Meet the team

Arick Manocha

Co-Founder & CEO
Arick is the architect behind Life Itself, designing the systems, strategy, and structure that turn vision into reality. With a background in hospitality, art, and large-scale event production, he leads operations and planning across all brands in the Life Itself ecosystem. His focus is on logistics, innovation, and building infrastructure that transforms ideas into immersive, sustainable experiences.

Callan Hutchison

Co-Founder & Head of Communications
Callan shapes the voice and heartbeat of Life Itself. As Head of Communications and Social Media, he bridges creative storytelling with audience engagement, ensuring the message, visuals, and atmosphere stay in sync. He brings emotion, clarity, and charisma to every project, helping the brand connect authentically with its audience.

Jeffrey Cherubin

Strategic Advisor

Jeffrey is the light and fire of Life Itself — a living embodiment of joy, movement, and connection. As Energy Advisor, he brings warmth, rhythm, and heart to every event, helping the space come alive. Whether dancing, vibing, or uplifting others, Jeffrey reminds everyone what it means to feel fully present — and fully alive.

Sophia M. Aste

Narrative Designer

Sophia works at the intersection of language and design, translating imagination into strategy to help big ideas — and the people who live them — find their fullest voice.