Greg Waldbaum

GW Head Shot.jpg
Chief Executive Officer

Greg joined 3d Lacrosse in 2009 as a member of the Board of Directors and in 2011 joined the company full time as the President & Chief Operating Officer. In September 2016, Greg became the Chief Executive Officer. Greg is an experienced entrepreneur and general manager with proven expertise in marketing, strategic planning, business development, and finance. Greg focuses on strategic direction, financial planning, marketing, operations, and business development. Greg has served as the President and/or CEO of six operating companies over the past two decades, four of which he was an original founder.

Most recently, Greg founded and served as the Chief Executive Officer of Firehouse Animal Health Centers in Denver, Colorado (2004 - 2010). Firehouse was sold in 2010 to Veterinary Centers of America, Nasdaq: woof.

A former member of the senior marketing team for Ralston Resorts’ Breckenridge, Keystone and Arapahoe Basin Ski Resorts, Greg went on to co-found a pioneering Internet and technical consulting firm, Green Room Productions, which provided online solutions for the travel and hospitality industries. Green Room’s clients included such global brands as Walt Disney Attractions and Virgin Atlantic Airways.

In 1998, Greg and his partners sold Green Room to $400 million Internet consulting company iXL Enterprises, Inc. and began running iXL’s $100 million Western Region. While at iXL, Greg started an iXL Ventures company, Zoaport Animal Health, to create a business-to-business portal for the animal health industry.

Greg subsequently went on to fund and launch Denver-based Max Burgerworks, and sister company Max Sports & Entertainment. In 2003, Max Burgerworks was rated one of Denver’s top 20 new restaurants by 5280 Magazine.

Greg is a member of several boards and councils, including the Board of Directors of 3d Lacrosse, the Board of Commissioners of the United Women’s Lacrosse League (UWLX), the Harlem Lacrosse Advisory Board, the Board of Directors of StyLax (lacrosse apparel manufacturer), the Board of Directors of RW Land & Cattle Company, the Advisory Board of Rye Society Holdings, the Children’s Hospital Colorado Corporate Leadership Council, the Denver Bandits Lacrosse Club (501(c)3), and the 2014 FIL World Lacrosse Championship Sponsorship Committee.

Greg regularly serves as a lecturer in business and entrepreneurship and has spoken at the Daniels College of Business at the University of Denver, the College of Veterinary Medicine and Biomedical Sciences at Colorado State University, The Olin School of Business at Washington University, The Tuck School of Business at Dartmouth College, The Center for Entrepreneurship at the Commons on Champa in Denver, and The SkyBridge Alternatives (SALT) Conference in Las Vegas.

Greg has a BA from Dartmouth College and an MBA from Washington University. He resides in Denver with his wife and two sons.

Greg’s oldest son, Max, plays lacrosse at Tufts University, where he and the Jumbos won the 2019 NESCAC championship and annually make a run at the DIII national championship. Greg’s youngest son, Joey, will also attend and play lacrosse at Tufts University as part of the class of 2024.

Chief Executive Officer
Words of Wisdom 
“You can dream, create, design and build the most wonderful place in the world, but it requires people to make the dream a reality.” Walt Disney
Best Advice You Ever Received 
When working to build powerhouse iXL Enterprises in the late 90s, I had the pleasure to work with legendary entrepreneur Bert Ellis. I had just signed and sold an eight figure deal with Richard Branson’s Virgin Group and was talking with Bert about it. His literal first words were, “what you delivered today is great… but what are you going to do for us tomorrow?” That has always stuck with me as terrific advice… its not about what you have done… its really only about what you can and will do going forward.
Worst Advice You Ever Received 
I've had so many people tell me what I’m doing is a bad idea or crazy. If I listened to those folks, I never would have done most of the terrific things I ended up doing. Follow your heart and dreams, you never know where they will take you.
Personality in one hashtag 
Professional Passion 
World Domination
Farthest Traveled from U.S. 
South Shetland Islands, Antarctica
What do you do away from work 
Ski & Wake Surf
What's on the playlist 
Classic 70s Rock
Favorite Movie Line 
“You want to waste my time? Okay. I'll call my lawyer. He's the best lawyer in Miami. He's such a good lawyer, that by tomorrow morning, you’re going to be working in Alaska. So dress warm.” - Scarface
Favorite All-time Matchup 
Broncos / Packers, Super Bowl XXXII