Gints FricbergsCo-Founder, UX Researcher and Digital Product Strategist

Gints is one of those people whose arrival marks the beginning of a new chapter. In the iConcept story, that happened in 2018 — at a time when the company needed a new direction, a clearer identity and someone who could help see where the real problem actually was. The name iConcept also came from Gints. His way of thinking is strongly shaped by team sports. 15 years of floorball taught him that one person does not win the game alone — every “small cog” has to understand its role and move together with the rest of the team. The same mindset is visible in how he works with products, teams and business. Gints is not the kind of person who approaches digital products with a simple “let’s make it look nice” mindset. He looks at them practically: will people understand this, will the process work, and will it make sense for the business? He likes finding the places where something slows down, understanding why it happens and putting the system together so it starts moving. He has said himself that he enjoys bringing order to environments — whether it is a digital product, a company that feels stuck, or a garden where something needs to be dug out, shaped or built by hand. That says a lot about Gints: less talk about big ambitions, more doing specific things that improve something in real life. Outside work, sports, nature, surfing and balance are important to him. Surfing is not just a hobby — it is also a good metaphor for how he looks at life and business: catch the wave, keep your balance and understand that you do not always need to climb higher. Sometimes you need to be here and now — and make the next right move.