Aldis Ozols, the Founder and CEO of A1 Diesel Limited, has offered a sobering insight into the psychological pitfalls of sudden wealth, cautioning that the euphoria and excess that accompany a first fortune can breed a false sense of security.
Speaking on JoyNews’ Personality Profile with Lexis Bill today, Thursday, December 11, 2025, the author of the new book, Win Life, Lose Millions, reflected on his experience of building a €17 million real estate empire and then losing it all in the 2008 financial crash, emphasising that even staggering wealth is subject to the “seasons” of life and the global economy.
Ozols, whose life story includes growing up under communism in Soviet Latvia and serving in Special Forces, detailed the intoxicating effect of becoming a first-time multimillionaire.
He described a period of unrestrained consumption and a high-stakes lifestyle that often accompanies initial financial success.
“Actually, when you become a first-time multi-millionaire, you are going kind of crazy. You are buying the most expensive car. You are chasing the most luxurious restaurants and everything that you can afford. Everything that is available from the market you want to try.”
He spoke of the feeling of having finally “made it”—a psychological high fuelled by success and validation:
“It was something, like, you have made it. Yes….Of course, you are high all the time. You are high. You are invited everywhere.”
“And when you are rich and famous for the first time, you think it’s like that. You don’t know. Yeah. Everything has seasons.”
His words serve as a crucial warning to those navigating rapid financial success, echoing the volatility experienced globally during the 2008 crash, which demonstrated how quickly massive assets, particularly in real estate, can evaporate .
Ozols’ personal loss was extreme; he went from owning a vast portfolio to being minus €7 million in debt. His path to recovery involved starting anew in Ghana with nothing but the proceeds from selling his wife’s jewelry, demonstrating the brutal reality that “everything has seasons.”
Today, as the CEO of A1 Diesel Limited, Ozols advocates for a financial philosophy that prioritises resilience, risk management, and building long-lasting value over succumbing to the temporary excesses of initial wealth.
Arriving in Ghana in 2010 with virtually nothing, Ozols embraced the unfamiliar terrain of West Africa.
Drawing on his mechanical aptitude—honed from early tinkering in Latvia—he founded A1 Diesel Limited, a specialist in diesel fuel injection systems, turbochargers, and automotive diagnostics.
Today, the Accra-based company boasts a state-of-the-art repair centre on Spintex Road, serving over 50,000 customers across more than 60 countries.
“Ghana gave me a second chance,” Ozols said, crediting the country’s vibrant economy and welcoming spirit for his comeback. His firm has grown into a regional powerhouse, employing locals and exporting expertise throughout Africa, with annual revenues now in the millions.
Ozols’ story isn’t just one of financial recovery; it’s a testament to mental fortitude.
He invoked a motivational quote from Russian entrepreneur Oskar Hartmann: “Before you lose $1 billion, don’t condemn yourself. You are still good to go.”
This mindset, he explained, propelled him through despair, including bouts of depression and physical frailty post-heart attack.
“I lost my fortune, my name, my certainty,” reads the book’s synopsis, “yet from the ashes of collapse, I found clarity, purpose, and the will to rebuild.”
The book, launched just weeks ago at Accra’s Marina Mall and available in hard copy for €23 through Ozols’ website, serves as a “brutal comeback manual” for anyone facing adversity.
It details his strategies for bouncing back, from mindset shifts to practical business pivots, drawing on lessons from his Soviet upbringing, military service, and multiple failures. Early readers have hailed it as a must-read for 2025, blending raw honesty with actionable advice.