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Established in 2010, Jeseda Enterprises is a boutique advisory firm based in Chatham County, North Carolina. We work closely with owners and entrepreneurs, focusing on strategy, change management, revenue growth, operations, organizational development, and business plan development. 
Business Consulting Services
Rick Wallace
Co-Founder, Principal
Organizational Development, Change Management

Rick Wallace is a specialist in organizational development, transition and change management, technology applications and implementation, business and strategy development, operations management, corporate structure, and interim executive management.


Prior to Jeseda Enterprises, Rick served as Chief Operating Officer for Mad Dogg Athletics, Inc., the world's largest health and fitness equipment-based education company, overseeing operations in California, Colorado, the Netherlands, and Italy. Lead major ecommerce initiatives across 5 distinct brands and a sophisticated instructor education platform conversion. Lead substantial software development initiatives along with complicated third party application projects.


Prior to Mad Dogg Athletics he served as Managing Partner for Oak Strategy Partners, a specialty consulting firm providing interim executive management services to high growth companies. Co-founded a start-up venture called TruConnect Mobile, a provider of mobile broadband services on a pay-as-you-go offering. Lead significant technological programs to allow mobile hotspot devices to connect to the Sprint wireless network, including building an elegant direct to consumer ecommerce site, and auto-payment platform. The company was later sold to a large Los Angeles based telecom company.


Earlier, Rick served as COO of IREX North America, Inc., a global manufacturer of digital e-readers. The company was founded in 2005 as a spinoff of Royal Philips Electronics in the Netherlands with offices in Eindhoven, the Netherlands and Westlake Village, California, USA. Lead the development of a complex over the air (OTA) provisioning platform allowing the devices to connect to Verizon’s wireless network once the devices were activated. The platform was developed to handle digital handshakes with Barnes and Noble, and other substantial content providers. Further, lead the implementation of a corporate wide ERP system (NetSuite), including custom integrations using the built in API’s.


In 2004, as CEO/Owner of Fitness Products International (Icarian Fitness), Rick led the sale of the company to Precor USA, a subsidiary of Amer Sports. Previously, Rick led a successful leveraged buyout of Icarian Fitness in January of 1998 from a VC investor. He joined Icarian as President in 1991, leading a successful bankruptcy turnaround. Rick also held manufacturing and operations positions with Dexter Electronic Materials, a major supplier of proprietary electronic epoxy resin compounds serving the computer, automotive, and biotechnology industries, and with Procter and Gamble in the company's paper division.

Rick earned a B.S. in Civil Engineering from California State University, Fresno. 

Business Consulting Services
Joanne Wallace
Co-Founder, Principal
Business Writing, Copy editing, Web content

Joanne comes to Jeseda Enterprises with a broad background in business writing and finance as well as in her side passion:  music.  She has worked in the corporate writing and teaching fields for over twenty years. 


Joanne has extensive experience in supporting the non-profit sector with their writing and marketing needs, such as with articles, brochures, press releases, and newsletter content. 

She has done both original copywriting and editing for small- and mid-sized companies in the business sector, such as Shared Vision, Comply IQ, Icarian Fitness Equipment, Oak Strategy Partners, and Just Sleep, producing/editing product catalogs, technical manuals, educational material, executive resumes and profiles, website content, and social media content.


Joanne is the owner of Tourdion Instrumental, which provides private instrumental music instruction, since 2002.   She has performed as a flutist in several chamber groups and wind ensembles and regularly plays to audiences in the Los Angeles area, as well as in Europe, and Asia.


Joanne, who is english/french bilingual, earned a B.S. in Business Finance from California State University, Fresno, as well as a secondary teaching credential from California State University Stanislaus. 

“We're a boutique and growing advisory firm. We look forward to meeting you and your team, helping you define your goals, developing solutions - and realizing them! " 


Rick Wallace, Principal, Jeseda Enterprises, LLC

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