Meet Alan Lewinger

We recently connected with Alan Lewinger and have shared our conversation below.

Alan, thank you so much for making time for us. We’ve always admired your ability to take risks and so maybe we can kick things off with a discussion around how you developed your ability to take and bear risk?

My ability to take risks has been cultivated through years of navigating the entrepreneurial landscape, particularly in the design and manufacturing sectors. When I founded Directions, Inc. in 1986, I quickly realized that the path to success was not always linear and often required bold moves. One of the most significant risks I took was launching ethanol-burning fireplaces during the economic downturn of 2008. This decision was not made lightly; I understood that entering a market during such turbulent times could either make or break a business.
To mitigate risk, I focused on establishing a solid financial foundation and opted to grow deliberately without accumulating debt, a strategy that many of my peers in the industry struggled to maintain. This approach enabled me to innovate and invest in safety features, such as the flame mitigation device embedded in our fuel bottles, which ultimately set us apart as industry leaders. By viewing risk through the lens of opportunity and prioritizing informed decision-making, I developed the confidence to pursue new ideas and ventures, which have been essential in my journey as an entrepreneur.

Thanks, so before we move on maybe you can share a bit more about yourself?

At Lumina Products/Aquafire, we are at the forefront of innovation in the fireplace industry, specializing in advanced water vapor fireplace technologies that redefine the experience of enjoying a safe and aesthetically pleasing fire without the risks associated with open flames and without harming the environment. Our products provide the most realistic flames available, complete with multiple color options that allow for personalization, transforming any space into a captivating atmosphere.
What makes our offerings particularly exciting is the elimination of the hazards associated with traditional open flames, making our products ideal for various environments—from upscale restaurants and hotels to residential homes. We are continuously pushing the boundaries of what is possible in fire technology. Our commitment to safety and environmental consciousness drives us to develop solutions that meet the growing demand for sustainable alternatives to fossil fuel fireplaces. This focus has garnered significant interest from both the hospitality sector and homeowners who seek versatile and beautiful fire features that can be enjoyed year-round. We offer a solution for fire where it is not always an option, such as on cruise ships, in assisted living facilities, and in public spaces.
We are thrilled to announce that Aquafire will be exhibiting at the BDNY show in NYC this November (Boutique Design NY), where we will showcase a full display of our unique fireplaces. Additionally, we have recently introduced the GATSBY fireplace—an innovative standalone solution with a post-modern design aesthetic that can be deployed “out of the box” in just a few minutes, fitting seamlessly into any existing fireplace surround, whether functional or non-working.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, I believe three qualities, skills, or areas of knowledge have been most impactful in my journey. First, after college, I served three years in the U.S. Peace Corps in Swaziland, Africa, where I developed a mindset of strategic thinking in challenging environments. This experience taught me how to identify resources and find the most direct path to successful completion of projects. This skill has served me well in the companies I have developed over the years.
Second, I am a firm believer in multiple streams of income. We strive to develop products that are related yet serve different markets, allowing us to make the best use of our common resources. Finally, we prioritize managing our finances to avoid debt. This approach has made us an attractive customer to our vendors and, as a result, a strong resource for our customers.
For those early in their journey, I advise focusing on developing strategic thinking by seeking out diverse experiences that challenge you. Embrace the idea of multiple income streams and explore related product lines that can leverage your existing resources. Lastly, always prioritize financial management to build a stable foundation for your business.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

Two experiences come to mind when I think about who has been most helpful in helping me overcome challenges and build the essential skills, qualities, and knowledge needed for success. First and foremost, my father, who emigrated from Europe during WWII, overcame significant challenges to develop a successful business career. Growing up observing his success, I learned valuable lessons by osmosis, and I credit him with instilling in me a strong business intuition.
Additionally, my time in the U.S. Peace Corps significantly shaped my skills and qualities. During that period, I developed a strong entrepreneurial spirit and critical thinking abilities, learning to see through the noise to identify unique market opportunities. The combination of my father’s guidance and the practical experiences gained in the Peace Corps has been instrumental in my ability to analyze risk and reward, lead my team effectively, and innovate in the markets we enter.

Contact Info:

• Website: https://www.aquafire.com/
• Instagram: https://www.instagram.com/aquafire/
• Youtube: https://www.youtube.com/channel/UC9kF54R0ZMFvJbOo5NMstpw

Image Credits

Aquafire