G Adventures Expands Executive Leadership Team with Two New C-Suite Appointments as Company Accelerates Growth

 

November 19, 2025 – G Adventures is delighted to announce two new 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).

 

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. 

 

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. 

 

“These two leaders exemplify what makes G Adventures extraordinary,” says Jeff Russill, CEO of the G Travel Community. “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.”

 

Bruce Poon Tip, founder of G Adventures and chairman of the GTC added, “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” says Bruce Poon Tip, founder of G Adventures. 

 

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. 

 

Leah 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 award-winning culture, employee experience, and leadership development programmes. The newly-created Chief Community Officer role reflects G Adventures’ unique 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.”

 

Michelle joined G Adventures in 2008 and has worked across nearly every part of the business, from the “Boombox” contact center to operations, revenue management, and sales. Her deep and holistic understanding of G Adventures’ global ecosystem gives her a unique perspective on how the business operates, both strategically and operationally. 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.”

 

About G Adventures

G Adventures isn’t just a travel company, we’re a movement. Since 1990, when social entrepreneur Bruce Poon Tip set out to change the way people see the world, we’ve been leading the way in community tourism and small-group adventure travel. With more than 1,000 life-changing trips in 100 countries across all seven continents, we help travelers connect deeply with local people, cultures, landscapes and wildlife,  all while having a blast.

 

But it doesn’t stop there. With us, travel  is about passion, purpose, and making a difference. Our ‘G for Good’ social impact commitments ensure every journey supports local communities, with over 130 community tourism projects powered by our non-profit partner, Planeterra, and our industry-first Ripple Score™,  which tracks how much of our travellers’ money stays local. And through our Trees for Days initiative, we’ve planted over 3 million trees (and counting), one for every traveller, every day they are on trip with us, helping communities and the planet to thrive together.

 

At G Adventures, we believe in changing lives through travel, and not just for the traveller. Our unique company culture fuels a global community that transcends borders, connecting people with purpose and spreading joy, curiosity, and humanity in everything we do. We’re not just about seeing the world, we’re about making it better, together.

 

Learn more and join the movement at www.gadventures.com