The Sweet Grind: Why One Man’s 90-Hour Workweek Isn’t Just About Gelato
There’s something almost poetic about Kevin Cortesao’s story. Here’s a man who’s opening his ninth gelato shop in Wagga, Australia, working 90-hour weeks, and yet, he seems to thrive on it. Personally, I think this isn’t just a tale of entrepreneurial success—it’s a window into the mindset of someone who’s found their purpose, even if it comes with a side of exhaustion.
What makes this particularly fascinating is how Cortesao’s journey began. He was literally in the hospitality industry before he could walk, thanks to his mother, a Madeira Island native who ran multiple businesses in Australia. From my perspective, this early immersion isn’t just a quirky detail—it’s the foundation of his work ethic. Growing up in a restaurant, as he did, teaches you that work isn’t just a job; it’s a lifestyle. And that’s something many people don’t realize when they hear about his 90-hour weeks. It’s not just about the hours; it’s about a lifelong commitment to a craft.
The Early Start: A Legacy in the Making
One thing that immediately stands out is how Cortesao’s mother shaped his trajectory. She wasn’t just a business owner; she was a mentor who handed him a blueprint for success. If you take a step back and think about it, this kind of intergenerational knowledge transfer is rare. Most entrepreneurs start from scratch, but Cortesao had a head start—a living, breathing example of what it takes to succeed in hospitality.
What this really suggests is that success often isn’t self-made in the way we romanticize it. It’s built on the shoulders of those who came before us. Cortesao’s story challenges the bootstrapping narrative we often hear in business. It’s not just about grit; it’s about the environment and opportunities you’re born into.
The 90-Hour Week: Passion or Obsession?
Now, let’s talk about those 90-hour weeks. On the surface, it sounds unsustainable—and it probably is for most people. But Cortesao doesn’t frame it as a burden. He says, ‘I really enjoy it, I couldn’t see myself doing anything else.’ This raises a deeper question: At what point does hard work become a form of identity?
In my opinion, Cortesao’s dedication is both admirable and a little alarming. It’s admirable because it’s clear he loves what he does. But it’s alarming because it blurs the line between passion and obsession. If you’re working 90 hours a week, when do you have time to reflect, to innovate, or even to enjoy the fruits of your labor? This isn’t just a question for Cortesao—it’s a question for anyone chasing success at the expense of balance.
Expanding in a Competitive Market: Guts or Naivety?
Cortesao’s new Augustus Gelatery in Wagga is entering a crowded dessert scene, with competitors like Bombom and Gelatissimo already established. What many people don’t realize is that this kind of competition isn’t just about flavor—it’s about brand loyalty, location, and timing.
A detail that I find especially interesting is Cortesao’s optimism. He praises the support from Wagga Marketplace and seems unfazed by the economic challenges. This could be seen as either gutsy or naive. From my perspective, it’s a bit of both. Gutsy because he’s willing to take risks, but naive because he might be underestimating the challenges of standing out in a saturated market.
The Role of Corporate Backing: A Double-Edged Sword
Cortesao credits the strong corporate backing of Augustus Gelatery for his rapid expansion. This is where things get interesting. On one hand, corporate support provides resources and stability. On the other hand, it can dilute the personal touch that makes small businesses unique.
If you take a step back and think about it, this is a common dilemma in entrepreneurship. Do you scale up and lose some of your identity, or do you stay small and maintain control? Cortesao seems to have found a middle ground, but it’s a delicate balance. What this really suggests is that growth isn’t just about numbers—it’s about preserving the essence of what makes your business special.
The Broader Trend: Hospitality in a Post-Pandemic World
Cortesao’s story doesn’t exist in a vacuum. It’s part of a larger trend in the hospitality industry, which has been both battered and revitalized by the pandemic. Personally, I think we’re seeing a resurgence of small businesses, driven by people who are willing to take risks despite economic uncertainty.
What makes this particularly fascinating is the psychological shift. After years of lockdowns, there’s a hunger for experiences—and gelato, with its 36 flavors and plant-based options, fits right into that. But it’s not just about the product; it’s about the experience. Cortesao understands this, which is why he’s not just selling gelato—he’s selling a moment of indulgence in a world that’s been starved for it.
Final Thoughts: The Sweet and the Bitter
As I reflect on Cortesao’s journey, I’m struck by the duality of it all. There’s the sweet success of building something from the ground up, but there’s also the bitter reality of the grind. In my opinion, his story is a reminder that success isn’t just about working hard—it’s about working smart, staying true to your roots, and knowing when to take a break.
One thing that immediately stands out is how much of himself Cortesao has poured into his business. It’s inspiring, but it also raises questions about sustainability. If you take a step back and think about it, the real challenge isn’t opening nine stores—it’s maintaining them while keeping your sanity intact.
So, here’s my takeaway: Kevin Cortesao’s story is more than just a business success. It’s a reflection of our times, our values, and our limits. It’s about passion, perseverance, and the occasional need to pause and enjoy a scoop of gelato. Because at the end of the day, isn’t that what it’s all about?
