Jeff Ruby

Founder & CEO

Jeff Ruby is the founder of RedRock Leadership, an international sales training and leadership development company. He specializes in helping owners of emerging growth companies and their leadership teams prioritize, set goals, grow sales, increase profit and create better leaders.

“I believe that the mission of leadership is service and service determines legacy. My sales training and leadership development programs focus on transforming people so they can become great leaders within their organizations.”


Jeff has built a reputation as a dynamic and inspiring speaker who calls upon stories from his personal experiences to help companies improve and individuals overcome the challenges that keep them from accomplishing their personal goals.

He is known for bringing a high level of energy and motivation, making the kind of impact on his audience that leads to necessary and permanent change.


Jeff has worked with clients from across numerous industries. These clients are located all over the country and have included everyone from sole practitioners all the way up to Fortune 500 companies.

Professional Experience

Much of Jeff’s success correlates with his diverse experience in business. In addition to starting and selling companies, he’s held key leadership positions, led sales teams, developed marketing programs and facilitated strategic business planning sessions. These experiences have given him an unrivaled understanding of how businesses work and, more importantly, what makes them succeed.

Jeff began his career in leadership heading up the Service Sales Division for The Geopfert Company, an Ohio-based mechanical contractor. In the first three years, he sold 219 new service agreements and brought in 130 new commercial and industrial accounts.

He then transitioned to Illumetek Corp, a national lighting management company. There he developed marketing programs and cultivated relationships with large national accounts. He also established provisions for customer management, job costing and profitability analysis for the company’s retrofit and service division.

After helping Illumetek’s sales increase by 800% in only four years, Jeff moved forward and founded The Ruby Group. There he led his staff in training sales teams for hundreds of companies spanning various markets across the country. After turning The Ruby Group into a profitable business, Jeff sold the company.

In 2010, Jeff founded RedRock Leadership. His contributions have a direct impact on the companies RedRock serves:

  • Increased sales and profitability
  • Growth and development of future leaders
  • Clarification of strategic intent and direction
  • Increased effectiveness of leadership teams
  • Cultural change in the midst of rapidly changing market conditions

All of this is accomplished through the programs he has created, which include:

  • Leadership development
  • Client service and sales training
  • Sales management performance
  • Sales process and skill development
  • Strategic planning and strategy development


Jeff graduated from The University of Akron with a Bachelor of Science in Business Administration.

On a Personal Note

With his faith as the driving force in his life, Jeff actively serves on numerous committees at Idlewild Baptist Church, participates as a student leader in his church’s high school ministry, coaches youth baseball and serves on the board of 1st Priority of Tampa Bay.

Jeff was born and raised in northeast Ohio and today he resides in the Tampa Bay area with his wife, two daughters and dog, Rosco.


Tampa Training Center:
8184 Woodland Center Blvd.
Tampa, FL 33614

Jeff’s Recent Posts

How to be a Self-Starter

Have you ever noticed that we live in an unpredictable world that demands predictable results? As today’s rapid pace of change continues, it creates new problems everyday – problems that need to be solved even when we don’t have all the answers. This isn’t a world where you can succeed if you’re afraid of taking the first step. Now, more than ever, we need self-starters: people who are intrinsically motivated, proactive, action-oriented and comfortable taking the initiative.

If you don’t already see yourself as a self-starter, it’s time to cultivate certain skills.

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Front-load to Protect Your Time

To establish yourself as a leader, front-load your meetings. This will help you protect your time, and the time of others. You will do this by stating the purpose, establishing or confirming the time allotted, outlining possible outcomes, and gaining commitment before a meeting begins. Check out our step-by-step process for practicing and learning the art of the front-load to lead a team meeting or a sales call.

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