5:30 a.m. Wake up.
6-8 a.m. Meet his trainer Armando to practice two of the three Ironman sports a day, be it running, cycling or swimming. “I have two trainers, one in Sao Paulo and one in the South of Brazil, where I spend Tuesdays and Wednesdays. Plus one in the U.S,” he says. “It’s how I stay sane and focused.”
8:30 a.m. After a breakfast prepared by housekeepers Edna and Sandra of juice, whole wheat toast with cheese, fruit and granola, he hops on his bike to get to the nearby Arezzo&Co. offices. “It clears my head and makes me feel like a young man going to college, not the CEO,” he says.
9 a.m. – 1 p.m. A flurry of nonstop meetings. During collection reviews with his five brand teams, Birman is a stickler for quality. “I always have my hands on the product, inspecting it and seeing how we can improve.”
1 p.m. – 2 p.m. A lunch of brown rice, a lean organic protein, vegetables and green salad cooked by either his Sao Paulo or Campo Bom longtime chefs, Elza and Flora. The meal is often taken with high-level executives to discuss business strategy.
2 p.m.– 9 p.m. More meetings with the investor relations and creative teams to discuss future projections and check in on brand development. On the day we spent with him, he also squeezed in store visits and filming an internal staff video.
9 p.m. Return home for a lean protein and vegetable dinner.
Midnight Catch up on company and outside news, go to bed.
Weekends are spent at the family retreat in Porto Feliz, roughly 60 miles from Sao Paulo at the exclusive Fasano property Fazenda Boa Vista.