Pete is a passionate, grassroots brand builder who both develops business strategy and then translates that strategy into 360° multi-channel activation. He has a passion for building great culture and leading cohesive teams focused on a well laid out vision. His background includes senior level leadership roles across a broad experience base which has taken him from sales to marketing to CEO type roles, from for-profit to not-for-profit and from working for major corporations to having launched his own independent consulting business and a passion initiative, The GenWell Project. He is a charismatic and visionary business leader who believes that by doing the right thing every day, exceptional results are created. His engaging leadership style comes from an enthusiasm and genuine desire to help others, as well as the belief that building a great culture encourages collaboration, great execution and ultimately bottom line results.In 2016, Pete launched his passion project, The GenWell Project, a human connection movement that was in the making for over a decade, which has recently become more relevant than ever. The mission of The GenWell Project is to make the world a happier and healthier place by educating people about the importance of face-to-face social connection and inspiring them to take action. Pete’s experience in the not-for-profit field predates the founding of The GenWell Project, as he successfully led the Movember Canada Foundation for nearly five years, growing the cause from a few thousand participants nationwide to the largest fundraising country worldwide, leading the team that raised $142 million dollars for men’s health over that time. Prior to joining Movember Canada, Pete was a 20-year veteran of the beverage and hospitality industry, serving in roles from bar staff to sales to brand management. Pete has been able to draw on these broad range of experiences in both the for-profit and not-for-profit fields to great success. Pete is frequently a keynote speaker, commentator and writer who has contributed opinion pieces for print, magazines, radio and online.Want to connect? You can reach out to Pete at pete@genwellproject.org.