MEET OUR TEAM
Pearse Umlauf
President & CEO
Pearse Umlauf has been an integral part of MASOR for more than 28 years, currently serving as President & CEO, overseeing the business and day-to-day operations of more than 700 staff and 50+ annual events domestically and internationally. Having begun his off-roading career with Jeep Jamboree USA as a special events coordinator, Pearse’s experience with larger community events led to his leadership in their company and the growth and offerings.
Throughout his tenure with MASOR, Pearse has overseen the logistical coordination of the Rubicon Trail operations annually, moving 65,000 lbs of supplies via helicopter each season to set up complete camp accommodations. He oversaw the construction of the Quantico Marine Base Severe Off-Road Track, and vehicle testing on the Rubicon Trail aiding in product development for Jeep products for the past 15 years. Most notably in the past couple of years, Pearse led the MASOR team that spent 45-days in Brazil installing a permanent off-road test / demonstration course in South America.
In addition to the day-to-day operations, Pearse oversees the development of a worldwide database of trails around the world and traveled to some of the most remote off-roading areas in Kenya, Tanzania, Morocco, India, Cambodia, Vietnam, Argentina, Chile, Peru and many parts of Europe, in addition to thousands of trails in North America. This extensive database has enabled MASOR to facilitate events for brand/owner loyalty, product launches with automotive media, corporate incentive trips and marketing, advertising, video and photography shoots.
Shawn Gulling
Vice President
Shawn Gulling has spent his 20+ year career guiding off-road expeditions around the world, (including on the famed Rubicon Trail) and has designed and built trails on three continents (North and South America, and Australia.) In 2014 he spent 6-months in Australia consulting to the Leo Muller Automotive Group assisting them with off-road events and laying the groundwork to build a global events platform.
In addition to dozens of domestic and international media events where he was an integral part of leading the team, developing and guiding the trails, and assisting photo and video crews throughout the programs, Shawn has worked on more than 100+ off-road events around the country. An avid off-road enthusiast, Shawn participated in a two-month, 7,000-mile expedition in South American from Lima, Peru to Ushuaia, Argentina (the southernmost city in the world) as part of the 20th Anniversary of Mark A. Smith’s expedition.
Ty Devereaux
Chief Operating Officer
Ty came to MASOR with a background deeply rooted in the off-road community having co-owned Central 4-Wheel Drive, a company he worked with for 25-years in all manner of roles throughout their California, Oregon and Washington locations. An avid outdoorsman, Ty owns multiple off-road vehicles, and spends his time camping, hiking, and fishing in addition to off-roading. One of his most memorable off-road experiences was re-tracing a portion of the fame “Expedicion de las Americas” in South America with MASOR vice president, Shawn Gulling.
Ty is instrumental in the day-to-day operations of the business and leads the Rubicon Trail logistics team for summer operations on the Rubicon Trail. Ty is also a committee member of our international events and product launch team, which assists our clients to execute events globally.
Shelli Devereaux
Chief Financial Officer
Shelli spent a large portion of her childhood outdoors and off-roading with her father which eventually led to the purchase of her first off-road vehicle in 2008, a TJ which she quickly modified from an everyday vehicle into a well-equipped off-road rig. She has been a bookkeeper for more than 31 years, is the co-owner of a body shop in Roseville, CA, and oversees finances as the CFO for MASOR Performance / Jeep Jamboree USA. Shelli’s love of the outdoors has her spending most weekends during the summer, along with her husband Ty, at their cabin near Truckee, CA.
Jake Horne
Chief Administrative Officer, Business Growth Strategist
Jake had an early introduction to the off-roading industry simply by nature of growing up in Moab, Utah. Working at his family’s local off-road tour and rental business throughout high school, he spent nearly all his free time exploring the trails around Moab, building extensive off-roading experience.
He took a brief hiatus from the industry while studying Criminal Law at Utah Valley University and later transitioned into Section 42 government-subsidized property management. During this time, Jake assisted veterans and individuals facing physical and mental challenges in securing affordable housing.
Shortly thereafter, he moved into compliance enforcement and implementation within Nevada’s recreational cannabis industry. Leading a team of over 20 people, he authored and implemented standard operating procedures that ensured accurate audit and reconciliation methods, reporting directly to the Nevada Department of Taxation.
As MASOR’s Director of Registration, his keen attention to detail, honed through previous roles, has played a key role in managing upwards of 10,000 consumer accounts throughout multiple databases. Now serving as the Chief Administrative Officer, Jake oversees operations, spearheads international trip development, and provides strategic insights to drive business growth.
Shand Swanson
Director of Client Communications
Shand Swanson is a seasoned public relations professional having worked primarily in the automotive industry for 25 years with agencies, manufacturers and vendors. In addition to bringing her extensive experience and knowledge of the automotive industry to MASOR, Shand has been an in-demand freelance contractor for the last 12 years working with top brands, including a two-year contract position for Meta (formerly Facebook) on their consumer communications team. Prior to becoming an independent contractor, Shand served as the Public Relations Director at Saatchi & Saatchi LA (SSLA), the advertising agency of record for Toyota Motor Sales, Inc., USA where she oversaw the media efforts for not only the premier automotive account, but the agency as a whole. In addition to ongoing advertising campaigns for the core brand and vehicles, Shand oversaw the strategy, media outreach and coverage for SSLA’s multi-million-dollar annual Super Bowl campaigns.
Throughout her career Shand has worked on all sides of the automotive marketing spectrum, from public relations, event production, logistics, and consulting. Previous clients and brands have included Toyota, Jeep, Chrysler, Dodge, SRT, Ram, Lincoln, Volkswagen, Audi and Mercedes-Benz. In addition to manufacturers, Shand led the PR efforts for the North American International Auto Show (NAIAS) from 2008-2011, the largest auto show in North America boasting nearly 6,000 media attendees every year from around the world. Shand is well versed in strategy, messaging, and media outreach as well as the importance of keeping up with the industry landscape and tailoring an approach specific to her clients and their key objectives.
Rhiannon Murchi
Shipping & Receiving Manager
Rhiannon is based in our Georgetown headquarters and manages the large job of overseeing all MASOR’s shipping and receiving. With 30+ annual events around the country taking place week after week, her attention to detail is crucial to ensure all of the materials needed are constantly replenished at events and all the stock is kept up to date. Rhiannon had a passion for off-roading instilled in her from a young age when she was given her first driving lesson at age nine in her uncle’s Jeep, which was the same Jeep she had been brought home from the hospital in as an infant. Her longtime love of wheeling has carried into her family and their outdoor activities, which include time at their cabin, camping, boating off-roading and connecting to nature as much as possible.
Natalie Harbuck
Registration Specialist
Based in the mountains of Georgetown, Natalie plays an integral role in the management of our registration systems. Handling phones, online customer communications, and utilizing our databases to prepare registration packets for each event, her high attention to detail is instrumental in the success of Registration.
Natalie began her career in the California Conservation Corps, spending her time working on salmon restoration projects, building hiking trails, and training new members. During that time, she was awarded the opportunity to participate in an exchange program in Australia, continuing her work of training individuals overseas.
Natalie began part-time, quickly working her way up the ranks to her current full-time role in registration. She loves the outdoors, spending time with her boyfriend, dogs, and family.
Eric Loewenhagen
Special Projects / Senior Event Staff / IT Manager
Eric attended his first off-road event in 1999 as a passenger, and within two months had sold his pickup truck in order to devote all his wheeling to off-road vehicles. His passion for off-roading led him to become a trail guide a year later, and his current responsibilities for MASOR include information technology, graphic design, and onsite event execution. Outside of the office and off the trails, Eric is the crew chief for an Ultra4 4440 race team and volunteers his time for multiple charities having served on the board for Thunder Ride for juvenile diabetes and Restorative Ink.
Mike Sype
Off-Road Specialist / Event Manager / Trainer
With 25+ years of experience in the automotive industry, Mike has a depth of expertise in the performance off-road segment. He has worked with respected brands like Tread Lightly! and Rancho Suspension, where he honed his skills in the off-road industry. Mike’s passion for off-roading began in his youth, riding ATV trails and sand dunes in Michigan, and it quickly grew into a lifelong pursuit. His early love for ATV riding expanded to full-size vehicles and Jeeps, providing him with years of practical, hands-on experience in the off-road world. Beyond his professional work, Mike is a dedicated outdoorsman, enjoying off-roading, overlanding, camping, hunting, and hiking with family and friends.
Logistics Manager / Rubicon Trail Operations Support / Jeep Academy
Jeremy’s first off-road experience was on the famed Rubicon Trail which had a lasting impact and promoted him to switch his passion for imported cars to his new love of off-roading and eventually his role as a team member with MASOR. His work on programs includes trail scouting and development, as well as onsite support, and is the main installer at the MASOR shop in Georgetown. Jeremy has appeared on shows like Top Gear and eBay Motors and has managed some of the top programs including the Rubicon Extreme Experience, Moab Expedition, and corporate trail events. He enjoys spending time outdoors through the Sierra Nevada Mountain range, and spending time with his children and grandkids.
James “Gabby” Buck
Senior Event Staff / Trail Guide
A 25-year US Marine Corps veteran, James served as a HAWK Missile System Operator, a drill instructor, a CH53E helicopter pilot with three deployments to the Persian Gulf as well as instructed new military aviators throughout his commendable career. While in the military he also flew fire-fighting missions in San Diego County which he counts among his most rewarding work. After retiring from the military, James utilized his vast aviation experience to work for Saberliner as their chief pilot responsible for flight test of military training aircraft, then moving to Aspen Avionics as chief pilot flight testing new aircraft avionic systems.
He is a passionate off-road enthusiast based in Durango, CO., and has owned multiple off-road vehicles throughout the years. He and his wife (an equally passionate off-roader) relocated to Durango for retirement, where they stay busy with all things outdoors including camping, mountain biking, skiing and off-roading.