Sunnyvale, California – – September 30, 2026 -- Uuni LLC has released a new leadership book, The Disciplined Executive, and pledged to donate 100% of proceeds to charity rather than retain any book revenue. Written by founder Jani Hirvonen and published September 15, 2026, the book applies elite athletic training methods to executive leadership development.
Author applies IRONMAN training discipline to corporate leadership models
Hirvonen, a two-time IRONMAN All-World Gold Athlete, argues that leadership capability is built through deliberate practice, repetition, and accountability rather than gained automatically through promotion to senior rank. He draws on more than 20 years of professional experience spanning technology, research, consulting, and publishing sectors, including work in business development, partnerships, and international operations across both nonprofit and for-profit organizations.
Book extends Uuni LLC's existing coaching framework for corporate clients
Founded in 2024 and headquartered in Sunnyvale, California, Uuni LLC provides executive coaching in management, leadership, and business strategy using athletic-training techniques. The company's coaching model includes an initial assessment, qualitative interviews for feedback, identification of development areas, structured coaching, and ongoing progress measurement -- the same framework underpinning the new book.
All book revenue directed to two nonprofit organizations
Uuni LLC confirmed every dollar earned from the book will be donated to Junior Chamber International (JCI), which funds and develops future global leaders, and to Athletes Soul, which supports elite athletes transitioning out of competitive careers. The company separately provides pro bono coaching to nonprofits serving local communities and underrepresented groups.