I’m Ethan Whitfield, born in Tallahassee, Florida. I’m a retired military veteran, having served in the Army Rangers and Special Forces with 16 combat deployments. Over my military career, I have been honored to have been awarded the Silver Star, Bronze Stars, and the Purple Heart. These experiences have shaped me to who I am today.

After transitioning out of the military, I founded Icebox Cryotherapy in Atlanta and crafted a sustainable business model and franchise system before a successful exit, leading to the success and expansion of the business today. This venture sparked my passion for leadership and innovation in business, motivating me to pursue continuous learning and growth through an MBA at Duke University.

Currently, I’m channeling that same passion and drive into Wild Horizon, a startup dedicated to delivering animal-based protein bars. At Wild Horizon, I oversee product development, sourcing, and market strategy to bring health-focused, sustainable products to the forefront of the consumer packaged goods (CPG) industry. As I continue this journey, I aim to combine my leadership experience with a commitment to wellness and innovation, creating lasting impact both in business and in the lives of others.