Hello! I'm Lucas. I'm CEO at Barrel, a CPG commerce agency. For the past decade, I’ve helped brands like Hu, McCormick, and Sweet Loren’s create smarter, connected digital experiences.

I’m interested in how structure, discipline, and creativity shape the way we live and lead. That’s what draws me to fitness challenges like HYROX and marathons, exploring creative pursuits, and building habits that support how I want to show up, for my family, my team, and myself.

I don’t see life and work as separate things. What I learn in one makes me better in the other. Writing is how I try to make sense of it all.

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