Building on the work-family and fit literatures, we theorize how entrepreneurs can strive to reduce work-family conflict and subsequently improve their well-being. Specifically, we conceptualize how entrepreneurs enact a venture environment that fits with their life role values through appropriate work-family management strategies. Because entrepreneurs are the active element of new venture creation (Baron, 2007), we extend the person-environment fit literature (Edwards, 1991; Kristof, 1996) by arguing that rather than simply being a static match between the individual and the environment, person-venture fit (P-V fit) is a dynamic process of enactment whereby the entrepreneur utilizes appropriate work-family management strategies based on his/her life role values to achieve an optimal balance between work and family.