2024 In Review

When I was training for my first marathon this year, I often thought about my relationship with time—how 45 minutes waiting for the rice cooker can feel like a lifetime, but almost 3 hours on an easy pace 18-mile run flies by. That’s how 2024 felt—365 days (technically, 366) seemed to pass in a flash, yet we covered so much ground.

I feel like a different person now than the one stepping into 2024, personally and professionally. Not to mention, Mylo is evolving as a little person every day—running around, saying "moo” and "roar,” and learning how to play jokes on us. Watching him grow has been special. Parenting with Dana has been one of the most rewarding and challenging parts of our nearly 14 year journey together. I couldn’t ask for a better partner for this wild, crazy ride.

A few friends have asked me if I’m setting resolutions for the new year. Rather than start with a list of big goals, I like staying focused on optimizing the daily habits that drive meaningful progress over time. Big goals tend to reveal themselves as the year unfolds. By showing up consistently and focusing on the little inputs, those efforts compound, often creating outcomes I couldn’t have imagined.

Throughout the year, I keep track of some key habits that align with what’s important to me. Then, each year in this review, I reflect, recalibrate, and set themes for the coming year. Looking back on those themes from 2024, it’s rewarding to see the progress I’ve made.

2024 Theme #1 - Being present. Everyone told us that Mylo would grow up -quick and after only four months, we already see what they mean. In 2024, I plan to make it more of a priority to stay present, especially when I’m spending time with Mylo and family. This means minimizing distractions, whether it’s getting off my phone, turning off the TV, or something else.

Staying present—putting down the phone and turning off distractions—has been at the top of my mind through 2024. It’s not always easy when it often feels like there’s something important to tend to, but as Mylo engages more in play, it’s a reminder to immerse myself in the moments. My Apple Watch has been a great hack: I can ditch my phone but still be reachable for important calls or texts, especially when away from Dana.

2024 Theme #2 - Building endurance. I’m excited about where I’m heading from a fitness perspective. I may decide to participate in some sort of athletic event, but regardless, I plan to stay focused on improving overall fitness and building endurance, which will look like running a faster 5k or 10k, keeping my resting heart rate low, and staying lean, among other things.

I couldn’t have guessed I’d train for HYROX or run a marathon last year, but both pushed me to new limits. These milestones were fun and challenging, but more than anything, I see them as a way to keep growing and build a strong, healthy body. Mylo’s energy is no joke, and I love being able to keep up with him. I see fitness as a way to set my future self up for the life I want to live.

2024 Theme #3 - Seeing live events. Over the years, we’ve gotten away from attending concerts and other live performances, but both Dana and I enjoy them. I bought Dana tickets to a couple of shows for her birthday last year that will be coming up in a few months. Beyond that, I hope to make this more of a regular outing in 2024.

Dana and I prioritized this in 2024, starting with the events I gifted her. We embraced having my parents nearby to watch Mylo, which allowed us to get out for things like attending a talk with interior designer Jeremiah Brent in NYC for his new book and seeing Anastasia at Bucks County Playhouse. I’m excited to do more together as a couple and as a family in 2025, especially as Mylo becomes more engaged in experiences.

2024 Theme #4 - Set a date or it won’t happen! Whether it’s hanging out with friends or doing something I’ve always wanted to try, I’ve come to accept that nothing will happen if I don’t take action and set a date. I’m making this a mantra for 2024. The goal is to do more, whether it’s taking an archery class or seeing friends.

I did my best to live by this mantra all year—whether with friends, family, or just Dana and me. Mid-year, I added a wall calendar in the kitchen to plot out dates. While Dana and I still use a shared iCal, physically writing events and seeing the month laid out has made planning more fun.

2024 Theme #5 - Creating more slack in my schedule. It was a busy year. That’s not a bad thing, but there were days at Barrel where it felt like there was literally no room to think. I have some ideas on how I can better organize my schedule in 2024 to create more space. Some involve delegating responsibilities, others involve being more intentional about where I spend my time.

Not long after stepping into the CEO role mid-year, I added “no meeting” blocks to my calendar. While I’ve occasionally used them for calls, they’ve mostly given me space to focus and get things done—even short-term wins like proposals. I’ve also re-evaluated my responsibilities, finding opportunities to delegate and involve more people as collaborators rather than just assigning tasks.

Five Takeaways from 2024

Put in the work and be patient. Whether it was a fitness pursuit, teaching Mylo to walk, or rolling out new services with the team, one theme stood out: progress comes from patience and consistent effort. It’s not that things are impossible; staying consistent and putting in the work makes all the difference.
Simplify in the face of complexity. Last year, I leaned into simplifying wherever possible. While Mylo has added complexity to our lives, he’s also helped us focus on what matters. Time is limited, so prioritization was important. I leaned into building and maintaining my routine—waking up early, getting to bed on time, and cooking for the family. This predictability has made it easier to manage whatever else comes our way.
Prioritize reflection. Exercising was a great reminder of the power of reflection. Whether it was tough solo workouts or long runs, doing some or all of these sessions in silence often sparked creative ideas or fresh perspectives. I also reconnected with journaling as part of my morning routine—a habit I’d lost touch with. This small practice has added a ton of value, helping me stay present, appreciate what I have, and find gratitude, especially during tough times.
Work and life as one. This mindset isn’t new, but through the changes in my life last year, I saw how work and life fuel each other. Lessons in leadership and collaboration at work often apply at home, and pursuing personal goals, like fitness, has taught me about perseverance and navigating challenges at work. I appreciate the idea of living a single, integrated life where everything interconnects to drive growth.
Push limits. With every passing year, I’m more and more curious to see just how far I can push myself to uncover new potential—in all the roles I play. I made some big strides this year, but the only way to learn and grow is to keep pushing further—through the highs and lows, embracing setbacks, and celebrating wins.

Highlights

A new chapter as Barrel CEO

Out to dinner with the Barrel crew, Allison & Isaac. Last quarterly session with Barrel partner team. Final Barrel Holdings sessions of 2024. Barrel CTO Wes and I hanging with Shopify in Toronto, Lyndsay and Steph.

A few years ago, Peter proposed a future where I took on the CEO role. He and Barrel co-founder Sei-Wook would then move on to focus on Barrel Holdings, the holding company we launched in 2021.

The thought of taking on a role of this scale after nearly a decade at Barrel was exciting and, to some degree, intimidating. But I felt ready to embark on yet another new chapter. We marked June 1st, 2024, as the transition date, aligning it with Barrel’s 18th anniversary. It felt symbolic. Peter laughed, saying it was like the agency was stepping into adulthood as the parents stepped away.

When the day finally arrived, the business wasn’t where we’d hoped it would be. But we were ready to move forward. With 11 years at Barrel and years of preparation for the transition, I thought I knew what it would be like to step into this role. Like most things, though, it felt different in practice.

For years, decisions had been made collectively by our four-person partner team, meeting every day. Now, I had more autonomy, meeting with Peter and Sei-Wook just once a week. When should I involve them? What decisions should I handle on my own? It took a couple of months to find the right balance. One specific situation sparked a good conversation, leading to a more structured weekly meeting to review new business, finances, and other updates. I’ve enjoyed this structure—it’s a productive way to maintain autonomy while leveraging Peter and Wook’s insight.

Following the leadership transition, I saw an opportunity to involve more folks in decision-making. I invited the Team Leads to our Weekly Pulse Meeting—a session our leadership team has run for several years. Their involvement has brought new energy and collaboration to how we lead the team.

I’ve taken a similar approach in other areas, like new business and performance management, working closely with Riley, our Account Coordinator, and Allison, our People Ops Manager. We meet multiple times weekly to identify gaps, brainstorm ideas, and make decisions together. Watching them step up and lead in their roles has been inspiring.

Over the past six months, I’ve been thinking back to what it was like to lead the design team years ago—the energy, collaboration, and shared vision—and I’ve been working to bring that spirit to leading the entire agency. My goal is to create a space where everyone understands how they contribute to our vision and feels like they’re part of the future we’re building together.

With that, one of my first priorities as CEO was meeting with every team member one-on-one. After spending much of my time on new business and partnerships since early 2023, I felt less connected to the team and the work than in years past. Those conversations clarified focus areas and set the foundation for building stronger connections between me, the team, and among team members.

Some of the most memorable changes have been cultural ones: replacing our weekly finance updates with a more casual “Friday Update,” reframing our all-hands “Tuesday Meetups” to create more open discussions, and hosting our first-ever virtual holiday gift exchange, which brought a lot of laughs and good memories.

These shifts have improved alignment and collaboration, making bigger transitions—like moving away from hourly work and refining our positioning around CPG—smoother, helping us stay focused on our goals and deliver greater value to our clients. More on that later.

2024 has been full of ups and downs but also deeply rewarding. After so many years at Barrel, it’s energizing to come in every day and feel like we're just getting started. I’m grateful to Peter, Wook, and the team for their support and trust. I couldn’t be more excited for what’s ahead and the future we’re building together at Barrel.

Related

Firsts with Mylo

This year was full of firsts with Mylo—for him and us. His first steps. His first haircut. Our first family bike ride. His first "moo" and "roar." Our first Mother and Father’s Days. His first plane ride. His first taste of kimchi (not a fan). My first time playing music for him. And so many more.

I’ve learned that parenthood is full of these moments—firsts that aren’t just about milestones but about discovering what it means to grow alongside your child. It’s about learning to give Mylo everything he needs without losing sight of who I am, a balance I’ve been navigating since he was born and one I’ll keep re-learning as his needs evolve.

Amid the firsts, our routines became an anchor—simple rituals like making breakfast each morning, daycare drop-offs, evening story time, or dance parties before bed. It’s the little things that bring structure to a life that often feels like it’s moving at full speed—especially during tough times.

With all the highs, big and small, the year wasn’t without its lows. Mylo getting COVID while on our first trip together in San Diego was... rough. His first birthday came with hand, foot, and mouth disease, leaving him too sick to enjoy the day fully. In December, we rushed to the ICU as Mylo had difficulty breathing—a stark reminder of how quickly life can change. These moments reinforced that parenting isn’t about achieving perfection but adapting and doing your best with what’s in front of you.

Between those ups and downs, I’ve enjoyed connecting with other parents. Whether through old friends with babies or new friends from Dana’s mom’s group or Mylo’s daycare, it’s been nice to share experiences with people in similar shoes—swapping stories, laughing about the challenges, and finding common ground.

As far as Dad life goes, this year has been a mix of joy, chaos, and discovery. Every step Mylo takes shows more about who he’s becoming and pushes me to grow alongside him. I like to think we’re navigating this path of discovery together.

Related

Competing in HYROX

Early last year, I started running more consistently. On January 25th, I tested my progress with a 5K max-effort run on the treadmill and beat my PR by 13 seconds—25:11. I shared this with my coach, Ashley, who suggested I consider competing in HYROX. I’d vaguely heard of the race but hadn’t entertained it.

After learning more, I saw how the competition aligned with my fitness goals and decided to go for it. It wasn’t an overnight decision, though—it took me over a month to commit, primarily wrestling with my willingness to go all in. Where would I train? Could I make the time? By March 15th, I signed up, beginning an entirely new challenge.

Training for HYROX was not straightforward, or something I could to entirely in my home gym. I needed access to specific equipment like a SkiErg, which I’d never used, and enough space for complex workouts that combined rowing, sled pushes, and running. After several phone calls, I found a local gym owner willing to let me use their facilities between classes for a small fee. Those sessions were some of the toughest I’ve ever done.

Here's what an example session looked like, amid a full week of running and strength work.

Part 1

15 min AMRAP (as many rounds as possible)

Row 400m
15 x Burpee Broad Jumps
Ski 400m

15 min AMRAP

20 x Kettlebell Swings
20 x Sand bag lunges
20 x Goblet Squats
10 x Burpee Broad Jumps

Part 2

‍32 min EMOM (every minute on the minute)

MIN 1: 13 cal Row
MIN 2: 13 cal Assault Bike
MiN 3: 13 cal Ski
MiN 4: Rest

June 1st wasn’t just competition day but also the day before stepping into the CEO role. I appreciated the symbolism. In some way, I liked the idea that taking on HYROX reflected the mindset I'd need for this new chapter: committing fully, making progress, and pushing through obstacles.

The event itself was unlike anything I’d done before. I finished in 1:22, a time I was proud of, but left feeling I could improve now that I understood the logistics better.

What made the day extra special was the support from family and friends. Dana, Mylo (almost one-year-old), my Dad, and my friend Rachel were there to cheer me on. Balancing training with my roles in life and work often means making trade-offs, and Dana feels that impact, too. Seeing her witness the dedication and hard work pay off was incredibly meaningful. We were grateful to end the day at Au Cheval for a big, big meal. Reggie, a friend I met through Peter, is the chef and overloaded us with food.

HYROX was a transformative part of my year. Having spent much of my life as a non-athlete, I still grapple with imposter syndrome, but events like this remind me of how far I’ve come. I’ve since signed up for my next HYROX in March in Washington, DC, near my brother Nick and his family. I’m excited to build on this year’s progress and see what’s possible.

Related: Instagram Reel Recap

Family trip to Albuquerque

A standout memory last year was our trip to Albuquerque to visit family. We finally got to see where my sister-in-law Gina and her family call home. It wasn’t just a getaway—it felt like setting up life in another place for a little while. I even got a temporary gym membership. Staying in our own “casita” with a rental car allowed us to explore while still spending quality time catching up and hanging with family daily.

There were so many new memories from this trip, but these few were especially unique:

Experiencing the Albuquerque International Balloon Fiesta. Huge thanks to Dana for making sure our visit coincided with this. We spent one evening at the festival for "night glow," a ritual where balloon operators light their fires without the balloon. The drone show was also insane. Mylo had a blast hanging out with his cousins on the picnic blanket, munching on snacks. Then, early Sunday morning, we headed out before sunrise to watch hundreds of hot air balloons take flight. Seeing them dot the sky and eventually land around us was pretty magical. I’ll forever cherish the memory of sitting in the bed of our Hyundai Santa Cruz rental, eating bagels, and watching Mylo walk around, babbling with joy.
The unexpected dog chase. Amid marathon training, I went for a long run along the Rio Grande while Dana and Gina took the kids to see the balloons. A woman yelled that her dog had gotten loose a few miles in. I ran after it without thinking twice, not knowing what I was chasing. Big dog? Small? Friendly? Dangerous? It turns out it was a little corgi with a need for speed. For nearly five miles, I chased it through woods and winding paths, desperately trying to get folks ahead to help—no luck. I got within six feet at one point, but it darted into the brush and disappeared. I never saw the woman again. I still feel upset thinking about it. I wish I could’ve brought her dog back.
Brunch at Los Poblanos Historic Inn & Organic Farm. Dana got us a reservation at the restaurant of this two-key Michelin-rated hotel. The food was delicious, and the scenery was incredible—a peaceful place that felt off the grid, and then it was. Just as we put in our order, the entire restaurant lost power. Daylight made it easy to continue dining, but the staff had to improvise. Somehow, they got our food out in a reasonable time. There was something peaceful and almost surreal about the quiet of the restaurant that I’ll never forget.

Changing up our surroundings, even while keeping some routine, was refreshing. After our San Diego trip went awry, this trip showed us how fun traveling with Mylo can be.

I’m also glad we made time for a family photoshoot. Mylo’s run-in with a cactus was not fun, but the photos turned out great!

Related: Instagram Post

Running my first marathon

On November 10th, I ran my first marathon. The St. Luke’s D&L RaceFest stretches from Allentown to Easton, PA, along the Delaware & Lehigh trail. I chose it because it was less than an hour from home and fit my schedule. I’m glad I did—there’s nothing like running a scenic trail with just a few hundred participants.

At times, I was completely alone on the trail—just my thoughts and the sound of my feet hitting the ground. A bigger race with packed crowds might have brought a different energy, but I wouldn’t change it. The solitude helped keep me grounded in the toughest moments and in some ways, made such a big effort feel small. Like just another weekend run.

People say running a marathon teaches you a lot about yourself, and I agree. I wrote all about it (linked below). But I also gained so much from the training.

My 16-week training block included two key runs each week: a workout on Tuesdays (speed, intervals, hill repeats) and a long, easy-paced run on Saturdays. Those long runs started at an hour and stretched to just under three by the end. They quickly became my favorite part of the week despite initially dreading them.

I’d head out around sunrise, getting the miles in before the day really began. The process felt like meditation—a chance to think, reset, and push myself. It taught me discipline, patience, and finding comfort in a new kind of discomfort.

What surprised me most was how normal it all started to feel. On one 17-mile run, I came home, made breakfast, and then spent hours clearing leaves outside. We live on a 2-acre lot surrounded by trees—no small task. On another weekend, I squeezed in my first 19-miler before getting in the car and driving to a wedding an hour or so away. Situations like this often made me stop and remember how far I'd come—with enough consistency, what once felt impossible can become second nature. Running long distances seemed crazy to me years ago, but somewhere along the way, it wasn’t. True for many parts of life.

Standing at the starting line, I felt ready. I knew I’d finish—I just hoped I’d finish well. My goal was 3:30; I crossed at 3:40, averaging an 8:26/mile pace.

The race itself brought challenges I hadn’t faced during training, but I’m proud of how I handled them. Seeing Dana and Mylo cheering along the course and celebrating with my parents and friends, Sam and Joe, at the finish line made the day special.

Related

Fitness & Diet

Last year, I prioritized consistently exercising and eating healthy like never before. I saw firsthand how much control I have—not just over how I look but also how I perform.

Heading into 2024, I never expected to take on endurance events while achieving a body I once thought wasn’t in the cards. For a long time, I thoughts factors like genetics were holding me back. The real unlock came years ago when I realized I was wrong. In October 2023, I decided it was time to figure out how to get there with the help of my coach, Ashley.

By March 2024, I’d gone from around 156 to 126 lbs at ~5% body fat, eating in a calorie deficit (1500 calories)—weighing portions, reading labels, and tracking everything. This new lifestyle took some getting used to and constantly tested my ability to stay disciplined.

At first, seeing the progress felt incredible, but it’s funny how quickly what I saw in the mirror became normal and I started thinking about the next stage. A reminder not to chase a finish line—the high of accomplishments is fleeting, and the journey never ends. What stayed with me, though, was how good I felt mentally and physically—knowing it all came from diligence and commitment. Since March, I’ve shifted to a building phase. The plan was always to get super lean and then slowly add back weight. I’m currently around 148 lbs, eating 2600 calories daily.

Nutrition became central to this process, and with Mylo starting to eat solids, the timing was kind of perfect. Over the past year, I’ve planned and prepared most of our family meals. There was a three-month period when I think we ate out only a few times.

At first, meal planning felt like a chore, but now I enjoy the process—from shopping to cooking. On most Sundays, I write the week’s meals on a whiteboard on the fridge and head to the store. Dana and I divide and conquer during busy weekdays. Sometimes, I’m surprised at how efficiently we get from daycare pickup to bedtime.

Although some days it would be easier to give in and order takeout or go to a restaurant, I find this system simplifies things with a toddler at home. I like knowing we’re eating quality food and sharing the same meals—one less thing to worry about. The hardest part has been adding variety to the meals. While I don’t mind eating the same meals week-to-week, Dana likes to change it up. It’s pushed me to get creative—from flatbread pizzas to bahn mi wraps.

A selection of meals I've made that looked tasty enough to snap a photo.

Two apps I use constantly are MyFitnessPal for tracking macros and Yuka for identifying quality packaged foods. I'm the guy in the aisle scanning bar codes. I had to laugh when my Yuka year in review showed I was in the top 1% of users last year.

My training this year has been a mix of weightlifting and cardio, known as “hybrid” training, with specific sessions catered to whatever event I'm preparing for. For example, HYROX training required a lot of intense HIIT sessions with sprints, burpees, rowing, and strength movements. Sadly, I’ve had a month or so off from running due to an old injury (I think from powerlifting) that seems to flare up yearly—I’m hoping to get some clarity at an upcoming doctor appointment.

This level of discipline does come with sacrifices, which hasn’t always been easy to navigate—whether it’s time with family, sleep, or something else. I’ve tried to minimize them by staying flexible and building a routine that fits my life. It’s always a work in progress.

I don’t know exactly where this journey will lead. I don’t have a specific endpoint in mind. I just want to keep going—to stay curious, to continue learning, and to build a life where I can be an asset to the people I care about most. Fitness is just one piece of that puzzle, but one that‘s positively contributed to so many other areas of my life.

Habits I tracked

Workout: In 2024, I logged 272 workouts, up from 152 in 2023. This number would have been higher, but there were some weeks throughout the year when post-event recovery or sickness (Mylo is in daycare!) forced me to rest.
Do 100+ push-ups (updated): I changed this habit from 25 push-ups to 100 in June. I logged 40 sessions in 2024, not counting days where I did less. When I started tracking this in 2021, it was a way to squeeze in some fitness on days I didn’t exercise. In 2024, I had a similar intention, but later in the year, I got curious to see if I could improve how many reps I could do in one go. At this point, I typically do 100 push-ups in 2 sets of 50. Curious to see how I can improve this in 2025 if I keep it up.
No alcohol: I logged 323 days of not drinking alcohol in 2024, up from 285 in 2023. Not surprised by this! The less I drink, the less interested I am in drinking. With the increased options of non-alcoholic beers and mocktails, it’s even easier to avoid it. I don’t track how often I drink non-alcoholic beers, but I’d venture to guess I’ve drank more last year than ever. Athletic Brewing used to be my go-to, but I recently started enjoying Partake Brewing (link to Linkedin).
Walk 10k+ steps (updated): I increased this from 6k+ steps in 2023 and logged 265 days, down from 314 days of 6k+ steps. Having a walking treadmill under my desk has continued to be a game changer and a good way to prioritize getting these steps in. I’ll probably hover around this number in 2025 or slightly increase. With all the running I did last year, there were plenty of days where I’d opt not to use the treadmill for recovery. The old injury I mentioned earlier has also kept me off the treadmill.

Health & Wellness

For most of my life, I wasn’t a morning person. No one in my family is, so I assumed I wasn’t either. But over the past year or so, I’ve slowly rebuilt my mornings, and now they’ve become something I look forward to each day.

My routine evolved throughout the year but became a way to keep me on track no matter what was happening—even on many weekends. One thing about having a baby in the house: they don’t care if it’s a weekday or a weekend—they wake up at the same time. Dare I say it’s been a blessing? The idea of sleeping in is no longer an option, and that consistency has helped Dana and me better stay in sync with our circadian rhythm.

At this point, my morning routine looks like this. (Although, I'll admit, if I'm not exercising—lingering in bed with Dana and Mylo is always a good time).

Get up by 5:15 am.
Brush my teeth and check out my Readwise digest.
Get dressed.
Drink a glass of water.
Make an espresso and rice cake with jam.
Journal.
Read for 15-30 minutes.
Exercise—most days in my home gym, besides running. On Fridays, I go to a local gym to use the machines.

After that, I make breakfast. Mylo loves his eggs, but throwing in some French toast or pancakes here and there is fun. On weekdays, I take Mylo to daycare while Dana walks our dog Gizmo.

I know this routine will change over time. But I love having it dialed in. It makes it easier to adjust and figure out what to tweak as life shifts. For now, these mornings set the tone for my day and help me feel ready for whatever comes next.

Habits I tracked

Social app downtime from 8 pm to 9 am: Setting this time frame continues to help minimize social media usage, rather than cutting it off entirely, finding a good balance. It doesn’t turn on until I start work and goes off shortly after putting Mylo down. I still don’t have TikTok and rarely find myself endlessly scrolling. Read more about my decision here.
Journal daily: I logged 132 journaling sessions, down from 187 in 2023. I lost my way with this earlier in the year but re-integrated it into my morning routine mid-year and have enjoyed it. At one point, I tried journaling at night, but sitting with my thoughts first thing in the morning has been more valuable. One thing that pushed me away from this habit in the past was not knowing when to stop. I’d set a timer in the early days, but sometimes it added unnecessary pressure. Recently, I decided to limit myself to a single page, forcing me to organize my thoughts and focus on what’s top of mind.
No TV at night: I logged 141 nights of not watching TV last year, up from 108 in 2023 (started tracking in March). I don’t necessarily see this as a bad habit, especially as a parent. I still subscribe to the fact that we don’t need TV to unwind at night, but getting immersed in a TV series with Dana is fun. I often use my time differently if she’s not home. All said, maybe something to be more conscious about in 2025—there are plenty of other ways to share time with Dana, and saying “no” to TV might inspire other activities, like a game or puzzle if we’re not entirely exhausted.
Mouth-taping: I logged 185 nights of mouth-taping in 2024, up from 108 in 2023 (started tracking in March). I continue to see the benefits of this practice and will continue in 2024. However, I’ve also found value in breath right strips during sleep and will continue to integrate that here and there. I love that I can still talk when it’s on! I don’t track this, though.
Listen to Theta Waves: I logged 321 nights with Theta Waves last year, up from 212 nights in 2023 (started tracking in February). This is a nightly ritual that we only skip while away from home. But even then, I often play them via my phone. At home, I have a routine with our Amazon Echo that turns off our bedroom lights, plays my Theta Waves playlist, and sets a 45-minute sleep timer. All you have to do is say, “Alexa, goodnight.” Gotta love technology.
Go to bed by 11 pm: I logged 291 nights of bedtime before 11 pm, WAY up from 52 in 2023. A big part of this has been prioritizing my morning routine, which starts around 5 am, which means getting to bed on time to get enough sleep. I’ll move this habit back to 10 pm in 2025 because we’re in bed most nights by 9:30–10 pm.
2 min+ Cold Shower: I intentionally didn’t log any cold showers in 2024 like in 2023. I’ll remove this habit in 2025, but I can see myself cold plunging as a recovery tool at some point.

Writing

Last year, I focused my weekly writing on my newsletter and published those posts on my website. In 2023, I launched The E-Commerce Corner as a feature, eventually turning it into a second newsletter sent on Fridays. By last May, I decided to sunset it and shift my time to other priorities, like posting on LinkedIn. After hitting my 200th edition of BL&T, I redesigned the newsletter and introduced small illustrations for each edition. It’s been fun to see them together as thumbnails on my site.

Here are some stats:

67.5% average open rate, down from 71.3% in 2023
Added 35% more subscribers, up from 29% in 2023.

While it’d be cool to see my subscriber list skyrocket, that’s not my goal, so I haven’t pursued any growth tactics. My focus remains on reflection and sharing ideas. I’d rather have a small, engaged list than a large one with people who aren’t paying attention.

Outside the newsletter, I’ve spent more time posting on LinkedIn. Early in 2024, Peter and I worked with a team to facilitate social content but ended the contract after deciding it wasn’t the right investment. No regrets, though. The engagement helped me clarify what I wanted to share and build a routine around creating content.

In terms of performance, LinkedIn reported 240,338 impressions in 2024, apparently an increase of 862.7% year-over-year. I also experimented with video, from announcing our CPG positioning to sharing e-commerce tips. While tracking a direct ROI is tricky, LinkedIn has been an effective way to engage in industry conversations, which anecdotally has led to new opportunities and connections.

I also contributed to a few pieces published by tech partners in 2024:

Wonderment: “This is How F&B Brands Can Improve their DTC Customer Experience” (LinkedIn / Blog)
Swap Commerce: “Christmas in July: BFCM Playbook” (LinkedIn / Download)
Okendo: “7 Ways to Get Ecommerce Reviews From Customers in 2025” (LinkedIn / Blog)

Habits I tracked

Writing for 15+ minutes: I logged 151 writing sessions, up from 86 in 2023. Most of this was from writing my weekly newsletter, but I also started counting time spent working on LinkedIn content.

Speaking

I did a few talks and interviews in 2024:

MarketerHire invited me to their podcast in February to discuss client experience, CPG brands’ online strategies, and e-commerce. Learn more about the episode here.
In March, I participated in a webinar with The Food Institute, a CPG media publication, and SRW, a marketing agency. My talk was entitled “Maximizing Your Online Presence for Food & Beverage Brands.” You can watch the webinar here and read a follow-up post about the “Seven Essential Questions for Your Food & Bev Website”.
As part of their team’s annual retreat, Wonderment asked me if I would join them for a virtual fireside chat to dig into my personal and professional journey and insights from working with clients in e-commerce.

Reading

I read 25 books last year, up from 23 in 2023—a mix of audiobooks and e-books. Audiobooks were perfect for long runs and drives to NYC, while I always kept an e-book in progress.

Memoirs were a big theme for me—stories of people achieving extraordinary things and navigating challenges. Ross Edgley’s swim around Great Britain and Meb Keflezighi’s Olympic marathon journey were inspiring companions to my runs. Bryan Cranston and Darius Rucker’s memoirs revealed unexpected sides of their lives, while Sam Walton’s account of building Walmart highlighted the passion behind his success. Each story left me reflecting on my business, fitness, and life pursuits.

I only read one fiction book last year, even though I’d planned to read more: The Metamorphosis by Franz Kafka. Funny enough, I started and finished it while doing work outside—a total impulse choice after a quick search for popular classics. I’m considering picking up a series to read more fiction this year.

The Storyteller by Dave Grohl
Outlive by Peter Attia
The Courage to Be Happy: Discover the Power of Positive Psychology and Choose Happiness Every Day by Ichiro Kishimi and Fumitake Koga
Do Hard Things by Steve Magness
Who Not How by Dan Sullivan and Dr. Benjamin Hardy
Turning the Flywheel: A Monograph to Accompany Good to Great by Jim Collins
Born to Run by Christopher McDougall
Living with a SEAL: 31 Days Training with the Toughest Man on the Planet by Jesse Itzler
A Life in Parts by Bryan Cranston
10x Is Easier Than 2x by Dr. Benjamin Hardy
Double Your Profits: In Six Months or Less by Bob Fifer
Life’s Too Short: A Memoir by Darius Rucker
Implementing Value Pricing: A Radical Business Model for Professional Firms by Ron Baker
Finding Ultra: Rejecting Middle Age, Becoming One of the World’s Fittest Men, and Discovering Myself by Rich Roll
Hope Is Not a Method: What Business Leaders Can Learn from America’s Army by Gordon R. Sullivan and Michael V. Harper
The Endurance Diet by Matt Fitzgerald
Smart Brevity: The Power of Saying More with Less by Jim VandeHei, Mike Allen, and Roy Schwartz
Shop Class as Soulcraft: An Inquiry into the Value of Work by Matthew B. Crawford
The Art of Resilience: Strategies for an Unbreakable Mind and Body by Ross Edgley
A Runner’s High: My Life in Motion by Dean Karnazes
Scale at Speed: How to Triple the Size of Your Business and Build a Superstar Team by Felix Velarde
The Metamorphosis by Franz Kafka
Ultramarathon Man by Dean Karnazes
Sam Walton: Made In America by Sam Walton
26 Marathons: What I Learned About Faith, Identity, Running, and Life from My Marathon Career by Meb Keflezighi

Habits I tracked

Read for 30 minutes daily: I logged 147 reading sessions, down from 202 in 2023, and yet, I read more books. I attribute this to embracing audiobooks and running throughout the year. I’d often set out on a 1+ hour run with an audiobook at least 1.2x in my ears. I ran a good bit of the marathon while listening to “Ultramarathon Man.”
Check Readwise daily: Earlier in the year, I missed a few days of this and lost my streak! As of January 1st, I’m on a 282-day streak, down from 1,082 last year. I still love reviewing my highlights each morning while brushing my teeth.

Finance

Last year was status quo financially. I continued auto-investing in index funds and putting money in high-yield savings accounts. All in all, it was a good year for performance:

My investments in index funds saw an average return of 25%.
Without any activity (buy or sell), my Robinhood and Coinbase accounts hit their highest point ever with 37% and 110% growth, respectively.
I still don’t contribute much to my 401k, but I saw a 15% return.

I don’t foresee much of a change to this strategy for a while, but I will likely start to diversify my portfolio with some bonds in the coming years.

Travel

After attending lots of conferences in 2023, I went into 2024 more selective about how I invested in these events. As a result, I traveled less but made trips to NYC and Philly to meet with clients and partners.

I was glad to visit two new cities last year and go on two family trips, one combined with business.

Toronto, Canada, for Shopify’s editions.dev conference. (LinkedIn recap)
San Diego, California, for Recharge’s annual conference. I extended the trip, bringing Dana and Mylo for his first plane ride! The trip started strong, but Mylo caught COVID, and I got sick soon after. Poor kid slept through the entire San Diego Zoo. (LinkedIn recap)
Albuquerque, New Mexico, to visit my sister-in-law, Gina, and her family. A great trip!

Barrel

Every year at Barrel tells its own story. In 2024, we made bold moves to shape the agency’s future. It was a year of refining how we work, focusing on where we create the most impact, and laying a stronger foundation for what’s ahead. I write a lot about what we’re doing in my newsletter, but here are some highlights.

Focusing on CPG brands was one of the most defining changes. It wasn’t without risks, but narrowing our focus clarified everything—from our services to new business to marketing. Since the rollout, it’s been exciting to see the momentum. We onboarded 12 new CPG clients last year and grew many existing relationships with expanded services, early signals that the shift was the right move.

Moving away from hourly work was a big initiative for me when moving into the CEO role. For years, hourly engagements felt predictable and flexible, but they kept conversations stuck on how clients used hours rather than the value we were creating. Last year, we designed and rolled out programs focused on services and outcomes. Making this transition tested my confidence—especially in my new role. There were questions from the team I couldn’t yet answer and resistance from clients who were hesitant to embrace change. While I’m happy to report that we successfully transitioned all clients to the new model, there were moments when standing our ground felt risky, as if it might cost us a relationship. Instead, the opposite happened.

The shift allowed us to focus on strategy and long-term impact. Conversations became about goals and outcomes rather than constraints. The success of our courtesy BFCM audits and quarterly planning sessions demonstrated that this wasn’t just a process change—it was a fundamental step forward in how we work with clients.

Internally, we reimagined how we collaborate as a team. Tuesday Meetups transformed into spaces for connection and creativity, where we brainstorm ideas, share wins, and engage more personally. We also shifted our quarterly debriefs to an agency-wide format, encouraging cross-team knowledge sharing and creating alignment across the organization. These small but meaningful changes reminded me that culture isn’t just a byproduct of work; it’s something you create intentionally.

Focusing on what matters most also meant making tough decisions. Doubling down on our CPG focus made it clear that some prospective and current client relationships didn’t align with where we were going. Sending those clients to new homes wasn’t easy, but it opened up space for the right opportunities—the ones that fuel growth and strengthen our vision.

Partnerships played a key role in our growth this year. Platforms like Recharge, Rebuy, and others became closer collaborators, working alongside our team to deliver more value for clients.

2024 was a year defined by trust. Trusting our focus, trusting the changes we made, and trusting the team to meet every challenge with creativity and care. The team’s dedication and energy have been incredible to watch—working alongside such thoughtful and talented people has been a pleasure.

As we move into 2025, I’m energized by the momentum we’ve built and the opportunities ahead. Our foundation feels stronger than ever, and I’m excited to see where it takes us. Here’s to pushing forward together and building something we’re all proud of.

Related

Five Themes for 2025

Staying focused on what matters. There’s always something trying to pull my attention, but only a handful of things genuinely bring joy and move the needle. Heading into the year, I’m reminding myself to cut through the noise and keep my energy on the things that make the biggest impact—in business and life.
Running my own race. The deeper I go into parenting, fitness, or running a business, the easier it is to make comparisons and lose focus. As I keep building, I’m working on looking inward and staying grounded in my own journey—drawing inspiration from others while improving my pursuits, one step at a time.
Prioritizing connection. At the start of 2023, I mentioned “Community Growth & Involvement.” We made some new friends and shared good moments last year, but it’s still easy to stay wrapped up in personal pursuits or family life and overlook time for connection. Looking forward to an upcoming trip with my long-time friend Kyle this month and hope to create more space this year for spending time with others—especially those with shared interests.
Being a calm force. There are times at home when I struggle to stay as calm under pressure as I do at work. It’s not easy to quantify, but it’s something I want to improve this year. Most things aren’t the end of the world, and modeling patience and composure for Mylo is important.
Embracing exploration. Seeing Mylo experience new things has been a reminder of how much there is to explore. This year, I want to prioritize trying new things as a family—whether traveling somewhere new or trying a different activity.

Topics

Year In Review

Written by Lucas Ballasy

Monday, January 6, 2025

Five Takeaways from 2024