Outdoor professional/International business
30 years shaping global outdoor brands
Specialty retail/cafe
Real estate investor
Geo-arbitrage in Latin America
Expanding Global Brands with Strategy
Explore key accomplishments and growth metrics that highlight success in international markets and strategic brand development.
Strategic Growth, Customer Service & Proven Expertise
- Global brand building
- In-depth knowledge of Latin American markets
- Fluency in English and Spanish facilitating seamless communication
- Passion-driven insight from active participation in outdoor sports
Passion Meets Expertise in Outdoor International Adventures
- Ajijic, Jalisco, Mexico/Edwards, Colorado, USA
- (209)963-2443
- john@johnrounds.com
John Rounds
Owner
30-year outdoor-industry leader who builds global brands, a history in launching distribution across the Americas, driving multimillion-dollar growth. Bi-lingual (English/Spanish) professional with experience in 50+ countries, bringing deep cross-cultural fluency and extensive Latin American market expertise. Skilled in brand positioning, international sales, P&L management, athlete/event marketing, and digital strategy. Passionate fly-fishing guide and winter-sports enthusiast with a global mindset and proven ability to grow markets across diverse regions.
- Skills
- Education
B.A. Latin American Studies
Latin American Studies -1994
A.A., Marketing
Marketing -1988
- Experience
1. LATAM PLAN B
Global Founder
2023- Present
Residency and “Plan B” consultancy serving high-net-worth families across Latin America.
● Built a high-touch advisory model supporting relocation, residency, and international strategy for affluent families
across Mexico and the Southern Cone.
● Developed collaborations with legal, tax, and immigration firms, strengthening client service and increasing referral
volume.
● Created digital content and branding that positioned the company as a trusted LATAM-focused relocation authority
2. ELLICOTTVILLE COFFEE + ADVENTURE BOUND
NY Founder
2015 - 2025
Hybrid outdoor retail + specialty-coffee hub serving 80,000+ drinks per year.
● Launched an innovative dual-concept business combining premium outdoor retail with a high-volume specialty coffee
shop.
● Secured retail partnerships with major brands including Patagonia, Osprey, MSR, OluKai, and Chaco.
● Drove year-over-year revenue growth through targeted merchandising, events, and community engagement.
● Built and trained a multi-department team spanning retail, barista operations, inventory, and customer experience.
3. SUP ON THE FLY
Global Founder
2015 - 2024
Inflatable SUPs and fly-fishing gear for adventure travel.
● Designed and launched a niche product line built for expedition travel, attracting global adventure and fly-fishing
communities.
● Built wholesale and e-commerce distribution.
● Collaborated with athletes, guides, and content creators to elevate brand visibility and credibility.
4. TRUE NORTH TRADING
Remote (USA) President
1997 - Present
Rep and master-distribution agency for top outdoor and action-sports brands.
● Founded one of the most respected sales agencies in the outdoor industry, representing category-leading brands for
25+ years.
● Managed multi-state sales teams supporting CamelBak, Teva, Yakima, Osprey, Salomon, SmartWool, Pearl Izumi, and
more.
● Served as Americas Master Distributor for Drift Innovation (2007–2013), building a multi-country distribution
network.
● Drove consistent double-digit sales growth for partner brands through territory expansion and strategic retail
partnerships.
5. DRIFT INNOVATION Vail
CO CEO (Americas)
2012-2013
Managed the brand’s largest global territory and built Latin American distribution.
● Built regional sales, marketing, operations, and warehousing infrastructure from the ground up.
● Opened distribution channels in Mexico, Central & South America significantly expanding the Americas footprint.
● Led a high-performance team responsible for retail growth, athlete partnerships, and content-driven marketing.
6. V.I.O. INC Global
VP Global Sales and Marketing
2007-2009
Rebuilt global distribution and drove rapid revenue expansion.
● Achieved profitability in 18 months through strategic restructuring and global channel development.
● Drove 300% company revenue growth by expanding distribution throughout Europe, Asia, and the Americas.
● Developed brand strategy, athlete partnerships, and product launch campaigns for POV/action-sports cameras.
7. CLOUDVEIL
North America, Director of Sales
2005-2006
● Managed U.S. and Canada wholesale strategy for a premium technical apparel brand.
● Strengthened specialty retail relationships and expanded placements across major outdoor retailers.
8. CAMBELBAK
US Sales Manager
2003-2005
● Oversaw regional sales growth during a major brand expansion phase.
● Increased distribution within specialty outdoor, run, cycle, and sporting goods channels.
9 . STRIDE TOOL
Latin American Sales Manager
1993-1995
● Oversaw regional sales growth during a major brand expansion phase.
● Increased distribution within specialty outdoor, run, cycle, and sporting goods channels.
- ACHIEVEMENTS
Successful Summits of
● Aconcagua – 22,837 ft
● El Misti – 19,101 ft
● Mt. Rainier – 14,411 ft
- SKILLS AND INTERESTS
Global brand building • Digital strategy • P&L management • Athlete marketing • Spanish fluency • Fly-fishing (salt & fresh)
guide • Backcountry skiing • SUP • Specialty coffee•Bi-lingual (English/Spanish)
30-year outdoor-industry leader who builds global brands, a history in launching distribution across the Americas, driving multimillion-dollar growth. Bi-lingual (English/Spanish) professional with experience in 50+ countries, bringing deep cross-cultural fluency and extensive Latin American market expertise. Skilled in brand positioning, international sales, P&L management, athlete/event marketing, and digital strategy. Passionate fly-fishing guide and winter-sports enthusiast with a global mindset and proven ability to grow markets across diverse regions.
Latin American Studies -1994
Marketing -1988