Over the past decade, Alex Ayin has helped build some of the fastest-growing startups across different industries and countries:
- Social Chain Group
- The Hut Group (MyProtein & LookFantastic)
- Wiser
It has been quite a journey, with many lessons learned and plenty of adventures still to come. With two young kids now, Alex’s next project is focused on giving back to the next generation of entrepreneurs. They will be interviewing leaders from the world’s most successful teams and sharing tactical advice, war stories, and proven blueprints to help you scale your startup.
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If your business could have a mascot, what would it be and why?
An Eagle – Eagles are known for their extraordinary vision, able to spot prey from miles away. As a mascot, this can symbolize clarity, strategic insight, and the ability to stay focused on goals. This “eagle-eyed” focus represents precision and determination, qualities crucial for achieving success, especially in competitive environments. Eagles are resilient birds that thrive in diverse environments, from mountains to coastlines, which symbolizes adaptability and strength under challenging conditions. Eagles are awe-inspiring animals often associated with soaring to new heights, a powerful metaphor for reaching aspirations, breaking through barriers, and inspiring others to rise above challenges.
What strategies do you employ to maintain a healthy work-life balance while running your own business?
I’m a huge believer in routines because they help anchor me in my day-to-day life. With two young kids, my time is limited, so I’ve optimized my routines to make sure I can perform at my best, even with the demands of both family and business.
One key part of my routine is my “shutdown ritual,” which I do every night at 9pm. I have it scheduled in my calendar as a meeting, and during that time, I ask myself three important questions:
- What’s one thing I’m proud of or that I consider a big win today?
- What’s a difficult thing I faced today, and what can I do tomorrow to address it?
- What am I grateful for? This could be anything — my kids, health, the support of my wife, anything.
I put all of this in my phone’s notes app because I always have my phone with me, whereas carrying around a gratitude journal doesn’t fit my lifestyle.
Then, I dive into my to-do list, which I color-code by tasks and time estimates. I select three to five high-impact tasks for the next day and schedule them in my calendar. These tasks are typically things that are important but not urgent. I don’t go over five tasks because I hate not completing my list, so it’s about finding that balance.
When faced with unexpected detours on your business path, how do you pivot with grace and resilience, showing fellow women entrepreneurs the way forward?
Anyone who’s suffered a serious injury knows how difficult it is, not just physically but mentally. It becomes a form of trauma.
You’re suddenly taken out of something you love, and there’s a huge psychological impact — frustration, anxiety, even depression. On top of that, you start to lose the fitness base you’ve worked so hard to build, and after a few weeks, it can feel like you’re back at square one.
But I learned to attack it head-on. One quote that always stuck with me comes from Tom Hanks: “This too shall pass.” Whether you’re experiencing the best day of your life or the worst, it’s temporary. I thought about this often during my injuries, especially when I looked up to athletes like Kobe Bryant, who tore his achilles heel at the tailend of his career, and still came back to the game so he could leave on his own terms. Kobe’s mindset was something I deeply admired, and it often motivates me to push through my own setbacks.
How do you measure the success of your business beyond financial metrics, such as customer satisfaction or community engagement?
- Employee happiness
- Impact (measured by the metrics that drive our mission)
- Success of other entrepreneurs
Can you share a memorable moment where you witnessed significant growth or transformation in your business, illustrating the impact of your services/products?
I’m a big advocate of letting others do the talking for how good you are and focusing on the work so here is a post from a recent workshop I ran with 25 entrepreneurs on the KPMG accelerator program:
What role do you believe mentorship plays in the success of small businesses, and how have mentors influenced your own entrepreneurial journey?
Huge – if you can learn from someone who has walked the path you are embarking on then you not only feel heard in the hard moments but can also avoid certain mistakes along the way.
I always advise founders I work with to develop their own personal board of advisors to call on for different skillsets and experience.
What’s your work all about, and how does it make a difference in the world?
We help founders turn their startups into high-performing teams of people who are then able to achieve their mission in a faster, more sustainable, and more fulfilling way 🚀
