From first mile to fast lane — Fortis Riders

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Fortis Riders is a high-end, secure chauffeured service for the world’s most discerning travelers. The company’s hand-selected chauffeurs drive vehicles like the Mercedes-Benz S-Class, and take care of billionaires (including one of the world’s wealthiest men) as they travel across 114 countries.

By 2014, the company was in the middle of an 8-year growth streak that was landing them on the Inc. 5000 list. Revenue was hovering just under $9 million. And CEO Nathan Foy realized that, if Fortis were going to handle its growth, they were going to need someone who understood marketing and communication.

Fortis liked the ALIGN approach, and brought Will Gray in for a substantial engagement. During that time, Will led important initiatives to make the company’s identity more powerful, the brand more distinctive, and the customer experience more effective. He also helped to form the company’s leadership team. 

By the end of 2018, revenue reached nearly $19 million. The team had grown from 15 to nearly 50. Just as importantly, team and client engagement scores rose dramatically, into the “flourishing” zone.  

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Will was indispensable in helping Fortis Riders attain the message clarity we needed for growth. Through innovative thinking and hard work, Will built a team that built our brand into one that is recognized globally. He did it while helping to refine our vision and values, and strategic planning.

Will has great talent in marketing insight, team building, and leadership. Together with these qualities, he has an empathy for his coworkers that is noteworthy.
— Nathan Foy, CEO
Will’s ability to assess situations and develop actionable first steps toward big goals was a particular asset that we leaned upon frequently. He also built a first class team that he recruited and developed. His leadership left a lasting imprint on them—each one attributes personal and professional growth to Will’s time with them.
— Matt Lawrence, COO
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Will’s obvious love for people and their well-being will always shine. He knows that a company cannot achieve greatness if the people who make up the company are not thriving.
— Robert Schmidt, Executive Director of Middle East Operations