In The Thick of It

This episode of In The Thick of It features George Baker, Operating Partner at RUJO Boots.

George has an extensive career that all started with helping people find the perfect parking spot. After years of using traditional management methods, George founded ParkHub to optimize parking operations with innovative technology and subscription-based models for businesses.

Today, George has a diverse portfolio of companies he’s helped build, including a leather goods brand, RUJO Boots. During the show, he discusses the motivation behind starting the business and the challenges he’s faced along the way. George shares the importance of finding the right team, encouraging a culture of collaboration, and recognizing failure is not fatal, but an opportunity for growth.

About George
George has spent 25+ years serving the parking industry with 13 years managing parking operations on a national level; including airport operations, portfolio management, and university and municipality experience.

When he’s not modernizing the parking world, he’s at his home in Dallas, Texas, spending time with his wife Chelsey and their two children. George graduated from the University of Arizona with a Bachelor’s of Science in Regional Development | City Planning. George is a proud Eagle Scout, Past Worshipful Master of his Texas Masonic Lodge, winner of the 2016 Greater Dallas Business Ethics Award, 2016 recipient of the National Parking Association 40 under 40 award, 2016 finalist of EY Entrepreneur of the Year, 2018 finalist for Tech Titans Fast Growing Tech Company (DFW), 2019 Innovator of the Year by the National Parking Association, 2020 40 under 40 award by Electronic Transaction Association and devoted member his local Highland Park United Methodist Church congregation.

About Rujo Boots
RUJO’s mission is simply to provide people with a better boot for a better price. We only sell directly to you. There are no stores, there are no coffee mugs or T-shirts and there are no middlemen. RUJO is designed in Dallas, handcrafted in Mexico, and worn all across this great land.

To learn more, visit rujoboots.com