David Friedman, Co-Founder & Chairman

David is a serial entrepreneur and CEO. David’s career in business started during the dot com boom. Later, David founded Boston Logic and grew the company into a leader in the real estate software vertical. The company went on to partner with Providence Equity and acquire 7 complementary products, later selling to Stone Point Capital. David then went on to found Knox Financial, a venture backed consumer fintech startup. After selling Knox in late 2022, David cofounded REACH GREEN along with Larry O’Toole with the mission to improve the health of climbers and the planet.

David advises startups from the earliest stages and serves on several boards of companies from pre-revenue to the middle/growth market. David’s background as an engineer, founder, and builder, and deep transactional experience makes him a confidant of CEOs and investors alike. On the weekends, David enjoys being a Dad, skiing, hiking, cycling, boating, carpentry, and cooking.

Larry O’Toole, Co-Founder & Board Member

Larry O’Toole, the co-founder of REACH GREEN, is a visionary leader with a unique blend of passions: combating climate change, promoting athleticism, and fostering community impact. As the founder and leader of the acclaimed Gentle Giant moving company for over four decades, Larry has not only built a thriving business, but has also cultivated a culture of excellence and service. Under his guidance, Gentle Giant has garnered numerous awards for its exceptional service and workplace practices, employing a dedicated team of individuals proudly known as “Giants.”

Larry’s leadership prowess has been acknowledged by prestigious institutions such as The United States Small Business Administration, which honored him as its Massachusetts Small Business Person of the Year. His competitive spirit, discipline, and persistence drive him to tackle challenges with unwavering enthusiasm. Larry’s commitment to leading others is evident in his tradition of personally guiding new crew members through the iconic “running the stadium” ritual at Harvard University’s coliseum.

Beyond his professional achievements, Larry draws inspiration from his upbringing in Ireland and his background in competitive rowing. His rich personal experiences infuse his leadership style with authenticity, creating captivating events and inspiring moments for audiences of all backgrounds and sizes. With a deep-rooted dedication to making a positive impact, Larry continues to lead REACH GREEN with passion, purpose, and unwavering determination.

Bouker Pool, Executive Director

Bouker Pool is a transformational professional with a wealth of experience spanning the sports, media, technology, events, outdoor recreation, and health & wellness sectors. Throughout his career, Bouker has been a leader in building high-impact marketing strategies that drive both engagement and commercial success. His innovative and transformative approach to brand building, coupled with his adeptness at forging strategic partnerships, has consistently yielded impressive results in competitive landscapes. Bouker has spearheaded teams that have significantly impacted esteemed organizations as Chief Commercial Officer of USA Cycling, Vice President of USA TODAY Sports, Chief Marketing Officer of Competitor Group, and Vice President of RODALE.

Bouker joins REACH GREEN with a long history of helping non-profit organizations become more sophisticated in their approach to fundraising, sponsorship, membership, and consumer engagement with Project Youth Foundation, National Multiple Sclerosis Society, American Cancer Society, Leukemia and Lymphoma Society, and the USA Cycling Foundation.

Bouker enjoys spending time away from his professional life outdoors on the ski slopes and mountain bike trails with his family.

Ann Wells Crandall, Chief Operating Officer

Ann Wells Crandall is a dynamic leader driven by a passion for building brands and businesses to achieve excellence, foster growth, and make a positive impact on communities. Successful launches include NBA League Pass, the out-of-market sports subscription package at DIRECTV and the relaunch of the BIG EAST Collegiate Conference. With a rich background spanning over two decades across diverse industries including pro and college sports, media, auto insurance, and nonprofits, Ann has held pivot executive roles as Chief Marketing Officer for two organizations, Executive Vice President of Business Development & Strategic Partners at New York Road Runners and culminating in her current role as Chief Operating Officer at REACH GREEN.

Deeply rooted in community service, Ann actively contributes to organizations like God’s Love We Deliver, the Arthritis Foundation, Girls on the Run, and CASA of Pinellas County. She mentors emerging leaders through roles with Women in Sports and Events NYC (WISE), serves as a board member for Girls on the Run Tampa Bay, and holds the position of Vice President at the St. Petersburg Downtown Neighborhood Association. Outside of her professional pursuits, Ann prioritizes wellness and maintains an active lifestyle through running, tennis, and strength training. She also finds joy in indulging her passions for arts, culture, spending time with family, and embracing lifelong learning.