Marcel Jaun
My name is Marcel Jaun (LinkedIn), and although I am originally from Switzerland, I am now based in Kyrgyzstan. During the last years, I tried to learn as much as possible about the culture, mentality, and context. During this time, I fell not only in love with my wife, Baktygul, but also with the country’s nature and its warm-hearted people.
Why do I like to work with companies in crisis?
I love the unknown. I am an adventurer at heart and have come from quite different backgrounds, ranging from military service to extreme sports, mountaineering and triathlons. It was only later that I realised those experiences always had something in common: dealing with difficult situations, leaving the comfort zone and being ready for change. Looking back at the last years, I realised that working with people and companies who are in a crisis is a great area for me, where I can bring in my talents and qualities.
At the same time, I want to work with people on an equal footing, rather than from the perspective of a ‘donor’. I am convinced that we need better companies. Companies that treat nature responsibly. Companies with a vision that they live by.
One of my key concerns with every project is rebuilding structures and strategies, as well as reigniting enthusiasm for their company. I want to give everyone in the company the space they need to flourish and contribute their strengths. Everyone in your company is important. We will only succeed in getting your company back on track and improving it if everyone understands where we want to go together!
About my Background
Following my vocational training as an electronics technician, I served in the Swiss Army in a mountain specialists group for several years, most recently as a company commander with the rank of captain. During this time, I also completed a degree in Industrial Engineering at Bern University of Applied Sciences. I then spent several years conducting research on the topic of Supply Chain Viability, and was also involved in the Swiss Supply Chain Tech initiative. As part of this initiative, we collaborated with innovative start-ups and analysed the Swiss supply chain technology landscape.
I have been working in Kyrgyzstan since 2022. Initially, I co-founded a Swiss expedition company, organising trips to Pik Lenin and other parts of southern Kyrgyzstan. Subsequently, I co-founded the SarySoul Mountain Lodge in Sary-Tash with a local partner. It is now operated by my friends Shamurat and Anargul. It was this project that inspired me to set up my own consultancy firm, AlayToo Advisory. Over the past couple of years, I have mostly worked on the aforementioned research projects, as well as organising business development training in outdoor tourism. For example, I collaborated with the Women’s Peace Bank project in Osh. Our most recent project was HappyFeet Kyrgyzstan.
In my free time, I like being outdoors and doing sports. E.g., in 2020, I completed a Triathlon around Switzerland, involving climbing and swimming for five days around Lake Geneva. I also opened up new climbing routes worldwide (find an article here about the Schreckhorn). Spending time with my wife Baktygul and our family is very important to me. I speak fluent English, German, Swiss German, French and Kyrgyz and the basics in Russian.