Our mission
BRUR is on a mission to empower men to proactively improve their mental well-being. By making it more accessible and appealing, we’re bridging the gap between them and the resources they need to thrive.
We aim to normalize taking care of the mind just as much as taking care of the body, and provide the opportunity to explore and find preventative services that work for each individual.
By bringing men together at the “mind gym” we simultaneously combat the challenge of loneliness.
“Men are not used to sitting in a chair in an office and talking about feelings and showing vulnerability. (…) Therefore, we need to think differently to reach men.”
— Stian Sørheim Espevoll, Psychologist and Co-owner of Onlinepsykologene, to forskning.no
"I would rather go to a coach than a therapist. It seems cool, easier, and I think it could help me more with handling everyday challenges."
– Anonymous (21), Spireverket

The challenges
Mental health crisis among young men
1 in 3 young people (18-34 years old) in Norway suffer from serious psychological distress.
7% of young men (18-34 years old) say they have no friends.
1 in 4 young people have felt that death was the only way out and have attempted suicide, with men being three times more likely to take their own lives than women.
Men are much less likely than women to seek mental health support when they need it.
Nearly half of men who access therapy do not return after the first session, highlighting a disconnect between traditional mental health services and men's needs.
Inadequate public health capacity
3 out of 4 public psychologists in Norway have waiting times exceeding six months.
“Patients placed on a waiting list often deteriorate more than if they had not received any follow-up at all. Almost anything is likely to have a positive effect compared to a waiting list.”
— Joar Øveraas Halvorsen, Associate Professor and Specialist in Psychology at NTNU and St. Olavs Hospital, to NRK"I really need someone to talk to, but when there isn't enough help for everyone and others have it worse than me, I don't want to take up that space."
– Anonymous (21), Spireverket
Economic and social costs
Mental disorders cost Norwegian society up to 70 billion NOK annually
Anxiety and depression are the most costly
Failing to invest in preventative measures leads to higher societal costs in the long run.
Sources:
SHoT (Studentenes helse- og trivselsundersøkelse) 2022, “Fersk rapport: Unge i Norge i dyp krise” - Mental helse ungdom 2022, “Psykolog: – Vi trenger nye metoder for å nå menn som sliter” - forskning.no, “Har virkelig menn så mye bedre psykisk helse enn kvinner?” - forskning.no, “Tre av fire psykologer har minst et halvt års ventetid” - VG, “PSYK” - Folkeopplysningen NRK, “Angst og depresjon koster mest” - forskning.no
BRUR as the solution
Accessible mental health support
BRUR provides a low-threshold, proactive mental health service designed to be as appealing and accessible to men as going to the gym.
Utilization of coaches
Norway has over 11,000 coaches who are often underutilized due to a lack of visibility and the need to spend significant time on marketing rather than coaching. Coaches have the potential to alleviate the burden on public psychologists by offering preventative support. We aim not to replace traditional therapy or existing services, but to complement them by offering valuable, preventative support that enhances the overall mental health landscape.
Diverse range of services
Our platform will feature a wide array of mental training approaches, making it easier for young men to find the method that best suits their needs. By working closely with young men, we develop and test new concepts that make it attractive for a wider audience to work on their inner wellbeing.
Speaking their language
We aim to rebrand the concept of self-development and mental training. Most existing services don’t take into account that men often lack the language used when talking about mental health. By using language and branding that resonate with our target audience, we make it more appealing and familiar to young men while also demonstrating how caring about one’s mental health can be both masculine and empowering.
Combating loneliness
By participating in BRUR’s activities, men get to meet others, form supportive relationships, offering and receiving encouragement, which helps mitigate loneliness.
Founder story
Vilde Randgaard
Founder of BRUR
Since childhood, Vilde has faced the harsh realities of mental illness, losing her father to it. This personal tragedy, combined with her interactions with numerous men - family, friends, and acquaintances - who struggled with mental health, gave her a unique perspective on the deep issues men face today. In a society where men's mental wellness is often taboo and giving attention to it is perceived as a "feminine thing", many of these men confided in Vilde, providing her with profound insights.
These men, unable to find relatable help, often dealt with their challenges in isolation, leading to loneliness and, in the worst cases, suicide. Disturbed by these personal encounters paired with alarming statistics on young men's mental health, Vilde realized something needed to be done.
Her dedication to personal growth led her to a big community of coaches, therapists, and facilitators, all offering diverse approaches to mental health and self-growth. She believes there's "something for everyone" in this pool of resources. This belief prompted her to ask: “How can we make this visible, available, and attractive?”
After extensive research, including discussions with health professionals and young men to understand their needs and desires, Vilde conceptualized BRUR. Her goal with this project is to bridge the gap between men and beneficial services, and to rebrand mental health initiatives for men, making them more accessible and relatable.
Vilde’s background:
Vilde Randgaard has had a lifelong personal interest inn mental health, psychology, and personal growth.
Professionally, she has many years experience from the startup scene, having worked on concept development, marketing and branding for companies such as Kahoot!, DragonBox, and Poio.
She also has a robust background of almost two decades in journalism and content creation, giving her an excellent set of skills in research and understanding and reaching difficult target audiences. Additionally, she has led teams of up to 50 people on various projects.
Now, she wishes to use her personal passion and professional experience to make an impact on men’s mental health. First, young men in Oslo. Eventually, men of any age all over the world.
Our advisors
Joakim Engen Johannessen
Partner & CCO, Styretavla // Value, growth and business development
Ebba Randgaard
Multimediateknologi og -design, UiA //
Technology, digitization, design, and content production
Peder Glad-Digernes
Cand. Psych.-studies, University of Copenhagen //
Psychology and therapy methods
Serafim Pikalov
CTO & CPO, Neudio //
Business consulting, startup management, product development
Kim Lien
Founder & CEO, Nordic Neurotech & The Nod //
Creative concepts, technology, health startup in private and public sector
Henriette Wulff
Business Management Advisor, Politidirektoratet. Owner and CEO, Vinbaren på Mølla //
Project and startup management, communications
Viljar Rystad
Founder, Koherence.io //
Men’s coaching, conscious leadership