(970) 376-2725 | Ajijic, Jalisco, Mexico/Edwards, Colorado, USA | jroundshp@gmail.com
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.
LATAM PLAN B – 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.
ELLICOTTVILLE COFFEE + ADVENTURE BOUND Ellicottville, 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.
SUP ON THE FLY 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.
TRUE NORTH TRADING – President Remote (USA) 1997 – 2015
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.
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.
V.I.O. INC –VP Global Sales and Marketing 2007-2009
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.
CLOUDVEIL Director 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.
CAMBELBAK – 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.
STRIDE TOOL Latin American Sales Manager 1993-1995
- Opened new markets in Mexico, Chile, Colombia, Argentina, and Brazil.
- Built relationships with distributors and industrial/commercial customers across LATAM.
EDUCATION
B.A., Latin American Studies – State University of New York
A.A., Marketing – North Central Michigan College
Vail Mountain School ‘86
NOTABLE ACHIEVEMENTS
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)
