hawaiian, reflects Rønning's fascination with Hawaii, where he hopes to qualify for the Ironman World Championships. This ambitious spirit is evident in how Ailuna operates, with a growing team of nearly 20 people and users across over 50 countries[1].
One of Ailuna's notable successes is its partnership with Asahi Breweries. The startup helped employees adopt more sustainable habits through a comprehensive year-long program, resulting in 89% of participants embracing new practices and 79% committing to maintain these changes beyond the initiative[1]. This success not only reinforced Ailuna's model but also highlighted the potential for expansion into new areas like cybersecurity and fraud prevention.
Ailuna's collaboration with We Fight Fraud, a leading fraud prevention consultancy, demonstrates its ability to adapt and expand its platform. By applying behavioral change principles to cybersecurity, Ailuna helps individuals and businesses develop safer habits, reducing the risk of fraud and data breaches[1].
Ailuna's approach flips traditional methods on their head by emphasizing action as the precursor to belief. Instead of focusing solely on awareness campaigns, which often fail to lead to tangible changes, the platform encourages small, achievable actions. These initial successes build confidence and drive further, more significant behavioral shifts[1].
Rønning emphasizes the importance of agility in scaling a startup. Ailuna began with a focus on sustainability but has expanded into cybersecurity, demonstrating its adaptability and willingness to pivot based on customer needs and market opportunities[1]. Staying flexible and responsive to feedback allows Ailuna to refine its services and maintain relevance in a rapidly evolving market.
As Ailuna continues to grow, it is securing new funding and exploring opportunities in regions like the Isle of Man. The startup's approach to behavioral change is not only transforming how businesses adopt sustainable practices but also pioneering new methods for cybersecurity and fraud prevention. With its unique blend of gamification, behavioral science, and adaptability, Ailuna is truly aiming high, pointing towards a future where innovation meets sustainability[1].
The story of Lars Rønning and Ailuna serves as a testament to the power of humble beginnings and ambitious goals. What began as an "ordinary" person's quest to make a difference has evolved into a global movement, inspiring change one habit at a time.
In a world where entrepreneurship often emphasizes the extraordinary, Lars Rønning's story offers a refreshing perspective. Ailuna's success is a reminder that sometimes, the most impactful innovations come from ordinary people with extraordinary ambitions. As Rønning continues to "point at the moon," his journey with Ailuna is a beacon of inspiration for anyone looking to drive change through sustainable practices and innovative technology.
