Q&A with WTC Utah’s President and CEO Jonathan Freedman
Have you heard the news? Jonathan Freedman recently joined WTC Utah as our new president and CEO! We sat down with him to talk about his first impressions, entrepreneurial background, and more.
Q: What has most surprised you about your first month at WTC Utah?
A: I'm pleased that my new role has felt natural to me. Although I have plenty to learn, I feel like I've been able to hit the ground running. My first month has been packed with appointments as I’ve gotten to know our members and partners. I love our team and enjoy working with them very much. Each one cares deeply about our organization’s mission and the businesses we serve.
I not only feel passion from our team, but from our members as well. This is a special globally-minded community built under the leadership of our three past CEOs, Miles Hansen, Derek Miller, and Lew Cramer. Each of these leaders are actively involved on our board and continue to contribute in very meaningful ways. It’s great to see them so engaged.
Q: How has the network you’ve built played a role in your position so far?
A: My time at Downeast and Malouf helped me build strong relationships with many throughout the business community, including members of the WTC Utah board, as well as federal, state, and local policy makers who are dedicated to supporting Utah companies.
I’m excited for the opportunity to take my diplomacy work with Ukraine over the last 15 years, as honorary consul, and scale that to the world. I enjoy showcasing the best of Utah to visiting foreign dignitaries and international groups wanting to invest in Utah. Visitors often come to Utah with misconceptions of the state, and there is nothing better than surprising and delighting them during visits.
I’m thrilled at the opportunity to help make an impact in Utah’s economy while working with entrepreneurs and executives who want to grow internationally. That is where my passion lies and what I’ve done for most of my career.
Q: What is your vision for WTC Utah?
A: We are on a phenomenal trajectory, and I plan to continue to develop and build upon current momentum. I believe in the power of a community. Whether it’s the culture of our office at WTC Utah or a community of businesses, we win by working together.
Recently, Natalie Gochnour challenged me to think big. She’s focused on the ‘new Utah’ and noted our inflection point, moving from a small to medium sized state. She underscored the need to invest, collaborate, and innovate. I subscribe to each of these points and know that as we double down and stay focused on our mission, we can accomplish great things for Utah companies engaging globally.
Q: What are you most excited for in your new role?
A: I recently attended a Backyard Hangout event that our WTC Utah team produced for the outdoor industry, and I loved it. I could see myself in these young entrepreneurs. They are putting everything they have — physically, emotionally, and financially — into their businesses. Every success is hard fought. This is the engine of Utah innovation and these women and men are not only making their dreams come true, but also the dreams of their team members that share their vision.
I can relate so well to every one of them because I’ve been there. I’ve failed countless times, and learned from enough mistakes to help build a company I’m proud of. Roadblocks and hurdles are a part of international business, and we at World Trade Center Utah have the ability to engage and help these entrepreneurs navigate some tough obstacles. That makes me incredibly happy and excited about my job. It motivates our team every day to come into the office, roll up our sleeves, and work side by side with these businesses as we assist them in reaching their global goals.
Q: What was it like to start Downeast with your brothers?
A: We’re a close family. We work well together and trust each other. We were equal partners and had our own areas of interest and focus, which prevented us from stepping on each other's toes.
A key component of our family business was our father, Eugene Freedman. He was a lifelong entrepreneur and our mentor. We always referred to him as our personal Yoda, a source of wisdom and experience. He encouraged us to start something while we were young, and his greatest happiness was seeing his children work together while being productive and industrious. Rich Israelsen, Downeast CEO, is also a key figure in the business. He is an adopted brother and was with us from the beginning. He continues to be a huge part of the company’s success.
Q: With your experience as an entrepreneur, what qualities make a company successful?
A: Entrepreneurs are nimble, scrappy, and focused on their customers. They are not afraid to fail and understand that they have to pivot and reinvent themselves to remain relevant. You can’t just have one good idea. Providing a product or service that is valued by others is incredibly fulfilling. If you can do that with strong margins, you have a winner.
Q: What do you do in your free time?
A: I love spending time with my family. My wife and I have five kids, and we enjoy skiing, watersports and traveling. We attend lots of lacrosse and basketball games and dance recitals. It's great to watch our kids develop, compete, and have fun.
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