Wunder Mom Alex Schinasi Shares Her 2025 Family & Business Goals
Before I even met Alex we had been following each other on instagram. When I looked at her profile she had co-founded several businesses and I was immediately intrigued, who was this entrepreneurial wunder kid? I soon found out not only did she have brains, beauty and my spirit animal for an organized life. She is cool as heck and can dance longer than the people of the dancing plague of of the 1500’s, I know because we danced the night away together :)
She is now embarking on a new exciting entrepreneurial journey, starting with a new podcast Unfinished Business, Hulken the most stylish way to cart any and everything and Make It Happen a community of goal getters. I asked Alex how do you do it all and what here goals for family and business were for 2025!
WH What does your typical work day look like?
AS My mornings start in a whirlwind—getting everyone ready for school is a marathon of uniforms, library books, water bottles, and extracurricular gear. It’s a long checklist made more challenging by some very slow-moving little humans. But after drop-off, I can finally breathe, sip my matcha, and feel ready to dive into the day.
I’ve been trying to prioritize my health. So my goal is to fit in a daily workout or some kind of movement (yoga and reformer pilates are my faves!). Once that’s done, it's full speed ahead at the office. My days are filled with emails, team check-ins, planning product launches, and brainstorming ways to take Hulken to the next level—it’s busy but fulfilling.
Towards the end of the day, I pick up my kids and head home for family dinner. Now that my kids are older, we try to have sit-down meals together, even if they’re peppered with interruptions from my youngest, Noam, darting in and out of his seat.
By 9 p.m., I’m in bed, unwinding with some REALLY bad reality TV— total guilty pleasure and, honestly, the highlight of my day!
“Be kind to yourself and embrace imperfection. Setting boundaries, outsourcing when you can, and carving out intentional moments for both work and family make all the difference.”
WH What is the greatest challenge of being a working mom?
AS Balancing the emotional and logistical demands of both roles. There’s a constant pull between wanting to excel at work and being present for my kids.
WH Do you have a support system to help you juggle motherhood and career?
Oh yes! I feel so blessed to have Imelda, our live-in nanny—she’s my absolute lifeline. I honestly couldn’t do half of what I do without her; she’s amazing and a part of our family. And of course, my husband’s pretty great too—couldn’t do it without his support either!
WH What is your best advice for combining/balancing work and motherhood?
AS Be kind to yourself and embrace imperfection. Setting boundaries, outsourcing when you can, and carving out intentional moments for both work and family make all the difference.
WH Do you feel motherhood has altered your career path?
AS Yes, in the best way. It’s helped me refine my priorities, focus on what truly matters, and seek out work that aligns with my values.
2025 Goals
Have You made any Family Goals for 2025 and if so what are they?
I live on setting goals for myself :) This year, I'm focusing on more intentional family adventures and carving out unplugged time from work. We’ve usually kept our family trips simple, but this year we’re stepping it up with a few exciting adventures—including a jungle trip to Costa Rica!
You are so business savvy what are your business Goals for 2025?
My goal is to establish myself as a thought leader in the D2C and eCommerce space—a new and exciting challenge for me, coming from a background in software. I’m also focused on expanding Hulken’s brand awareness and growing my podcast into a leading platform for women seeking to pivot or redefine their career paths.
Quickies
Current Projects? A manifesting journey and my new podcast!
Favorite Book? The man with the miraculous hands
Favorite Kids Book? Penelope Rex
Favorite kid friendly spots? Kefi, Praia Princesa, Mirari
Favorite local restaurant? Magnolia and Bar Alimentar
On repeat on your playlist? Defying Gravity :)
Favorite Podcast? Raw by Anouk Lorie
Favorite App? It's boring but I love the United app! I travel so much and their app is AMAZING!