About
At Lasse Eini Co., our ethos is to combine the pace and ambition of a global London with the clarity and recovery of Finnish nature. From London, we take momentum, ambition, and the courage to reinvent. From Finland, we take clarity, rhythm, and sisu to overcome challenges. This balanced vision empowers our clients to develop their businesses in meaningful ways to navigate the changing business landscape. We translate this passion through strategic systems-level work that is grounded in a scientific evidence base, is measurable, and tailored to specific contexts. With a progressive mindset, we continually adapt and implement AI technologies to explore endless possibilities.
Through our ethos, we are committed to delivering high social impact work. Besides working towards sustainable working cultures characterised by positive mental health, curiosity and performance, since 2025 our research activities have focused on promoting the health of people experiencing mental health challenges and reducing the wide health inequalities experienced by this population. Our charitable initiatives were launched in September 2026 to provide sport psychology-based counselling for athletes who would otherwise not be able to access wellbeing services. These initiatives aim to equip national-level athletes with the psychological resources needed to perform, develop, and compete on the international stage.
About the Founder
Lasse Eini is a doctoral researcher at the University of Jyväskylä, where his work focuses on the implementation of behaviour change interventions at a systems level. His doctoral research is supervised by an international team of researchers, including Associate Professor Keegan Knittle, Professor Brendon Stubbs, and Dr Katariina Keinonen.
He holds BSc (Hons) and MSc degrees in Applied Sport Psychology from St Mary’s University, London. His academic training across behaviour change, psychology, and implementation research underpins the systems-level, evidence-based approach of Lasse Eini Co., bridging scientific research with practical application in complex organisational and performance environments.
While studying at St Mary’s, Lasse trained alongside the St Mary’s Endurance Performance Centre, gaining first-hand experience of the environments, behaviours, and cultures associated with high-performance sport. The Centre has a distinguished history of developing elite endurance athletes, with alumni including Olympic champion Sir Mo Farah and World Triathlon Champion Beth Potter.
Lasse comes from a remarkable generational tradition and heritage in Finnish forestry. His father Ari Eini, grandfather Matti Eini, and great-grandfather Eero Armas Eini each built careers as successive generations in the development of Finnish forestry. Their professional lives form part of a wider Finnish forestry tradition that has evolved into an internationally recognised model of sustainable forest management, leadership, and the productive use of renewable natural resources.
This heritage has given Lasse a long-standing perspective on sustainability that extends to an interest in the systems, institutions, behaviours, and long-term decisions through which societies steward finite resources while creating enduring sustainability, human and economic value. That intergenerational perspective on leadership and sustainability informs the broader thinking behind Lasse Eini Co.
For Lasse, this connection is particularly meaningful in the Finnish context. The prosperity generated by Finland’s natural resources and industries has contributed to the development of a strong welfare society, social security, education, public institutions, and wider societal resilience. These conditions form part of the broader environment in which Finland has developed into one of the world’s most prosperous and socially stable societies, and, in 2026, was ranked the world’s happiest country for the ninth consecutive year.
Lasse remains committed to learning from and contributing to internationally recognised research environments and sustainability. In early 2027, he will undertake a research mobility period at the Medical University of Vienna, Austria. These international research experiences contribute directly to the thinking behind Lasse Eini Co., helping ensure that its approach continues to evolve alongside developments in behavioural science, implementation research, and population health.
