The founder threshold lab

An inspiring community for early-stage founders in the arena…

A group of nine people in a cozy wooden-paneled room sitting in a semi-circle, engaged in discussion, with drinks on side tables.

program OVERVIEW

FORMAT:

  • 16:00-17:30 CET video call every 1st and 3rd Friday, ongoing.

  • A personal 1:1 coaching session every quarter*

  • Priority seat for retreats together in nature, 1-2x/ year

  • 500€/ month subscription

DESCRIPTION: The early years of building a company can be exhilarating—and deeply isolating if you do not have a methodical support system.

The New Edge Founder Threshold Lab is an ongoing group coaching program designed to support young founders and entrepreneurial leaders in the early phases of this journey with both coaching, and a community of peers.

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Justin Perkins founder of New Edge Coaching

About your guide

Justin Perkins is a seasoned Founder with three decades of experience as both a founder and executive in other startups, with a dynamic career spanning multiple industries. As a Coach who specializes on working with Founders, he helps founders and leadership teams navigating the gauntlet from early-stage company building to scalable leadership.

His work focuses on the intersection of:

  • founder identity, psychology and capacity

  • organizational design and leadership

  • creating sustainable cultures of innovation

The mission of New Edge Coaching is to help founders cross the threshold where the company’s growth is no longer constrained by the founder’s role.

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Navigating the Founder → CEO Journey is better together.

What I didn’t know as an early founder was how much I would need to develop my capacity, and how stretched I would be by the inevitable pressure of entrepreneurship. There are two important ways to protect yourself: inner work, which helps you to self-regulate and not lose your center, and developing a community of support outside of your company and family.

Many early founders spend much of their time solving problems alone: navigating uncertainty, making difficult decisions, and carrying responsibility for a team, customers, and the future of the company. While every startup journey is unique, the leadership challenges founders face are often surprisingly similar. Experienced CEOs realize that it’s much more powerful to solve problems with a high-functioning team, not alone, and this curated curated community of practice will help support you as you develop into an effective force-multiplying leader.

A pyramid diagram titled "Clear Leverage Pyramid" with six levels, illustrating a process from identity at the base to results at the top, with a winding path connecting each level, representing visible and invisible elements. Includes a logo with a colorful gear and the text "New Edge Coaching".

THE experience

Together we create an inspiring learning environment where deep listening and reflection is the norm. The conversations take place outside of the noise and fast pace of modern business life. This sets us up for more effectively navigating uncertainty and early-stage decision making. Topics often cover:

  • founder mindset and resilience

  • communicating vision and building early teams

  • balancing speed with thoughtful leadership

  • learning from mistakes and setbacks

  • building sustainable founder habits

  • exploring the early stages of the Founder → CEO transition

Group of people sitting in chairs at an indoor event, engaged in conversation and using smartphones, with a glass door and colorful wall decor in the background.

Who This Is For

This community is designed for founders who:

  • generally are under 30 years old

  • in the early stages of building a company

  • want thoughtful conversations about leadership and entrepreneurship

  • value learning from other founders

  • interested in developing themselves as leaders as their companies grow

  • not ready for commitment of intensive cohort or private coaching pathways offered by New Edge

A man standing on stage next to a projector screen displaying a presentation with the text 'Get to Yes... or No... ASAP. You need to fall in love with 'NO.' and a cartoon image of a happy, smiling person with a raised arm and a cheerful character with a seahorse logo labeled 'OLO MOMO' in the corner.

BENEFITS:

  • Never stay stuck. You are the content, and you’re here to move things: bring your specific challenge or question to work on during the session, and walk away with insights.

  • Structured wisdom and coaching curriculum from an experienced founder, and more importantly a seasoned founder coach who intimately understands the founder journey.

  • A practical exploration of your internal mind, emotions and nervous system to help you self-regulate, become self-sufficient, and make the best choices for your unique situation - not reliant on well-intended advice that doesn’t address the underlying root problems.

  • Develop deep relationships with like-minded founders and entrepreneurial leaders, while leveraging the wisdom of others’ experiences and unique perspective on similar challenges you are facing.

  • Leveraged, real-world impact in your behavior, relationships, and company results that build as you grow yourself.

A group of ten men standing in a circle outdoors on a grassy area with trees and a large fallen tree trunk in the background.

Why an intimate community Matters for founders

Startup communities are often large and impersonal, and focused on tactics, advice, and comparison - not substance.

The Lab provides a safe space to explore leadership questions, personal blockers, share experiences with like-minded colleagues, and develop healthy foundational habits of leadership that will matter as your company grows.

You are the content. The emphasis is not on lectures or rigid curriculum, but on thoughtful dialogue among founders who are actively building companies.

This group is designed to be safe, high quality, and intimate so founders can build trust, speak honestly, and develop real relationships with peers who understand the journey.

Over time, many founders find that this kind of consistent dialogue becomes one of the most valuable parts of their leadership development.

APPLY FOR THE FOUNDER THRESHOLD LAB: