A Chat With Superdad Eli Gurock, Co-Founder of Magic Beans

Eli Gurock Magic Beans

We all know the stress that comes with purchasing baby gear. While there are so many wonderful brands on the market, sometimes it can easily get overwhelming when it comes to choosing the right gear for your family. Eli Gurock, co-founder of Magic Beans, conceived the idea of having a store that was designed for both kids and parents. Magic Beans was founded by Eli and his wife Sheri in 2004

Now Eli, a dad of three, spends his days immersed in baby gear. Whether it's finding the latest and greatest for the store, educating parents on how to properly install their car seats, or sharing his daily life on Snapchat, Eli makes Magic Beans much more than just another baby and kids store, he makes it an experience. 


Eli Gurock Magic Beans 

Congratulations on all of the success of Magic Beans! What inspired you to start this amazing store filled with so many things for both children and their parents?

My wife Sheri and I have been friends since we were four years old, and wanted to have a business together since high school. In 2004, modern baby gear was just a fledgling industry, and there were no stores in Boston that sold these new products, and for sure no stores that were offering knock-your-socks-off customers service. So after being inspired by Galt Toys + Galt Baby in Chicago that sold toys for all ages and baby gear - we started Magic Beans.  

Magic Beans has all of the gear parents need both before and after baby. Can you tell us some of the baby gear trends we might expect to see this year?

You are already seeing this with Austlen Baby, and the Silver Cross Wave, but I think companies are going to continue to innovate double strollers. They have alway been very finicky products, and there is a really need for innovation in that category, and great opportunity.  

What is one piece of baby gear you tell every parent to add to their registry?

Nuna Leaf 

If you could hand off one chore to someone else each day, what would it be?

Cleaning the kitchen (a never ending battle) 

Eli Gurock Magic Beans

What is your favorite thing to do to relax and unwind?

I am a SoulCycle addict, and I love mixing a great cocktail.  

What is your best parenting hack?

Use your likability to your advantage. So many dads are great buddies, funny co-workers, and chill people in real life, but when it comes to their kids they transform to someone more stern, more frustrated, and less fun - you don't have to be that way. Use your people skills and your likability skills that you use in everyday life with you kids. You'll be less frustrated, and you'll develop a great relationship. 

What is the best white lie that you’ve told your child? 

I'm really into keep it real.  All the time. 

If you could describe fatherhood in one word, what would it be? 

A Party

Eli Gurock Magic Beans

What’s one moment in your fatherhood journey that has made you proud?

Both my girls did amazing jobs at their respective bat mitzvahs. Not only did they prepare extraordinarily well for the service, but they projected poise, maturity, confidence, intelligence, and humor. Bursting with pride. 

What is one piece of advice you want to pass along to your children?

Be confident in who you are no matter what.  

What is one piece of advice you would pass along to other moms and dads?

Take a break, make sure you are having fun, are taking the time for you. You deserve it.  

Eli Gurock Magic Beans

How do you tackle the work/life balance?

Owning your own business is a double-edged sword. I am blessed to have a lot of flexibility but at the same time I'm kinda shackled to my business, so I work hard to make the time that I need for both. My days tend to be VERY long so I can fit it all in, but I love living each day to the fullest (I know, I'm annoyingly energetic - I eat paleo and drink A LOT of coffee)

What was the last book you read? 

Nerd alert:  The Founder’s Mentality: How to Overcome the Predictable Crises of Growth 


Fun Facts:


Favorite Outdoor Activity:

BBQing - does that count?  

Favorite Form of Exercise: 

I exercise a lot and wake up very early to do it -  SoulCycle, Weigh Lifting, and Hot Yoga.  

What is on your DVR? 

House of Cards 

Favorite App:

Snapchat (+eligurock)