About
Calleoke
Real-time sales coach. For reps, not managers.
About
Real-time sales coach. For reps, not managers.
I'm a commercial founder who got tired of fumbling calls and decided to build the tool I wish existed. Wrote the pitch deck December 2023, spent a year looking for a technical co-founder, couldn't find one, taught myself to code and shipped two versions. Before that: co-founded Brashy Studios with my brother — 8 years bootstrapped in LA, MoMA permanent collection, Rihanna and Bella Hadid wore us and we never spent a dollar on celebrity placement. Then 10+ years in B2B sales, SDR through Head of Sales, building the engines I now wish had a real-time coach in them. Pattern: when a layer doesn't exist, I build it.
“When a layer doesn't exist, build it.”The pattern, every role
Haegg Haegg Group is an independent venture studio based in Stockholm, run by brothers Axel and Jacob Hägg. The firm develops and operates a small, deliberately-sequenced portfolio of companies across creative production, sales intelligence, and applied AI operations — including Intelligence Matters, an AI image production studio, and Calleoke, the real-time sales coach. Binding the portfolio together is Cortex, an internal system HHG has been building since 2025: a living intelligence layer that encodes the firm's voice, playbooks, relationships, and operating knowledge, and orchestrates the tools, data, and agents that run the businesses day to day. The thesis — that every company is becoming what HHG has been calling a CompanyOS — is explored in the ongoing Cortex series on Substack. Calleoke is the sales-facing surface of that thesis. The portfolio is the thesis walking.
The CompanyOS thesis · the Cortex series on Substack ->
AI image production — generating revenue
The operations brain running daily business
Two versions shipped, solo
The thesis, published — the CompanyOS frame, on Substack
Four shipped things. One operator. That's the thesis. · The Cortex series ->