Elroy Gust of Newlook Capital. Photo, Lia Crowe.

Elroy Gust of Newlook Capital. Photo, Lia Crowe.

Boulevard: Newlook life

Elroy Gust finds the perfect work-life balance

  • Oct. 15, 2020 9:41 a.m.

~Toby Tannas~

Photos by Lia Crowe

From his home tucked in Kelowna’s south slopes, overlooking Okanagan Lake, Elroy Gust lives and works with gratitude for the life he’s crafted. Getting to where he is today did not happen by accident. From the very early days of his career, this CEO had a clear vision of where his path would lead.

“This is just where I always saw myself,” says Elroy, referring to his drive for success—something cultivated in his humble Manitoba farming family roots.

Happily married with three grown children, he’s founder, president and CEO of Newlook Capital. The private equity firm is based in Ontario but now more than ever, Elroy manages Newlook from his home office three time zones away.

“I don’t mind the schedule, a lot of people in Kelowna have this schedule. You roll out of bed and by 6 am you’re on your first call. Then by about 1:30 to 2:00 pm your phone stops ringing because the work day is over back east. I really like the lifestyle.”

Elroy’s home office didn’t always boast lake and mountain views. For more than 30 years, he enjoyed the hustle and bustle of city life. From his start in the commercial lending department of a Lower Mainland bank, to buying and selling multiple companies, to founding Newlook Capital, Elroy has learned important lessons every step of the way.

“With my first job as a commercial lender, I started to understand how things work from a lending perspective,” he explains. “When I worked with my dad and my brother, we had a warehousing-logistics business in Toronto. I grew it, became president at 29 and then, when I turned 30, I decided it was time to sell and I made my first million.”

That taste of success—of building something with your own grit, determination and wherewithal—ultimately spurred Elroy to form Newlook Capital. Over the course of a decade, the company has grown to more than 700 employees in both Canada and the United States. Newlook owns more than a dozen companies and continues to have very active and strategic acquisition plans.

“This year we will buy another four businesses and I would say we’re talking to about 15 in total right now.”

Elroy has removed himself from daily operations, by design, working on select projects and dealing directly with the executive management team.

“The business will continue to grow,” he says. “We’ve really built the fly wheel, we’ve built the culture, we’ve built the machine. Now it keeps going, keeps growing whether I’m involved more or less.”

Elroy is always ready and willing to fly back east if needed (he spends at least a few days a month in the Burlington office), but his days of being a regular, weekly commuter are done. COVID-19 played a hand in that.

“I had already become intentional with my travel, but when COVID happened, I stopped travelling back and forth altogether. I got rid of the condo in Burlington and set up in Kelowna full time. So far it’s worked out well using Zoom.”

COVID-19 hasn’t had a huge economic impact on Newlook Capital’s business holdings, as all were deemed essential services. In the early days of uncertainty, though, Elroy found himself in a new role—that of mentor. His knowledge and experience allowed him to guide and support operating partners who were nervous and overwhelmed with the rapidly changing business climate.

“The biggest thing for me was changing their mindset from being defensive to offensive. For me to get engaged with the people who are at the ground level running the businesses and get their mentality to shift, that I could have that impact on someone, that was really cool for me.”

It also allowed Elroy to look at what’s made him successful over the years and what advice he would give to young people working in any career field.

“Recognize what you are good at. Really understand that and quantify it,” he says emphatically. “I recognize what I am not good at and then I partner with people who are good at those things to make sure that I’m just working on my strengths.”

With four years of Okanagan living under his belt, Elroy is pretty comfortable in his new schedule and laid-back surroundings. He says the most notable difference between Burlington and Kelowna is how he answers the question, “What do you do?”

“When people in Kelowna ask you what you do, I had to recognize they’re not asking you what you do for a living, they don’t care. They’re asking, ‘do you snowboard, do you ski?’ That’s the focus here,” he chuckles.

Elroy has become an avid skier (even though he almost threw in the towel during his first week of lessons). He spends summer afternoons on the lake and ample time socializing with friends.

“I joined a business leaders’ group and have met a lot of great people, many who are in similar situations, working remotely.”

Elroy seems to have achieved the perfect balance between work and lifestyle. It makes a final question about retirement almost unnecessary.

“I don’t think I’ll ever retire. I can manage how many days I’m working and how much effort I’m putting in.”

That is a privilege that’s earned through years of commitment and, in the case of Elroy Gust, one that will be savoured for years to come.

Like us on Facebook and follow us on Twitter.

Lifestyle

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Matthew Campbell, director of the Fraser Valley Regional Food Bank, stands amongst a large amount of non-perishable food and household items being stored inside the Pacific Community Church. This year’s ‘Halloween For Hunger’ food drive, put on by students at Clayton Heights, will go to benefit the Fraser Valley Regional Food Bank. (Photo: Malin Jordan)
Clayton Heights Secondary kicks off annual ‘Halloween for Hunger’ event

Students to collect much-needed items for food bank

John Horgan brought the NDP campaign to Langley on Wednesday, Oct. 21, just three days before the B.C. vote (Matthew Claxton/Langley Advance Times)
Horgan brings NDP campaign to Langley

Predicts gains, says people are looking at the party ‘differently’ after three years

Surrey provincial court. (File photo: Tom Zytaruk)
OUR VIEW: Lenient courts aren’t helping

It’s hard to fault the palpable frustration of Metro Vancouver Transit Police

The Surrey Eagles are currently seeking billet families for its players in advance of the 2020-‘21 BC Hockey League season. (Garrett James photo)
Surrey Eagles in ‘desperate’ need of billet families for BCHL season

COVID-19 pandemic has made finding homes for players difficult: billet co-ordinator

Surrey RCMP cruisers outside a Newton townhouse Tuesday night. (Photo: Shane MacKichan)
UPDATE: Toddler in hospital, woman dead following stabbings at Surrey townhouse

Police say two-year-old was among victims found at townhouse complex in the 12700-block of 66 Avenue

FILE – People wait in line at a COVID-19 testing facility in Burnaby, B.C., on Thursday, August 13, 2020. THE CANADIAN PRESS/Darryl Dyck
167 new COVID-19 cases, 1 death recorded as B.C. enters 2nd wave

Three new healthcare outbreaks also announced

Brody Peterson said he intends to dispute tickets issued by Grand Forks RCMP at his backyard “house warming” Saturday, Oct. 10. Photo: Laurie Tritschler
Brody Peterson told The Gazette he intends to dispute tickets issued by Grand Forks RCMP at his backyard “house warming” Saturday, Oct. 10. Photo: Laurie Tritschler
Grand Forks RCMP recommend criminal charges after weekend party

Homeowner Brody Peterson said he’ll dispute tickets for refusing police instructions, alleged COVID violations

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

A glimpse of some of the 480 (approx) cars written off as a result of the acid spills along the Trail highway in 2018. Photo: Trail Times
Kootenay Ford dealer’s frustration grows with ICBC

Trail AM Ford owner Dan Ashman says he just wants fair compensation from ICBC

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

Mail-in ballot from Elections BC (Katya Slepian/Black Press Media)
At least 26% of eligible voters have already cast a ballot, Elections BC says

Voters can cast a ballot until 8 p.m PST on Election Day

RCMP were called to an assault in the 23700-block of 110 Ave in Maple Ridge Tuesday, Oct. 20, 2020. (Curtis Kreklau/Special to The News)
PHOTOS: Assault in Maple Ridge sends three men to hospital

RCMP were called to a residence Tuesday night

A 2018 decision to fly a rainbow flag ended up costing the City of Langley $62,000 in legal fees (Langley Advance Times file)
Human rights win in rainbow flag fight cost B.C. city $62,000

“Lengthy and involved” process provoked by complaint

Most Read