Profile
Chief Executive Officer Richard W. Lightowler is a visionary leader, who has achieved enormous successes by motivating others to achieve their personal goals. He has been described by his colleagues, co-workers and competitors as an "indestructible warrior."
I am an entrepreneurially minded Chief Executive Officer (C.E.O.) with a passion for mentoring others, finding new markets, and expanding & selling businesses. I have a solid background in credit card processing, electronic banking, restaurant management, hospitality point-of-sale software and executive team selling. In addition, I have an extensive knowledge of social media platforms, video production and audio engineering.
Overview
Richard W. Lightowler is the Chief Executive Officer & Founder of JediRich.Com Studios in Manhattan.
My name is Richard W. Lightowler. I have 30 + years of unique business experience. I spent 15 years in the financial services sector where I learned to sell software and electronic data capture devices to banks, billers. restaurants and hotels. I learned how to sell to the Fortune 500. I spent another 7 years managing restaurants, bars and retail. I learned hospitality from a 5-star, 5-diamond resort when I worked as a bartender in Aspen, Colorado. Some of our guests were Jim Carey, Conan O'Brien, Mariah Carey, Ivanka Trump and her mom, Al Greenspan, Robert Dinero and a host of other notable name brands,
From there, I was asked to be the C.E.O. of a multi-location True Value hardware franchise in West Linn, Ore. During my 5 year tenure, I increased revenues by 3x, became Traeger Grills #1 dealer in the Nation and created a retail sales website called the Pellet Grill Outlet (PGO). I used the success of PGO to design, manufacture and market a new line of wood pellet grills called the Royall Grill. I was setting my sites on Traeger's lucrative wood pellet grill market. To achieve my success, I designed a series of after-market parts designed to fit in a Traeger. I made PGO's parts superior to Traeger's parts to distinguish PGO from the other Traeger dealers.
I attended industry trade shows, purchased print & broadcast advertising and taught hardware store employees some good, old fashioned salesmanship skills. I created and marketed a new line of high-end, food grade wood pellets called American Broadleaf. American Broadleaf pellets had more flavor than Traeger's pellets. I have a background in computer software so I search optimized PGO's website to come in the #1 search result position when a person typed in "Traeger Grills" on Google.
From there, I was asked to be the C.E.O. of a multi-location True Value hardware franchise in West Linn, Ore. During my 5 year tenure, I increased revenues by 3x, became Traeger Grills #1 dealer in the Nation and created a retail sales website called the Pellet Grill Outlet (PGO). I used the success of PGO to design, manufacture and market a new line of wood pellet grills called the Royall Grill. I was setting my sites on Traeger's lucrative wood pellet grill market. To achieve my success, I designed a series of after-market parts designed to fit in a Traeger. I made PGO's parts superior to Traeger's parts to distinguish PGO from the other Traeger dealers.
I attended industry trade shows, purchased print & broadcast advertising and taught hardware store employees some good, old fashioned salesmanship skills. I created and marketed a new line of high-end, food grade wood pellets called American Broadleaf. American Broadleaf pellets had more flavor than Traeger's pellets. I have a background in computer software so I search optimized PGO's website to come in the #1 search result position when a person typed in "Traeger Grills" on Google.
Richard W. Lightowler has unique style of leadership that results in his employees achieving personal successes.
PGO quickly became Traeger Grills' #1 dealer in the Nation. But instead of giving PGO a reward, Traeger established rules limiting PGO ability to conduct sales on the nternet. They also had a non-written exclusive agreement where Traeger would terminate a dealership if the dealer carried a competitive wood pellet grill. Traeger sold the company to Keith Barrish, a Hollywood producer, who shut down the Wilsonville plant, where the Traegers were made, and started manufacturing them in China.
That's when I decided to take action. I contacted a small manufacturing plant in Wisconsin who said they could make a wood pellet grill to my specifications. We called it the Royall Grill. The number one reason to purchase a Royall Grill was because it was made in the U.S.A. I am not just a C.E.O. who sits behind a desk. In this case, by fielding sales calls is how I trained the hardware store employees to be an effective sales person. That's also how I learned that Traeger's main selling point was that it was "Made in the U.S.A."
Working the phones is how I came up with several after-market products, like the 180 degree digital controller. PGO's customers were asking if the grill would go down to 180 degrees. I did some research and found a temperature control board manufacturer in Chicago. I flew to Chicago the next day and designed a new controller. The 180 degree controller became another reason for PGO's enormous success. No one else had a wood pellet grill that could cook at 180 degrees except PGO.
I expanded the business to another location in downtown Portland across the street from the new MLS stadium. The new store was a hit with the soccer fans who drew a line around the block when I sold BBQ sandwiches from the meat that was cooked on the Traeger Grill. I used the new location to cross-market PGO's wood pellet grills. Things were going great until the manufacturing plant in Wisconsin started selling Royall Grill's to PGO's competitors. I learned a very hard lesson that year about contract negotiations.
That's when I decided to take action. I contacted a small manufacturing plant in Wisconsin who said they could make a wood pellet grill to my specifications. We called it the Royall Grill. The number one reason to purchase a Royall Grill was because it was made in the U.S.A. I am not just a C.E.O. who sits behind a desk. In this case, by fielding sales calls is how I trained the hardware store employees to be an effective sales person. That's also how I learned that Traeger's main selling point was that it was "Made in the U.S.A."
Working the phones is how I came up with several after-market products, like the 180 degree digital controller. PGO's customers were asking if the grill would go down to 180 degrees. I did some research and found a temperature control board manufacturer in Chicago. I flew to Chicago the next day and designed a new controller. The 180 degree controller became another reason for PGO's enormous success. No one else had a wood pellet grill that could cook at 180 degrees except PGO.
I expanded the business to another location in downtown Portland across the street from the new MLS stadium. The new store was a hit with the soccer fans who drew a line around the block when I sold BBQ sandwiches from the meat that was cooked on the Traeger Grill. I used the new location to cross-market PGO's wood pellet grills. Things were going great until the manufacturing plant in Wisconsin started selling Royall Grill's to PGO's competitors. I learned a very hard lesson that year about contract negotiations.
"Coffman made me the General Manager to fix his struggling restaurant, the Brasserie Montmarte."
Richard W. Lightowler is the original designer of the Royall Grill.
In May of 2012, Carl Coffman asked me to fix his struggling restaurant in Portland, Ore. The Brasserie Montmarte is a famous restaurant located in the heart of downtown Portland, Ore. Coffman owned the building but lacked any relevant restaurant experience. He acquired the restaurant when the previous tenants failed to pay rent. Coffman partnered with Chef Pascal Chureau and asked me to be the General Manager of the Brasserie. Chrureau owned and operated another restaurant in West Linn, across the street from the Big Belly BBQ Deli.
Coffman acquired the restaurant from Matt and Sara Maletis in 2011. I knew Sara from when she was a bartender at Henry's Tavern. Sara married Matt Maletis and decided to quit working in bars. Matt's family owns Maletis Beverage which is one of Oregon's most prominent beer distributors. Instead of working in a bar, Sara wanted to own a restaurant. Matt and Sara signed a 20-year lease and spent $1 million to upgrade the Brasserie. Needless to say, the newly married Maletis couple failed to make the lease payments to Coffman within about a year or so.
Coffman acquired the restaurant from Matt and Sara Maletis in 2011. I knew Sara from when she was a bartender at Henry's Tavern. Sara married Matt Maletis and decided to quit working in bars. Matt's family owns Maletis Beverage which is one of Oregon's most prominent beer distributors. Instead of working in a bar, Sara wanted to own a restaurant. Matt and Sara signed a 20-year lease and spent $1 million to upgrade the Brasserie. Needless to say, the newly married Maletis couple failed to make the lease payments to Coffman within about a year or so.
"I discovered that the staff was completely unmanageable."
Richard W. Lightowler is an "street smart" C.E.O. with a degree in Biology.
I discovered that the staff was completely unmanageable. By the time Coffman had asked me to fix the place, the bartenders, the cooks, the waiters and even the sommailier had essentially taken ownership of the restaurant. Coffman was being held "hostage for ransom" by a few servers and bartenders. This is common when a new business changes hands. However, this is a unique case. Sara hired her friends because she knew them from when she was bartender at Henry's Tavern. The establishment was failing because Sara had lacked any business sense; she was a bartender, not a business owner.
I identified and fired the "ring leaders" that were sabotaging the business. I gave pay raises to the employees that wanted to stay loyal to the new business owner, Coffman, who happened to also own the building. I resigned shortly thereafter when Chureau sold his one share of the corporation back to Coffman in 2012.
I identified and fired the "ring leaders" that were sabotaging the business. I gave pay raises to the employees that wanted to stay loyal to the new business owner, Coffman, who happened to also own the building. I resigned shortly thereafter when Chureau sold his one share of the corporation back to Coffman in 2012.
In 2012, I moved to Panama, bought a camera and learned photography. I moved back to the United States a year later. In 2014, my wife and I became social media content creators on Twitter, Instagram and YouTube. We made over 135 construction videos about the Allegiant Stadium construction project in Las Vegas. I learned to produce videos using 3-point lighting and green screens. I have been nickednamed Jedi Rich on social media. I learned how to record, edit and audio engineer multi-camera videos. We were the first to produce (and perform) the new Las Vegas Raiders anthem. The video was featured in an article on Barstool.com. You can read the article here.
I started a company called the Weight Loss Force
Chief Executive Officer Richard W. Lightowler is a uniquely tenacious leader. He even has the ability to combat and beat obesity; not even Oprah could do that.
I spent the last 5 years learning how lose weight. I have a Bachelor's of Science degree in Biology from Lewis & Clark College, which taught me how to conduct experiments. I kept a log of my weight, vitals and the foods I ate. Not only did I learn how to lose weight, but my blood pressure dramatically improved by 33 systolic points. I lost 175 pounds without going to the gym. I called it the Weight Loss Force.
Today, I only drink water and eat lots of lean protein. I found the healthiest food one can eat is food cooked at home. Restaurant food is unhealthy. I've worked in restaurants since I was 14 years old. A cook is trained how to make food taste delicious, not tase healthy. A restaurant's primary goal is to sell more food. Unhealthy food sells more than healthy food. Food that sells the most is food that is loaded with sugar and fat. You cannot get a chef to stop adding sugar or salt to food.
Today, I only drink water and eat lots of lean protein. I found the healthiest food one can eat is food cooked at home. Restaurant food is unhealthy. I've worked in restaurants since I was 14 years old. A cook is trained how to make food taste delicious, not tase healthy. A restaurant's primary goal is to sell more food. Unhealthy food sells more than healthy food. Food that sells the most is food that is loaded with sugar and fat. You cannot get a chef to stop adding sugar or salt to food.
But losing weight is not a simple matter of not eating sugar or drinking caffeine. If that were the case, then Oprah and the Obama's would have been successful in teaching others to lose weight. My program has helped people on Twitter achieve their weight loss goals, such as Stanley. To my credit, not even Oprah or the President Obama do what I have done.
Currently, I am working on project to educate people as to the importance of eating 100% grass fed beef and where to find the best butcher in New York City. I discovered several butchers are selling non-organic beef as organic. I will file a complaint with the state.
Highlights
- Chief Executive Officer
- When I was C.E.O. of the True Value, The NY Times interviews me about the impact of the economy on small businesses. You can read the article here.
- When I was the C.E.O. of JediRich.com Studios, Barstool Sports wrote a story about my wife and I music video I produced. You can read Barstool Sports.com here
- Electronic payments & credit card processing software sales specialist
- Social media content producer; over 2K combined followers and subscribers on Twitter and YouTube,
- Nutrition expert: I lost 175 pounds and lowered my systolic blood pressure 33 points by changing my diet.
- Audio engineer and video producer : digital recording, live streaming broadcasting expert
- Optimized, organized and efficient with computer and information systems
- Expert YouTuber
Summary
- 30+ years business, marketing and executive sales experience.
- Sold electronic payment software and data capture devices to banks, billers, restaurants and hotels.
- Sold credit card payment software systems through banks to their high end hospitality customers.
- Sold internet billing, banking platforms and payment software and services to Bank of America, Yahoo!, AT&T, PGE, and more.
- Managed a fine dining Brasserie in Portland, Or.
- Chefs were trained by Tom Colicchio and Thomas Keller.
- Bartended at a 5-Star, 5-Diamond restaurant resort in Aspen, Co.
- Learned the highest level International hospitality standards
- Learned French cuisine
- C.E.O. of a multi-location True Value franchise in West Linn, Or.
- Oversaw daily warehouse operations of the hardware store, general market, BBQ restaurant, website & deli for 5 years.
- Tripled revenues.
- Expanded the BBQ restaurant to a second location in Downtown Portland called, Towler's BBQ Restaurant and Deli.
- Created Pellet Grill Outlet (PGO) to sell Traeger and Memphis wood pellet grills online.
- Built, designed and created a website called PelletGrillOutlet.Com.
- Achieved the status as the #1 wood pellet BBQ grill dealer in the Nation for Traeger 2009 and Memphis Grills 2010
- Branded Pellet Grill Outlet as PGO.
- PGO became feared and hated by other True Value franchisees and online BBQ grill competitors.
- Attended trade shows and festivals to promote wood pellet grilling
- Advertised on local media, radio, print and internet.
- Created audio ads for the air.
- Created, designed and manufactured a new line of barbecues called a Royall Grill in 2009.
- Found a vendor to manufacture a wood pellet grill to my specifications in Wisconsin.
- Created marketing materials, attended trade shows to promote and sell the Royall Grill.
- Sold Royall Grills on PGO's website exclusively.
- Royall grills stole PGO's design and began selling to PGO's competitors. That was my mistake as a C.E.O.
- Designed, manufactured and marketed PGO's exclusive 180°F temperature controller.
- These temperature gauges were compatible with Royall and Traeger Grills.
- 180°F allows for a longer, slower cook, similar to the temperatures they would cook with traditional wood.
- PGO's controllers allowed the grill to cook at a lower temperer than Traeger' controller which only went down to 225°F.
- The controllers gave PGO a competitive edge over other Traeger dealers for customers who wanted to go low at 180°F.
- Created and marketed a new brand of PGO's private label wood pellets called American Broadleaf.
- American Broadleaf pellets targeted Traeger's BBQ wood pellet market..
- Sold American Broadleaf pellets through trade shows, grocery stores, hardware stores, lumber yards and appliances stores.
- Branded American Broadleaf as high end, more flavor wood pellets.
- Sold the True Value Franchise and any related businesses in 2011.
- Marketed, brokered and sold the Nursery in a lease-back deal through BizBuySell.com. I was featured in an article in the New York Times.
- Sold the large equipment and heavy inventory first, though online websites.
- Brokered a deal to sell the real-estate, furniture, fixtures and equipment to a local couple who had a restaurant.
- Sold the main inventory.
- Auctioned what remained.
- Sold the PGO client e-mailing list to competitor.
- Marketed and brokered the sale of Pellet Grill Outlet.com to a competitor after the real estate deal closed.
- Moved to Panama, learned photography in 2012.
- Moved to Vegas. Got married in 2014.
- Founded JediRich.com Studios, a photography website.
- Exceeded 1K subscribers and followers on YouTube & Twitter and 10K on Pericope.
- Educated my subscribers and followers on how to lose weight.
- Documented my journey to lose 175 pounds by changing my diet.
- Several of my followers have thanked me personally for helping them with their diet.
- Educated many subscribers and followers on how to cut hair, cook healthy meals and do work-outs at home.
- Discussed healthy ways to deal with mental health issues like depression, anxiety, eating disorders and addiction.
- Moved back to New York City in April 2021.
- Currently working on a new video project : Which Butcher has the Best 100% Grass Fed Beef in New York City.
Employment History
Chief Executive Officer & Founder 2018 - 2021
JediRich.com Studios - Manhattan, New York
Social media content creator on YouTube, Twitter, Instagram and Vimeo.
JediRich.com Studios - Manhattan, New York
Social media content creator on YouTube, Twitter, Instagram and Vimeo.
- Video documented the Allegiant Stadium construction by producing over 135 videos.
- Created and Produced the first Las Vegas Raiders Anthem. The video received over 800,000 views and was featured on Barstool Sports.com.
- Founder of the Weight Loss for C.E.O.’s weight loss program.
Photographer / Videographer, Independent 2012 - 2018
Portland / Panama / Las Vegas
Learned how to photograph, edit, produce and upload digital content to social media.
Portland / Panama / Las Vegas
Learned how to photograph, edit, produce and upload digital content to social media.
General Manager 2012
Brasserie Montmarte Portland, Oregon
Carl Coffman asked me to help him fix his struggling restaurant. He acquired the business when the previous tenants failed to pay him rent. Carl owned the building but he did not have any restaurant experience.
I immediately assessed the situation by identifying several key players that were sabotaging the business, including his partner, Pascal Chureau. This is very common. When a business changes hands the employees can hold the new owner “hostage” when the employees know more about the business than the owner.
I put a plan together and executed the plan without judgement. I resigned on good terms when Pascal finally sold his shares back to Carl.
Brasserie Montmarte Portland, Oregon
Carl Coffman asked me to help him fix his struggling restaurant. He acquired the business when the previous tenants failed to pay him rent. Carl owned the building but he did not have any restaurant experience.
I immediately assessed the situation by identifying several key players that were sabotaging the business, including his partner, Pascal Chureau. This is very common. When a business changes hands the employees can hold the new owner “hostage” when the employees know more about the business than the owner.
I put a plan together and executed the plan without judgement. I resigned on good terms when Pascal finally sold his shares back to Carl.
Chief Executive Officer 2007 - 2012
True Value Hardware West Linn, Oregon
Ran the day-to-day operations of a multi-location True Value hardware store franchise. I tripled revenues by identifying areas in the business the were exceeding expectations from the areas that were not doing as well. I sold parts of the business that were not making enough profit and leased-back the space to the new owners. I used the cash to expand the parts of the business that were doing well. I built a website called PGO Pellet Grill Outlet, expanded to a second location in downtown Portland and created a new line of wood pellet grills called "The Royall Grill". I also branded a new line a wood pellets called American Broadleaf Pellets.
I trained the hardware staff to sell $700 Traeger grills by sending them to national trade shows and local BBQ competitions. I rented a booth at the Rose Festival in Portland, Oregon and made radio ads using the staff as actors. We broadcasted the ads throughout the Portland-Vancouver area. We were so effective in penetrating this nascent market, that PGO became Traeger Grills #1 dealer in the Nation within a year. I further established PGO's position as the wood pellet grill leader by manufacturing custom accessories and after-market parts for Traeger Grills, Mac Grills, and Memphis Wood Fire BBQ Grills. The Royall Grills we designed are still selling today.
As a result of my efforts, I increased revenues from $1.1 million to $3.2 million during my 5 year tenure.
True Value Hardware West Linn, Oregon
Ran the day-to-day operations of a multi-location True Value hardware store franchise. I tripled revenues by identifying areas in the business the were exceeding expectations from the areas that were not doing as well. I sold parts of the business that were not making enough profit and leased-back the space to the new owners. I used the cash to expand the parts of the business that were doing well. I built a website called PGO Pellet Grill Outlet, expanded to a second location in downtown Portland and created a new line of wood pellet grills called "The Royall Grill". I also branded a new line a wood pellets called American Broadleaf Pellets.
I trained the hardware staff to sell $700 Traeger grills by sending them to national trade shows and local BBQ competitions. I rented a booth at the Rose Festival in Portland, Oregon and made radio ads using the staff as actors. We broadcasted the ads throughout the Portland-Vancouver area. We were so effective in penetrating this nascent market, that PGO became Traeger Grills #1 dealer in the Nation within a year. I further established PGO's position as the wood pellet grill leader by manufacturing custom accessories and after-market parts for Traeger Grills, Mac Grills, and Memphis Wood Fire BBQ Grills. The Royall Grills we designed are still selling today.
As a result of my efforts, I increased revenues from $1.1 million to $3.2 million during my 5 year tenure.
Head Bartender 2004-2007
Aspen Skiing Company Aspen, Colorado
I learned 5-star 5 diamond hospitality service from the Little Nell. I learned how to speak to billionaires. I met Ivanka Trump, her mom, Robert Dinero, Alan Greenspan and many others celebrities and dignitaries.
Aspen Skiing Company Aspen, Colorado
I learned 5-star 5 diamond hospitality service from the Little Nell. I learned how to speak to billionaires. I met Ivanka Trump, her mom, Robert Dinero, Alan Greenspan and many others celebrities and dignitaries.
Bartender 2004
Restaurant Unlimited Inc. (RUI) Portland, Oregon
I learned how to make over 200 martini and specialty drinks in a fast paced, high end, martini bar environment.
Restaurant Unlimited Inc. (RUI) Portland, Oregon
I learned how to make over 200 martini and specialty drinks in a fast paced, high end, martini bar environment.
NE Regional Executive Account Manager 1998-2004
FiServ - Manhattan, New YorkI was part of the team that sold over 80% of the banks and FI's on internet banking, electronic bill payment and presentment to a newly emerging internet banking industry. I also managed and generated new accounts by selling debit without PIN transactions to the utility, telco and insurance industries. I successfully exceeded quota every year and made President's Club 2 years in a row.
FiServ - Manhattan, New YorkI was part of the team that sold over 80% of the banks and FI's on internet banking, electronic bill payment and presentment to a newly emerging internet banking industry. I also managed and generated new accounts by selling debit without PIN transactions to the utility, telco and insurance industries. I successfully exceeded quota every year and made President's Club 2 years in a row.
Senior Product Manager 1996-1998
Bank of America - San Francisco, California
Developed and managed several electronic payment data capture devices for the restaurant, hotel and casino industries.
Bank of America - San Francisco, California
Developed and managed several electronic payment data capture devices for the restaurant, hotel and casino industries.
Account Executive 1995 - 1996
Chase Bank - Dallas, Texas
Supported several sales representatives throughout the Southeast— Florida, Georgia, Alabama and Missippi.
Chase Bank - Dallas, Texas
Supported several sales representatives throughout the Southeast— Florida, Georgia, Alabama and Missippi.
Sales Executive 1990 - 1995
Chase Bank - Tigard, Oregon
Sold and development electronic data capture devices for the hospitality and restaurant industries.
Chase Bank - Tigard, Oregon
Sold and development electronic data capture devices for the hospitality and restaurant industries.
I am an growth and expansion spirited, well-seasoned, Chief Executive Officer (C.E.O.) with a passion for mentoring others, finding new markets, and expanding & selling businesses. I have a strong background in credit card processing, electronic banking, restaurant & retail general management, hospitality point-of-sale software and executive team selling. In addition, I have an extensive knowledge of social media platforms, video production and audio engineering
I have achieved success using my ability to identify key areas of a business and categorizing them into groups; profitable, maybe profitable, and not profitable. I do the same with people. I can very quickly identify which players in an organization are beneficial and those which are inadvertently or intentionally sabotaging the business. My colleagues, competitors and mentors refer to me as the indestructible warrior.
Feel free to contact me at your convince. I can be reached by phone or by email at jedirichstudios@icloud.com
Richard W. Lightowler