Shift Group: The Origin Story

Hockey Was Everything

For the first 24 years of JR’s life, hockey defined his identity like it does for any competitive athlete. The bond with his teammates, the rush of competition, and the drive to always get better—that’s what JR lived for. He thrived on the structure, the accountability, and the feeling of working toward something bigger than himself. It gave him a deep sense of purpose.

But like every athlete, there came a moment when it was time to move on. And that’s when everything changed.

The Harsh Reality of Transition

When JR’s playing days ended, the biggest gap was a lack of clarity on who he was, how he was supposed to show up every day, what his priorities were, and what his goals were. Hockey had given him everything—clarity on who he was, how he needed to show up every day, what his priorities were, and what his goals should be. Without hockey, all of those things were suddenly gone.

JR had to bridge this gap himself, and it wasn’t easy. It took years of struggles, dealing with his own personal demons, before he gained clarity on his purpose and identity. Once he figured out what mattered—what his priorities and goals truly were—his career took off. He went on to become a C-level executive before turning 35, simply by applying the same principles and intangibles he had developed as an athlete to his new role in business.

As an executive, JR struggled to find key qualities in new hires—resiliency, coachability, a growth mindset, and a team-first attitude. These traits weren’t something you could see on a resume, but they were far more indicative of success than anything on paper.

Building a Bridge for Elite Talent

This realization became the foundation for Shift Group. JR didn’t just want to navigate his own transition—he wanted to create a playbook for others. Shift Group was built to bridge the gap between elite performers in sports and the military and the companies that needed their unique skill sets.

Today, Shift Group provides coaching, career preparation, and direct connections to businesses looking for driven, resilient talent. It’s not just about finding jobs; it’s about equipping athletes and veterans with the tools to dominate in a new arena—business.

Our entire team is made up of former athletes and veterans who understand the challenges of transition firsthand—because we've lived them. We know what it’s like to step away from a structured, high-performance environment and face the uncertainty of starting a new career.

This experience allows us to provide genuine guidance to athletes and veterans, helping them navigate the transition with confidence. We translate their skills—discipline, resilience, teamwork—into real business value, connecting them with companies that recognize their potential.

Growing Careers, Changing Lives

For JR and the team at Shift Group, it’s not just about business—it’s a mission. Shift Group has evolved into much more than a staffing platform. It’s a career growth and development program dedicated to proving that the end of one career is simply the beginning of another.

With every athlete and veteran Shift Group helps, the message becomes clearer: the skills that made them successful before will drive their success again. They just need the right opportunity.

Visit our About Us page to learn more about our mission, and check out our Hall of Fame to see the incredible athletes and veterans we’ve helped make a successful career shift.