TORONTO — G Adventures has announced two additions to its executive leadership team.

Leah Shelly has been appointed Chief Community Officer, GTC (previously VP of People & Community Operations, G Adventures), while Michelle Hudema takes on the role of Chief Operating Officer, GTC (previously VP of Strategic Operations, G Adventures).

Bruce Poon Tip, founder of G Adventures and chairman of the GTC, said the appointments mark an exciting new chapter of growth and strategic evolution for G Adventures and its sister brands within the G Travel Community (GTC), including G Touring (Travelsphere and JustYou) and TruTravels.

“Leadership development and investment in our people is incredibly important to me and the GTC. We are the best in the world at building communities, and it all starts with our people. When you have the best people, you have the recipe for success, and Leah and Michelle are two of the most respected leaders in our business. Welcoming such talented and passionate women to the C-Suite marks an exciting and necessary change, where fresh ideas and new perspectives will help us to evolve and grow, while keeping our people and purpose at the centre of everything we do” said Poon Tip.

As CCO, Shelly will lead the people and culture strategy across the G Travel Community, while Hudema as COO will continue to oversee revenue management, central operations, business intelligence, business operations while also taking on responsibility for global tour operations and buying for all GTC brands.

Both bring deep company knowledge, strong leadership, and a shared passion for community and G Adventures’ purpose of changing lives through travel.

Jeff Russill, CEO of the G Travel Community, said: “These two leaders exemplify what makes G Adventures extraordinary. They’ve grown through the business, know it inside and out, and continue to drive us forward with innovation and purpose. The growth that we have achieved across the GTC calls for broader strategic leadership, cross-brand collaborations and new ideas at the top.”

The appointments follow the successful completion of a major shared services transformation across the GTC brands and reflect the company’s continued commitment to developing leaders from within and preparing the organisation for its next phase of growth and acquisitions.

Shelly joined G Adventures in 2011 and has since held several senior roles, including Director of Global Learning and Engagement and VP, People, Community and Operations. Over her 15-year tenure, she has been a driving force in defining and sustaining the company’s culture, employee experience and leadership development programs.

The newly-created Chief Community Officer role reflects G Adventures’ people-first approach and commitment to community over convention.

“My passion is fundamentally about people and potential,” said Shelly. “I am focused on creating the conditions for our people to thrive at work and in life, in ways that align with our purpose. The new role allows me to elevate this work across all our brands, building a unified culture while celebrating each brand’s unique identity.”

Hudema joined G Adventures in 2008 and has worked across nearly every part of the business, from the ‘Boombox’ contact centre to operations, revenue management, and sales. As VP of Strategic Operations, she played a pivotal role in major system and process transformations and was one of the architects behind the industry-leading Ripple Score, which measures the percentage of money left locally on every G Adventures trip.

“I am most passionate about the communities we create around the world,” said Hudema. “Being part of something larger than any one person inspires me every day. I also love developing systems that make our business run better and free our people to focus on meaningful work. I look forward to working closely with our global Operations and Buying teams as we continue to grow and deliver on our mission of changing lives through travel.”