When breaks become part of the culture

A visit to VAEKST Group

We had the pleasure of visiting VAEKST Group and meeting with their CHRO, Jacob Gudnason.
VAEKST is a modern sales agency with many young employees, a fast-paced environment and a culture where energy and relationships matter deeply.

Which is exactly why it was both inspiring and uplifting to see how intentionally they work with breaks as a natural part of the workday.

Fika and togetherness: breaks that make a difference

VAEKST has built two fixed daily breaks into their schedule:
• 10:00 – morning pause
• 15:00 – afternoon fika

A tradition that stems from their former Swedish ownership and one they’ve chosen to keep because it works.

These breaks are not about “not working.”
They’re about keeping energy, creativity and focus alive.
When employees are allowed to reset during the day, they show up to colleagues and customers with more presence and mental clarity something every modern sales organization feels the impact of.

A conversation about well-being, performance and sauna

Our conversation with Jacob was both curious and honest. We talked about:
• why young professionals often burn energy faster than they realise
• how breaks influence focus and decision-making
• the impact of sauna sessions, running clubs and community on mental resilience
• and why mental recovery shouldn’t be postponed until the evening

VAEKST works proactively with initiatives that strengthen both body and mind.
It was clear that well-being here is not a “project”, it’s part of their culture.

A shared meditation: calm, presence and one quiet moment

After the conversation, Allan Muff guided a meditation open to the whole office.
Almost everyone joined which in itself says something about their openness and willingness to try something new.

We practiced two types of meditation:
A grounding meditation
– to help everyone feel calm, present and connected in the middle of a busy workday.

A simple breathing exercise
– counting breaths up to ten and back down again.
A small technique with a big impact on focus and mental clarity.

Questions, reflections and courageous conversations

After the meditation, there was plenty of time for questions and people were wonderfully honest and curious.
Allan was asked everything from “When is the best time to meditate?” to “How long does it take to get good at this?”

The most important thing was that everyone left with the sense that meditation isn’t mystical or difficult.
It’s simply a purposeful pause.
A place to land.
A place to breathe.

Thank you to VAEKST Group

Thank you for your openness, your curiosity and your time.
It’s inspiring to meet an organisation that doesn’t just talk about well-being, but integrates it into everyday life.

We’re already looking forward to the next visit.

If you’re curious about what meditation and mental pauses can do for other sales- and performance-driven teams, we’d be happy to share more.