That’s It Nutrition CEO Lewensztain Prioritizes Work Over Life

Lior Lewensztain, the founder and CEO of That’s It Nutrition, has built a successful business with over $50 million in annual revenue. Despite this achievement, he admits that work-life balance is a luxury he cannot afford, even after a decade of running his company. Lewensztain's mindset is shared by other prominent leaders, including Barack Obama and Mark Cuban, who also prioritize their work above all else.

Lewensztain's company, That’s It Nutrition, specializes in fruit bars and snacks and has seen significant growth in recent years. The company's products are now available in 85,000 retail stores, including major retailers like Costco, Walmart, and Target. However, Lewensztain believes that success in entrepreneurship requires constant effort and vigilance. He states that even during vacations, he remains on call 24 hours a day, as the competition is always ready to take his spot.

Lewensztain's approach to work is hands-on and involves being actively engaged in all aspects of his business. He moves between marketing, operations, and finance, filling in the gaps where needed. This level of involvement allows him to stay connected to the day-to-day operations and maintain a pulse on the business. Lewensztain's dedication and hard work have been key factors in the company's success, but they also highlight the sacrifices required to achieve and maintain such success.

Work-life balance is often seen as a desirable perk for young workers, with experts suggesting that it can have mental health benefits and enhance productivity. However, Lewensztain and other successful leaders like Mark Cuban and Barack Obama argue that achieving excellence in any field requires periods of intense focus and hard work, which may come at the expense of personal time. Cuban, for instance, believes that ambitious individuals cannot afford to take time away from their business, as there is always someone working to outdo them. Similarly, Obama acknowledges that there will be times in one's life when work becomes the primary focus.

Lewensztain's experience underscores the reality that work-life balance may not be compatible with the level of dedication required to achieve and maintain success in a competitive industry. While his approach may not be suitable for everyone, it serves as a reminder that the path to success often involves significant sacrifices and a relentless work ethic. For Lewensztain, the constant grind is a necessary part of his journey, and he remains committed to his company's growth and success.