15 years of judo and dance, one record-breaking student company, and a summer that changed everything — this is the story of Patrik Roostfeldt, a young man from Tallinn who sets big goals and isn’t afraid to do the hard work it takes to achieve them.
The Beginning: Science School, Judo, and the Spark of Entrepreneurship
My journey started at Tallinn Secondary School of Science, where I studied for 12 years. Alongside academics, I spent 15 years practicing both ballroom dance and judo. In high school, I decided to focus solely on judo, pursuing it at a higher competitive level.
At the same time, I co-founded my first company — a student business that went on to break the all-time sales record among Estonian student companies.
Sports taught me the value of discipline, time management, resilience under pressure, and teamwork. Coaching and mentoring younger athletes gave me confidence and life experience. Through judo, I also learned the importance of presence — the ability to stay focused and composed, even in high-stress moments.
Crossroads: Elite Judo or a New Direction?
After competing in the Junior World Championships and finishing my U21 years, I found myself at a crossroads: Should I keep pursuing judo at the highest level, or explore a new challenge? I began asking myself — am I still in this sport because I truly want it, or just out of habit?
That’s when I decided to take a leap and spend the summer in the United States, going door to door selling educational books with Southwestern Advantage — a global entrepreneurial program that helps college students develop life and business skills through real-world sales experience. The adventure, the personal growth, and the chance to push my sales skills — which we had already started developing through the student company — were all things that pulled me in.
My goal for the summer was ambitious: I wanted to break a company sales record.
Culture Shock, a Sense of Home, and the Summer’s Most Emotional Challenge
I remember the flight to the U.S. vividly. In Estonia, I had been laser-focused on preparation, but as the plane took off, I felt a surge of anticipation. I knew I was heading into three months of challenge, growth, and uncertainty.
After our sales training in Tennessee, our team was assigned to Texas. I lived with two other Estonian students in the home of a warm and welcoming American family. Though we were thousands of kilometers from home, we quickly felt like part of their daily life. The father even tried cooking Estonian dishes for us, and we introduced them to Arvo Pärt’s music. Those small but genuine moments helped balance out the intense workdays.
Throughout the summer, students competed in weekly sales contests to keep motivation high. For me, the most meaningful one was “Mom Week” — a week dedicated to our mothers. Students who hit their best week either in customer count or profit earned a symbolic prize to present to their mom at the end-of-summer awards banquet.
I knew from the start: I wanted to win that prize for my mother. I was willing to give it absolutely everything.
That Thursday morning, I realized I’d need to pull off my three best days of the entire summer in a row if I wanted to win. The pressure was intense — so much so that I needed help from my mentor to calm down and refocus.
But that week taught me one of the most valuable lessons of the entire summer: how to let go of pressure and just take action.
By the end of the week, I had achieved my best results of the entire summer. But more than that, it was a mental breakthrough — I was calm, present, and fully focused at the exact moment it mattered most.
Best First Year in Europe — and Victories Bigger Than Medals
Although I didn’t end up breaking the all-time company record, the summer was a huge success. I was the Top First Year European Salesperson and set a European sales record for the most units sold by a First Year Salesperson. I was recognized as the #2 Top First Year Honorary in Sales companywide and tied with another student as the #1 First Year in LEAD product sales. Our team also ranked as the #1 Top Team in the entire company.
But the most important victories weren’t in the numbers — they were internal. I learned more about myself than in any previous summer: how to stay focused, manage emotions, and work long hours with purpose. Honestly, even after 15 years of judo, I had never developed the kind of focus and mental strength that this summer taught me.
Back in Europe that fall, I returned to competition and represented Estonia again at the European Judo Championships. But my proudest victory came just before Christmas — I beat an opponent who had once placed 9th at the Olympics, someone I had always lost to in the past. This time, I stayed calm, focused, and present — exactly what that summer had trained me for.
Returning to the U.S. — This Time as a Mentor
One of the things that stood out to me during the summer was how much personal mentorship is woven into the Southwestern Advantage experience. From experienced student leaders to full-time coaches, you’re constantly supported while still being challenged to grow.
I’m planning on returning to the U.S. again next summer. But this time, I’m not just coming back to sell — I’m coming back to lead.
I want to take on a leadership role, mentor others, help them unlock their potential, and continue developing my own skills in responsibility, consistency, and focus.
I know I still have a lot to learn — in sales, in building strong habits, and in leading by example. But that’s exactly what excites me. It’s the journey — the constant learning and growth — that keeps me moving.
Conclusion: Choose the Challenge That Scares You (in a Good Way)
Every one of us faces crossroads: Do we stick to the familiar path or choose something unknown?
My path from judo to sales hasn’t been linear — and that’s exactly why it’s been so valuable.
It doesn’t matter whether your next step takes you into sports, entrepreneurship, a new country, or a completely unfamiliar field — what matters is that it makes you grow. That’s exactly why programs like Southwestern Advantage exist: to help students take on meaningful challenges and unlock their full potential.
Challenge yourself — because that’s the only way you’ll ever find out what you’re really capable of.
