Olympic medalist Grace Bullen joins Endor co-owner

One of Norway’s most accomplished athletes, Grace Bullen, is joining Norwegian health technology company Endor as co-owner and ambassador. The partnership brings together two shared ambitions: helping people become better at listening to their bodies, and supporting Grace on her journey towards Olympic gold in Los Angeles in 2028.

Grace Bullen has spent most of her life learning to work with and listen to her body.

Born in Eritrea to South Sudanese parents who had fled war, Grace came to Norway with her family when she was four years old. Soon after arriving in Fredrikstad, she found wrestling. What initially gave the family a place to learn Norwegian and become part of a community gradually became something much deeper for Grace.

Wrestling became a place where she could feel safe and express herself without having to say anything.

“I found my voice without having to speak. I could express everything I felt, the anger, the happiness, the joy and the sadness, in one place,” Grace says.

Today, she is one of Norway’s most accomplished wrestlers, with an Olympic bronze medal from Paris, World Championship silver and bronze medals and five European Championship titles. Her next great goal is clear: Olympic gold in Los Angeles in 2028.

Now she is becoming a co-owner of Endor, as part of the journey towards that dream.

A shared belief in the intelligence of the body

Endor is a Norwegian health technology company built around a simple idea: our bodies are constantly giving us information, but most of us have never really learned how to listen.

Through heart rate variability, sleep and recovery data, daily check-ins and practices including breathwork, meditation and sound, Endor uses AI to help people become more aware of their own patterns and signals. The purpose is not to let data define how we feel, but to use technology to help us understand ourselves better.

It was this shared philosophy that brought Grace and Endor together.

“I always want to find a way where I can become just a little bit better,” Grace says. “At the highest level, everyone trains hard. Quite often, it is recovery and emotional health that distinguish the best. I believe becoming more aware of myself will help me in wrestling, but also outside of sport.”

Earlier in her career, Grace would often follow the training plan and keep pushing. Today, she pays much closer attention to the smaller signals: heaviness in her body, changes in mood, sleep and energy.

“The body doesn't lie. You just have to choose to listen to it,” she says.

For Endor founder and medical doctor Tiril Elstad, this is at the heart of the partnership.

“Grace represents so much of what we believe in at Endor. She is incredibly strong, but what I find equally inspiring is her willingness to listen, learn and evolve. At this stage of her career, becoming better is not necessarily about doing more. It is about becoming more aware. Knowing when to push, when to rest and learning to hear the smaller signals before the body has to shout. That is relevant for an Olympic athlete, but really it is relevant for all of us.”

A shared journey

Rather than a traditional athlete sponsorship, Endor invited Grace to become a co-owner and take an active part in what we are building.

As co-owner and ambassador, Grace will be part of the Endor journey while preparing for Los Angeles 2028. Together, we will explore how greater awareness of her physical, mental and emotional state can support her recovery, performance and wellbeing, while also learning from Grace and what it takes to perform at the very highest level.

For Grace, the partnership is also about something larger than professional sport.

“What I like about Endor is that more people get access to themselves,” she says. “You want to teach people to take care of themselves. Not only to eat well or exercise, but to work with the connection between the mind and the body.”

Grace’s own career has already been shaped by the courage to listen inward. After difficult years in Norwegian wrestling, she made the decision to leave the national-team setup and move to Georgia to train. The decision was followed by some of the strongest years of her career, culminating in an Olympic bronze medal in Paris.

Her understanding of strength has evolved along the way. Where she once pushed through almost everything, Grace now considers recovery, and particularly sleep, an essential part of becoming stronger.

“If we are smart with our choices on the slower days, we have a much better chance of being able to perform on the big days, when we don't have a choice,” she says.

Building resilience requires hard work and stress, but also enough recovery and rest. It is a balance Endor can help support in new ways by bringing together human data, AI and, importantly, Grace’s own intuition and experience.

Over the coming two years, Grace and Endor will share parts of the journey towards Los Angeles 2028, exploring recovery, nervous system regulation, mental and physical readiness, and the relationship between objective data and how Grace actually feels.

“I want to be part of this because I want more people to be able to connect with themselves. I also want to connect with myself,” Grace says. “I'm very excited about this journey and about exploring myself in a different way.”

Endor believes the future of health technology is about helping us reconnect with the deeper intelligence already living within us, so we can make choices that support our health, our relationships and our purpose.

For Grace, the next chapter of that journey has one very clear destination: Los Angeles 2028.