Hi, I'm Lucas Ballasy. Over the years, the best conversations I've had with founders have been on a run, over coffee, at a conference: what it took to hold the brand together through a crisis, what it's like to grow a business while raising a family, how it feels to hire your replacement. I've learned so much from all of them.

There's plenty of great content about building CPG brands. Marketing tactics, supply chain do's and don'ts. So on. None of it is about the person doing the building. What it takes to keep believing and keep showing up. The Long Aisle is my way of capturing those conversations (and a good excuse to keep having them).

I've spent over a decade working with CPG brands at Barrel. Outside that, I'm a dad, fitness enthusiast, musician, and a believer that the right inputs, compounded over time, create something worth building.