Discipline Holdings AS
Long-term ownership. Disciplined value.
Discipline Holdings is a Norwegian investment holding company, esteablished 2005, focused on building and owning businesses with lasting relevance.
About
Discipline Holdings AS is a private investment holding company established in 2005.The company was created to consolidate long-term ownership experience into a single, disciplined structure. Over time, Discipline Holdings has developed into a focused platform defined by selectivity, patience, and capital integrity.We do not pursue growth for its own sake.
We focus on businesses that can remain relevant, resilient, and valuable over time.Our core areas include:• Health and nutrition
• Technology and digital solutions
• Real estate and property development
Founder
Discipline Holdings is founded and owned by Herlof Herlofsen.Herlof began his entrepreneurial journey in 2005, acquiring his first hotel at the age of 17. By the age of 27, he had ownership positions in more than nine hotels, in addition to several companies across different industries.His experience includes:• Hospitality ownership and operations
• Real estate investment and development
• Brand and product creation
• Digital business models
• Long-term ownership structuringOver time, his focus shifted from operational businesses to building disciplined ownership structures with global potential.Discipline Holdings represents the consolidation of this experience into a long-term investment company.
Current Focus Areas
Discipline Holdings is currently focused on three core business areas:Affordable housing and property development
We develop scalable housing and property concepts built around simplicity, efficiency, and long-term structural quality.Digital health and fitness
We build technology-driven solutions focused on simple and sustainable approaches to physical training.Health and nutrition brands
We are developing consumer brands within health and nutrition, focused on products designed to support long-term well-being and responsible consumption.Each platform is developed with the same underlying objective: to create durable, disciplined, and globally relevant businesses.
Long-Term Vision
Our long-term vision is to build a portfolio of businesses that remain relevant, responsible, and valuable over generations.We aim to be a patient and respected owner of companies that contribute positively to:• Human well-being
• Environmental responsibility
• Economic sustainabilityWe believe long-term value is created when profitability and responsibility are aligned.
Company Details
Discipline Holdings AS
VAT: 888561382MVA
Established 2005
Markensgate 8, 4611 Kristiansand NorwayFormerly operating under the name Stamina International AS.