Hi, I'm Lucas. Husband, father, fitness enthusiast, and CEO & Partner at Barrel, a CPG commerce agency.

I started at Barrel over a decade ago as a freelance designer. Since then I've grown into leading the company, working with some of the most inspiring brands in CPG to help them connect with customers and grow through thoughtful digital experiences.

I'm drawn to brands playing the long game: better-for-you foods, clean beauty, wellness. Seeing them build something lasting, and knowing we've played a part in that, is what keeps me energized.

I don't see life and work as separate things. What I learn in one makes me better in the other.

That's what this newsletter is about. BL&T, Borrowed, Learned, and Thought, is a weekly reflection on leadership, creativity, and playing the long game in growing brands, leading teams, & showing up each day. I started it in 2020 and haven't missed a Monday since.

New edition every Monday. Sign up below.