This as-told-to narrative originates from an extended and reflective conversation with Justin Fenchel, the 41-year-old chief executive officer and visionary cofounder of BeatBox Beverages, a company headquartered in Austin, Texas, that blends creativity, entrepreneurship, and the spirit of good times. During a portion of the discussion, investor and entrepreneur Mark Cuban, celebrated for his role on the television show *Shark Tank*, joined the call to share insights on his investment in BeatBox Beverages. The account that follows has been carefully refined and condensed for clarity, while retaining the full spirit of Fenchel’s story and his perspective on leadership, personal balance, and the evolution of his company.
Before launching into the world of innovative beverages, Justin spent nearly five years as an equity analyst, immersed in the numbers-driven, high-pressure environment of finance. Yet, despite career stability and measurable professional success, he gradually realized that the analytical work that occupied his days did not ignite his long-term passion. At 27 years old—unmarried, without children, and deeply reflective about his future—he found himself yearning for a professional path that offered a sense of purpose, creativity, and excitement beyond balance sheets.
This self-awareness prompted him to pursue an MBA, and in 2011 he enrolled in business school, a decision that became the pivotal turning point of his career. There he connected with Brad Schultz, who would later become one of his closest friends and a cofounder of BeatBox. The two discovered a shared entrepreneurial curiosity and a love for social experiences, which soon gave rise to a concept that blended fun with market opportunity: a “party version” of boxed wine, something portable, engaging, and designed for a younger audience seeking convenience without compromising on flavor. Their idea was further strengthened when they met Aimy Steadman, another business school peer who joined as the third cofounder. Together, the trio would build what eventually became a vibrant and fast-growing beverage brand that captured national attention.
In 2014, just a few years after founding the company, the BeatBox team appeared on ABC’s *Shark Tank*, captivating the investors with their energy and bold concept. Mark Cuban recognized the potential immediately, offering a $1 million investment in exchange for a one-third stake in the company. This infusion of both capital and mentorship became a cornerstone for BeatBox’s continued rise. Under Fenchel’s leadership, the company grew exponentially and is now valued at more than $200 million—a testament to the hard work, resilience, and dynamic partnership that defined its evolution. Managing this level of growth, however, demands constant focus and adaptability, especially for Fenchel, who also juggles the roles of husband and father.
A typical day in his life reflects the intricate balance between his personal and professional worlds. He usually wakes up at around 6:15 a.m., prompted by his 13-month-old baby. Although he naturally identifies as a night owl, the arrival of a child has completely reshaped his rhythms and priorities. Being someone who thrives on efficiency, he keeps his phone close by, enabling him to stay connected and complete small tasks whenever the opportunity arises. The first instinct upon waking is to check his smartphone—not to dive into emails, but to review daily sales data and get an immediate sense of how the business performed overnight. This quick glimpse sets the tone for his morning by aligning his mindset with the company’s pulse.
He begins each morning consciously hydrating by drinking a full liter of water, a personal ritual that helps him feel alert and grounded. Afterwards, he prepares coffee for both himself and his wife, Michelle, using their Nespresso machine. His own beverage typically features a touch of vanilla syrup, though he also enjoys crafting a cold brew combined with a nutritional product called Momentum, a longevity-oriented supplement that enhances focus and energy.
From about 6:30 to 8:00 a.m., he devotes his attention entirely to family time. These two hours are reserved for his wife and baby—a precious window before his professional responsibilities begin. Around 8:30 or 9 a.m., his workday officially starts with the first round of meetings. Before becoming a parent, Justin often traveled extensively, visiting partners and clients across the country, but fatherhood encouraged him to reassess his time management. Now, he places a higher priority on being present at home, ensuring his family life remains integral to his routine.
BeatBox itself has functioned as a remote-first company since its inception. Still, it recently established an office in the Austin area, where approximately forty employees collaborate in person. Fenchel visits this space a few times each month, though he remains exceptionally productive in his customized home office. There, his responsibilities include overseeing investor relations, crafting long-term strategic plans, and addressing urgent challenges that arise daily. His workspace is modest yet personalized—built around a single laptop rather than an elaborate multi-monitor setup. Behind him sits a carefully curated display shelf that serves as a professional yet creative backdrop for video calls. A signature feature of his office is a DJ booth, a nod to both his personal passion for music and the brand’s essence. While he hasn’t yet spun tracks during a meeting, he sees the setup as symbolic of BeatBox’s culture—infused with fun, inclusivity, and celebration.
His calendar is meticulously structured, reflecting the demanding nature of his role. Much of his day centers on communication, particularly with the sales division, where he participates in discussions designed to motivate, align, and strategize. When on the road, his meetings shift toward conferences, negotiations with major retailers, or collaborations with large distribution partners. He intentionally avoids booking significant meetings early on Monday mornings, valuing that brief cushion at the start of the week. Scaling the company from its small founding team to over 260 employees has required a deliberate focus on maintaining morale and cultural consistency, and Justin takes pride in remaining transparent with his staff about company developments. As a leader, he sees his duty not just as an executive but as a source of motivation, fostering both enthusiasm and trust across the growing organization.
In addition to internal collaboration, Fenchel maintains strong ties with the company’s investors, including Mark Cuban. He frequently speaks with Cuban, who once explained that his initial investment was sparked by his simple enjoyment of the product’s flavor and concept. Cuban recalled trying the BeatBox iced tea and raspberry drinks, both of which evoked nostalgic memories of his college years. He admired the product’s distinctive format, seeing it as ideally suited for the youthful, social energy of college communities. Reflecting on his partnership, Cuban praised the team’s intelligence, persistence, and cheerful resilience—even when challenges arise—remarking that such entrepreneurial determination makes his role as investor “the easy job.”
At home, Justin attempts to maintain healthy habits, especially during lunch, often enjoying the previous night’s home-cooked leftovers prepared by Michelle. His afternoons generally feature another wave of meetings, though their frequency and duration depend largely on whether he is traveling. By around 2:00 p.m., he typically meets with the company’s CFO to evaluate current operations and address any immediate financial concerns. Through years of experience, he has developed a calm and even-tempered approach that allows him to function effectively amid the inevitable chaos of a rapidly expanding enterprise. When unexpected fires arise, he handles them in real time—remaining grateful for the privilege of building something he genuinely loves alongside a remarkable team.
His workday draws to a close around 5:30 or 6 p.m. Although the role can be draining, he finds replenishment in his passion. The difficulties feel lighter when he remembers that he’s pursuing something that holds deep personal meaning. That commitment to purpose fuels his ability to persevere through demanding stretches or endless meetings. Midweek tends to be his peak period—when energy, focus, and productivity intersect. If an especially packed day leaves him feeling mentally spent, he pushes through with determination, reminding himself that perseverance is part of the creative and executive process.
Evenings are devoted to decompressing with his family. The Fenchels often go for a walk together with their baby, followed by an hour-long stroll with their dog to unwind. Once they return home, they share dinner and transition into a relaxed evening routine. Occasionally, Justin handles a quick business call after dinner, but afterward he and his wife settle into the couch to enjoy a glass of BeatBox wine while watching their favorite shows. Although they subscribe to nearly every streaming service imaginable, finishing a series usually takes time since parenthood leaves little space for binge-watching. Their current picks include *The Penguin* and *The Righteous Gemstones*. Justin admits he doesn’t read as often as he’d like but hopes to change that. Ultimately, he describes each day as vibrant and fulfilling—made extraordinary by the joy of witnessing his child grow, an experience he calls “the coolest thing ever,” surpassing even the triumphs of entrepreneurship.
Weekends for Fenchel blend relaxation with light work. His phone remains within reach, and he responds to texts or emails when needed, though he continually strives to improve his ability to disconnect. He’s learning that putting the phone down for a few hours rarely results in catastrophe and often leads to much-needed mental rest. True to BeatBox’s energetic and celebratory identity, Justin embraces the value of unwinding. He enjoys concerts—recently attending one by Jack White with his wife—and spends time with his cofounders, who also double as his closest friends. Their weekends mix casual business talk with effortless camaraderie, drinks by the pool, and shared laughter.
Outside of BeatBox, Justin enjoys diverse beverages, including beer and tequila, yet the heartbeat of BeatBox’s ethos—bringing people together around shared moments of fun—remains constant. By 10 p.m., he’s usually in bed, falling asleep around 11, ready to greet the next day with renewed enthusiasm and gratitude. The cycle repeats, echoing the life of a modern founder navigating ambition, creativity, and family—all while keeping the music playing steadily in the background.
Sourse: https://www.businessinsider.com/day-in-the-life-ceo-beatbox-beverages-justin-fenchel-2025-12
