An entrepreneur based in South Lake Tahoe, California, Parker Alexander is the founder and CEO of Tahoe Heartbeat Inc., the company behind The Heartbeat Brand. Parker Alexander holds a number of roles at the company, including product designer, inventory manager, photographer, marketer, and accountant. He also oversees the company’s team of three core members and a handful of sales representatives.
The Heartbeat Brand is a one-of-a-kind fashion-forward hat company, offering 26 distinctive logo collections and over 500 unique designs. With a wide variety of styles, colors, and themes, their men’s and women’s caps cater to every taste and passion. Among their most popular offerings is the newest “Color Vibes” collection, a bold and energetic lineup of 48 vibrant hats, available in both adult and youth sizes. Each hat in this collection features a striking pop of color under the bill, adding an extra layer of creative detail.
Mr. Alexander started Tahoe Heartbeat Inc., in May 2017. Drawing on his entrepreneurial background and love for fashion, he launched The Heartbeat Brand primarily as a hats company. In the early days, he focused his marketing efforts in the South Lake Tahoe area, selling at events such as festivals, concerts, and farmers’ markets. He steadily grew the business to have products in 300 retailers across the country. He also expanded the company’s products to include beanies, hoodies, T-shirts, long-sleeve shirts, tank tops, and stickers.
What is your typical day, and how do you make it productive?
My typical day starts with morning meditation and creative brainstorming to get my juices flowing. I carry this mentality through a stretching routine and light workout. From here on, my days are full of twists and turns. I have my day prioritized by deliverables due, but I often work until 1 or 2am, so I check of the most important things first, all while staying flexible to manage my team and lead us forward.
Every day is very different, never a dull moment, forever evolving, adapting, and solving problems. Most days also include some kind of sport, from mountain biking, to pickleball, or padel. This is my fun time, my cardio, and my mental health, which I highly prioritize for my overall health and productivity. Eating healthy is also a huge part of my everyday lifestyle as it keeps me focused and energized.
How do you bring ideas to life?
I’m an ideas guy. I have so many ideas, they never stop coming. I’m also a notes guy – I take notes, lots of notes. I write down every little thing that pops into my head, then I revisit my notes every night, and expand on each. Once I have a clear idea I want to expand on, I run it by my team, and we devise a plan of implementation. Bringing ideas to life is an everyday experience as a creative, this is one of my favorite parts of business.
What’s one trend that excites you?
I am loving the artificial intelligence trend, it’s just so much fun, and lucky for us, it looks like it’s here to stay. The ability to improve efficiency in so many aspects of business is quite exciting. As a brand that thrives in making a positive impact in the world, utilizing AI is an incredible asset, the possibilities are endless. I also like to start trends. Fashion offers that potential, and we have something very exciting in the works, which you will see soon!
What is one habit that helps you be productive?
One habit that helps me stay productive is being flexible. I pride myself on having a flexible schedule. It helps reduce stress and minimizes the pressure I put on myself. I am very good at putting a task or project down, and picking it right back up, even days later. I have to be flexible to manage my team, so this has been a learned habit that I have come to enjoy.
What advice would you give your younger self?
Take more risks. Don’t let fear hold you back from opportunities. The best experiences and biggest growth often come from stepping outside of your comfort zone. I have always said the phrase “you can’t win if you don’t play” and it rings so true. Risks are much scarier before you understand the potential positive outcomes, and educated risks often become successes.
Tell us something you believe almost nobody agrees with you on?
I strongly believe that working harder doesn’t always mean working smarter. Society glorifies the “grind” mentality, late nights, endless hustle, and sacrificing personal life for success. But I’ve found that balance, rest, and strategic thinking are far more effective in the long run. Productivity doesn’t come from overworking; it comes from knowing when to push hard and when to step back. Unfortunately, many people still equate long hours with achievement, while I believe sustainable success comes from working effectively, not just endlessly.
What is the one thing you repeatedly do and recommend everyone else do?
I make it a point to move my body every single day, whether it’s a workout, a long walk, or stretching. Exercise isn’t just about physical health, it’s a mental and emotional game-changer. Movement clears my mind, boosts my energy, and improves my mood. Even on my busiest days, I find at least 10 minutes to stretch or take a quick walk, and I always feel better afterward. I recommend everyone do this because it’s one of the simplest, yet most effective, ways to improve overall well-being.
When you feel overwhelmed or unfocused, what do you do?
If I’m feeling overwhelmed or unfocused, I change my surroundings. Sometimes it’s as simple as stepping outside for fresh air, moving to a different workspace, or taking a short walk. A shift in environment can reset my energy and give me a new perspective. Staring at the same screen or sitting in the same spot for too long can drain motivation, so getting up and physically moving often helps clear my mind and improve focus. My go to quick fix is push-ups. After a few sets, I’m recharged and ready to get back at it.
What is one strategy that has helped you grow your business or advance in your career?
One of the most powerful strategies I’ve implemented in business is learning to delegate and trust others to take on responsibilities. In the beginning, I felt the need to handle everything myself, but that led to burnout and limited growth. Once I started outsourcing tasks, hiring team members, and trusting others to contribute, I was able to focus on higher-level strategies that truly moved the business forward. Delegation allows for scalability and efficiency, and I highly recommend it to anyone trying to grow a business or advance in their career.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
One of my biggest business failures was hiring the wrong people simply because I needed to fill positions quickly. I prioritized speed over quality, and it backfired. The employees I brought in didn’t align with the company’s vision, and their lack of commitment created more problems than solutions. I had to go through the painful process of letting people go and rebuilding the team. From this experience, I learned that hiring is not just about skills—it’s about attitude, values, and long-term fit. Now, I take my time to ensure I’m bringing the right people on board, even if it means waiting longer to fill a role.
What is one business idea you’re willing to give away to our readers?
Oh boy, I have so many ideas, most of which I plan to execute. Here is one idea I plan to make happen, but others could too: I love movies, and I have always love “true stories” more than others, there’s just something special about knowing it happened in real life. I want to see “to be true stories” in movies. Meaning, you make a movie about something that could or should happen in real life, gaining you the support of the people, then use that to actually make it happen. It’s like high-level market research in a unique and creative way.
What is one piece of software that helps you be productive? How do you use it?
The Adobe Creative Suite has been an absolute game-changer for me, but if I had to choose just one standout tool, it would be Adobe Illustrator. It’s hands down my favorite software, and I spend countless hours using it to bring my creative visions to life. Illustrator allows me to craft intricate, high-quality designs with precision and flexibility, making it an essential part of my workflow. It empowers me to design with freedom, build a brand with precision, and create artwork that resonates. No matter what stage of a project I’m in, I know that Illustrator will always be at the core of my creative process.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
One of my absolute favorite podcasts is How I Built This with Guy Raz. It’s an inspiring and insightful deep dive into the journeys of some of the world’s most successful entrepreneurs, innovators, and business leaders. Each episode tells the story of how a well-known brand or company was built—from the struggles and failures to the breakthroughs and triumphs. I find it incredibly valuable to hear firsthand accounts of how these entrepreneurs navigated challenges, took risks, and ultimately turned their ideas into thriving businesses. I use my drive time as podcast and audio book time, no music for me–I’m always learning, that’s what I enjoy.
What’s a movie or series you recently enjoyed and why?
One series I recently enjoyed is Outer Banks because of its perfect blend of adventure, mystery, and drama. Beyond the adventure and mystery, Outer Banks carries strong themes of loyalty, resilience, and the fight against injustice. The Pogues constantly have to overcome obstacles, whether it’s financial struggles, social divides, or dangerous enemies. Their determination to stick together and never give up, even when the odds are stacked against them, is inspiring. The show also touches on deeper themes like class struggles, corruption, and the power of friendship. It’s more than just an exciting treasure hunt, it’s a story about resilience and believing in something bigger than yourself.
Key learnings
- Trying to do everything yourself leads to burnout and limits growth. Learning to delegate tasks and trust capable people allows businesses to scale efficiently and lets leaders focus on bigger priorities.
- The most successful people never stop learning. Whether it’s through books, courses, podcasts, or mentorship, staying curious and constantly improving skills gives a competitive edge in any industry.
- Many great ideas never get executed because people overthink them. While planning is important, at some point, taking action, even imperfectly, is the only way to make progress and grow a business.
- Every entrepreneur and professional will experience failure at some point, but the key is learning from it. Mistakes and setbacks often provide the best lessons and push you toward better strategies and stronger decision-making.