read his about page: http://www.startbreakingfree.com/about/

Shows he's started a few other sites, including working on a YC funded (stealth) startup.

Yep, I have a day job. Right now it takes very little time to run the site, maybe a few hours per week. But I definitely spent a lot of time building it up front, and occasionally still do when I add new features. As a strict hourly ROI I could have made way more at a job or doing consulting work, but it's an investment that may pay off long term (or not, but either way it was way more fun :)