We believe in the brilliance of human ingenuity

Adriana Martin excels at helping brands transform ideas into manufacturable products that balance creativity with efficiency. With 25 years of experience in Product Operations, Development, and Sourcing, she has led initiatives for global organizations including Arc'teryx Equipment, Herschel Supply Co., Knix Wear Inc. and Vessi Footwear Ltd. She specializes in guiding teams through go-to-market communication, supply chain optimization, and cross-functional collaboration—building strategies to create repeatable, cost-focused products while streamlining processes and delivering high-quality outcomes with reduced risk.

Adriana has a Bachelor of Arts degree from the University of Western Ontario and advanced study of Product Design and Manufacturing. When not at work, Adriana can be found on the trails along the Sea To Sky mountains of British Columbia, either mountain biking, running or skiing.

Dan Green helps organizations turn ambitious ideas into high performance products. A design leader based in Squamish, BC, he has shaped advanced concepts and category strategy for outdoor equipment brands for more than two decades. Dan's many years with the Arc'teryx design team included roles as Vice President, Design and Senior Director, Advanced Concepts. He cofounded a passion project called MINUS 90 Gear and most recently directed Advanced Concepts at Sugarhouse Creative.

Dan brings a mindset of practical simplicity to complex projects, shaped from his enjoyment of building things by hand. He volunteers as a Director with the Howe Sound Curling Club in Squamish and recently traded his caving helmet for a fly rod.

Dan believes in the brilliance of human ingenuity and has spent years refining the craft of co-creation to unlock it. He brings over a decade of experience guiding sector leading organizations to do the "Institutional Soul Work" to identify and action the highest and best use of their resources in service of a societal and/or environmental need.

He serves on the Board of Directors for the Outdoor Diversity Alliance and as Vice Chair for the Vancouver Foundation. A keen mentor, he supports youth leading the climate movement through the Abundance Fellowship and Canada's Top 25 Environmentalists under 25.

Balancing his love of music and the arts with time on the trails, you'll usually find him at a local gig, exhibition, or in motion on the land. In each space, you're likely to find him with a huge smile on his face!

Jon thrives when he leads organizations through purpose-driven transformations. With over 25 years of experience across global brands, including key roles as President of Arc'teryx, CEO of Herschel Supply and sales leadership at The North Face; Jon is known for driving meaningful growth while inspiring people to do their best work.

Jon brings a unique ability to blend operational excellence with creative vision, positioning Brands at the forefront of innovation. Jon spends his free time running on muddy trails and building furniture at his workshop on Vancouver Island.

Lance Richardson helps organizations build resilient supply chains that drive growth and performance. With more than 25 years in the outdoor industry, he played a pivotal role in shaping Arc'teryx into a globally recognized brand, leading initiatives in supply chain strategy, international expansion, margin improvement, and operational excellence. His expertise spans strategic supply base development, distribution network optimization, and building high-performing teams anchored in a strong performance culture.

Lance champions innovation in planning, inventory management, and cross-functional processes to deliver measurable results. Based in Vancouver, he's passionate about cycling, backcountry skiing, hiking, and discovering unforgettable meals.

Steven Fitzgerald helps organizations build purpose-driven cultures where people thrive and performance follows. He works with executive teams to bring purpose to life, align values with everyday practices, and strengthen leadership habits that create clarity and momentum. Known as a thoughtful partner and culture coach, he brings pragmatic, proven ideas that help organizations find their next gear through becoming more humanistic.

He is the co-founder and President of Habanero Consulting and is often invited into boardrooms and future-of-work forums to challenge the status quo with optimism and clarity. He is also deeply involved with the Dr. Peter Centre, supporting its mission to foster dignity and inclusion in healthcare. Based in Vancouver, Steven spends time exploring the wild spaces of the Sea to Sky region on his bike.