É fato que o churn rate se tornou um indicador para o sucesso e a longevidade das empresas. Esta métrica, que mede a taxa de perda de clientes, tem um impacto direto na saúde financeira e no crescimento das organizações. Por isso, gerenciar esses dados é essencial para empresas que buscam manter suas bases ativas e garantir uma posição competitiva no mercado.

Ao monitorar de perto este indicador e implementar estratégias para reduzi-lo, as organizações podem melhorar a retenção de clientes, aumentar a receita e fortalecer sua posição frente à concorrência. O foco na experiência do cliente, a personalização da comunicação e o uso de ferramentas adequadas são essenciais para alcançar esses objetivos.

Second Marcus Marques, especialista em gestão empresarial e fundador do Grupo Acelerador, a taxa de evasão ou cancelamento mede o percentual de clientes que interrompem seu relacionamento com uma empresa durante um período específico. Em outras palavras, trata-se de uma certa quantidade que deixa de utilizar os produtos ou serviços de uma organização. “Uma taxa elevada pode indicar problemas de satisfação, qualidade dos serviços oferecidos ou na competitividade dos preços praticados. E esse movimento indica um alerta, que influencia diretamente a sustentabilidade financeira a longo prazo da empresa”, aponta.

Por essa razão, o constante monitoramento permite aos gestores identificar áreas problemáticas e desenvolver estratégias específicas para melhorar a retenção de clientes. “É fundamental que as organizações implementem sistemas eficientes de gestão, como CRMs, para acompanhar adequadamente o histórico de compras e interações, possibilitando uma análise mais precisa do churn rate e suas causas”, avalia o especialista.

Marcus aponta que existem diversos tipos de churn rate que devem ser analisados para obter uma visão abrangente. “Há o voluntário, que é o tipo mais comum, referindo-se àqueles que optam por cancelar ou abandonar o serviço por vontade própria, e o involuntário, que ocorre quando o cliente interrompe o relacionamento com a empresa ‘sem querer’, como no caso de um cartão de cobrança recorrente que expira ou quando o cliente esquece de renovar o contrato”, destaca.

O revenue churn (churn de receita) indica quanto de receita a empresa deixou de ganhar com a evasão de clientes. “Essa modalidade pode ser dividida em gross revenue churn (churn de receita bruta) e net revenue churn (churn de receita líquida). O early churn foca nos clientes que abandonam a empresa logo no início do relacionamento, o que pode indicar problemas no processo de onboarding ou na entrega inicial de valor. O churn negativo representa um resultado favorável, mostrando que a receita aumentou mesmo após a evasão de alguns clientes dentro de um período específico”, detalha o especialista em gestão de empresas.

Como calcular o churn rate

A fórmula mais simples e amplamente utilizada para calcular o churn rate consiste em dividir o número de clientes perdidos em um período específico pelo número total que havia no início desse mesmo período, multiplicando o resultado por 100 para obter a porcentagem. Matematicamente, a fórmula pode ser expressa da seguinte maneira: churn rate = (número de clientes perdidos / número total de clientes no início do período) x 100.

Algumas das principais vantagens de utilizar ferramentas específicas para fazer este cálculo incluem a automatização do processo de coleta e análise de dados, geração de relatórios personalizados e dashboards interativos, integração com outros sistemas de gestão de clientes (CRM), capacidade de segmentar os dados por diferentes critérios (tipo de cliente, plano de assinatura etc.) e alertas automáticos para variações significativas da taxa.

É importante ressaltar que, independentemente do método ou ferramenta escolhida, o mais importante é manter a consistência na abordagem ao longo do tempo. “Isso permite que as empresas comparem os resultados de diferentes períodos de forma precisa e identifiquem tendências relevantes para a tomada de decisões estratégicas”, avalia Marques.

Perda de receita

O efeito mais direto e prejudicial de um alto churn rate é a diminuição da receita. Para empresas que dependem de modelos de negócio baseados em assinatura ou recorrência, como softwares, serviços de streaming e clubes de assinatura, a perda de clientes tem um impacto direto na receita recorrente mensal (Monthly Recurring Revenue – MRR). Essa redução na receita pode comprometer a saúde financeira da empresa e dificultar investimentos em melhorias e expansão.

Além disso, a perda de clientes também afeta negativamente o valor do tempo de vida do cliente (Lifetime Value – LTV). Quanto maior a rotatividade ou evasão, menor será o LTV, pois os clientes permanecem menos tempo na empresa e geram menos receita ao longo do seu ciclo de vida.

Danos à reputação da marca

Quando muitos clientes rompem o relacionamento com uma empresa, isso pode ser interpretado como um sinal de que algo na oferta não está adequado. Essa percepção negativa pode se espalhar rapidamente, afetando não apenas os atuais, mas também potenciais novos clientes.

Para mitigar esses impactos negativos, as empresas precisam identificar as causas subjacentes da evasão de clientes e implementar estratégias proativas de retenção. Dessa forma, é possível reduzir os efeitos negativos e criar oportunidades para melhorar seus produtos, serviços e experiência do cliente, fortalecendo sua posição no mercado e promovendo um crescimento sustentável.

Principais causas do churn

O churn é um fenômeno complexo que pode ser desencadeado por diversos fatores. Compreender as principais causas que levam os clientes a abandonarem uma empresa é fundamental para desenvolver estratégias eficazes de retenção. “Uma das principais causas é a insatisfação dos clientes com o produto ou serviço oferecido. Isso pode ocorrer quando o produto não atende às expectativas criadas durante o processo de venda, a solução não acompanha as evoluções do mercado, perdendo em qualidade e funcionalidades, o cliente não consegue perceber o valor do produto ou serviço em relação ao investimento feito, ou há problemas técnicos recorrentes ou dificuldades de uso que frustram os usuários”, aponta Marques.

Para reduzir o churn rate e manter os clientes engajados, as empresas precisam adotar estratégias eficazes que coloquem o consumidor em primeiro lugar. A experiência do cliente tem um impacto direto na taxa de churn, e, para garantir que todo o processo seja positivo, é essencial ouvir atentamente o feedback para identificar possíveis problemas e áreas de melhoria, além de implementar uma cultura centrada no cliente em toda a empresa, não apenas na equipe de atendimento.

Investir em um processo de onboarding eficiente, que ajude os novos clientes a entenderem e utilizarem o produto ou serviço de forma adequada, e oferecer suporte ágil e eficaz em todos os pontos de contato são formas de priorizar a satisfação de todos os que são atendidos por um determinado serviço. “Dessa forma, as empresas podem aumentar a satisfação e reduzir a probabilidade de cancelamentos”, aconselha o especialista.

Um programa de fidelidade bem estruturado também pode ser uma ferramenta poderosa para reduzir o churn rate. Algumas estratégias incluem criar um sistema de recompensas que oferece benefícios exclusivos para clientes frequentes, desenvolver parcerias com outras empresas para oferecer vantagens adicionais, implementar um sistema de pontos ou níveis que incentive o engajamento contínuo, e oferecer descontos ou promoções especiais para clientes fiéis.

Personalizar a comunicação também pode ser uma ferramenta poderosa nesse processo. “A personalização tem se tornado uma estratégia para envolver e conquistar os consumidores, e para isso é preciso coletar dados sobre preferências, comportamentos e histórico de compra e utilizar essas informações para criar mensagens e ofertas direcionadas e relevantes. Implementar estratégias de e-mail marketing personalizadas, considerando o histórico de interações do cliente”, conclui.

O trabalho em uma startup muitas vezes é árduo e cheio de desafios, por isso é fundamental contar com uma equipe cujos valores estejam alinhados com os objetivos da empresa, havendo o chamado “fit cultural” entre contratante e contratados. Isso também é válido para a área de vendas, que precisa de motivação constante para alcançar os melhores resultados e cumprir metas.

Um estudo da SHRM (Society for Human Resource Management) mostrou que o fit cultural é uma das principais razões pelas quais as pessoas permanecem em suas funções. Empresas que contratam com base em compatibilidade cultural relatam uma redução de até 50% na rotatividade de funcionários. Outro estudo, realizado pela Universidade de Harvard, apontou que funcionários que têm fit cultural com a empresa tendem a ser 17% mais produtivos.

Second Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, que apoia fundadores visionários na jornada para o próximo nível, combinando expertise, capital e experiência, formar uma equipe de vendas alinhada aos valores da empresa é indispensável para o crescimento de qualquer startup. “Quando os profissionais compartilham dos mesmos objetivos e crenças, isso pode evitar conflitos e garantir um comprometimento genuíno com a missão da empresa”, afirma.

Mas como contratar uma equipe de vendas que, além das habilidades necessárias, ainda tenha valores e crenças similares aos da startup? De acordo com Marilucia, a própria entrevista de contratação é um bom momento para checar. “Primeiramente, é importante que sejam feitas perguntas que identifiquem se o candidato se daria bem trabalhando em uma startup em si, já que trata-se de um ambiente muito diferente do mercado formal. Por exemplo, o candidato lida bem com mudanças rápidas de estratégia e pressão constante? Alguns não”, orienta a executiva. 

Outro ponto é buscar entender se o candidato tem valores similares aos do negócio em si. “Se estamos falando de uma startup voltada a cuidados com os pets, por exemplo, é natural que quem vai estar na equipe precisa gostar de pets, caso contrário não haverá motivação alguma para se debruçar sobre os benefícios do produto ou servi-lo e tentar vendê-lo. A pessoa pode até vir de uma área completamente diferente, mas precisa comprar a ideia, precisa acreditar nos valores do negócio”, afirma Marilucia Pertile. 

Outra forma de avaliar se um candidato à área comercial possui fit cultural com a startup é realizando simulações. “É possível fazer perguntas para saber como a pessoa lidaria com determinadas situações e, naturalmente, treinamentos constantes são necessários para reforçar a forma de atuação que é considerada adequada pela empresa”, orienta a co-fundadora da Start Growth. 

Para Marilucia Pertile, os líderes também precisam estar atentos ao comportamento do vendedor com o time e clientes, mantendo a porta aberta para diálogos constantes e pesquisas de feedback. “É preciso haver um alinhamento constante para que bons resultados sejam obtidos”, finaliza.

Confira habilidades e características-chave de um bom vendedor:

• Ter valores e crenças alinhados com os da startup
• Acreditar no negócio e gostar do que está sendo oferecido
• Saber como lidar com dificuldades e cenários complexos
• Saber lidar com mudanças bruscas de estratégia e pressões
• Ser proativo e confiante
• Ser colaborativo, pois ninguém faz nada sozinho em uma startup

Em recente visita ao Brasil, o CEO da SUSE, Dirk-Peter Van Leeuwen, compartilhou valiosos insights sobre o impacto crescente das soluções open source no cenário tecnológico global e local. Durante sua estadia, DP discutiu como a SUSE está liderando a inovação em áreas críticas como computação em nuvem, inteligência artificial e segurança de dados, destacando o papel fundamental do open source na aceleração dessas tecnologias. O executivo também enfatizou o comprometimento da SUSE com o mercado brasileiro e também latino-americano.

“Ao possibilitar uma inovação rápida e colaborativa, projetos de open source têm impulsionado avanços significativos nos setores da internet, da nuvem e da IA. Diferente do software proprietário, que restringe o acesso ao seu código, o open source permite o compartilhamento e a melhoria ampla, promovendo um ambiente onde a tecnologia evolui de maneira mais rápida e inclusiva”, explicou DP. Segundo o CEO, que possui cerca de 30 anos de experiência no setor, sendo aproximadamente 20 deles com código aberto, as ferramentas do open source foram fundamentais para os desenvolvimentos iniciais de machine learning.  os princípios do open source – melhorias colaborativas, compartilhamento de conhecimento e transparência – serão essenciais para a saúde futura da IA.

Mercado brasileiro e expansão

Desde outubro de 2023, quando finalizou o ano fiscal da SUSE, a empresa mais que dobrou o número de funcionários da equipe de vendas da América Latina. “O Brasil tem grande potencial de crescimento e sabemos que nosso modelo oferece todo o suporte para empresas, além das vantagens do open source para acelerar o crescimento das organizações.”, ressalta DP. À medida que a SUSE continua a expandir sua presença na América Latina, incluindo um novo escritório no México, a empresa permanece comprometida em fornecer soluções inovadoras e seguras para as empresas globalmente.

Linux e Kubernetes foram reconhecidos como tecnologias transformadoras, com o recente reconhecimento da SUSE pelo Gartner® como Líder no Magic Quadrant™ de Gestão de Contêineres, graças ao produto da SUSE, Rancher Prime, plataforma nativa da nuvem que ajuda organizações a gerenciar e proteger suas cargas de trabalho em contêineres. É projetada para uso empresarial e pode ser utilizada para rodar Kubernetes localmente, na nuvem e na borda. Esse reconhecimento destaca a capacidade de execução e visão abrangente da SUSE. Segundo o Gartner, o Magic Quadrant é o resultado de uma pesquisa profunda em um mercado específico, proporcionando uma visão ampla das posições relativas dos principais concorrentes. Os líderes não apenas executam bem suas estratégias atuais, como também estão bem preparados para o futuro.

Tendências – Olhando para o futuro, a SUSE pretende aprimorar ainda mais suas soluções de infraestrutura, com foco em IA e outras tecnologias emergentes. As novas soluções de IA da empresa são projetadas para proteger dados sensíveis, garantindo que eles permaneçam seguros mesmo diante de possíveis vulnerabilidades.

A career that requires focus and intense dedication, entrepreneurship is a reality for 19.5% of the Brazilian population (approximately 42 million people), according to the National Association for Studies in Entrepreneurship and Small Business Management. Micro and small businesses alone generate more than 27% of Brazil's GDP, according to Sebrae. With all this responsibility, entrepreneurs and senior executives are subject to issues such as stress and other mental health problems throughout their careers. According to the Endeavor network study called "Health and Performance of Entrepreneurs," these effects affect 7 in 10 entrepreneurs in Brazil. 

To stay grounded and achieve a balance between personal and professional life, CEOs of national brands share strategies they apply daily that are essential for preserving mental health. 

Eleandro da Costa, CEO of Jumper! Professions and Languages
“I reserve every Friday night for dinner out and something to do as a couple.”
Eleandro Costa's entry into the Jumper! Profissões e Idiomas chain required a lot of dedication and commitment. Before becoming CEO and partner, he started as a franchisee with his wife, working from 8 a.m. to 10 p.m., Monday through Saturday and sometimes even Sundays. Over time, he began experiencing headaches and dizziness, and was diagnosed with high blood pressure. As soon as he began treatment, he redoubled his attention to his physical and mental health, recovered, and stopped taking medication in just two months. "I sought more knowledge about emotional intelligence, and this was a determining factor in my performance and quality of life, as it prepared me to face everyday challenges and be more effective in decision-making," said the CEO. After the move, the business grew, and Eleandro began managing more franchises and sharing his time with his two children, participating in family activities, activities with the kids, and, of course, his life as a couple with his wife: "Despite the expansion of franchises and the ever-growing business, we always make quality time and create many memories together. We make time for the children and for the couple, as my wife and I reserve every Friday night for dinner and something special," he said. Another activity Eleandro never sacrifices is his physical activity and his spiritual life with God. He goes to the gym twice a week, runs 5K runs regularly, and plays soccer twice a week. Travel is also part of maintaining the CEO's mental health, and he optimizes his time by listening to podcasts and audiobooks focused on franchising, financial intelligence, team management, and entrepreneurship.

Thiago Ferreira Lima, CEO of Clínica Seven
“Body, mind and soul aligned”
For the executive, taking care of himself and his family is essential for balance, which reflects on his business. "I usually divide my personal care into three pillars: body, mind, and soul. My day starts at 5 a.m. Every day, I wake up at that time and, at home, I cycle while consuming business-related content, such as podcasts and videos. Then I begin my family routine, waking my children to take a bath and eat breakfast together. When they leave for school, I return to my personal care with weight training and reading the day's news. I often use the late morning, when I'm alone, to sketch out new projects and ideas for Clínica Seven. In the afternoon, I dedicate myself to the company, analyzing results, distributing demands, and aligning new strategies with leaders and directors. My evenings are reserved for my family and reading books on personal development. This is how I balance my work and personal life," says the CEO.

Giordania Tavares, CEO of Rayflex 
"I try to dedicate myself to each task of the day. In other words, when I'm at work, I'm at work, and when I'm at home, I dedicate myself to household chores."
Separating work from personal activities is essential to ensuring a healthy balance and achieving a good quality of life. "Since I travel a lot for work, I always set aside time to enjoy the place; this gives me a good feeling not only of having accomplished my work task. I also try to spend time with my son and husband, doing activities like spending time at the beach, walking, cycling, and other activities completely different from my work routine. I enjoy being with friends, traveling, and spending time alone, for example, spending a few hours at home tending to plants and occasionally having a glass of wine and listening to good music," comments Giordania.

Felipe Otoni, CEO of SegSmart
“The main thing is to set schedules and goals for each thing” 
Discipline is key for those who want to balance their routine in a healthy way. "In my case, I get up at 5:00 a.m., have breakfast, go to school, and every day at 7:00 a.m., I train. Then I go back to work and set aside time to meet with leaders and partners, always developing new leaders through knowledge sharing. The main thing is to value, have a schedule for everything, and always select people, increasingly qualified, to meet the demands. Furthermore, something that helps me a lot is being in a network that is ten years ahead in terms of results and quality of life, because I learn a lot. My network is made up of great CEOs who teach me a lot, who show me what they've done, what worked, and what they do on a daily basis to manage a large company," says Otoni.

Angelo Max Donaton, CEO and founder of Lavô
“I learned to delegate and I have a very organized life”
An organized schedule, with defined schedules and tasks delegated to those responsible, is essential for an entrepreneur's routine. "The first thing I have in mind is delegation. It took me a while to learn this, but once I did, I realized it truly is essential. We need to know how to delegate and understand that we are not irreplaceable, that we can trust and encourage the people around us to take action and make decisions. Another important thing is knowing yourself. For example, I'm not a morning person, so I always hold meetings and make decisions starting at 10:00 a.m. I also try to always have a time for everything. I always have lunch at noon and have coffee or a snack at 3:00 p.m. I have a very regimented life, and everything revolves around this. I try my best not to deviate too much from this routine so I can balance my personal and professional life." 

Cristiano Corrêa, CEO of Ecoville
“I have two screen savers on my phone: the corporate photo lets me know I'm at work, and when I'm at home, I use a family photo.”
Micro-vacations with a goal of 12 trips per year with the family, combining holidays, and planning before the year begins. "I have a 10-year-old daughter and a 6-year-old son, so when I'm home, I reserve midday to welcome my daughter home from school. In the afternoon, I take my son to school. I'm also the one who bathes him and gets him ready for bed. On weekends, when the weather permits, we go to the beach and bike rides. If the weather isn't favorable, we go to the movies. I also have two screen savers on my phone, which serve as a reminder to my family: when I'm at work, I use a corporate photo, and when I'm at home, a family photo, so they know I'm available not only physically but mentally. Having this routine close to my family is essential for me to maintain professional balance, because I don't feel left out in any of my activities, as an executive and head of a family."

Edson Ramuth, CEO of Emagrecentro
“During meals, I turn off my cell phone and take the opportunity to dedicate myself to personal activities”
Knowing how to prioritize work and personal tasks is essential to maintaining good mental health and ensuring effective performance. "Therefore, I value a balanced approach that includes dedicating time to family time, such as traveling, going to the theater and movies, and dinners with friends. Additionally, I organize my schedule to include leisure activities that help reduce stress, such as going to the gym, playing tennis three times a week, maintaining a healthy diet, and ensuring at least seven hours of sleep per night. I also make a point of turning off my cell phone during lunch and dinner to better enjoy time with my family. These practices not only promote well-being but also contribute to higher productivity and greater satisfaction in all areas of my life," comments Ramuth. 

Renata Barbalho, CEO of Easy Spain“I chose my office address close to my son's school so I could work around his school schedule.”
To achieve a balance between her personal and professional life, the businesswoman opted for an office strategically located near her son's school. “I leave the car in the parking lot and walk him to school, enjoying these moments together. Then I go back to work and, at the end of the day, I pick him up. Before, my driver did this, but I decided to change to have more quality time with my family. At home, I always dedicate time to spending time with my son and husband. I value our family dinners, and on weekends, we try to spend time with friends and family. Every quarter, I also take a break to travel with my friends. In addition to taking care of my emotional and family health, I maintain a daily exercise routine, completing 10,000 steps a day, which I track with an app. I do strength training Monday through Friday, usually in the evening, to ensure consistency, and I even bring my own equipment when I travel. I monitor my diet; I always bring my own food to the office because I believe a balanced diet is essential for maintaining a healthy mind and body. I also reserve space for spirituality, as I believe the balance between body, mind, and spirit is the key to maintaining well-being in all aspects of life. the areas of life,” he concludes.

Rafael Schinoff, CEO of Standard Nursing
“I try to divide the tasks into shifts”
It's important to organize your personal and professional schedule each week to stay focused and prioritize the most important activities. "In the morning, I dedicate myself to strategic and operational tasks, such as responding to emails, analyzing financial reports, making payments, and evaluating new investments to enhance the brand's expertise. In the afternoon, I focus on meetings, both online and in-person, in addition to directly assisting the franchise sales team with network expansion and training new franchisees. I also invest in networking, seeking new opportunities and strategic partnerships to strengthen the brand. I have a very supportive partner who is responsible for network relations and a qualified team responsible for operational support and institutional marketing, which guarantees me full support in other activities. To maintain mental balance, I reserve evenings for personal activities and weekends for short trips to the Serra Gaúcha or the coast, which allow me to rest and recharge," he comments.

Alexandre Ravani, CEO and founder of PróRir
“Taking vacation time throughout the year helps me rest and maintain my mental health.”
Throughout the year, the entrepreneur takes 15 to 20 days off to take a longer trip, and once a semester, he sets aside five days for a mini-vacation to rest and maintain his mental health. "My day starts early, at 6:30 AM, and ends around 6:30 PM. After that, I try to do some physical activity like weight training, aerobics, or a walk on the beach. This reduces my stress and helps me have the strength to stay strong throughout the week," says Ravani. 

Rosane Orth Argenta, CEO of Saúde Livre Vacinas 
“We try to combine business trips with family micro-vacations”
Organizing time step by step and creating a basic year-round plan for upcoming projects, including major work and vacation trips, are strategies that work for Rosane Orth Argenta, CEO of Saúde Livre Vacinas. "One thing we've always done is combine work trips with family micro-vacations, sometimes by coincidence, since work and study trips often end up in tourist destinations. Or we go to see new places and explore more familiar cities, like São Paulo, which always offers many new things in culture, gastronomy, and leisure," says Rosane, who is a founding partner of the network alongside her husband, Fabio Argenta. She also organizes all the necessary actions to achieve the desired results monthly, weekly, and daily. During the day, the CEO doesn't forgo essential activities and is flexible with secondary activities, which can be done at other times. She also always sets aside time for family and physical activities, which are essential for her well-being and emotional balance, such as cycling and catching up on reading.

Henrique Galvani, CEO of Arara Seed
“Balance begins with recharging your social battery, physical exercise and music”
The path to distinguishing your CNPJ (Brazilian National Registry of Legal Entities) from your CPF (Brazilian Individual Taxpayer Registry) is challenging. Therefore, it's essential to keep your mind focused and your energy renewed. "Music also plays an important role in my life. I play the ukulele (a Hawaiian instrument) in a band with friends called CidadeLuzes, which not only relaxes me but also connects me with my creativity in a lighthearted and relaxed way. Every year, I make a point of challenging myself with something new to expand my personal and professional repertoire. I believe that by cultivating these areas, I can balance the demands of work with the pleasure of experiencing new things," explains the executive.

Tiago Machado, CEO of Club M Brazil 
“I define my priorities”
Setting goals and priorities is essential. "It's very difficult to maintain balance across all phases of life for a long period of time. For example, when you're leading a new project, your time is more dedicated to your professional side to ensure everything runs smoothly. However, at certain times of the year, it's necessary to set aside more time for family, whether through leisure travel or quality time at home. For me, what really makes the difference is defining your current priorities and the long-term goal you want to achieve, remembering that if necessary, the route can change, but never the ultimate goal of each set," he reveals. 

Rodrigo Balotin, CEO of Bubble Mix
“Personal activities are essential to preserving my mental health”
The CEO of Bubble Mix, a pioneering bubble tea chain in Brazil, Rodrigo Balotin relies on personal activities throughout his busy work week. "It's sacred in my schedule: every Thursday I have lunch with my daughter at her school, and two or three times a year I take my daughter and my wife on trips. Besides that, Monday is board game night with friends, and on Wednesdays I play tennis. I also try to maintain a gym routine two or three times a week," he says. 

Luis Fernando Carvalho, CEO of Homenz
“Every two months I like to take a trip”
To balance his life, he dedicates special time every two months to travel. These trips not only provide him with a boost of energy and stamina, but are also essential for his overall well-being. "During these periods, I enjoy precious moments of mental clarity, which allow me to reflect on the challenges I face daily at work. Furthermore, vacation time is essential for aligning priorities and renewing perspectives, which contributes to more effective performance and greater satisfaction in both work and personal life," comments Luis Fernando.

Fritz Paixão, CEO of CleanNew
“Taking care of your mind and body to get the job done is a priority”
The executive's busy life is divided between the company, family, and his commitments as a digital influencer. To balance all these commitments, he says it's essential to take care of his body and mind. "Today, I have a schedule in which discipline in taking care of my mind and body to keep up with work is a priority. My day starts at 6 a.m., where I go to the gym and then start my professional activities. I have a secretary and personal advisor who helps me take care of what I forget and organize my professional recording schedule, since I produce a lot of content for social media. Regarding business leadership, I now dedicate myself to teaching the team to think like me, so they can make the best decisions, even when I'm not present at the time," emphasizes the CEO. 

Felipe Buranello, CEO and founding partner of Maria Brasileira
“I start the day by getting my work done and I don't miss out on having lunch with my wife every day.”
"I start my day with a meeting with my board of directors right away. This is a time when I review agendas, main responsibilities, and everything else. This really helps my professional routine. Personally, I have lunch with my wife every day and then go to Mass. This way, we're together during this time, connecting it to my spiritual life. Besides this habit, I have a few commitments during the week that I can't skip, and therapy is one of them. Another important practice is not responding to non-essential messages after 8 p.m., and I go to the gym three times a week," the executive highlights.

Rafael Corte, CEO of JAH 
“Weekends are family days, it's the time I set aside to create bonds and spend quality time together.”  
For Corte, time management goes beyond simply separating work and personal life. He believes that true balance lies in creating quality time, both with family and in his marital relationship. "I have two 'bigger' trips planned during the year. One of them is a family trip, with my wife, daughter, and usually some of the grandparents. This trip is a special time for us to create memories and strengthen our family bonds." In addition to the family trip, the executive emphasizes the importance of maintaining a strong connection with his wife amidst the hustle and bustle of everyday life. "The other trip is just me and her, to a different place, to remind us that we are not just parents or professionals, but also husband and wife," he comments. For him, the key to a balanced life is knowing how to prioritize the right moments, without losing sight of what truly matters in each phase of life. "This focus on being present and enjoying each phase is what, ultimately, brings that sense of fulfillment and well-being," concludes Corte.

Marcos Nagano, CEO of 10 Pasteis
"First, it's essential to dedicate myself completely to everything I'm doing. At work, this means being 100% focused, without distractions from other activities. And when I'm having fun, I apply the same rule: completely disconnect from work."
Nagano emphasizes the importance of establishing clear boundaries to prevent work from invading leisure time. "After 8 p.m., I don't check messages anymore because it won't help me at all. I won't be able to get anything done, and even less so on weekends. Then it's routine; we have teams on call, and I won't be able to get anything done either. So, my main habit is to separate work from my personal time," he explains. Another point Nagano emphasizes is the ability to leave work problems where they belong: at work. "When I leave the company, I leave all my problems there. I'm able to separate them very well. I come home and don't bring them up. If someone wants to talk about work at home, I suggest: 'Shall we schedule a meeting? Shall we schedule a time?'" he says. For Nagano, this ability to disconnect from work at the end of the day is crucial to maintaining balance and mental health. “These are the main habits that help me stay focused and productive, both at work and in my family and leisure time,” he concludes.

Paula Faria, CEO of Sua Hora Unha
“The balance between self-care, sharing experiences and social interaction helps me lead effectively and in line with my values”
Starting the day at the gym, nourishing body and mind, is a time to listen to business-related content that provides insights and prepares Paula Faria, CEO of Sua Hora Unha, for the day's challenges. The businesswoman reveals another practice that adds a lot: regularly meeting with female entrepreneurs who share the same goals and face the same challenges of balancing professional and personal life. "In my routine, I always prioritize quality family time. I believe that this balance between self-care, sharing experiences, and socializing helps me lead effectively and in line with my values," she says. 

Eduardo Córdova, CEO of market4u
“To convey balance, you need to be in balance and I can achieve this by managing quality time between my family, leisure and work.”
For Córdova, a CEO plays a fundamental role in a company's success, being responsible for implementing a strategic vision, strengthening the organizational culture, and ensuring sustainable business growth. To perform these functions effectively, personal balance is essential. "For me, maintaining a balance between family, leisure, and work is essential. Spending quality time with my family, practicing sports and meditation, as well as investing in moments of rest and learning, such as devotional reading, are essential for making decisions with clarity and discernment," says the executive. The entrepreneur also invests in regular sleep to wake up feeling rested, without compromising the decisions he'll make the next day, and takes short trips every month to change his environment and experience new stimuli.

Magno Santana and Dalmo Santana, founding partners of Massa no Copo
“Setting clear boundaries between my personal and professional life is essential to maintaining balance,” Magno
“Faith in God guides me and gives meaning to my actions, especially in difficult times,” Dalmo
Magno has always invested in integrative health practices, such as medication, reading, physical activity, and a balanced diet, but it was after suffering a mini-stroke that he decided to redefine his life. "After that episode, I understood that I needed to establish clear boundaries between my personal and professional life to maintain balance. Today, my quest is for a good balance between mind, body, and spirit, always prioritizing sanity and well-being," he states. For his brother, Dalmo, with whom he shares leadership of the company, life is based on the triad of God, family, and work, pillars he considers essential for maintaining balance in all areas. "Faith in God guides me and gives meaning to my actions, especially in difficult times. My family is my foundation, where I find love and support, and work is where I seek personal and professional fulfillment. Ensuring sustenance and the expression of my abilities among these three pillars is fundamental to a full and satisfying life," states Dalmo.

Leandro Souza, president of the Impettus Group 
“Taking time to disconnect on weekends and traveling three times a year are essential to avoid burnout.”
For entrepreneurs, maintaining a work-life balance is crucial to ensuring mental health and well-being. Practicing physical activities like footvolley and weight training, as well as taking time to completely disconnect on weekends, are essential habits for avoiding burnout and promoting quality of life. "I always set aside time for myself on weekends and make a point of taking three 10-day vacations per year. This balance is essential for maintaining a healthy mind and high productivity," says Souza.

Camila Migliorini, CEO of Mr. Fit
“Two of my essential practices are daily meditation and exercise, as well as quality time with my family to recharge my batteries.”
Camila emphasizes that every day, she sets aside a few minutes in the morning to meditate and calm her mind before starting work. "This not only helps me maintain focus and mental clarity, but also prepares me to deal with stress in a more balanced way," she reveals. The businesswoman also emphasizes the importance of family time. "Even with a busy schedule, I make a point of setting aside time to be with my family, whether it's a simple dinner at home or another special occasion. These moments are essential for recharging our batteries and strengthening our emotional bonds," she says. Another pillar in Camila's life is regular exercise. "Physical activity has become a priority for me. In addition to taking care of my health, exercise helps me maintain emotional balance and face the pressures of work with greater tranquility." She believes that this set of practices allows for a more harmonious integration between the different aspects of life. "The key is to be present and aware in each area. Knowing what deserves your attention at any given moment is the secret to true balance," concludes Migliorini.

Guilherme Mauri, CEO of Minha Quitandinha"Today, I organize everything in my calendar: from lunchtimes to gym time and travel. I give these commitments the same weight."
For Guilherme, work-life balance is a fundamental pillar of his routine. "I moved from São Paulo to Santa Catarina precisely to achieve an environment that would allow me to fully experience this balance. Today, I organize everything in my schedule, from lunchtimes to gym time and travel, whether in my planner, laptop, or cell phone. I give these commitments equal weight, and this helps me maintain discipline, so I take care of my health and make the most of my personal time, without neglecting work. I even think that having this balance makes you much more productive and creative at work, so I see it as an investment in my life, but also in the company," comments the executive.

André Oliveira, CEO of CredFácil
“An organized schedule, physical activities and quality time with family contribute significantly to personal and professional balance.”
The entrepreneur adopts a series of effective habits to ensure a healthy balance between his professional and personal life, such as a well-defined schedule, physical activities, family time, and fishing. "I usually set aside specific times for work meetings and family activities, ensuring both areas receive the necessary attention. I value quality time with my family, dedicating myself to being present in my children's lives, and actively participating in important moments," he says. For the entrepreneur, physical exercise helps physical and mental health, and also relieves stress, leading to better work performance. Fishing, on the other hand, is a hobby he finds pleasure in, as it offers an opportunity for deep relaxation and disconnection from work. 

Thariel Manteiga, CEO of Prohouse Mattresses
“Eating well, sleeping eight hours, playing sports and spending quality time with your family help you find balance.”
For the entrepreneur, balance is found through a light diet and a good night's sleep of eight hours. "I like to exercise at least four times a week, and very early in the morning. I also prioritize quality free time with my family," he says. 

Luís Schiavo, CEO and founder of Naval Fertilizers
“The most precious currency in the world is the quality time we spend with those we love”
The biggest advantage of owning a business is having the freedom to choose your own schedule and vacation times. "I believe that when starting a business, entrepreneurs should work long hours, but over time, mini- or micro-vacations should be a part of the calendar. My 14-year-old son loves soccer, so I surprised him by giving him the gift of watching the Copa América final, even though I didn't know who would be in the final. We spent 10 days in the United States, between Disney and the World Cup, and it was very rewarding to see his happiness. The week of September 20th is my wife's birthday, and she loves the beach. I've already booked four days, just me and her, for us to go to the Northeast. For a business to be worthwhile, there's no point in having money and not having freedom. I think the most precious currency in the world is the quality time we spend with those we love," says the entrepreneur.

Lucas André, CEO of Fast Tennis
“True balance comes when we are happy in both environments”
Maintaining balance in all areas of life can be the key to individual happiness. The executive believes that human beings are integrated, and the ideal is to maintain this stability to achieve one's goals. "I believe in an integrated human being, where there is no separation between personal and professional life. For me, true balance comes when we are happy in both environments, as this allows us to give our best as individuals. There is no magic formula for this; each person must find their own point of happiness and balance between work and personal life. The greatest care here is to maintain this balance, adjusting as necessary so that we can thrive in all areas of life," he states.

Rodrigo Bourscheidt, CEO and founder of Energy+
"Since I travel frequently for work, I try to spend quality time with my children. They help me recharge."
Bourscheidt has three sons, ages 14, 13, and 6. To find a balance between his personal and professional life, he already has to travel frequently for work. He sets aside time to spend with them and do activities together, especially on weekends. "They help me recharge my batteries. It's very important to me to monitor their growth and development, so they're my priority. And work is how I can provide them with the best conditions for a promising future. As for me, I go for walks every day and take vacations at least two weeks a year," says Rodrigo.