Branson rejects 5 a.m. routines as CEOs push back on hustle culture
Virgin Group founder Richard Branson and a growing cohort of executives are rejecting early-morning work routines, warning that rigid hustle culture damages productivity and leads to burnout.
Richard Branson is publicly distancing himself from the productivity myth surrounding his 5 a.m. morning routine. The Virgin Group founder famously wakes at 5 a.m. to exercise and drink tea, but now warns that adopting rigid early schedules in pursuit of success will more likely lead to burnout than breakthroughs. He regrets detailing his habits in a blog post nearly a decade ago.
“There’s a lot of noise out there telling people how to live their lives and be successful,” Branson wrote on LinkedIn. “Rigid routines, relentless hustle.” He clarified that he wakes early simply because it comes naturally to him, rejecting the idea that it represents a one-size-fits-all formula for business achievements.
Branson is part of a growing cohort of executives rejecting the 5 a.m. club. This challenges a traditional corporate norm where office hours begin at 9 a.m., a schedule typically dictated by early-rising leaders like Tim Cook or Jack Dorsey. While research suggests morning people statistically achieve higher rates of success, night-owl executives argue they log the same hours, just shifted later.
Scott Mellin, the branding executive credited with transforming Salomon into a billion-dollar streetwear brand, has woken at 8 a.m. for decades. He skis in the morning, arrives at the office at noon, and often works late into the evening over dinner with clients. His career across Benetton Group and The North Face demonstrates that late starts are not a barrier to reaching the top.
Other leaders, like Todd Wiesel, CEO of whisky marketplace Baxus, prioritize working when their energy is highest. “I prefer to go to bed tired and wake up energized than to try and fall asleep while I am full of energy and excitement only to roll out of bed at 4 a.m. in search of calm and quiet,” Wiesel said.
For professionals and investors, this pushback underscores a shift in how top performers manage output and avoid diminishing returns. Branson advises leaders to identify when they feel sharpest or most creative, rather than copying others. He noted it took years of trial and error across various workspaces—from crypts underneath churches to houseboats—to discover his own rhythm.
“The best routine is the one that helps you feel your best,” Branson said. “Be wary of anyone who claims to have the ‘key’ to success.” He stressed that prioritizing health, relationships, and time away from the desk ultimately drives better long-term performance than forcing a 5 a.m. alarm.
