Co-Founder & CEO @ Ruley, the E-Referee | Start Up Business Expert | Entrepreneur

After 25 years building successful companies I found myself at a crossroads. I had built companies that helped people and families. I was proud of that legacy, I knew it was time for a new chapter.

In my early 50s, I sold my third company just a year behind schedule from a personal goal I set at 34. 

During COVID, I had the space to explore ideas that truly energized me. I enrolled in a six-month coding bootcamp to learn Python and deepen my understanding of the technologies shaping our future.

Now I’m the Co-Founder of Ruley, an AI powered smart sports E-Referee API  designed to help federations, sports media and consumer brands gain fans, players and spectators by being the go to venues for sports rules and insights.

My personal mission is to fuse decades of my experience and strategic thinking with modern tech to bring people together through playing sports and watching sports.  By working with these existing sports entities we can grow sports and all the good that comes with them.

At the heart of my work is this belief: we all deserve unbiased, instant information, and we all deserve to enjoy life like we did as kids. 

These ideas aren’t mutually exclusive. With the right tools, we can help provide knowledge in unique ways and inject more joy into everyday life.

Explore Ruley and our API rollout (and more) for sports:
🌐 ruley.ai

📸 Instagram: @ruley_ereferee
🎥 YouTube: @ruleythee-referee
📘 Facebook: @ruleytheereferee

🎾 Just Ruley it!

Cassandra Toroian

First time at the #PGAShow, and yes—I'm sure Tracy Thomas and I will be in the small minority of women attendees as is standard practice at most conferences we attend.

As an introverted entrepreneur, I’m embracing the challenge and bringing my best extrovert game face.

I'm excited because it will be an opportunity to interact with many other #golftech entrepreneurs and golf consumer brands and network for #ruley.

For the Volleybird Athletic Lifestyle team it will be an opportunity to meet and network with racquet sports brands and #hospitality companies that focus on #tennis and #padel who care about being eco-friendly and more #sustainable. 

So...it would really help me out if some of these folks would hit me up before we get there - because I am eager to meet up in person! Assuming you will be attending Teemu Ruuska Kira Peterson Jolyn de Boer Evan Roosevelt Tyler Trout or any other folks that are part of the #profluence community involved in the golf industry!

Please reach out via DM so we can plan a couple of minutes! 😊

Most tennis clubs underestimate how expensive “cheap” tennis balls really are.


The cost isn’t just on the invoice. 

It’s in their reputational cost by not being a leader in the tennis business.

It’s in the the cost to the air their players breathe when out on the court.

It’s the cost of the chemical waste from all those balls going into the landfills.

I’ve spent years as part of sports
organizations, and one business element is
clear. Unfortunately.

Sustainability conversations
stall the moment the cost shows up.

Everyone assumes the environmentally
responsible option must be more expensive.

After all, if all else is equal, we are trained to think sustainable products are always more expensive.

Renewaball | B Corp certified  saw this.

And the decided to make the BEST #tennis and #padel balls available.

That meant the ball had to meet a list of criteria - including wears better, lasts longer, and approved by international federations like International Tennis Federation and International Padel Federation. 

And, by the way,  that also meant making the ball a circular 100% recycled ball.

Now we’re their exclusive U.S. partner!
 
The organizations that win long-term
are the ones willing to question
what “cost” really means.

What “best” really means.

The rest keep throwing balls
away and calling it normal.

If your #tennis or #padel club
or academy, or #luxuryresort wants to be one of the first in the U.S. to be part of the next phase of tennis and padel sustainability, you need to get in touch with Volleybird Athletic Lifestyle the exclusive U.S. distributors for Renewaball.

Supplies are limited.

You’ll need to show your organization is truly concerned with sustainability.

I’ll point you to the right people.


#sports #sustainability #countryclubs #racquetsports #environment #tennis #padel #recycling

Continuing my outbound networking for the #pgashow next week.

I’m excited to be there with Todd Grasley helping us with outreach and networking- not just for #golf and #golftech but with #tennis #padel and #pickleball

We hear this is the biggest B2B event for those sports too! 

I’m excited to hopefully finally meet some folks from racquet clubs and facilities who may be there? Like Marcos Del Pilar - 𝗣𝗔𝗗𝗘𝗟 𝗨𝗦𝗔  Padel Haus PadelBizNetwork Val Goncalves Jr, MBA, RSPA, CDORS, DCA Philippe Azar Carlos Beltran Carlos R. Gonzalez just to name a few.

If any of you are going to be there please DM me I’d love to meet you in person.

And if you’re going for #racquetclub sports and looking to meet new people please DM me as well!

Want to get a different perspective on life in the 21st century and how much technology has changed society?

Inadvertently Tracy Thomas  and I stumbled upon a way to do this and it was easy and truly eye opening.

As GenX we lived before cell phones, apps, wifi, internet, and heck, even before the microwave.

But we forgot what life was like.

So now it’s easy to go back in time.

We chose to travel back through re-watching all 8 years of the series called Melrose Place. A drama/soap opera type show in the mid 1990s.

Here’s what watching it made me realize:
▶️ Life was less complicated without all the technology 
▶️ People interacted in more human ways face to face much more often as a result 
▶️ Clothing styles really have not changed much 
▶️ People used answer machines and called people back when convenient 
▶️ Nights and weekends were actually enjoyed and considered downtime 

Bottom line - life was simpler with less technology.  

Life was lived with more life.

We can’t go back to that, it will never happen.

Particularly now with AI.

But, watching these sorts of tv programs is a good reminder the sacrifices in society we have made by embracing technology.

My hope, and what I strive for, is to harness the good part of AI and technology into a true instrument to bring back more humanity.

More human to human interaction. 

More human joy and happiness.

Not use technology as a means to create a more sterile world. 

There are ways to do this. 

We are doing it with Ruley. That’s our small part.  

Harness sports and technology to create more meaningful human interactions again.

What are you working on that tries to do that? I’m curious.

Share below if you’re willing 💥💥

This is a good little list of “red flags” that can help make the decision to pull the trigger.

My hiring litmus test is easy. 

I ask myself one question.

▶️Does this person clearly know more than I do on the subject matter of the core function of why they are being hired.

So on the backend of that, little things may start to show that are on this list.

But the thing is before pulling the trigger on a disengagement with an employee there’s a second question to answer AFTER observing what’s on this list.

That question is also a simple one:

▶️Is it a fixable behavior? 

After all, shouldn’t they be given the opportunity to step up?

I think really then it becomes a much clearer ending conversation if there’s no improvement.

These functions of being a manager are never easy.

Never pleasant.

But extremely vital to maintain a culture of excellence, respect for the company, and of course, each other.

#SaaS #startups #management #decisionmaking

Open article: Dear SaaStr: What Are Signs It's Finally Time to Move on From An Employee? by SaaStr.ai • 2 min read

Dear SaaStr: What Are Signs It's Finally Time to Move on From An Employee?

INDIAN RIVER GOLF FOUNDATION INC

At IRGF, we strive to meet kids where they are, introducing them to the game, developing leaders on and off the course, and creating lifelong opportunities that extend far beyond golf.

For 17 years, IRGF has been dedicated to growing the game of golf by meeting youth where they are—whether introducing the sport through school programs to guiding high school players toward elite competition and beyond. I lead strategic development, fundraising, and program expansion to ensure long-term sustainability and impact.

Core Youth Programs:
Players On-Course – Grassroots development, skills clinics, and tournaments from SNAG golf to competitive junior events.
Players On-Tour – High-level coaching and access to tournament play, helping high school golfers advance to the next level.
Players On-Line (VGA) – A digital-first initiative integrating curriculum, coaching, and emerging tech (VR/simulators) to provide year-round development opportunities.

My Role at IRGF:
✅ Virtual Golf Academy (VGA) – Creating a phased, tech-driven golf education system for accessibility and innovation.
✅ Fundraising & Donor Engagement – Implementing donor programs, corporate sponsorships, and working toward a $6M endowment goal.
✅ Event Strategy & Execution – Managing major fundraising tournaments (Founders Cup, Mayors Cup, Collegiate Tour ProAm, Alma Lee Loy Challenge).
✅ Business Partnerships & Expansion – Building strategic alliances to enhance IRGF’s reach, funding, and impact.
✅ Youth Development & Leadership – Strengthening IRGF’s five-pillar approach (Golf Skills, Course Management, Rules & Etiquette, Leadership & Life Skills, Self-Care).
✅ Digital & Operational Strategy – Establishing scalable systems, marketing initiatives, and operations to support growth.

IRGF is committed to more than just golf, we provide young athletes with the support, coaching, and opportunities they need to grow as players, leaders, and individuals beyond the game.

Let’s connect & collaborate!

Director of Business Development

(Volunteer) Strategic leader and advocate for youth golf development through my work with the Indian River Golf Foundation (IRGF). I focus on defining and implementing growth strategies, elevating fundraising efforts, strengthening donor relationships, and expanding community outreach to grow the game and provide impactful opportunities for young athletes. By creating innovative events, securing sponsorships, and building partnerships, I help IRGF achieve its mission of developing leadership, faith, and skills in the next generation of golfers.

The IRGF is actively seeking donors, grants, financial support, and other assistance to fuel IRGF’s growth and expand its reach. Beyond fundraising, I contribute to strategic planning, program development, and operational support, ensuring the foundation continues to thrive and positively impact our community. Together, we can empower young golfers and make a lasting difference.

Strategic Growth Advisor

Profluence+ Community

A PRIVATE COMMUNITY
FOR SPORTS FOUNDERS:
Drive your venture to new heights with unparalleled access to expert advice, exclusive resources, and a community of trailblazers.

Member

Rentyl Resorts

Business Development Manager | New Sales: Vertical Integration; Resort Development Services; Call Center; Resort Operations and Management
Brands: Hard Rock, Nicklaus & Piza Golf / Residential Resorts | Rentyl Resorts

At Rentyl Resorts, I lead the discovery and acquisition of high-potential real estate projects, driving strategic growth within the luxury resort market. My role combines market analysis, business development, and partnership cultivation to expand Rentyl’s footprint and deliver exceptional value.

I specialize in sourcing high-value opportunities by building relationships with industry leaders, including realtors, brokers, architects, and developers. Through this extensive network, I identify projects that align with Rentyl’s vision for innovation and excellence in resort development.

Key Contributions:
Strategic Growth: Secured high-impact projects, driving a 35% increase in annual revenue through proactive market identification and tailored solutions.

Revenue Generation: Built partnerships across the real estate and development sectors, contributing over millions in annual revenue with projects valued at $500M+.

Sales Leadership: Directed the full sales cycle—from lead generation to deal closure—ensuring stakeholder goals were met and exceeded.

Industry Collaboration: Partnered with top realtors, brokers, and developers to craft innovative, client-focused solutions, solidifying Rentyl’s position in the competitive luxury resort market.

Leveraging my deep expertise in real estate, land acquisition, development, construction, and operations, I have consistently delivered results while maintaining a 90% client retention rate. My entrepreneurial mindset and adaptability empower me to navigate market shifts, seize emerging opportunities, and foster long-term partnerships that drive sustainable growth.

Business Development Manager, Resort Development

Infinity Caribbean

Consultant | Infinity Caribbean
As a consultant with Infinity Caribbean, I specialize in real estate development across hospitality, golf, and senior living sectors, focusing on international properties in the Bahamas and Caribbean. My expertise spans the entire development lifecycle, from land acquisition to project completion, delivering strategic guidance for high-value projects.

Key Achievements:
Real Estate Development: Directed and consulted on projects exceeding $100M across the USA, Bahamas, and Caribbean, driving strategic success from inception to sell-out.
Sales & Operational Growth: Optimized sales and operations, achieving significant growth and enhancing performance across multiple initiatives.
Sector Expertise: Delivered specialized insights for senior living projects and non-profit initiatives, driving impactful results.
I am actively seeking new consulting opportunities to apply my expertise in real estate development, sales strategy, and business growth to help organizations achieve sustainable success.

Real Estate & Project Consultant

Life Care Services

Sales and Marketing Director | LCS - Lake Port Square
As the Sales and Marketing Director at Lake Port Square, a premier Continuing Care Retirement Community (CCRC), I transformed sales performance and achieved significant growth in occupancy and revenue. By revitalizing the sales team with targeted training, strategic goal-setting, and team-building initiatives, I increased quarterly sales from 3 to over 11, representing a 300% growth in just one quarter.

I spearheaded the development and execution of comprehensive sales and marketing strategies, rebranding the community’s approach to better engage target demographics. This included tailoring campaigns to attract prospective residents from key geographic regions and implementing innovative lead generation and referral programs that created a consistent pipeline of high-quality prospects.

Key Achievements:
Sales Growth: Increased sales by 300% within one quarter, exceeding occupancy and revenue targets.
Marketing Innovation: Rebranded the community’s marketing strategy, improving engagement and driving lead generation.
Referral Development: Expanded referral programs, strengthening partnerships and boosting occupancy rates.
I managed all aspects of the sales process, from initial inquiry to deal closure, ensuring precision and professionalism in every interaction. Responsibilities included developing marketing plans, conducting SWOT analyses, and preparing key reports—such as census, budget, and sales activity—which I presented to leadership and regional directors.

Collaborating closely with the Executive Director and leadership team, I aligned sales initiatives with broader community goals, ensuring seamless integration and exceptional results. My focus on data-driven strategies and a culture of excellence helped Lake Port Square achieve sustained growth and competitive market positioning.

Sales & Marketing Director, Lake Port Square

Golf Startup

Independent Contractor, Business Development Manager |
As an independent contractor with a hospitality-focused golf technology startup, I spearheaded business development efforts across Florida and the Caribbean. My role focused on identifying new market opportunities, building strategic partnerships, and establishing a strong presence in key territories to drive the company’s growth and visibility.

In this capacity, I engaged with key stakeholders across the hospitality and golf sectors, aligning their goals with innovative solutions. By fostering relationships with decision-makers, including developers, resort operators, and community leaders, I helped position them as a forward-thinking leader in hospitality-driven golf technology.

Key Achievements:

Market Development: Expanded footprint by identifying and pursuing opportunities in high-growth regions, including Florida and the Caribbean.
Strategic Relationships: Built and nurtured connections with industry professionals, including hospitality executives, golf community leaders, and technology partners.
Sustainable Growth Initiatives: Supported their mission to grow golf’s reach while ensuring its approach aligned with sustainable and inclusive practices.

Business Development | Florida and Caribbean Territory

Acts Retirement-Life Communities, Inc.

Regional Sales Specialist - South Florida | ACTS Retirement
As the Regional Sales Specialist for South Florida, I drove sales performance, operational excellence, and revenue growth at Saint Andrews Estates and Edgewater at Boca Pointe. Under my leadership, these communities achieved national recognition, with Saint Andrews Estates earning the #1 ranking and Edgewater at Boca Pointe securing #3 out of 23 communities nationwide.

Key Achievements & Responsibilities:
Market Leadership: Propelled two communities to top national rankings, driving occupancy and revenue growth through innovative strategies.
Lead Generation: Cultivated relationships with referral sources and implemented creative marketing strategies, increasing lead generation and conversions.
Sales Excellence: Delivered engaging tours and presentations, expertly guiding prospective residents and families through the decision-making process.
Competitive Analysis: Conducted market research to align sales strategies with industry trends and community goals.
Mentorship & Training: Provided hands-on training to Life Care Consultants (LCCs) and Executive Directors, optimizing performance through CRM utilization and advanced sales techniques.
Performance Management: Evaluated LCC performance, offering actionable feedback and developing improvement plans to achieve sales targets.
Strategic Pricing: Collaborated with operations teams to implement market-based pricing strategies that balanced revenue growth with competitive positioning.
Recruitment & Branding: Recruited and onboarded new LCCs while ensuring community branding and messaging aligned with ACTS Retirement’s mission.
Through strategic planning and hands-on leadership, I consistently exceeded occupancy and revenue targets, strengthening ACTS Retirement’s market presence in South Florida.

Regional Sales Specislist: Southeast Region

Sales and Marketing Life Care Consultant | Indian River Estates (ACTS Retirement-Life Communities)
As a top-performing sales professional at Indian River Estates in Vero Beach, FL, I consistently exceeded occupancy and revenue goals, surpassing budgeted sales and census targets annually. My efforts earned me first place nationwide for highest action visits and calls within the ACTS Life Care Sales Team in 2017, consistently ranking in the top 10 across all sales metrics.

Key Achievements:
Nation-Leading Sales Performance: Led ACTS in 2017 with the highest sales call volume and onsite visits, ranking among the top 10 consultants nationwide.
Occupancy Excellence: Established a waitlist of over 400 prospective residents and maintained a census above 97%.
Recognition and Promotion: My success resulted in promotion to Regional Sales Specialist, a role created to expand my expertise across ACTS communities.
By combining relationship-building, strategic outreach, and a results-driven approach, I elevated Indian River Estates’ sales performance while setting a benchmark for excellence across the ACTS network.

Life Care Sales Consultant

Brookdale

Sales Manager | Brookdale Senior Living

As a Sales Manager at Brookdale Senior Living, I implemented a relational and consultative sales strategy to consistently achieve high occupancy levels and month-over-month move-ins. My focus was always on finding the best solutions for prospective residents and their families, ensuring their needs were met with the highest level of care and service.

Award-Winning Performance: Recipient of the President’s Club Sales Award in Q4 2015, Q1 2016, and Q2 2016 for exceptional sales achievements.
Top Sales Performer: Led the community in move-ins and overall sales during 2015 and 2016, consistently exceeding occupancy, move-in, and revenue targets.
Exceptional Closing Skills: Developed strong relationships with prospective residents, families, and advisors, earning a reputation as an exceptional closer.
Community Engagement: Upgraded relationships within the community and increased awareness of Brookdale’s offerings through strategic partnerships and involvement in local events.
Collaborative Marketing: Successfully partnered with district sales management to develop and execute targeted marketing plans, enhancing the community’s visibility and reputation.
Key Responsibilities:
Sales Management: Drove occupancy, move-in, and revenue goals by assisting prospective residents and their families in the decision-making process, aligning their needs with our services.
Lead Generation: Maintained and developed relationships with referral sources, residents, and families, generating consistent leads each week.
Customer Service: Acted as the primary point of contact for all referral agencies, ensuring prompt and effective communication.
Process Optimization: Utilized sales systems and processes to track information, compile data, and generate reports, ensuring the achievement of community occupancy goals.
Community Representation: Increased community awareness through participation in outside events, professional groups, and local markets.

Sales and Marketing Director

Merrill Gardens; Horizon Bay; Brookdale Senior Living

I began part-time in facilitation, transitioning into a full-time Co-Facilitations Director role, where I oversaw the housekeeping teams and the facilitation department for a senior living community in Vero Beach, Florida. My responsibilities included ensuring seamless daily operations, managing staff, and maintaining the high standards of service critical to the community’s success.

Facilitations Director

Grand Bahama Construction Company, Ltd

Owner; President; Managing Director | Grand Bahama Construction

After graduating in 1991, I officially joined Grand Bahama Construction, a respected international construction company my family acquired in the early 1970s. As one of the oldest construction firms in the Bahamas, I oversaw all aspects of operations.

Key Responsibilities:

	•	Business Development: Proactively secured contracts, consistently expanding business opportunities.
	•	Project Management: Led site selection, real estate development, and heavy construction projects, from design through execution, including equipment management.
	•	HR & Operations: Managed HR and payroll functions, overseeing a team of 10-40 employees based on project demands.
	•	Sales & Marketing: Developed and executed sales campaigns, creating brochures and marketing materials to drive growth.
	•	Bidding & Government Contracts: Submitted bids for government/private projects, managing permitting and documentation.
	•	Technical Expertise: Operated heavy machinery and designed maps, schematics, and plans for large-scale projects.

Accomplishments:

	•	Mega Harbour Projects: Led design and planning for several major harbour projects in the Bahamas.
	•	Government Infrastructure: Managed roadworks and land clearing, including the design of a roundabout in Freeport.
	•	Dredging & Mining: Directed dredging and mining operations, managing bids, submittals, and overall project execution.

The license remains active with the Grand Bahama Port Authority (GBPA).

Owner; President; Managing Director

As a versatile Business Development and Sales Leader, I bring over 20 years of experience driving growth, transforming teams, and building high-impact partnerships across senior living, real estate, hospitality, and construction. My career has been defined by a passion for uncovering opportunities, aligning strategies with market trends, and delivering results that exceed expectations.

I specialize in bridging vision with execution, fostering connections with decision-makers, and crafting strategies that unlock sustainable growth. Whether leading national sales teams to record-breaking success or managing multimillion-dollar projects, I approach every opportunity with innovation, determination, and a commitment to excellence.

Career Highlights:
Revenue Growth Leadership: Directed national sales teams to record-breaking #1 and #3 rankings, generating over $30 million in annual revenue through targeted strategies and mentorship.

Sales Team Transformation: Revitalized underperforming teams with innovative coaching and cultural shifts, driving sales from 3 to 11 per quarter.

Award-Winning Success: Honored with President’s Club recognition at Brookdale Senior Living for spearheading growth initiatives across Independent Living, Assisted Living, and Memory Care communities.

Entrepreneurial Vision: Founded and managed a multimillion-dollar construction company in The Bahamas, navigating international business complexities and delivering impactful real estate developments.

Core Strengths:
Strategic Partnerships: Proven ability to cultivate meaningful relationships that create growth opportunities and long-term value.

Business Development: Expertise in identifying market opportunities, executing strategies, and scaling businesses to drive sustainable revenue growth.

Leadership & Team Building: Track record of developing high-performing, motivated teams that consistently surpass targets.

Real Estate & Development: Deep knowledge of managing competitive real estate projects from inception to success.

Networking Mastery: Passion for connecting professionals and leveraging expansive networks to achieve extraordinary results.

Let’s Connect:
I thrive on collaborating with innovative leaders and organizations seeking to unlock new opportunities and drive sustainable growth. Let’s connect to explore how my expertise can help achieve remarkable success.

taplio

The Battle

Cassandra Toroian

Noel Thompson, Jr.

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The Battle

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Noel Thompson, Jr.

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Engagements

Likes

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