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April 3, 2023


Aaron Farmer, President, The Retail Coach

Tel. 662.231.0608 |

Becky Gross, Project Manager

Tel. .239.963.5965 |

Becky Gross Joins The Retail Coach as Project Manager, Bringing Real Estate and Retail Experience to the Team

(Austin, Texas) — The Retail Coach, America’s leading retail and real estate consulting firm, is pleased to announce the addition of Becky Gross to its team as Project Manager. Becky brings a wealth of experience in both real estate and retail to the company, having worked as a realtor and as part of the retail team at Tecovas, a DTC western brand specializing in cowboy boots.

Becky grew up in Naples, Florida, where her parents’ livelihood was residential real estate. She eventually joined the family business as a realtor and gained valuable experience in the industry. In 2018, she decided to make a change and move to Austin, Texas, where she fully immersed herself in the Texas culture and started working at Tecovas as the 28th employee when the company was considered a start-up.

During her time at Tecovas, Becky was part of the retail team with a few roles, including operations, communications, and engagement. She was instrumental in opening 20 new stores within 3 years, building out the communications strategy, and managing special projects and events. With her strong background in marketing, entrepreneurship, and corporate innovation, Becky is excited to bring her professional and educational expertise to The Retail Coach.

“We are thrilled to welcome Becky to our team at The Retail Coach,” said President Aaron Farmer. “Her experience in both real estate and retail will be invaluable as we continue to expand our services to help our clients achieve retail recruitment success. We look forward to working with her to bring our clients’ visions to life.”

Becky earned her degree from Indiana University – Bloomington, where she graduated with 3 majors from the Kelley School of Business in Marketing, Entrepreneurship & Corporate Innovation, and International Business.

About The Retail Coach

The Retail Coach, founded in 2000, is a national retail consulting, market research and development firm that combines strategy, technology, and creative expertise to develop and deliver high-impact retail recruitment and development strategies to local governments, chambers of commerce, and economic development organizations. The Retail Coach offers a fully customized system of products and services that better enable communities to maximize their retail development potential. Their experience in leading municipalities in over 650 communities in 40+ states will create better, stronger places to live and work.

For more information on The Retail Coach, visit

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