Why I start work at 11 AM (and why it matters)
It’s Tuesday 11:06 AM, and I just sat down at my computer.
Late start?
Indeed.
My emails and posts have been going out later because I’ve made a conscious choice about my morning routine.
After my daughter starts her homeschool day, I head to my home gym for a solid 90-minute workout.
Then shower, breakfast, and finally settling into work.
This is my Ferrari.
(It’s a metaphor – stay with me here)
My definition of success isn’t about affording luxury cars.
It’s about having complete autonomy over my time. That’s true wealth.
For me, that means training when I want, not being tied to someone else’s schedule.
I’ve built my business around my ideal lifestyle, not the other way around.
My work day is beautifully simple:
– Write my daily Linkedin post (connecting with amazing people like you)
– Coach my select group of clients
– Work on projects that excite me
The training?
Non-negotiable. I´m training for a pretty serious endurance event in July (Red Bull Romaniacs Hard Enduro Rally).
Just like my time with my daughter.
Or my adventures with my wife (who, by the way, just won another Masters World Championship in downhill mountain biking 🎉 🥇 ).
This is why I do what I do.
I learned this during my time as a Commando:
Life is too precious to waste on things that don’t truly matter.
It can end anytime.
Success without freedom is just a fancy prison.
Could I afford a Ferrari? Yes.
Would I buy one? No, not if it means losing my freedom.
Because:
1. My real luxury is time freedom
2. That capital is better invested in experiences and growth
3. True wealth is having control over your time, health, and purpose
–
About the picture: Last week, we had some Father-Daughter time in Dubai. We did a cool racetrack experience in….you guessed it: A Ferrari. So I just had to put the picture in here 😃
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