I'm Pia L'Obry.
First Scandinavian to race singlehanded across the Atlantic. Expedition veteran. 35 years of entrepreneurship. Now executive coach.
I help leaders navigate from fear-based decisions to authentic leadership — with insights from 32 days alone on the ocean and decades of building companies in headwinds.
32 days that changed everything
In September 2003, I left La Rochelle, France in a 6.5-meter sailboat. Destination: Salvador de Bahia, Brazil — 4,500 nautical miles away. I was alone onboard. Racing against 69 other solo sailors, many of whom were professional. And I was the first Scandinavian to ever race this course, an amateur on a used boat. With a determination to learn and to not give up.
"The hardest part wasn't the storms. It was six days of doldrums — frustration building until I smashed a water bottle against the winch. My confidence was gone. I felt like a victim of the wind, the currents, everything.
But no one else was there to fix it. So I started singing. When I sang, the wind came. Was it real? It didn't matter. The illusion was enough to break the spiral.
I picked a white cloud on the horizon: 'That's the exit.' And it was.
Self-leadership isn't about being fearless or perfect. It's about handling the crash when motivation fails, reframing what's broken into something you can work with, and finding the rituals — real or imagined — that make you act instead of give up."
— From my logbook, Atlantic 2003After 32 days, I crossed the finish line in 11th place. Not because I was the best technically — I definitely wasn't. But because I knew how to navigate when everything goes wrong. How to solve problems with limited resources. How to keep moving forward when every cell in your body screams "give up."
What I learned on the Atlantic I've since applied to every company I've built, every expedition I've been part of, and every client I've coached. The difference between those who succeed and those who don't is rarely about talent or resources. It's about the ability to navigate uncertainty without losing yourself.
Expeditions that shaped my perspective
Greenland 2001
Skipper on expedition along Greenland's east coast with Ola Skinnarmo as expedition leader. Navigation among icebergs — where the map is never the reality.
Antarctica 2002
Part of the world's first all-female yacht expedition to Antarctica. Seven women, one sailboat, and a continent that tests everything about teamwork under pressure.
Mini Transat 2003
First Scandinavian to race singlehanded across the Atlantic. 32 days, 4,500 nautical miles in a 6.5-meter boat. Finished 11th of 70.
35 years of building, leading, and learning
First company
Started entrepreneurial journey with import and trade
Hobie Cat & Archipelago
Swedish dealer for iconic Hobie Cat catamarans. Opened first casual dock restaurant in Stockholm archipelago
Greenland expedition
Skipper alongside expedition leader Ola Skinnarmo
Antarctica
World's first all-female yacht expedition
Mini Transat
First Scandinavian singlehanded Atlantic racer. 11th of 70
Marine industry pioneer
Expanded with Hobie kayaks and Multi23 trimarans. Built Sweden's kayak fishing market. Longest-lasting female CEO in Swedish marine industry
Executive coaching
Diplomerad Affärscoach — combining all experience to help leaders
Hobie Cat
Swedish dealer since 1994 — the iconic catamaran brand
Hobie Kayaks
Built Sweden's kayak fishing market from scratch
Not just adventurer — entrepreneur
Before the sailing, between the sailing, and after the sailing, I've built companies. It's important to me that you understand: I'm not a coach who read about business in books. I've sat in your chair.
International experience
Partners in France, Holland, England, and China. Lived and worked in Canada, Spain, France. Built relationships that lasted decades.
Marine industry pioneer
Swedish Hobie Cat dealer since 1994. Expanded with Hobie kayaks and Multi23 trimarans 2008. Built Sweden's kayak fishing market. Probably the longest-lasting female CEO in Swedish marine industry.
Digital pioneer
Project management training 1999-2001. Built frameworks for mobile payments and digital wallets long before their time.
Creating markets
Opened Stockholm archipelago's first casual dock restaurant 1994 — the concept is everywhere now, but we started it.
Why coaching now?
After 35 years of building, sailing, leading expeditions, and running companies, I realized something: what I'm best at is helping others navigate. Not giving them the map — but helping them read their own map and make decisions they can stand behind.
I completed my coaching education, became a Diplomerad Affärscoach (ICF-accredited methodology), and have since worked with CEOs, founders, and leadership teams facing the kind of uncertainty I know so well.
I don't take on clients I don't believe I can help. This isn't a volume business. I work with a limited number of leaders at a time, and every collaboration is a commitment from both sides. If I'm not the right person for you, I'll tell you — and help you find someone who is.
What makes me different isn't that I sailed across the Atlantic. It's that I understand what it takes to navigate through uncertainty — at a deep level, not theoretically. And I can help you find that capacity in yourself.
Qualifications & background
Coaching
- Diplomerad Affärscoach (ICF method)
- NLP Practitioner
- NLP Coaching Certification
- DISC Certified
- Life Coaching Certification
Innovation
- TRIZ methodology (KTH/Rise)
- Design Thinking (EdX)
- Design Thinking (Green Innovation)
- Sprint Facilitation (AJ&Smart)
- Facilitating Change & Innovation
Expeditions
- Greenland 2001 (skipper)
- Antarctica 2002 (all-female expedition)
- Mini Transat 2003 (11th/70)
- Multiple Gotland Runt (skipper, all-female crews)
- 35+ years sailing experience
The book: Solo Över Atlanten
The complete story of my solo crossing — log entries, technical challenges, and the inner journeys that proved just as decisive as the outer ones. New edition coming 2026 with bonus chapters and lessons learned.
Speaking & Keynotes
I share my experiences from the Atlantic, Antarctica, and 35 years as an entrepreneur — connecting them to leadership, decision-making, and navigating change. No PowerPoint with empty buzzwords. Real stories about navigating when the map doesn't match reality.
- Keynotes for conferences and kickoffs
- Workshops with interactive exercises
- In person or virtual
Want to know more?
Book a free 30-minute conversation. We'll discuss your situation — and whether I'm the right navigator for your journey.
Book a Conversation