President & Professional Driver
Creating unexpected experiences, cultivating work ethic, and furthering organizational abilities are the benchmarks for Jeff and his team. Striving for uniqueness in the industry, Jeff has always believed that one of the main results of our products and services should be fun for the client and the participant. He surrounds himself with good people who have a sense of humour, and that makes doing the hard work just that much easier. Jeff started his automotive adventure in 1988 as a performance and racing instructor. After teaching over 20,000 beginner, intermediate and pro racers, including NASCAR star Jeff Gordon and Indianapolis 2011 pole sitter Alex Tagliani, he began sharing his expertise through automobile product launches, consumer ride and drives, and in-class, in-car, and in-dealer training.
Jeff has managed and executed the launch of over 50 new vehicles to the Canadian, South American and United States automotive media. He has worked with companies like JD Power & Associates, Genesis, Hyundai, Lexus, Porsche, Audi, Mercedes-Benz, Volkswagen, Ford, and Mazda. Jeff is a Seneca Honours Graduate in Small Business Management, a certified Sports Vision Trainer, a SeasonOne race coach at Canadian Tire Motorsport Park, and winner at the 2007 Targa Newfoundland. Jeff and his team complete yearly tire tests for Kal Tire, he is the lead instructor for PFAFF Motorsports and APEX Driver’s Training, developing and executing track driving programs. More recently he is spearheading Event Matrix’s very own Days In Thunder – Northern Ice Driving Experience.
Although Jeff doesn’t physically like wearing hats, he has worn many – Teacher, Instructor, Coach, Evaluator, Site Manager, Facilitator, Trainer, Actor, Cyclist, Racecar Driver, Precision Driver, Detailer, and Race Fan.
Richard has 20 years of project and event management experience in large organizations and self-created companies, covering many business areas. Following a comprehensive 5-year manufacturing and technical engineering apprenticeship with Land Rover, he led the way in the development of
While living in the UK, Richard created Ambition Events an ultra-events company staging races, and upon moving to Canada he started a successful event management company, with a diverse portfolio of conferences and trade shows across Ontario. Richard helped organize the London 2012 Olympic Games Triathlon, and at the Toronto 2015 Pan Am Games he was responsible for planning and staging nine outdoor competitions in two weeks. He still holds similar roles at the World Triathlon Series events each year. To
In his spare time, when not enjoying the outdoors with his family, Richard enjoys competitive sim
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