About Us - JULO Global

JOHN BUESE
FOUNDER, STRATEGIC BOOKKEEPING & ADVISORY

John Buese is the Founder and CEO of Strategic Bookkeeping & Advisory (SB&A); a company focused on being your small business financial partner. SB&A’s mission is to provide more than just bookkeeping and accounting support (which is the backbone of the business), SB&A will be your strategic partners in success.

SB&A’s objective is to help small businesses build a strong financial foundation. Then, work with small businesses to define your success, identify the keys to success, then make sure you’re on the path to success.

Know where you’re going, and know how to get there

Ultimately, SB&A manages the numbers, provides expert bookkeeping and strategic advice, giving you financial confidence so you can focus on making your business thrive.

Financial concern can cause anxiety and stress; SB&A eliminates the worry and concerns so you can enjoy being a business owner.

As the founder and owner of SB&A, John retired from the U.S. Army as a Lieutenant Colonel and uses his strategic approach and planning skills to enable SB&A to help small business owners. In his free time, you can find him traveling and experiencing new areas, hiking, staying physically fit, reading and learning about ancient history.

JAKE BAYES
CEO/Chief Efficiency Officer

Jake is a powerhouse of precision, systems thinking, and entrepreneurial hustle. With 15+ years in the electronics repair industry and a strong foundation in micro-soldering, diagnostics, and tech troubleshooting, Jake has trained hundreds of technicians and led operations for companies nationwide. He’s known for scaling businesses from garage startups to six-figure operations, proving he doesn’t just fix things—he builds them.

At JULO Strategy Global, Jake serves as the Chief Efficiency Officer, leading the charge in streamlining internal systems, integrating automation, and supporting entrepreneurs as they shift into full CEO mode. From inventory to AI, Jake turns chaos into clarity—fast.

Previously the co-owner of a national electronics repair company and lead trainer for industry-recognized programs, Jake has saved companies tens of thousands by innovating smarter repair methods and building high-performing teams. His experience spans management, training, and operations for businesses ranging from scrappy startups to international manufacturers.

When he’s off the clock, Jake is a dedicated dad of two adventurous boys and a proud Kansas City native who never misses a Chiefs game.

PARIS CHEFFER
CEO/Chief Experience Officer

Paris is a seasoned professional with a diverse background that spans across various industries. He began his career as a talented opera singer and musical theater performer, captivating audiences at Carnegie Hall and beyond. As he transitioned into a new career, Paris utilized his exceptional interpersonal and organizational skills to manage corporate events at a boutique firm in New York City.

With the arrival of his son, Paris embarked on a new journey, leveraging his experience to manage a network of real estate professionals and becoming a sought-after social media consultant. He later assumed the role of marketing director at a large Managed IT Service Provider, where he excelled in building and cultivating relationships. Upon relocating to Florida, Paris applied his creative skills to develop an automated marketing program for a promotional products manufacturer and served as the client engagement manager for a trade association. Paris is a JULO CEO Mindset Alum and is currently working to bring his expertise in client relations and co-working community management to JULO Strategy Global. When he’s not working, Paris enjoys reading and indulging in his passion for watercolor painting, despite his self-proclaimed lack of skill. With his wealth of experience and diverse skill set, Paris is a valuable asset to the JULO Strategy Global team!

ISABEL SAUNDERS
CEO/Chief Exploration Officer

As Chief Exploration Officer at JULO Global, Isabel plays a pivotal role in supporting cross-functional growth and innovation. Her work touches every corner of the organization—from research and strategy to operations and community development—all in pursuit of JULO’s mission to guide entrepreneurs from chaos to clarity. With a diverse background that includes caregiving, leadership in the service industry, and experience in the automotive world, Isabel brings a people-first mindset to her work. She has deep experience supporting individuals with special needs and is passionate about creating environments where everyone can be seen, heard, and empowered. These experiences have shaped her ability to connect, problem-solve, and lead with both empathy and precision.

At JULO, Isabel supports a wide range of initiatives: managing timelines, preparing documents, coordinating projects, and contributing strategic research to guide key decisions. She collaborates across departments, while actively supporting the development of tools, systems, and stories that move the company forward. Her work is grounded in curiosity and driven by a sincere desire to help people become the best version of themselves.

Isabel is known for her ability to uncover insights others miss and for her openness to new ideas, new perspectives, and new possibilities. She’s constantly learning, listening, and exploring—both professionally and personally—and believes that growth happens when we stay open to receiving.

She sees potential where others see limits and brings a fresh, grounded perspective to every challenge. Her presence at JULO is not only strategic but deeply human, helping the team stay aligned, inspired, and forward-facing as they continue to build a global movement rooted in transformation.

PETE BLUM
CEO/Chief Education Officer

Pete brings 30 years of combined experience to JULO Global from military to corporate to small business/startup. Originally from Cincinnati Ohio, he joined the military at 17 and served a total of 11 years (4 Navy – 7 Marines). He enjoyed his time serving his country and his last command was as a logistics chief for the Presidential Helicopter Squadron (HMX-1) in Quantico, VA.

Prior to JULO Global, Pete has had roles such as COO, Agile Coach, Scrum Master, Marketing Director, and CIO. Aside from the servant leadership he has provided throughout his time in the military and civilian life, he has also been an adult education trainer, facilitator, coach, and mentor to individuals, teams, and businesses.

Pete continues to serve the military community by volunteering for the following veteran organizations, providing specific needs to each such as technical training, social media and website administration, teaching them about entrepreneurship and starting a business, and helping them on their life and/or faith journey:

Veterans For Worship, Chief of Staff | Vice Chair | Tampa Chapter Leader | Director of Networking | International Expansion
Project Transition USA, Technology Trainer | Associate Instructor | Group Manager | Advisory Board Member
Florida Naval Sailors Association, Chaplain
Florida Association of Veteran Owned Businesses (FAVOB), Immediate Past Chairman, Greater Tampa Bay Chapter

With a desire to help others on an even deeper level, Pete has become Mental Health Life Coach Certified and Certified as a Maxwell Leadership Coach, Speaker, Trainer, & DISC Trainer enabling him to expand what he does over the last few years to include helping the military and civilian communities with PTS, anxiety, depression, and other afflictions. His ultimate goal is to help everyone get to a positive, healthy lifestyle that produces a higher level of balance, performance, and success. In addition, he also serves the homeless community.

Pete is married to Brenda Blum from Joliet, Illinois. Between the two of them they have six children and 7 grandchildren.

Pete’s favorite things to do are geocaching with Brenda and exploring new places.

RIGGS NICHOLS
CEO/Chief Energy Officer

Meet Riggs, a loveable combination of Catahoula Leopard Dog and Labrador, mixed with boundless energy and pure joy. As Chief Energy Officer, he wears his job title with pride and style, just as he does his signature bowtie. His upbeat personality and spirit of determination make him a welcome addition to the JULO Strategy Global community.

With a friendly smile and eyes that radiate curiosity, Riggs is the perfect adventure partner. From chasing frisbees in the waves of the Gulf Coast to embarking on Appalachian trails with his trademark wagging tail, he shares in Juliann’s sense of adventure as a true traveler, discoverer, and explorer at heart. Riggs’s loving nature extends to everyone he meets, forging instant connections and best friends. Whether he’s cuddled up for a nap at Juliann’s side or leading the neighborhood pack in playful escapades, Riggs leaves an indelible paw print on hearts, reminding us of the simple pleasures of life in every tail wag and slobbery kiss.

COLONEL LUIS “FRED” ORTIZ, USA, RETD.
JULO Advisor

Originally from Mexico City, Mexico, he obtained a bachelor’s degree in chemistry from the University of Kansas, a master’s degree in continuing adult education from Kansas State University, and a master’s degree in strategic studies from the Army War College.

After college, Fred worked as a Quality Control Technician for Century Oils Inc. in Kansas City for two years. He then joined the Army, serving for 35 years in various roles. During his time as an Enlisted Soldier and Non-commissioned Officer (NCO), he was deployed for combat operations in the Gulf War. Throughout his military career, Fred held command positions at different levels, including Squad, Platoon, Company, Battalion, and Brigade. He commanded diverse organizations, ranging from Logistical and Recruiting Companies to Chemical Ammunition Plants and Arsenals, overseeing both military personnel and civilian contractors.

At the staff level, Fred provided specialized support in positions such as Observer/Trainer, preparing commanders and staff for deployment to Iraq and Afghanistan. He also served as an Operations Officer at different levels within the Army system. In 44 months of combat (Desert Storm / Desert Shield; Operation Enduring Freedom – OEF IX, XI, and XIII), he fulfilled roles such as squad leader, staff planner supporting Afghan security forces, and Current Operations Officer for Combined Joint Task Force-1.

Throughout his career, Fred has excelled in team building and leadership, guiding teams through challenging situations with positive outcomes. Examples include successful recruitment efforts during the early stages of the War on Terrorism (OIF/OEF), fostering productive negotiations between Pakistani and Afghan Soldiers, and overseeing pre-deployment training for combat operations. He has also led teams during natural disasters, supported the Afghanistan withdrawal, and deployed forces in support of NATO during the conflict between Ukraine and Russia.

Fred’s accomplishments have earned him numerous awards, including the Legion of Merit, Bronze Star, Defense Meritorious Service Medal, and many more. He is married to Stacey Morris from Overland Park, Kansas, and they have four children and 12 grandchildren.

KELLY HOGREB
CEO/Chief Everything Officer

Kelly is a dynamic leader with 20 years of experience in the hospitality industry, specializing in operations, marketing, consulting, and leadership development. As a Director of Operations, Kelly led a multi-brand team that generated over $6 million in annual sales while maintaining an impressive turnover rate of under 40% for multiple years—an achievement that speaks to her commitment to strong team culture and sustainable business growth.

At JULO Global Strategy, Kelly serves as the Chief Everything Officer, taking the lead in marketing, event coordination, and program facilitation. Her “can-do” attitude and relentless problem-solving skills ensure that no challenge is too big, and no detail is overlooked. Having experienced her own “JULO Moment” during the CEO Mindset™ course, Kelly recognizes firsthand that true leadership success starts with a mindset shift—an insight she now helps others achieve.

Passionate about helping businesses and individuals thrive, Kelly believes that if you truly want something, you’ll find a way. She leads by example, working alongside her teams rather than from above, fostering an environment of collaboration and growth. With experience as a high school lacrosse coach and mentor, she understands the power of guidance and support in shaping future leaders.

Outside of work, Kelly stays busy raising her two sons (14 & 9), collecting sports cards, and sharing her expertise as a skincare consultant. And in a fun twist from her past, she once trained dolphins and sea lions with the Navy—proving that adaptability and leadership extend far beyond the boardroom.

EVAN KRUEGER
CEO/Chief Expansion Officer

Evan is a driven executive with a proven track record of over 19 years in strategic planning, revenue generation, and collaborative solutions. With his hands-on approach, Evan excels at building positive relationships and empowering others to seize opportunities for growth and achieve excellence. As a Florida native currently residing in Tampa, FL, Evan combines his passion for developing leaders with his expertise in non-profit organizations to help other excel in their personal and professional pursuits.

Evan’s journey began as a summer camp counselor and continued at Florida State University, where he cultivated a strong foundation of skills and knowledge in the non-profit sector. With extensive experience in leadership and facilitation, Evan has made significant contributions to organizations such as Big Brothers Big Sisters and Girl Scouts. His diverse skill set includes fundraising, strategic planning, fiscal oversight, grant management, community partnerships, program development, and operational management. This well-rounded background equips Evan to support others in achieving their goals and unlocking their full potential.

Notable for his professional achievements, Evan has consistently delivered outstanding results. He has a proven ability to drive revenue growth, transform underperforming business lines into profit centers, improving customer service outcomes and customer retention. He has additionally demonstrated strategic visioning at multiple times in past roles with Girl Scouts including the navigation of challenges with the impact of COVID-19 where he implemented virtual and packaged summer camp programs, surpassing previous in-person programming in terms of participation rates and reach.

Evan’s dedication to continuous learning and professional growth is exemplified by his certificates in Diversity, Equity, and Inclusion in the Workplace from the University of South Florida and Event Management from Florida State University. With his strategic mindset, leadership acumen, and passion for making a positive impact, Evan is committed to driving individual and organizational success and fostering thriving communities.

JULIANN NICHOLS
Founder and CEO/Chief Strategist

With over 40 years of entrepreneurial experience, Juliann walks her talk! She has cultivated a personal brand that demonstrates who she is no matter what she is doing, with a “million-dollar PhD in Entrepreneurism”.

She is a native of Kansas City, Missouri, and currently lives in St. Petersburg, Florida, with her fur baby, Riggs. And she is the mother of Jackie and Jake, and “Diva G” to Jackson, Oliver, Jayden and Henry.

Juliann’s approach to business and her professional life has been evolving since she started her first business as a mobile disc jockey when she was 16. After high school, she continued this business while attaining her degree in Theatre and Fine Arts from Emporia State University.

As she grew her family after college, Juliann added a traditional job to her repertoire, as a legal assistant by day. This experience took Juliann through a series of events that ultimately resulted in her launching a private detective agency!

As CEO/Chief Investigator with only a great reputation and contacts in hand, Juliann quickly learned the ropes in this male-dominated industry and continued to build a very successful agency for 15 years. One of the accomplishments that she is most proud of is that she competed for and won one of the largest private investigation service contracts ever issued by the State of Kansas. Juliann grew that company until, as most serial entrepreneurs do, she could no longer ignore her calling to take herself in a different direction toward a whole new set of adventures! She sold her private detective agency and has never looked back.

Juliann has since worked as a business development executive for private industry clients, community organizations, such as Chambers of Commerce, and a national women’s professional networking group. During that time, Juliann also launched B.BOK Bags. This was a beautiful line of custom-made handbags that sold in the luxury accessories market. She built and grew this one for nearly six years until the “great recession” hit. It was during the recession that her current vision was born. Many of her peers and former colleagues were seeking her guidance and asking her to share her advice. That signaled the need for starting “Focus on You”, which has eventually expanded into the JULO Strategy Global team that we know and love today. Under her leadership, JULO Strategy Global is now 15 years old and enjoys a 95% success rate in guiding CEO’s through to accelerated growth!

Juliann is sought after as an expert in the field and a frequent keynote speaker. She is also engaged in entrepreneurial ecosystem building, mentoring and strategizing with other ecosystem builders on JULO CEO Mindset™ across the globe. Juliann is a member of the national Startup Champions Network and is recognized and awarded in many communities for her business acumen and charitable contributions.

Niels Andersen

Niels is a Navy veteran and the CEO & Founder of KontactIntelligence, MedCV, VetCV, & VeritasHealthCare. His passion for helping others is obvious from the first conversation. He’s a serial entrepreneur and is using his success to pay it forward in the veteran community with VetCV.

He has over 35 years in enterprise tech development focused on the business of healthcare for commercial and government health systems, physicians, advanced practice providers, and other allied health professionals. He’s an industry writer and public speaker in tech entrepreneurship and healthcare with published articles in New England Journal of Medicine’s Recruiting Physicians Today, CHEST, Association of Staff Physician Recruiters publications, and others.

His most recent tech launches were MedCV and VetCV. MedCV is a Private Credentialing Vault and Practice Resources App enabling physicians and healthcare professionals control and manage their licenses, certifications, CME, and many other critical components needed to maintain their careers and practices.

VetCV puts Veterans in control again. VetCV is a Web App created by Veterans, for Veterans, providing Active Military, Veterans, and their families with a secure, safe, online Vault to help deliver “Life” tools and resources we can all use as we move through life’s next adventures.

Pepper Wooten

As the co-founder and CEO, Pepper Wooten is a seasoned spiritual guide with over 20 years of experience in the world of soul-level healing. She’s your go-to guru for wisdom and whole-being transformation, and she’s all about helping you navigate your unique life journey.

Pepper’s teachings are the real deal, no fluff or nonsense. She offers a straightforward path to liberation and self-empowerment. Her methods are fresh, drawing from ancient wisdom and tailored for today’s world. So, whether you’re battling challenges, searching for your purpose, or just craving a big positive change, Pepper’s got your back.

With a deep understanding of nervous system regulation, she provides holistic healing and guidance that goes beyond the ordinary. Join her on the exciting journey of the Worrier to Warrior Program, and get ready to embrace healing, empowerment, and a world of endless possibilities. It’s #PeppTalkTime, and you won’t want to miss it! 🌟💪

CHRISSANNE LONG

We are Maximize Digital Media, a digital marketing company specializing in helping small businesses and entrepreneurs with online marketing strategies. We are known for our coaching skills in the fields of Website Design, Internet Marketing, Social Media, and Search Engine Optimization.

Creating beautiful, obtainable websites for small businesses and entrepreneurs is our passion. Providing those same businesses with the marketing strategies to propel them forward is the work that we’re proud of. And empowering others to learn and master the tools and techniques that will drive their continued success is our ultimate goal.

Our team is filled with people who live and breathe marketing strategy, who hold a brand’s website in the same regard as a piece of artwork, and who make it their personal mission to see a client succeed. We believe in telling a client’s story, painting a masterpiece with it, and marketing it with heart.

We are committed to making a meaningful difference in our community. Chrissanne and Craig are the creators of Lakeland Business Leaders, a local business network that connects local solutions to customers in real-time. Maximize, together with BRIDGE Local, stands behind small businesses, entrepreneurs, and start-ups.

LARRY SCHULER
CEO/Founder
Schu’s Hospitality Group, LLC

Larry “Schu” Schuler is currently the CEO/Founder of Schu’s Hospitality Group, LLC, a hospitality management and consultancy company formed in 2010. Larry has an eye toward becoming the premier provider of guest services in Central Florida through Superior Guest Insight™ and the delivery of Surprising Hospitality™ – his passion in a world that has, sadly, left guest insight and remarkable hospitality by the wayside. A leading achievement of Schu’s Hospitality Group was providing management and strategic development of the food operations and staff to prestigious Dearborn, MI client The Henry Ford’s $16M dining experiences. His role helped propel The Henry Ford to the forefront of Detroit’s food movement prior to his relocation to Tampa.

Schu is a fourth-generation restaurateur who began his hospitality career early and who has extensive experience and a proven track record in the restaurant/hospitality business. Encouraged by his grandfather, Win Schuler, and father, Hans, Schu vigorously pursued a broad, well-rounded work experience in hospitality management which led to employment with the Robert Mondavi Winery in Napa, CA in 1982, and the Westin Hotel Galleria in Dallas, TX. Schu returned to his Michigan roots in 1986 and became Vice President and General Manager of the family’s well-known Schuler’s Restaurant and Pub in Marshall, MI. No respectable Midwest home would have been without Win Schuler’s Bar Scheeze in the refrigerator in the 80’s and 90’s – yes, that Win Schuler’s Bar Scheeze!. Larry is also former owner of the popular Schu’s Grill and Bar in St. Joseph, MI, which opened in 1990 and still operates today, as well as Schu’s on Silver Beach.

For the past four years, Larry “Schu” Schuler has been an executive team member of 23 Restaurant Services, LLC, and the Ford’s Garage chain, building the company’s total units from four to twenty-one. Larry served as Vice President of Supply Chain Management, responsible for procurement of all foods, beverage, supply, furniture, equipment and materials, and for managing contracts and agreements for all units. Concepts include Ford’s Garage Prime Burger and Craft Brews, Yeoman’s Cask and Lion Pubs, Tiki Docks Riverview Bar and Grill, Tiki Docks Skyway Bar and Grill, and Capone’s Coal Fired Pizzeria. Additionally, he functioned as the corporate conduit for franchise communication and brand equity. Schu later served as President of 23 Restaurants, opening two Tiki Docks concepts during the COVID-19 pandemic.

PATRICIA (TRISH) MURPHY
OWNER, MARKETING SMARTY PANTS

Trish Murphy is owner of Marketing Smarty Pants, an online marketing company with an emphasis on content marketing. Content Marketing is the secret weapon to making your business stand out in the crowd. Trish helps businesses create and promote valuable content that connects with customers and builds brand equity.
As a content marketer she’s been applauded for her fun and informative marketing presentations, and providing simple content marketing solutions that fit any sized business.

When she’s not being a Marketing Smarty Pants, you can find her with her horse, curled up with a good book, or being silly with her kiddos. Trish is a Florida native, born right here in Orlando. She is an Air Force Veteran and has a bachelor’s degree in Marketing Management. She is on Chairman of the Orlando Chapter of the Florida Association of Veteran Owned Businesses.

Hi! We are JULO Strategy Global!

Will the REAL CEOs Please Stand Up?

Juliann Nichols

Evan Krueger

Pete Blum

Kelly Hogrebe

Jake Bayes

Isabel Saunders

Colonel Luis “Fred” Ortiz, USA, Ret.

Paris Cheffer

Riggs