From Dreamer to Doer: Erik Shewmaker’s Path to Purpose
Introduction
Erik Shewmaker's journey affirms that genuine leadership is based on perseverance, honesty, and an unwavering will to improve in a world that is fascinated by instant gratification and overnight success. As the CEO and co-founder of 30Hop and other prosperous hospitality endeavors, Shewmaker is a prime example of what it takes to create something significant, not just a restaurant, but a culture of excellence and kindness. In a recent conversation with Leap Brands president, Chaz Cervino, Shewmaker shared his story in an interview, covering the highs and lows of entrepreneurship, the value of forming solid teams, and the strength of virtues of humility and consistency.
Erik Shewmaker’s story begins in Twin Falls, a small town in Idaho, but his formative years were shaped by frequent moves across the country—to Phoenix, Tucson, and Greenville, North Carolina—before finally settling in Iowa City in 1998. While origin stories are often overlooked, Shewmaker’s journey across states and communities instilled in him a unique adaptability and a deep appreciation for connection and belonging. Though he didn’t play Division I baseball, he wrestled through high school, an experience that was no less formative. Wrestling taught him the value of solitary hard work, the importance of resilience in the face of adversity, and gave him lifelong friendships that continue to motivate him. These early lessons became foundational to his character and would later influence his path as an entrepreneur. After settling in Iowa City—a community he now calls home and where he looks forward to raising his family—Erik entered the world of hospitality. At a time when many focused on profitability and scalability, he saw the restaurant as a space for building community, identity, and connection. That vision came to life with 30Hop, a modern and vibrant dining concept blending refined cuisine with a welcoming atmosphere. His career stands out not for luck, but for the clarity, hard work, and resilience with which he has pursued success.
Shewmaker's Leadership Values
When asked about what kind of leadership drives a successful brand, Erik emphasized three core values: integrity, kindness, and consistency. To him, integrity is acting morally even when it's difficult or when no one is looking. A person's behaviors are guided by their internal compass, independent of external validation. Not only does Erik discuss ethics, but he demonstrates them in every choice he makes, from hiring employees to dealing with business difficulties. For Shewmaker, kindness is equally as important. Erik believes that kindness is a crucial leadership trait, as others may consider it to be a secondary trait. Treating people properly, including partners, customers, and workers is important to him because "culture is built from the inside out." It’s simple to lead with power; it’s considerably more difficult and meaningful to lead with empathy. Without experiencing certain tribulations, no entrepreneur's tale is complete, and Erik is no exception. He has managed to weather many storms, from the logistical turmoil of opening new locations to the unexpected challenges of managing an expanding team. He does not, however, romanticize the battle. Rather, he thinks clearly about it and sees every obstacle as an opportunity to improve.
When asked how he stays grounded, his answer was “perspective”. He talked about the value of keeping balance and realizing that leadership is about development rather than perfection. According to Erik, "it's about being better today than you were yesterday." Perhaps the most inspiring part of the interview came when Erik addressed aspiring entrepreneurs and professionals. His advice was simple, but powerful: “Figure out who you want to be, and then start acting like that person today.” Erik’s advice is a call to authenticity, to align one’s actions with one’s highest vision of self. He encourages the young generation to embrace discomfort, seek out mentors, and to be endlessly curious. It’s not just about climbing the ladder; it’s about building the ladder, step by step, with purpose and integrity.
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