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Meet Luca Mussari, the co-founder of the digital nomad publication Freaking Nomads. Welcome to “How I Escaped.” This Discovery Sessions interview series probes inspiring individuals who successfully ditched the rat race to inspire readers just like you. 

 

Where are you from or where do you feel local to?

Luca Mussari: I come from a small village in Catanzaro, a city in the Southern Italian region of Calabria. It’s a place that I started appreciating when I left it many years ago, but I’ve never felt entirely at home there, or anywhere else for that matter. I’ve spent four years living in Rome and eight years in London, but neither city truly captured my heart.

 

I’ve come to realize that I actually thrive on the excitement and challenge of the unfamiliar. This adrenaline rush of exploring new places, getting to know different cultures, and stepping outside my comfort zone is what makes me feel most alive. Settling down in one place, on the other hand, tends to trigger feelings of anxiety and restlessness, so I tend not to get attached too much to a place. Since I’ve embraced the digital nomad lifestyle, I feel like I’m the happiest I have ever been.

 

How did you escape the rat race? Tell us the backstory of your former profession.

LM: Escaping the rat race wasn’t a sudden decision for me, but rather a gradual realization that the traditional career path wasn’t fulfilling for me. I had a decent managerial role in a well-known multinational British company, looking after the whole international SEO department. While it paid the bills and offered some stability, I found myself feeling increasingly unfulfilled and disconnected from my true passions. The office politics, the constant pressure to perform, and the lack of creative freedom started to wear on me. I realized that I was spending most of my time and energy on something that didn’t truly inspire me.

 

The turning point came when the pandemic hit. One day, I woke up in the middle of the night and got a really bad panic attack. I felt like I didn’t know what I was doing with my life. So, the next day, after only six months working for this company, I handed in my resignation, spoke to my partner, who was in a similar situation to me, and we booked a one-way ticket to our first digital nomad destination, Madeira. As I was decently skilled at SEO, I started freelancing, and it kept me traveling for a while.

 

After some time, with my partner, we realized that we craved even more freedom and became entrepreneurs, co-founding our current ventures Freaking Nomads and Remote Nomad Jobs. It wasn’t always easy, and there were definitely some challenges along the way, but I’ve never regretted my decision. Escaping the rat race has allowed me to live a more authentic and fulfilling life, and I’m grateful for the opportunity to pursue my dreams on my own terms.

 

 

What advice would you give someone looking to become an online business owner? 

LM: Embarking on an entrepreneurial journey as a location-independent founder is an amazing experience, but it’s not for the faint-hearted. If you’re craving that freedom to create your own path and work from anywhere in the world, start by accepting that this path is rarely straightforward. You’ll need to cultivate resilience and adaptability to navigate those inevitable ups and downs. Instead of focusing on monetizing existing skills, identify underserved niches or emerging trends within your field. This can give you a competitive advantage.

 

And don’t be afraid to experiment with different business models and revenue streams to diversify your income. This will be key to getting a sustainable income while on the go. Everyone talks about becoming a T-shaped entrepreneur, but I feel like nowadays, you’ve got to be a generalist to survive in business. You’ll have to learn so many new ways to outsource, automate, and better manage other people who have the most diverse skillsets compared to yours. Embrace calculated risks and don’t be afraid to step outside your comfort zone. You might want to experiment with unconventional marketing strategies for your business ventures or consider launching multiple micro-ventures to test new ideas with minimal investments.

 

And while you do that, I would suggest prioritizing financial management and becoming more self-disciplined. Location independence doesn’t mean financial recklessness. Create a budget, track all your expenses, and consider setting up both an investment fund and some savings for those rainy days (they will come, trust me). When things get tough, remember why you started. Reconnect with your passions and celebrate your wins. Be patient, persistent, and most importantly, enjoy the ride!

 

What does a typical day in the life look like for you (if you have one)? 

ILW: A “typical” day for me is a bit of a paradox, as the beauty of my lifestyle is its actual flexibility and lack of rigid routine. However, there’s a general rhythm to my days that balances work, personal growth, and exploration, which I love. I usually start my day pretty early. Based on my timezone, if people in the US or Europe (the ones I work with the most) are sleeping, I could go to the beach, for a walk in a park, a hike, or even just a long breakfast.

 

If they are awake, I use the “Eat That Frog” method and dive straight away into my most important tasks, usually related to my businesses, and then get the afternoon off when I can. Even when I work on Freaking Nomads, I tend to do it by exploring a new cafe, or from a coworking so I get the chance to meet people and have a good chat when I can.

 

I also allocate some time to personal development. I’m a voracious podcast listener and love to learn from watching YouTube videos – they give me a ton of inspiration and knowledge. Of course, this is just a general outline. Some days are packed with meetings and deadlines, while others are more relaxed and spontaneous.

 

What’s the biggest challenge of being an online business owner? 

LM: The biggest challenge of life as a location-independent entrepreneur like me is undoubtedly maintaining a healthy work-life balance. The freedom and flexibility that come with this lifestyle can be a double-edged sword. It’s incredibly easy to fall into the trap of working constantly, especially when your “office” is wherever you happen to be. Old habits die hard, and my previous corporate life in London ingrained a workaholic mindset in me. To combat this, I’ve had to consciously create boundaries and prioritize self-care.

 

I now intentionally take random days off during the week, like a Monday or Wednesday, to remind myself that it’s okay to step away from work. I also make a point with my partner of not working from Friday to Sunday whenever possible. I don’t agree with the “hustle culture” and refuse to become that person who’s always glued to their laptop. It’s an ongoing battle, but I’m committed to creating a sustainable and fulfilling lifestyle that allows me to enjoy the freedom and flexibility I’ve worked so hard to achieve.

 

What’s the biggest reward of being an online business owner? 

LM: The biggest reward of life as a location-independent entrepreneur is undoubtedly the unparalleled freedom and autonomy it affords. The ability to design my own schedule, work from anywhere in the world, and pursue projects that genuinely excite me is incredibly fulfilling. It’s not just about the geographical freedom, though. It’s also about the mental and emotional freedom to break free from the constraints of a traditional 9-to-5 job and create a life that aligns with my values and passions.

 

Witnessing the tangible impact of my work on others’ lives is also deeply rewarding. Through my businesses, I’m able to empower other aspiring digital nomads to achieve their dreams of location independence. Knowing that I’m (hopefully) contributing to a community of like-minded individuals who are creating their own paths and living life on their own terms is a source of immense satisfaction for me.

 

 

What does freedom mean to you? When do you feel freest?

LM: Freedom, to me, is about living a life that feels authentic and fulfilling. It’s about having the courage to follow my own path, even when it diverges from societal norms. And it’s about embracing the uncertainty and adventure that comes with creating a life that’s truly my own. I feel most free when I’m exploring a new place, immersing myself in a different culture, and connecting with people from all walks of life who do the most extravagant things to live this lifestyle. This thrill of discovery and sense of wonder that comes with experiencing the unfamiliar is where I find true liberation.

 

Freedom to me is also about mental and emotional liberation. I personally aim to have the space and time to pursue my creative passions, to learn and grow, and to cultivate meaningful relationships not just superficial encounters. I prefer to say “no” to things that don’t serve me and “yes” to opportunities that excite and challenge me.

 

What advice would you give to someone wanting to become location-independent, work online, and maximize their freedom?

LM: My humble advice is to focus on cultivating an insatiable curiosity, relentless problem-solving skills, and, above all, resilience. These are my antidotes to stagnation and irrelevance (very dangerous as a location-independent worker). Curiosity fuels that hunger for knowledge, driving you to constantly explore, question, and learn, while problem-solving can really empower you to tackle challenges head-on, finding creative solutions in extremely difficult conditions (it’s not easy to always be on the go and work at the same time). And it goes without saying that resilience is what would truly help you bounce back from setbacks, stronger and wiser than before. I personally make these qualities my North Star, so I hope they will help someone out there as well.

 

What do you wish you did differently (in work or life)? 

LM: While it’s tempting to think about those “what ifs”, I honestly wouldn’t change a thing about my journey. Every experience has shaped me into the person I am today. And even if I could have fast-tracked my way to location independence and entrepreneurship, I would have missed out on valuable lessons and personal growth opportunities along the way, so no regrets there, too. I believe that everything happens for a reason, and my past experiences, even the challenging ones, have equipped me with the skills and perspective I needed to thrive in my current lifestyle. I’m so grateful for the winding road that led me here, and I wouldn’t trade it for anything.