2025 In Review

It’s the first morning of 2026. I’m lying in bed with my newborn daughter, Cora, asleep on my chest. The house is quiet. There’s nowhere else I’d rather be. I’ve started jotting down notes for this year’s recap, hoping to capture the moments that mattered most. Part of what I get from doing this is the reflection now, and part of it is knowing I’ll come back to it someday and remember all that defined 2025.

Rather than rely on memory, I thought it helpful to read through journal entries from the past year. There’s the version of 2025 I carry in my head, and then there’s the one captured in real time.

There were so many snapshots that are easy to miss when you look at the year as a whole, but they’re the moments that make a life. One that stands out is the smile on Mylo’s face when we reunited him with a friend from his first daycare. It's a small but poignant reminder of how special relationships are, even those formed in our first year on Earth. Or how he banged his face on our hardwood steps and loosened his two front teeth, putting him on a liquid diet for a month. On the brighter side, treating my dad and brother to a meal for their birthdays, simply spending unhurried time in each other’s company.

One clear thread in my writing, though, was how often I returned to the pressure and weight I felt. The end of 2024 was tough. We lost an integral team member right before the holidays, which came as a surprise. Not long after, another went part-time (who, funny enough, will return to full-time this month). I came into the year optimistic, but feeling like I was standing at the base of Mount Everest, unsure how I would reach the top. That feeling followed me through much of the first half of the year as I tried to manage everything at once.

In May, during a good stretch, I wrote, “It’s amazing how much the business being on track impacts my mood.” At the time, it felt like an observation, something to work on. In hindsight, it reads more like a warning. We would go on to face a very slow Q3, while all sorts of curveballs and setbacks hit Dana and I at home.

A failed bathroom renovation, a car accident, and issues with our septic system, to name a few, all piled up within a short period of time. I continued to write about how I was feeling, but I also kept telling myself that pushing through was the answer. That approach didn’t work like it usually does. Instead, my body started sending louder signals. Two intense episodes within a couple of weeks, the second ending with a migraine bad enough to put me in the ER.

As difficult as that period was, it was the wake-up call I needed. Earlier in the summer, I had attended a men’s retreat in the Hudson Valley that opened my eyes to a lot. I left with a clearer sense of who I am and who I want to be. While that experience didn’t prevent what followed, it helped me understand myself better and gave me the language and confidence to reach out to people in my circle for support, instead of continuing to carry everything alone.

I don’t want this to read like it was a bad year. It wasn’t. It was full of growth, joy, and moments that helped me understand myself more deeply. It was also a year that tested me in ways I didn’t expect and, looking back, in ways I’m grateful for. There was also plenty I was proud to have accomplished. I led a panel discussion at one of CPG’s biggest conferences, Expo West; got back on stage to perform; PR’d my half-marathon while raising money for cancer research; launched a CPG podcast; and started a mens group.

Best of all, we closed the year by welcoming our second child, Cora Noelle, into the world on Christmas Eve, five days early. Her arrival brought everything into focus at a time when things were already slowing down. I’m entering 2026 feeling grounded in gratitude, full of love, and clearer about what matters and how I want to show up for it.

Here are the intentions I set in 2024, and how I progressed.

2025 Theme #1 - 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.

I could have been more specific with this theme, but in practice, it largely held true. As complex as life became at times, I didn’t let that complexity distract me from the future I want to create, both personally and at Barrel. Examples included staying consistent with my fitness even when it would have been easy to skip, prioritizing time at home vs. traveling for events that didn’t feel worthwhile, even when the pull was strong. At work, it showed up in getting even clearer about our ideal client profiles and turning down opportunities that sounded exciting but didn’t align with where we want to go.

2025 Theme #2 - 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.

This theme closely overlaps with the first, and I feel like I get a little better at it each year. In the age of social media, comparison is always there, but what continues to help is making time to measure progress and to reflect and write. It forces me to zoom out, take an honest look at how my own “race” is going, and adjust accordingly. The same is true at Barrel. Writing weekly updates for the team pushes me to be clear about what’s actually happening and where we can improve and grow, rather than reacting to outside noise.

2025 Theme #3 - 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.

I came into the year with the intent to be more open to connection. This became more real in the latter half of the year. It showed up in small ways, like hosting friends at our home or going out of my way to reconnect with people I went to high school with who now have kids at Mylo’s daycare. Something I used to avoid. It also showed up in big ways, like taking a leap to a mens group. I feel like I’m just scratching the surface of what connection can look like in my life, and I’m excited to continue leaning into it in 2026.

2025 Theme #4 - 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.

Given everything I described earlier, true “calm” was hard to find last year. I tend to carry stress quietly, which can show up as grumpiness or withdrawal, neither of which I enjoy wearing. This theme remains a work in progress. As life gets more complex with a second child in the picture, I will continue practicing what it takes to be a calm presence.

2025 Theme #5 - 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.

We had a lot of fun with Mylo this year as he became more active with the world around him. From long bike rides together to our Father's Day hike, it was rewarding to experience new things through his eyes. We didn’t take any big family trips this year (outside the beach), but the spirit of exploration was there. This is an intention I’ll carry for years to come, especially as the kids become more aware and engaged.

Five Takeaways from 2025

Putting myself out there pays off. A lot of good came from getting past discomfort, imposter syndrome, or fear and doing the thing anyway. Socially and professionally, most of the upside showed up only after I stopped overthinking and said yes.
Discipline and drive can be a slippery slope. I take my routines and habits seriously because I believe they make me better. Last year showed me how easily those same efforts can turn into pressure if I’m not paying attention. Holding that drive with a bit more care helped it support the life I’m building rather than compete with it.
Community enriches life. I’ve always thought of myself as pretty independent, but last year showed me how much better I feel when I don’t try to do everything alone. Going out of my way to connect with others or seek advice and support brought more energy into my life.
I’m at my best when I’m just me. As a leader, a partner, and a dad, things worked better when I was open and honest instead of holding things in or trying to have all the answers.
Tradeoffs are unavoidable. I kept reminding myself that I can’t do everything. Focusing on what matters most meant being intentional about what gets less attention, and accepting that tradeoffs aren’t failure, they’re part of choosing well.

Highlights

Fundraising for the Philadelphia Half Marathon

In his books, OG ultramarathoner Dean Karnazes often writes about how running for a cause has given his runs more meaning. After reading his book, 50 Marathons in 50 Days, I felt inspired to do the same and signed up for the Philadelphia Half Marathon as a fundraiser for the American Association of Cancer Research, a cause I’m passionate about. I’m not great at asking for help, so putting myself out there to fundraise didn’t feel any more comfortable, but I was so glad I did. I ended up surpassing my $1,000 goal and hitting my race goal. I left this experience feeling energized to make fundraising a priority for future runs.

Related:

Making Space for Date Nights

I made it a priority to experience live shows (and good food - Zahav!) with Dana in 2025, most of which were gifts, and all were in Philly. We learned that coordinating Mylo, getting out of work, and into the city is no easy task, but it's always worth it. Grateful to my parents, who were always more than happy to take Mylo for the evening.

We’re on track to see more Broadway shows outside NYC than we did when we lived there. In 2025, we saw both &Juliet and The Wiz at the Academy of Music. Great shows and great excuses for a good meal beforehand, although during one, a cockroach joined us as a dinner guest. I guess NYC conditioned us because we didn’t make a fuss, but quietly told the manager who comped our meal.

Some of my favorite memories are taking a trip down memory lane with the bands we listened to two decades ago, who were back on tour to celebrate 20 years: The Academy Is... and Acceptance. Nothing like hanging out on South Street, enjoying a cheese steak, and grabbing the balcony seat at the show, NA tallboy included.

More than the shows themselves, these nights out reminded me how important it is to protect space for Dana and me as a couple, not just as parents or partners in logistics. Making the time to get out, be present, and share something we both enjoy has felt grounding in a season where life moves fast. We already have tickets for a show in March.

Related

Zahav Instagram Recap

Stepping Into the World of Men’s Work

On a bit of a whim, I applied to join a men’s retreat hosted by restaurateur, entrepreneur, and athlete Michael Chernow. I didn’t think much of it at the time, and then I got accepted. Dana encouraged me to go, and it turned out to be a transformational experience for me.

As I mentioned earlier, the retreat helped shed light on parts of myself I didn’t fully understand. It also revealed how much men tend to carry quietly and how important it is to create space to bring that to the surface. I left feeling energized, not just to continue that work on my own, but to help create a community where others could do the same.

The idea of starting a group had been in the back of my mind for a while, but after the retreat, it started to take shape more clearly. Once I found my footing after a rough stretch, I felt called to finally organize our first gathering in October, followed by another in December. It’s been especially meaningful to include my younger brother, Justin, and to deepen our relationship through this shared experience.

For now, the working name is Denwork. It’s meant to represent a place to retreat together while doing the work to grow and return stronger. I’m looking forward to continuing this in 2026, building on what we’ve started, and seeing how the community evolves.

Related

Finding My Way Back on Stage

Music has always been part of my life, but I’m continually exploring where it fits as life fills up. It’s difficult to integrate it in a big way that feels sustainable alongside everything else.

Nevertheless, while on the retreat, I played my song “Young at Heart” for the group and shared the story behind it. It’s a song I wrote many years ago about moving through change without losing touch with what you love and what you want from life.

The performance caught them off guard, and their reaction caught me off guard right back. A number of guys told me they felt something in it and asked why I wasn’t sharing this gift more openly. That question stayed with me long after the retreat ended.

A few days after I got home, my friend Pat invited me to open a benefit show he was putting together at a venue I played nearly every week in the latter half of High School. It felt like a calling, and I jumped on it.

The best part of the night was seeing Mylo in the audience, wide-eyed with awe and wonder. I’ve played music for him at home plenty of times, but this felt different. It made the experience land in a new way.

I didn’t walk away with a perfect answer about where music belongs in my life, but seeing Mylo connect with it keeps pulling me back to my guitar. And for now, that’s enough. I’ll continue to make room for it. Even if that means stepping on stage once a year, that feels like a promise worth keeping to myself.

Related:

Welcoming Cora

While on the men’s retreat, during a meditation, I had a vivid image of a little girl staring back at me with big blue eyes. She looked just like Mylo. We hadn’t learned the gender yet, but I came home with a strong conviction that it would be a girl.

As we did with Mylo, we planned a simple gender reveal using cupcakes filled with either blue or pink by the baker. This time, Dana’s sister was in town with her family, so we invited close family over and made an experience of it. We bought cupcakes for everyone, but only one held the reveal.

The night before, Dana had a dream that our niece Olivia would pick the cupcake and that it would be a girl. That’s exactly how it played out. It was a moment that felt so surreal and full of joy. I’m so glad I captured it on video.

Just as the year came to a close, our baby girl, Cora Noelle, arrived five days early on Christmas Eve. We went from getting ready to leave for dinner to welcoming a new life, returning home on Christmas evening. She was born within fifteen minutes of arriving at the hospital.

For how quickly and unexpectedly everything happened, Cora has been such a calm presence in our lives. Her arrival came during a season that already invites reflection and renewal, and she’s only deepened that feeling. I’m really looking forward to seeing what life looks like this time next year as a father of two.

Related

Cora (Birth Story)

Fitness & Diet

Following my first marathon in November 2024, I started the year in a bulk phase, meaning I ate in a calorie surplus. In hindsight, doing this during the holidays was not great. I wasn’t as diligent about what I ate, and I ended up gaining unwanted belly fat. Needless to say, the extra weight, combined with ankle issues, didn’t feel great.

I attended physical therapy for the first time in my life, and although it was another thing on my schedule, I came to enjoy the early mornings with a rotating cast of characters at the PT center. Within several weeks, I was back to running and training for my second solo HYROX.

HYROX was special because it was in DC, where my brother lives, so my parents and his family came to watch. That’s about where the joy ended, though. Weighing nearly 20 lbs more than my first HYROX, I felt sluggish and, from the start, worried I wouldn’t make it through. I came out of this experience set on getting lean and staying lean.

I started training for my first half-marathon and dropping weight. I loved it. With the half-marathon being only 13.1 miles, the weekly runs were much easier to fit in than when training for the full marathon. I hit a PR of just over 1.5 hours, averaging a ~7:00/m pace. It’s fun to look back at my 2023 In Review, where I talk about building up my endurance and see how far I’ve come.

Nutrition continued to play an important role in 2025. I continued tracking macros all year long, but gave myself more freedom, whether that meant enjoying ice cream with the fam or Dana’s baked goods. However, I did get into a pattern of being strict during the week and “anything goes” on the weekend. At times, this left me feeling less energetic and motivated than usual. Coming off the holidays, I’m looking to find a better balance in 2025, although I expect it’ll ebb and flow and won’t put too much pressure on it.

Related

Habits I tracked

Workout: In 2025, I logged 268 workouts, down from 272 in 2024. I thought this might increase in 2025, but I started the year in physical therapy and slowed things down a bit for recovery.
Do 100+ push-ups: This wasn’t a priority for me; I only logged 19 times.
Do 50+ push-ups. However, I did continue with push-ups on off days and have just recently tried working them into my morning routine. I logged this 83 times in 2025. I didn’t log both 50 and 100 on 100 days, so altogether, I logged 102 push-up sessions in 2025; up from 40 (100+) in 2024.
No alcohol: I logged 356 days of no drinking alcohol in 2025, up from 323 in 2024. More and more, I find that drinking does nothing for me, and a good NA beer is still a treat. Cool to see the 143-day streak last year. The only time I’ll drink is on special occasions. One fond memory was visiting NYC to do a talk and meeting up with Barrel Holdings folks, Peter, Wook, and Jacob, for a meal with wine pairing at Saint Urban. Delicious. The Barry’s class at 7 AM the next day was less so.
Walk 10k+ steps: I logged 248 days, down from 265 days in 2024. I didn’t expect to see such a sharp drop, but it makes sense given my ankle issues at the start of the year and my recovery after the half-marathon later in the year.
Miles run (new): According to Strava, I ran 563.6 miles in 2025, up from 524.6 miles in 2024. I’ll continue to prioritize running this year. I started last year running less than building up for the half-marathon. This year, I plan to train at a higher volume more consistently.
24 Hour Fast (new): I did two 24-hour fasts this year, mostly due to a weekend of poor eating and feeling like I needed a reset. Not ideal circumstances. I started tracking this because I love the way it makes me feel and would like to get into a better cadence of this, maybe every couple of months.

Health & Wellness

In the intro, I talked a lot about the weight I felt throughout the year and how grateful I am for what it taught me. Two supplements, in particular, emerged from those challenges.

I wasn’t sure if the first episode was stress-induced or if I was sick, which led me to start taking zinc at my mom’s suggestion. Within less than 24 hours, I started feeling better, so I ruled out any illness but still pursued zinc. With a toddler at home, you never know what is coming home, and so far, so good.

After being in the ER with the second experience, a debilitating migraine, I woke up to the idea that maybe I’m grinding myself into the ground. However, unwilling to slow down at work or give up my half-marathon training, I sought out other solutions and found Magnesium. The impact was immediate and surprised me. I slept better and felt so much more positive and lively during the day.

Until I started writing this, I didn’t realize how many supplements I started exploring in 2025. Other additions included:

Ashwagandha for stress management (which, according to my Whoop heart rate, had a quick impact)
Turmeric for reducing inflammation from high-volume running
A CBD gummy for sleep, a product I got at a CPG show and started taking out of curiosity. Turned out it worked great and opened my eyes to the benefits of sleep supplements.

One constant through the year has been my morning routine. It has continued to anchor my days, even as life has gotten fuller. I expect it will evolve again in 2026 with Cora here, and I welcome that. For me, the value is not in protecting the routine exactly as it is, but in having a structure that I can modify as life changes.

Most mornings start early. I get up around 5:15, brush my teeth while reviewing my Readwise digest, get dressed, and drink a glass of water. I make an espresso and a rice cake with jam, spend time journaling, read for fifteen minutes, then exercise. I’m most often in my home gym or out on a run, with Fridays at a local gym. After that, the focus shifts to family. I make breakfast, we walk Gizmo, and drop Mylo at daycare.

This routine is simple, but it creates a sense of order and accomplishment that carries into the rest of the day. It has helped give me a base to return to, especially when so much around me felt unsteady at times this year.

Habits I tracked

Social app downtime from 8 pm to 9 am: Another 365 days of this. It’s been good to set this time frame and has kept me from endlessly scrolling since I started doing this in 2021. One thing on my mind is being more cognizant of staying off my phone (not social) around our kids. So easy to get distracted.
Journal daily: I logged 245 days of journaling in 2025, up from 132 in 2024. Awesome to see this. I’ve kept up the habit of sticking to one page and really dialed in my morning routine, and this is integral to how I start my day now.
No TV at night: I logged 127 nights without watching TV last year, down from 141 in 2024. Last year, I talked about finding other ways to share time with Dana, and I didn’t make that a priority, mostly because sitting down and chilling out after getting Mylo down is always a win. However, I still like saying “no TV” to inspire a more meaningful connection than staring at a screen.
Mouth-taping: I logged 117 days of mouth-taping in 2025, down from 185 in 2024. Pretty much attribute this to not making it a priority, especially during travel. Will continue in 2026, though.
Listen to Theta Waves: I logged 328 days in 2025, up from 321 in 2024. We still use our Alexa routine that triggers my theta waves Spotify playlist when we go to sleep.
Get to bed by 10 pm (updated): I moved this habit from 11 pm in 2024 to 10 pm in 2025. I logged 163 nights, down from 291 nights (before 11 pm) in 2024. I’ll continue to prioritize this in 2026 and would like to see it go up. Last year, I didn’t track it, even if I was just 10 minutes past 10 pm, so it’s not that I’m going to bed late; it's just that I'm not getting to bed between 9:30 and 10 pm as much as I’d like. I get up around 5-5:15 am, so being on time is big for sleep and recovery. One thing that pushes this past 11 pm is Mylo getting to bed closer to 8 than 7:30 pm, or if I have to wrap up things at work. Something I’ll contend with this year, too.
Play music (new): I added this habit mostly because I was curious how much I actually pick up my guitar. I only logged 15 sessions in 2025. Most of these were playing songs for Mylo, which, these days, is my favorite. He’s now at an age where he’ll bring his guitar next to me, bang on it, and sing along to Twinkle Twinkle.

Writing

Outside of my newsletter, I didn’t post to my blog this year. My newsletter continues to be a helpful practice, and I love hearing from folks when something resonates or adds value for them. I kept up my practice of creating an illustration for every newsletter edition. I continue to enjoy this weekly creative outlet. It’s cool to see them all together at the end of the year.

Mailchimp isn’t great with performance stats, but from what I can see, my average open rate was close to 2024's (67.5%) at around 66%, and the list grew at a lower rate, closer to 27% than 35% in 2024. I’ll likely switch email providers this year.

On the social front, I started experimenting with video in 2024 and doubled down in 2025. I also started posting beyond LinkedIn to both Instagram and X.

When I first started doing this, I remember taking 20+ takes to get the video perfect. It felt uncomfortable to put myself out there, but the more I did, the easier it got. The positive feedback didn’t hurt, either! I slowed down a bit as the year came to a close, but I plan to continue in 2026.

LinkedIn reported 464,301 impressions in 2025, a 93.1% increase YoY, and followers grew by 60% to just over 5k. Worth noting that I experimented with boosted posts this year, which contributed to the increase in impressions. My top-performing post was the announcement of our work launching Ben Stiller’s healthier soda brand, Stiller’s Soda.

I also contributed to other blogs and publications:

Habits I tracked

Writing for 15+ minutes: I logged 112 writing sessions in 2025, down from 151 in 2024. This pretty much tracks with sending another 52 newsletters, which I tend to write over two days. I mentioned tracking social post writing in 2024. I wasn’t consistent about tracking that in 2025, so that will skew the numbers. Maybe it’s worth adding a social posting habit, but going forward, I’ll keep it tied to writing long-form content.

Speaking

I took part in a mix of speaking engagements in 2025, some initiated by me and others where I was invited to contribute. Getting on stage, whether figuratively or in real life, brings me back to my days playing music and always feels good. I enjoyed these opportunities and look forward to doing more of this in 2026.

Expo West — Sweet Loren’s x Mattel (Panel Moderator): Moderated a panel with client Sweet Loren’s and Mattel on the Barbie partnership, focused on how strategic partnerships can help CPG brands expand reach and connect with new audiences. (Loren Castle on LinkedIn)
Guest Lecturer at my alma mater, Tyler School of Art, Temple University (In-Person): Spoke with the senior class about navigating the start of a creative career, sharing practical lessons from agency life, leadership growth, and reflections as an alumnus. (LinkedIn)
MoffettNathanson — Future of E-Commerce Day (Panel): Invited panelist sharing perspectives on how brands are adapting to shifting consumer behavior, platform dynamics, and long-term e-commerce growth.
The Marketing Factor Podcast: Discussion on how fast-growing CPG brands can better understand customers, build stronger relationships, and capture insights beyond in-store behavior. Listen here.
Momentum by Rebuy (Conference Panel, In-Person): Joined the panel at Rebuy’s inaugural event to discuss e-commerce growth, partnership-led innovation, and the evolving Shopify ecosystem alongside brand and platform leaders.
TryNow Live Session: Live conversation with founder Ben Davis on how modern brands reduce friction for shoppers and design experiences that anticipate customer needs and behaviors. Watch the live session.
Shopify x McCormick — “From Shelf to Screen” (Guest Speaker) Panel with our client McCormick on how CPG brands are using Shopify to strengthen consumer relationships, with a focus on omnichannel strategy, meaningful online presence, and brand storytelling. Request the video
Naturally New York — Marketing & Media Bootcamp: In-person talk on how emerging and established CPG brands can get the most out their digital presence.
Highlight Reel — Setting Up Celebrity CPG Brands for Success: Sat down with Dana Kim, CEO of Highlight, and Jackie Widmann, SVP of Marketing at BERO, for a deep dive into what makes celebrity and creator brands succeed online. Covered building a clear digital identity, launching with intention, and scaling through community in a crowded CPG landscape. Scroll down and watch here.
Orita Podcast: Conversation with CEO Aaron Schwartz about my journey from design to leadership, covering brand clarity and customer connection. Listen here.

Reading

I read 28 books in 2025, up from 25 in 2024, making it the most books I’ve read in a single year. Like last year, the mix was split between Kindle reads and audiobooks, usually listened to while running or on long drives. I almost always have two or three books going at once. Happy to report there wasn’t a book I didn’t enjoy or get something from.

In 2024, I mentioned wanting to read more fiction and made that a real priority this year. One of my favorites was a book I picked up on a whim, “I Hope This Finds You Well” by Natalie Sue, a workplace story that digs into human connection and self-discovery. I also enjoyed listening to “Darkly Dreaming Dexter” by Jeff Lindsay and the thriller “The River” by Peter Heller, which follows two college friends who find themselves caught in a potential murder during a canoe trip.

I continued my love of memoirs and stories by athletes. It’s hard to choose favorites, but “Let Your Mind Run” by Deena Kastor, “The Running Ground” by Nick Thompson, and “Winning” by Tim Grover were standout reads. I also enjoyed hearing our client, While on Earth founder Todd Meleney, give the foreword in Brooke Wells’ “Resilient.” I had no idea how integral he was to her story.

Several other books made a big impact on me this year, including “Four Thousand Weeks” by Oliver Burkeman, which challenged how I think about time, “The Intentional Father” by Jon Tyson, which helped me reflect more deeply on my role in Mylo’s life, “The Science of Scaling” by Ben Hardy, which pushed me to think more boldly about the future of Barrel, and “Be Water, My Friend” by Shannon Lee, a reminder to find flow and adaptability in life.

Books I read with the Barrel leadership team included “Multipliers” by Liz Wiseman and “Setting the Table” by Danny Meyer. Both sparked great conversations and are a practice we’ll continue this coming quarter.

Overall, I’m continually inspired by what comes from making time to read. We’ve also loved seeing Mylo embrace it. No exaggeration, we’ve gone through 10–15 books in a single sitting more than once. He’s also now picking up books to “read” on his own or to his buddy, an elephant stuffed animal. I love the idea of fostering this habit in our family and hope our kids get as much out of it as I have.

The 15 Commitments of Conscious Leadership: A New Paradigm for Sustainable Success by Diana Chapman, Jim Dethmer, Kaley Klemp
The River by Peter Heller
Darkly Dreaming Dexter by Jeff Lindsay
I Hope This Finds You Well by Natalie Sue
Good to Great: Why Some Companies Make the Leap… and Others Don’t by Jim Collins
Iron Hope by James Lawrence
What I Talk About When I Talk About Running by Haruki Murakami
Four Thousand Weeks: Time Management for Mortals by Oliver Burkeman
Resilient: 12 Tools to Help You Feel Stronger, Happier, and More Empowered by Brooke Wells
Beartooth by Callan Wink
What Got You Here Won’t Get You There: How Successful People Become Even More Successful by Marshall Goldsmith
Let Your Mind Run: A Memoir of Thinking My Way to Victory by Deena Kastor
Undeniable: How Perseverance, Grit, and Faith Built a Bowhunting American Legend by Cameron Hanes
50/50: Secrets I Learned Running 50 Marathons in 50 Days by Dean Karnazes
Setting the Table: The Transforming Power of Hospitality in Business by Danny Meyer
Winning: The Unforgiving Race to Greatness by Tim S. Grover
Integrate the Shadow, Master Your Path by Matthew B. James
It’s Only Drowning by David Litt
10% Happier: How I Tamed the Voice in My Head, Reduced Stress Without Losing My Edge, and Found Self-Help That Actually Works by Dan Harris
The More of Less: Finding the Life You Want Under Everything You Own by Joshua Becker
Multipliers: How the Best Leaders Make Everyone Smarter by Liz Wiseman
The Intentional Father: A Practical Guide to Raise Sons of Courage and Character by Jon Tyson
The Science of Scaling: Grow Your Business Bigger and Faster Than You Think Possible by Dr. Benjamin Hardy, Blake Erickson
Be Water, My Friend: The Teachings of Bruce Lee by Shannon Lee
Hardest Geezer: Mind Over Miles – The Untold Story Behind the Record-Breaking Run by Russ Cook
The Psychology of Money: Timeless Lessons on Wealth, Greed, and Happiness by Morgan Housel
The Running Ground: A Father, a Son, and the Simplest Sport by Nicholas Thompson
Midlife: A Philosophical Guide by Kieran Setiya

Habits I tracked

Read 15+ minutes daily: I changed this habit from 30 minutes in 2024 to 15 in 2025. It aligned better with my morning routine and kept me consistent vs. saying I don’t have 30 minutes and skipping it. All in all, I logged 222 sessions in 2025, up from 147 in 2024. I also read more books 28 in 2025, up from 25 in 2024. This includes audiobooks, mostly listened to during my runs.
Check Readwise daily: Readwise doesn’t give you great stats, but I’m currently on a 606-day streak. Continue to get a ton of value out of this app, reviewing highlights from all of the books I’ve read on Kindle since 2017.

If you’re curious about other books I’ve read or written about, follow along here.

Finance

In my 2024 In Review, I wrote, “Last year was status quo financially.” Same for 2025. I continue to auto-invest in index funds with Dana and in my own account.

My investments in index funds returned an average of ~18%, slightly lower than 2024's 25%.
I realized I had some money in my Robinhood account and bought some Reddit (RDDT) stocks (I’ve become a pretty regular user). Beyond that, my Robinhood portfolio didn’t change. I saw ~16%+ (down from 37% in 2024).
I didn’t invest in crypto, but my Coinbase portfolio’s value is about the same as it was this time last year. It actually fell by ~5%, much worse performance than the 110% growth in 2024! HODL.
I still don’t contribute much to my 401 (k), but I saw ~35% growth, up from 15% in 2024.

One milestone worth highlighting was paying off the cost of our roof replacement, which included 10+ new skylights. We were grateful to get a 0% financing option on this and spread out payments for a year.

Travel

I didn’t realize how much I traveled in 2025 until I looked back on the year. Most of it was for conferences, though a nice change of pace was getting to travel alongside our Partnerships Manager, David, for the latter half of the year. I’m usually on my own. I’m not counting the many quick trips to NYC and Philly, but here are the more notable conference stops from the year:

New York City, NY for NRF (hosted a dinner)
Anaheim, CA for Expo West
San Diego, CA for Rebuy Momentum
Toronto, Canada for Shopify Editions
New York City, NY for Summer Fancy Food Show
Mexico City, MX for Okendo Advisory Board
Denver, CO for Newtopia Now

Outside of work travel, I had a few personal trips.

Phoenix, AZ: I met up with my longtime friend Kyle to attend a festival hosted by The Maine, a band we’ve followed for years. Kyle lives in LA, so it was great to get a few days of uninterrupted, one-on-one time together.
Mexico City, MX: Dana joined me ahead of my Okendo trip. It was my second time in CDMX and her first. While we had some great moments, like visiting the Frida Kahlo Museum, the trip was largely a mess. In short, Dana got very sick, and the Lady Gaga tickets we had bought in advance turned out to be fake. We also realized during the trip that she was likely pregnant. Silver lining, I suppose! Dana flew home but got stuck in the air for hours due to signal issues at Newark airport. After she left, I got seriously ill myself and missed most of the Okendo event. Not the trip we planned, but memorable in its own way.
Chicago, IL: This was a standout trip for us last year and reminded me why it’s important to prioritize this stuff. Our friends Eric and Mel moved to Chicago years ago, and we kept talking about visiting. We finally made it happen and had an amazing time. We didn’t overplan, but still got to experience a lot of the city, including some touristy highlights like a kayak tour. I left feeling genuinely rejuvenated at a time when I really needed it, and grateful for time with old friends that reminded me of our time as neighbors in Brooklyn.

Barrel

2025 was a formative year at Barrel. Not because of any single initiative or milestone, but because of the work on building a more scalable foundation for what comes next.

This was my first full year as CEO, and as the year went on, I felt like I was really settling into the role. Writing weekly Friday updates became a steady practice that helped create clarity around where we were and what came next. Over time, these were less about reporting updates and more about alignment, tightening communication, naming priorities, and reinforcing how we want to operate. I’ve done them consistently for a full year now and plan to keep going.

Early in the year, we invested in a sales coach. They pushed me to rethink how we talk about our work and present ourselves to prospects. More importantly, it reinforced the value of an outside perspective. That mindset, seeking guidance instead of trying to figure it all out ourselves, is something I plan to carry forward.

As the business continued to grow, I saw how my capacity had quietly become a constraint on what we wanted to accomplish. Not because I wanted control, butpa because too much still depended on me. One of the first steps was bringing on David to lead Growth and Partnerships. That created immediate relief, but it also surfaced how much work new business required.

From there, I hired Soliez, my executive assistant, which was a meaningful, but not easy step. Letting someone into the unfinished parts of how I work required trust and patience, but it created space for better decisions. As momentum continued to build, it became clear that even that wasn’t enough. We brought on Chris to lead Business Development and Alex to lead Marketing. Each step revealed the next opportunity, and we adjusted accordingly. The impact has been significant, not just operationally, but culturally. Momentum no longer depends on me being everywhere, and I’ve really enjoyed the camaraderie and shared ownership that’s come from building this group, called the Growth team.

Another important evolution this year was the way we deliberately executed on our CPG focus. The decision to work with CPG brands wasn’t new, but our follow-through became much more disciplined. We stopped quietly making things work for misaligned clients. We got clear about what the "ideal client" looks like and committed fully to helping them show up coherently across the customer journey, from discovery and education through conversion, retention, and ongoing engagement. That meant expanding our work beyond the website into areas like Amazon storefronts and GEO, so the brand experience holds together no matter where customers encounter it.

Launching our live podcast, Off the Shelf, became a natural extension of that focus, giving us a way to stay close to the real challenges CPG founders and operators are navigating, while sharing those insights with the community. It's been fun bringing this to life with our first advisor, Nate Rosen, fellow CPG lover and founder of Express Checkout.

What gives me the most confidence heading into 2026 is the team and the foundation we’re creating together. The care, ownership, and resilience everyone showed this year reinforced that we’re building something durable. My focus going forward is to keep creating clarity, investing in the right people and structure, and trusting that doing the right things consistently will continue to compound.

Related

Five Intentions for 2026

In previous years, I framed this section as “themes.” This year, “intentions” feels more fitting. These are what I plan to use to stay oriented as things get fuller at home and at work.

Hold ambition without letting it crowd out presence. I’m continuing to push myself in all areas of my life, but not at the expense of how I show up at home. The intention is to channel effort in a way that adds energy to family life, not competes with it.
Replace assumptions with shared clarity. As life gets more complex, especially at home, unspoken expectations create friction. Dana and I are being more deliberate about planning and ownership, using simple tools like a weekly whiteboard, so we’re operating from the same page instead of guessing.
Treat connection as something to tend, not fit in. Community adds real richness to our lives, but it doesn’t happen by accident. This year is about making space for relationships and shared experiences, for me and for our family, in a way that feels steady and intentional.
Remove friction as the business grows. At Barrel, some things still work because of shared context and people stepping in to fill gaps. I'm guilty of that in areas closest to me. The focus this year is on turning what already works into clearer roles, systems, and ownership so growth feels supported, not strained.
Move through this phase of life with curiosity. With two young kids and a lot changing, certainty isn’t the goal. Staying curious, especially with Dana, Mylo, and Cora, feels like the best way to stay patient, open, and present.

Topics

Year In Review

Written by Lucas Ballasy

Monday, January 5, 2026

Five Takeaways from 2025

Highlights