Not many corporate executives have fought in an MMA ring. Even fewer spend their evenings fighting animal cruelty. Gordon Shell does both, managing Le Surfaces’ operations across North and South America while running an anti-dog fighting campaign. His story shows how passion projects can strengthen, not weaken, business leadership.
The day job keeps Gordon busy enough. At Le Surfaces, one of the world’s largest manufacturers of decorative surfaces, he handles everything from marketing to distribution partnerships. But when the workday ends, he switches gears completely. “I take off my hat at Le Surfaces and put on my anti-dog fighting and anti-cruelty hat,” Gordon explains, diving into his mission to stop animal cruelty worldwide.
Three Ways to Blend Purpose with Profit
Making it all work takes more than just passion. Gordon’s developed three specific strategies that help him manage his dual roles without burning out or letting either side slip. His approach shows how the right structure can help anyone balance corporate success with personal mission.
Time Management
For Gordon, everything starts with solid time boundaries. “Firstly and most important is going to be your time management,” he says. The key? Clear lines between day and night. Gordon focuses on “managing your professional career during the day, making sure that you’re growing the business, and then taking that hat off and putting on your evening and your passion.” This doesn’t mean rigid separation – just smart scheduling. Days belong to Le Surfaces, while evenings and weekends go to animal advocacy. The structure keeps both sides running smoothly without letting either one take over.
Managing Your Relationships
Sometimes the best networking happens when you stop trying to network. Gordon found that his advocacy work actually opened doors in his corporate life. “Managing my relationships with my professional partners usually will overlap, which isn’t a bad thing,” he notes. The connection often happens naturally at business dinners. When colleagues ask about his life outside work, Gordon’s animal advocacy creates deeper bonds. “Everybody’s an animal lover,” he explains, “so I can tell them about my passion for anti-cruelty which helps build this relationship for the business.”
Creativity
Good ideas work anywhere. Gordon’s third strategy involves letting his marketing skills flow between both worlds. “What do I do to market the material and make an income that can help fund what I’m doing in the evening?” he asks. The answer? Let each side strengthen the other. Marketing skills honed at Le Surfaces help promote his advocacy work. Meanwhile, the passion and storytelling from his anti-cruelty campaign make his business presentations more compelling. As Gordon puts it, “Your creativity and marketing during the day can be utilized in your anti-cruelty and your entrepreneurial life during the evening and on your weekends.”
The beauty of Gordon’s system lies in its flexibility. “Really they blend together,” he explains, “but it works out that I can keep them separate if I need to but I can blend them together if it helps building relationships.” This balanced approach shows how personal missions can strengthen rather than distract from corporate leadership. Gordon’s experience proves that with the right structure, you don’t have to choose between making a living and making a difference.
His story suggests that deep personal commitments, far from being a liability in corporate life, might actually be an asset. By bringing his whole self to both roles, Gordon creates connections that serve both his company and his cause.
As part of his passion, Gordon has co-authored and released a book about his story, called The Dog’s Fighter, “The next chapter”. The book is a follow-up to his feature film The Dog’s Fighter, to learn more about Gordon Shell and his approach, check out his website.
