Triathlon and DIY home projects for this Hermes CEO

Published: Saturday, July 16, 2022

Founded in 2002, Hermes Logistics Technologies has developed cargo management systems for airlines and air cargo handlers which find its bespoke solutions and systems to be among the most versatile and sophisticated, streamlining ground handling processes and maximizing profits while reducing handling errors through inbuilt best practices.

The company works with a wide range of other companies, from smaller cargo handlers to large airlines all over the world. It counts Etihad, PCF, FCS, Menzies and PACTL, among its customers.

Yuval Baruch (55), is the CEO of Hermes Logistics Technologies. Israel is his homeland, but he has spent considerable time in the UK, the US and Italy. Baruch is married with two sons (aged 26 & 23) and a daughter (22).

“Academically I have a Bachelor’s degree in business from the College of Academic Studies in Tel Aviv and a Master’s degree in business from Stanford Graduate School of Business in California,” Baruch tells Air Cargo Update.

“My main hobby is triathlon which takes up a large amount of my limited free time. I do Ironman competitions and training that starts at 4:30am to be completed before work and between 2-4 hours training on weekends. I also enjoy doing DIY projects around my house. Currently, I am in the process of building an outdoor kitchen with a barbecue in my backyard.”

Last year, Baruch spent four days cycling the length of Israel with his triathlon club, MyWay. The group made of around 80 cyclists covered an impressive 630 kilometers, cycling for an average of 5.5 hours per day in sweltering heats of up to 35 degrees Celsius. The cyclists also climbed a total of about 6,400 meters on their bikes during the tour.

“It’s boring to do the same things all the time, so we look for other things to do,” Baruch shared on Hermes website. “The cycling tour was a really good strength-building exercise and good preparation for longer cycling competitions, like Ironman, which is 180 kilometres in a day.”

Baruch likes to unwind after a long day by listening to music and watching Netflix.

His favorite quote is about AUTHENTICITY by Michal Jordan: “Authenticity is about being true to who you are, even when everyone around you wants you to be someone else.”

He looks up to professional athletes due to their drive, commitment, perseverance and winner nature.

“I also look up to my wife for her huge heart and emotional capabilities,” he shared.

When asked what his profession would be if he weren’t an aviation expert, Baruch replied that he would love to compete in some motor sport.

Baruch’s expectation for 2022 are, “Professionally, I would like to have further firmed the growth and restructuring of HLT and I would like to complete one more Ironman competition.”