Some founders chase market gaps. Others, like Mette Lykke, chase impact. As the CEO of Too Good To Go, Lykke has turned a simple yet powerful idea into a global movement—tackling food waste at scale. But before she became a leader in sustainability, she was already making waves in tech entrepreneurship as the co-founder of Endomondo, a fitness app that changed how people engaged with health and exercise.

From gamifying fitness to reducing global food waste, Lykke’s journey is a masterclass in mission-driven leadership, product-market fit, and scaling businesses with purpose.

Endomondo: The Power of Passion and Community

Lykke’s entrepreneurial story began in 2007 when she co-founded Endomondo, a social fitness app designed to make exercise more engaging and accessible. What set Endomondo apart was its community-driven approach, using social connectivity and gamification to keep users motivated.

Key Lessons from Endomondo’s Rise:

1. Leverage Technology to Build Habits: Endomondo didn’t just track workouts—it made fitness interactive, encouraging users to challenge and support one another.
2. Understand the Psychology of Engagement: The app’s success was rooted in behavioral science—turning fitness into a social experience rather than a solo effort.
3. Scale with Purpose: Endomondo grew to over 20 million users before being acquired by Under Armour in 2015, proving that a well-executed vision could go global.

Despite this success, Lykke wasn’t finished—she was ready for her next challenge, one that addressed an even bigger global issue.

Too Good To Go: Fighting Food Waste at Scale

In 2017, Lykke took the helm at Too Good To Go, a startup with a mission to reduce food waste by connecting surplus food from restaurants and grocery stores with consumers looking for a great deal.

What started as a niche idea quickly transformed into a global sustainability movement, with Too Good To Go now operating in over 17 countries, saving millions of meals from being wasted each year.

Strategic Moves That Defined Too Good To Go’s Growth

1. Creating a Win-Win Business Model: The platform benefits both businesses and consumers, making sustainability financially viable rather than just an ethical decision.
2. Scaling Through Localized Expansion: Lykke ensured that each market was approached with a localized strategy, tailoring partnerships and messaging to different cultural attitudes toward food waste.
3. Leveraging Brand Advocacy: By positioning Too Good To Go as a mission-driven brand, she turned users into passionate advocates, driving organic growth through word-of-mouth.

This strategy helped Too Good To Go become one of the most recognized names in the fight against food waste—combining profitability with purpose.

Lykke’s Leadership Philosophy: Mission, Execution, and Impact

What sets Lykke apart as a leader is her ability to align business success with global impact. She believes that companies have a responsibility to create positive change and that solving big problems requires both vision and execution.

1. Sustainability as a Business Driver: Rather than treating sustainability as an add-on, Lykke built Too Good To Go with impact at its core—proving that mission-driven businesses can be both profitable and scalable.
2. Empowering Teams with Purpose: She fosters a culture where employees are deeply connected to the company’s mission, increasing engagement and innovation.
3. Data-Driven Decision-Making: While purpose is the heart of Too Good To Go, data and analytics drive its expansion, ensuring that every move is backed by insight.

Lessons from Lykke’s Playbook

For entrepreneurs, executives, and changemakers, Lykke’s journey offers invaluable takeaways:

1. Mission-Driven Businesses Win: Companies that solve real-world problems attract both consumers and investors.
2. Leverage Technology for Good: Whether in fitness or food waste, Lykke’s success lies in applying tech to create behavioral change.
3. Think Global, Act Local: Expansion works best when it respects local cultures and market needs.

Redefining the Role of Business in Sustainability

Mette Lykke’s journey from co-founding Endomondo to leading Too Good To Go is proof that business success and social impact don’t have to be at odds—they can fuel each other.

As a founder and CEO, she has reshaped industries, changed consumer behavior, and proven that purpose-driven companies can scale globally. For those looking to build businesses that matter, Lykke’s story is a blueprint for how to combine strategy, sustainability, and shared opportunities to create lasting change.