The image of a modern CEO is often linked to sleepless nights, endless calls, and a non-stop hustle. But Ben Goodwin, cofounder and CEO of prebiotic soda brand Olipop, has carved a different path. In a conversation with Business Insider, the 40-year-old entrepreneur explained that discipline and hard work are essential, but not at the cost of health and fulfillment.

“I’m really disciplined and I work really hard, but I also make sure that whenever I can, I insert some time for relaxing or being creative in a way that I find fulfilling,” Goodwin said. His idea of leadership is less about being a “Terminator” and more about building a lifestyle where wellness and creativity coexist with work.

A morning built on rituals

Goodwin begins his day at 7 a.m. with supplements, caffeine — often served in a wine glass for a touch of fun — and a hot-cold shower that alternates between soothing warmth and icy discomfort. The practice, he explained, helps him “experience some discomfort” early on, preparing his body and mind for the demands ahead.

Breakfast is protein-heavy with minimal carbs, a diet shift he learned after experimenting with intermittent fasting and keto. By 8 a.m., he is at work, often booked with meetings until evening.

Exercise, labs and light lunches

Despite a packed schedule, Goodwin prioritizes exercise, alternating between cardio and strength training. “Unless I’m genuinely too sore, I make sure to get regular exercise,” he told Business Insider.

His afternoons often take him to Olipop’s flavor lab, where new ideas for sodas are tested and refined. Lunch, he prefers, is light — sometimes just a smoothie or leftovers — to avoid sluggishness during work hours.

The power of thermal cycling

Perhaps the most striking part of Goodwin’s wellness routine is his commitment to thermal cycling — alternating between saunas and cold plunges — a practice he has followed for nearly two decades.

“I can easily sit in a sauna for 45 minutes, and I’ll stretch while I’m in there. Then I’ll do the cold plunge for five or more minutes,” he explained. He believes this cycle not only strengthens his immune system but also resets his nervous system, which he admits is often strained by the pressures of running a fast-growing company.

Work, dinner and winding down

Evenings are reserved for carb-rich meals that replenish energy, especially after workouts. Dinner usually falls between 7 and 8 p.m., followed by winding down before bed at around 11:30 p.m. “It is inevitable that I’m going to think about the business,” Goodwin admitted, but his focus in the evenings is on switching gears and preparing to recharge.

Music as a weekend sanctuary

Away from spreadsheets and strategy calls, Goodwin finds freedom in music. On weekends, he DJs electronic sets — a passion that dates back to his high school years. From house to techno, it is a creative outlet that allows him to disconnect from work pressures.

“I don’t want to be 80 and looking back and thinking, ‘Oh, I didn’t do as much as I wanted to with one of my biggest passions,’” he said.

Goodwin’s lifestyle offers a counter-narrative to the hustle-at-all-costs culture. By balancing strict routines with creative outlets and wellness practices, he highlights a growing shift among leaders who value mental and physical health as much as company performance. His approach underscores a lesson that resonates beyond boardrooms: true success is not just about results, but about sustaining the well-being to enjoy them.