In a recent episode of the Radical Hospitality Show, host Zeke Freeman sat down with Steve Van Diest, a seasoned entrepreneur, executive coach, and the president of Acumen in the Front Range region of Colorado. With a diverse background that spans international nonprofit leadership, co-founding businesses in the sleep industry, and now coaching CEOs and business owners, Steve brings a wealth of experience to the conversation. But beyond business, his heart lies in fostering community, cultivating meaningful relationships, and strengthening marriages through radical hospitality.
From Business to Hospitality: The Journey of Steve Van Diest
Steve’s professional path has been anything but conventional. His early career took him across the globe, living in Chile, Spain, and Mexico while leading with CRU, a nonprofit organization. After transitioning to the private sector, he co-founded two businesses in the sleep industry, including a retail mattress franchise and an e-commerce natural pillow manufacturing business. Following a successful exit, Steve shifted his focus to coaching and mentoring business leaders at Acumen, including those at Root Architecture and Development.
Yet, what truly defines Steve isn’t just his business acumen—it’s his deep commitment to people. His passion for hospitality and community-building is evident in his personal and professional life. Married for 31 years and a father of four, Steve and his wife, Christine, have made it their mission to support and mentor other entrepreneurial couples.
A Legacy of Hospitality and the Camino de Santiago
One of the defining experiences in Steve’s life has been his connection to Spain, particularly the Camino de Santiago—a historic pilgrimage route walked by millions over the centuries. His family has walked the Camino multiple times, pushing strollers, carrying babies, and later returning with teenage children to experience the journey again.
This experience not only shaped his personal values but also reinforced his belief in radical hospitality. Steve shared the inspiring story of how a Colorado businessman invested in a historic farmhouse along the Camino, transforming it into a refuge where pilgrims could rest, eat, and connect—all at no cost. This selfless act of hospitality exemplifies the power of community and the role of generosity in shaping meaningful experiences.
Why Hospitality Matters in Business and Life
Steve believes that hospitality is not just about inviting people into a space—it’s about creating a culture of belonging and connection.
“Hospitality is not a place. It’s a way that we operate, the way we treat people, and the way we run our businesses.”
For entrepreneurial couples like Steve and Christine, this philosophy extends into their work. They host retreats, guide couples on faith-based journeys, and encourage business leaders to prioritize their relationships alongside their ventures. According to Steve, businesses thrive when their leaders are whole—personally, professionally, and relationally.
The Importance of Community for Entrepreneurs
One of the key themes in Steve’s coaching practice is the necessity of community for business owners. He compares entrepreneurs to historical pioneers—wagon train leaders venturing westward in search of new opportunities. However, the most successful entrepreneurs don’t travel alone; they surround themselves with a trusted group of advisors, mentors, and peers.
Without community, entrepreneurs risk isolation, burnout, and poor decision-making. Steve illustrated this with a powerful metaphor: a burning log removed from the fire quickly cools and extinguishes. Similarly, a business owner operating in isolation is more likely to struggle than one embedded in a strong, supportive network.
Lessons from Failure: The Power of Vulnerability
Steve is no stranger to setbacks. At one point, a million-dollar business mistake and the loss of a close business partnership reshaped his perspective on leadership. He now coaches from a place of experience, vulnerability, and honesty.
“I lead from a place of brokenness. I am basically an executive coach to my former self.”
This willingness to be open about challenges resonates deeply with his clients. By acknowledging past mistakes, he helps other business owners avoid similar pitfalls and embrace a growth mindset.
Faith, Business, and the Art of Doing Life Together
For Steve, faith is not separate from business—it’s interwoven into every decision, relationship, and venture. He credits his faith for guiding him through personal and professional struggles, particularly during a difficult season in his marriage.
Through mentorship, retreats, and executive coaching, he encourages entrepreneurs to seek not just financial success but holistic success—aligning their personal values, business practices, and faith.
Building the Future with Radical Hospitality
As Steve and Christine look ahead, their vision for the future is clear. Their next home will have a large kitchen and gathering space, reinforcing their belief that hospitality happens over shared meals and conversations. They dream of creating a space—a cigar lounge with a Cuban aesthetic—where deep, meaningful connections can flourish.
Radical hospitality, as Steve describes it, is about love, service, and growth. It’s about genuinely caring for people, meeting their needs, and walking alongside them in their journey. Whether in business, family, or faith, this principle remains at the heart of everything he does.
Final Thoughts: A Challenge for Entrepreneurs
Zeke wrapped up the conversation with a powerful takeaway: entrepreneurs must actively seek mentorship, build strong relationships, and embrace community.
For those looking to grow in 2025, Steve’s advice is clear:
- Prioritize cash flow and operational efficiency.
- Build a trusted peer network.
- Be open to vulnerability and learning from others.
- Invest in relationships as much as you do in business strategy.
Steve’s journey exemplifies that success isn’t just about profit margins—it’s about purpose, impact, and the people you bring along for the ride. Radical hospitality is not just a concept; it’s a way of life, and it has the power to transform both businesses and communities.
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