The full profile
Neo Alexander Steinhoff has one move he keeps repeating: find where the standard is too low, then build the thing that should already exist. He did it first with CASA — starting as a promoter, learning Dubai's teen-events business from the inside, before launching his own events to prove what the genre could actually be. It grew into a 25-event operation across three cities before he exited it in 2026.
The same move built Veridian, an AI exam-marking system he wrote for his own A-Level revision that now sells to schools and independent students, and Roster, a personal CRM that grew out of an overloaded address book. Today it runs through Steinhoff Group, the holding company under which he operates a web design agency, two e-commerce brands, and a family investment portfolio. He tests in the 142–154 IQ range across multiple assessments.
He designed his own sixth-form curriculum, SOL, coaches hypertrophy training through a practice he founded in 2023, and mentors early-stage founders. Outside of work, he has modelled for Dubai agencies since 2013 and takes on one deliberately extreme physical test a year under a personal discipline he calls Misogi.
Steinhoff trains the way he coaches: he benches 125kg, and completed the Dubai Marathon in seven hours with no training, after three days without sleep.
He has given talks on entrepreneurship at more than 20 schools in Dubai, and was part of a group fundraising effort that raised roughly AED 200,000 toward building a school in Cambodia.
He has also taken on extended personal disciplines: several years without processed or refined sugar, roughly two years of swimming 2.2km or more most days, and — as part of an early exercise under what he now calls Propago — a month-long vow of silence over December 2022.
See Career § Modelling for his agency work.
Steinhoff treats health and discipline as an ongoing personal protocol rather than a fixed routine. Each year he takes on one deliberately extreme physical test — a practice he calls Misogi — most recently an ultra-distance, Ironman-style triathlon raced in reverse order: the marathon first, then the bike leg, then the swim.
His broader framework for the body, mind, and daily discipline is written up publicly as the Mirum Mane Protocol, built from studies, books, and his own practice. The full doctrine behind it — Potentia — is published separately as a standalone body of work.
He observes an annual Ramadan fast, and has taken on extended periods of dietary and vocal discipline as part of his personal practice.
Steinhoff is the founder and sole adherent of Potentia, a personal philosophical and spiritual framework built around discipline, self-cultivation, and structured practice. Its motto is Non invenitur. Fit. — "It is not found. It is made."
The Mirum Mane Protocol, referenced above, is the practical, public-facing expression of Potentia; the full doctrine — its own canon of texts — is published in full at /potentia.
The same instinct each time: find where the standard is too low, then build the fix. In the order he built them.
Built and scaled CASA, a teen-events brand, from the ground up — starting as a promoter learning the industry from the inside, then launching original events to raise the bar on what teen parties could be. Exited via a five-figure handover.
A web design agency. 17 clients served, four-figure average ticket, with a multi-five-figure top engagement (it bought a platinum Rolex Day-Date).
Maison de Lumière — an e-commerce light-and-wellness brand, built and inspired by my mom.
A brand built around research, pharma, and supplements — optimising the human body and mind.
The group's software subsidiary — vertical SaaS built for one industry, and custom enterprise development for companies nothing off the shelf fits. Pricing model published; first engagement not yet closed.
Grew a family portfolio from AED 3M to 16M+ — leveraging real-estate debt and house-flips, trading, and selective speculative and crypto positions.
Mentored 34 young founders on how to scale their companies — currently working with 12. Also founded and ran the WM Incubator, an intensive two-month program with 8 founders.
Founded and head-coached Brut Coaching (formerly SBT, Science Based Transformations) — 34 total clients at an average four-figure monthly retainer, 1:1 and group hypertrophy coaching. I train the way I coach: 125kg bench, and the Dubai Marathon in 7 hours with no training and after three days without sleep.
Commercial modelling and campaign shoots across Dubai — on-set professionalism and brand representation.
Starts freelance commercial modelling and campaign shoots for agencies across Dubai.
Founds the hypertrophy-coaching practice now called Brut Coaching (formerly SBT), and begins actively managing the family's investment portfolio.
Starts as a promoter, then launches original events across Dubai.
Founds Acro Studios, Radia, and Blanc Research; ships Veridian and Roster.
Founds and runs the WM Entrepreneurship Incubator; realises the CASA exit; consolidates the holdings as Steinhoff Group LLC.
Software I've designed, built, and shipped — sold and in real use, not concepts.
The most detailed AI examiner ever built for Pearson IAL Economics & Business.
A 4M-word knowledge base wired to an AI marking harness — 200+ documents, 40–65 per paper, more detailed than any resource out there. It got me an A* and 98% in my exams.
A personal relationship manager that grew into a CRM.
I built Roster to stay close to people — Mesh and the alternatives were subpar (I had 4,000 contacts I'd met on Mesh alone). Roster is for the relationships that actually matter, then I expanded it into a full CRM.
Steinhoff is a German national based in Dubai. He attended a series of Dubai international schools before designing his own homeschool curriculum, SOL, for sixth form.
His earliest professional work was commercial modelling, which he began in 2013 and has kept up alongside every venture since.
Homeschooled (SOL) — Pearson Edexcel International A-Levels: Economics, Mathematics, Business
Working at A* · 4.0 GPA · 1550 SAT · 142–154 IQ · 98% in exams
Cognitive testing across multiple assessments places him in the 142–154 IQ range, including a score of 145 on the RIOT.
Pearson Edexcel International A-Levels — Economics, Mathematics, Business
Working at A*
His own name for SOL, the homeschool curriculum he designed for sixth form.
Pearson Edexcel International A-Levels — Business, Economics, Mathematics
Predicted A*
IB MYP — English Language & Literature, Mathematics HL, Product Design, Individuals & Societies, German, PE
7/7
IGCSEs — Economics, Business, Enterprise, Mathematics, English Language & Literature, Psychology, German; AQA GCSE Physics, Biology, Chemistry
Predicted grade 9
Earlier schooling, before GEMS Wellington.
Shape Robotics · Ecology Council · English Council · Digital Leadership · STEAM Leadership · Computer Science Leadership · Form Representative · Learning Ambassador · Wellbeing Ambassador · Inclusion Ambassador · Touch Leader
WIS Innovation Hub · Digital Youth Society · Law Society · Psychology Council · LAMDA Team · World Scholars · Model UN · Academic Music Society · Academic Art Society · Medical Society · Debate Team (led) · Scrabble Club (led) · Inclusion Games Club (led)
Swimming · Gymnastics · Cross-Country · Athletics · Netball · Water Polo · U9 Basketball · Fencing (MKAF) · Boy Scouts
DofE Team · Biteback Team · Eatwell Team · WISH Committee · SEE Change · Dubai Arts & Volunteering · Wellbeing Committee · Choice Champions · UAE CDA Volunteers · Dubai Cares · DoSomething.org · United Nations Volunteers · Corridor Magazine team · Wharton Investment Competition Team ("NKKS")
Organised school-wide programming for anti-bullying week, World Mental Health Day, and Children's Mental Health Week, including assemblies, a compliments-box initiative, and a school-wide mindfulness session; helped draft the school's wellbeing promise.
Founded and edited the school's environmental newsletter, the Green Voice; ran the WISH walkathon and two branch-wide BIC recycling competitions; organised Earth Day programming.
Ran the school's annual literacy treasure hunt and poetry recital competition; represented the school in a bid to the Emirates Literature Festival; won the school's mother-tongue poetry competition.
Helped draft the school's healthy-eating policy; presented the Eatwell information video and student survey; ran the Choice Champions healthy-snack initiative at the school gate.
Mentored younger year groups on the school's robotics equipment across several events, including a robotics roadshow he organised; led a team in the WIS Hackathon.
Organised fundraising drives — including a dress-down day and an inter-house trivia competition — supporting education projects in Uganda and Cambodia.
Sat on student panels for COBIS and KHDA accreditation inspections as a representative of the middle school, and represented several subjects at open days and GCSE options evenings.
Ran the school's Debate Club and Scrabble Club, an inclusion-focused games club for students of determination, and an EatWell nutrition club for the lower school.
A mix of school honours and awards from his own ventures — the two below are the ones the school itself singled out.
For contribution to school community and wellbeing
GEMS Wellington International School
GEMS Wellington International School · 2022
Most of this is competitive debate and Model UN, plus a handful of academic and sports results.
Written and maintained by Neo himself.
Not to be confused with Steinhoff International Holdings, an unrelated German-founded, South Africa–based retail conglomerate that collapsed in a 2017 accounting scandal.
Neo Steinhoff
Founder · Dubai, UAE