What would you do if you had a six-figure salary? Perhaps you’d never cook another meal or indulge in a monthly Thai massage and a Soho House membership to unwind from the stress that comes with being at your A game.
Here at The Good Life you don’t have to imagine what life at the top looks like anymore: Get real-life inspiration for how the most successful live their lives.
Today Fortune meets Alfonso de Gaetano, founder and CEO of the fine wine club Crurated.
The Italian-born entrepreneur started out as a professional soccer player until an ankle injury changed the course of his career. He went from kicking a ball on the pitch to kicking off strategies in the boardroom, trading jerseys and goals for suits and meetings as a management consultant.
The 47-year-old was a Google exec for over a decade before he decided to go at it alone in 2021 and launch the first blockchain-based high-quality wine community that certifies the provenance of every bottle it sells with an NFT. Already it’s raised $7.2 million, amassed more than 5,000 members (65% of whom are under 45 years old), and grown to a team of 80 to meet demand.
The finances
What’s been the best investment you’ve ever bought?
My first apartment in Dubai in 2007. Since then the market has been up and down, but the rent yield was excellent for 16 years and when I sold it in 2023, prices skyrocketed.
And the worst?
I launched a pizzeria in Lebanon in 2009. It was a small investment that took a lot of work, but the opportunity allowed me to learn from the mistakes I made that will not be repeated again in future investments.
"I took on the leadership challenge of building a digital-first work environment where all of our team work remotely."
Alfonso de Gaetano
What are your living arrangements like: swanky apartment in the city or suburban sprawling?
I live on the Palm in Dubai and have done so since I arrived in 2007. It was very close to our Booz & Company offices and then the Google offices when I worked there—just five minutes by car. I like that I don’t really need to use my car here, as there are great services and everything I need is within walking distance. It makes me very efficient when I'm in the city.
How do you commute to work?
Crurated has no physical office, so there’s no need to commute. I took on the leadership challenge of building a digital-first work environment where all of our team work remotely. Offering full flexibility will be a key differentiator for attracting and retaining talent.
Do you carry a wallet?
Yes, I still use credit cards and have cash to hand—you cannot tip with a card.
What personal finance advice would you give your 20-year-old self?
I am very happy with where I am and the decisions I made. When I was 20 I was studying engineering in Naples while also working to support myself. I didn’t save much until I was 30, but it helped me see the world and open my mind, so I spent my money traveling, learning English, and discovering new cultures.
What’s the one subscription you can’t live without?
Audible is one of my favorite subscriptions. It allows me to spend more time listening to books, especially whilst I am on the move between hotels and airports around the world. The platform is extremely well built, fast, and has all the key features that make you realize how technology can improve people’s lives.
Where’s your go-to wristwatch from?
I don’t wear one. I have bought many digital watches, but I hate recharging them so I’ve ended up not wearing one.
The necessities
How do you get your daily coffee fix?
I always start my day with a coffee from my Moka machine to make a Neapolitan espresso as soon as I wake up. My last coffee is after lunch. Never ask me if I want a cappuccino after lunch or dinner.
What about eating on the go?
As I am traveling more than 50% of the time I don’t really have a routine, so it’s hard to say how and where I usually have lunch. My food habits are not the best, especially when traveling, but this is a big improvement opportunity for me in the future.
Where do you buy groceries?
I have a handful of set places I choose to go to, to find the best products in each category, especially if I am in Dubai or Napoli. It doesn’t matter if that means needing to go to four different shops for four different items, I love walking whenever I can.
How often in a week do you dine out versus cook at home?
I would say I dine out around 70% of the time given my travel schedule. I love trying all different cuisines. After Italian food my favorite cuisines are Japanese and Greek.
“We recently built virtual wine cellars at Crurated, which our clients also have access to, so I like showing my cellar to my network.”
How Alfonso de Gaetano uses virtual platforms at work.
Where do you shop for your work wardrobe?
For the last five years, I have bought most of my clothes from Brunello Cucinelli. I love the quality of the products and their understated luxury style.
The treats
Are you the proud owner of any futuristic gadgets?
I have both Meta glasses and Apple Vision Pro, which I asked friends in the U.S. to collect for me. We recently built virtual wine cellars at Crurated, which our clients also have access to, so I like showing my cellar to my network. I am a huge fan of revolutionary technologies. Blockchain tech in particular provides an immutable ledger that can be used to verify the provenance of each bottle or barrel of wine that leaves a vineyard.
How do you unwind from the top job?
Exercise is a great way for me to unwind. I used to do a lot of yoga and have recently started doing Reformer Pilates, which I really enjoy. Having said that, my favorite way to unwind is to cook.
I love transforming ingredients into beautiful dishes and flavor combinations. It’s a challenge that requires my full attention. According to my friends, Rigatoni Bolognese is my best dish.
What's the best bonus treat you've bought yourself?
Wellness retreats in incredible places across Asia. Thailand, India, and Bali are my favorite destinations for mental and physical wellness.
How do you record your notes in a meeting?
I don’t record my meetings. If something is really important, I will remember. I try to finish my tasks by the end of each day, and if necessary I use my emails to remind myself of the tasks I need to do.
Take us on holiday with you. What’s next on your vacation list?
I don’t have any holiday homes as I like to visit new places each time I travel. Having said that, I do visit Italy every year during the summer—it’s a must.
Capri, Amalfi Coast, Forte dei Marmi, and Sardinia are some of my favorite places to enjoy the summer. I also love spending at least one or two weeks in the Alps every year. I always do a bit of work during the week when I'm on holiday as it’s impossible to completely switch off when you have a startup, but I do try to disconnect on the weekends. This year’s holiday itinerary is Forte dei Marmi, Portofino, St. Moritz, and Positano. I made the decision to not travel too far this year as I’ve already had an intense year of traveling with work.
Here at The Good Life you don’t have to imagine what life at the top looks like anymore: Get real-life inspiration for how the most successful live life.
Fortune wants to hear from European leaders on what their “Good Life” looks like. Get in touch: orianna.royle@fortune.com
