Management Team

GreatOutdoors.com has carefully selected a sophisticated and dynamic team that is well-equipped to serve people's outdoor and active travel lifestyle needs. Our team has extensive experience in the Internet, travel, and retail fields.

Mike Morford, is the founder and CEO of Altrec.com. Prior to starting Altrec.com, Morford founded and served as CEO for Joppa.com, Inc., a business incubator dedicated to designing and developing e-commerce web sites. His previous experience includes roles as the business development manager for Cofano Venture System, helping to locate high-tech start-up ventures and assisting them in becoming more efficient, effective and profitable, and as an account manager for United Parcel Service. Morford holds a B.A. in business from Seattle Pacific University.

Peter Potterfield - GreatOutdoors.com Editor

Peter Potterfield is the author of a dozen books, including the critically acclaimed In the Zone (The Mountaineers Books, 1996), and the Banff Book Festival Award winner, High Himalaya (The Mountaineers Books, 2001). His most recent books are Classic Hikes of the World (WW Norton & Co., 2005), Himalayan Quest (National Geographic Books, 2003) and Everest, the Anthology, a collection of first-hand narratives from the world's highest peak (The Mountaineers Books, 2003). Potterfield has made a specialty of covering mountaineering and backcountry adventure for the popular press, and he has written on these subjects for National Geographic Adventure, Conde Nast Traveler, Outside, Reader's Digest, Backpacker, Modern Maturity, Summit, Smithsonian Air & Space, and other publications. As editor of MountainZone.com from 1996 to 2003, he developed electronic adventure journalism by pioneering live reporting of Mount Everest expeditions and other real-time adventure stories from remote locations.

Blaine Donnelson, co-founder, brings to Altrec.com extensive web design experience from another company he co-founded in 1990 called Edge Design, Inc. As co-founder and President of Edge Design, he spent seven years absorbing every aspect of print design, web design and, over time, the culmination between commercial marketing and advanced-technology networking, now known as the Internet. His clientele include Fine.com interactive, Microsoft, Webnet-marketing, Puget Sound Media, Microserv and M&M Data Systems. Donnelson's comprehensive understanding of Internet marketing and print development allows for quick and responsive action to the many challenges of conducting business on the world wide web. He holds a B.A. in Graphic Design from Western Washington University.

Tom Holt has come to Altrec.com, having worked for retailers: Recreational Equipment Incorporated (REI), Macy's, May Department Stores Int'l and The Limited Corporation during his nearly twenty years in the industry. His responsibilities have included strategic merchandise and financial planning, private brand development/sourcing, pricing and promotional planning. Tom holds a B.A. in Apparel, Merchandising and Textiles (business/marketing emphasis) from Washington State University.

John Byrne is responsible for the accounting, administrative, and human resources functions of the company. Prior to joining Altrec.com John spent seven years as the CFO for a non-profit organization. He has also held the positions of Corporate Accounting Manager for Red Lion Hotels & Inns and Financial Analyst for Multnomah Publishers. John holds a B.S. degree in Accounting from BIOLA University in southern California. When not at work John enjoys spending time in the outdoors with his family. His favorite activities include camping and snow skiing, but he also enjoys hiking, bicycling, and water sports.

Jack Menendez is responsible for IT and Software Development at Altrec.com. Prior to Altrec.com, Jack worked for 25 years as a software engineer, manager, and director at several Silicon Valley high-tech companies before coming to Central Oregion. Jack holds a Bachelors degree in Mathematics from California State University at San Jose.

Prior to joining Altrec, Kevin was the European Director for the Automotive division at Yahoo! where he gained deep experience in e-commerce, online media, content creation and distribution, social networking, online product design and creating deep, engaging user experiences and business partnerships in both the European and US markets. Previous experience includes roles as the Head of Automotive for the UK division of Kelkoo, the largest shopping comparison site in Europe. Kevin holds a B.A. in Business Management and Marketing from Oregon State University.”