Bruce Croxon draws his business enthusiasm from venturing off the beaten path and approaching potential opportunities from unique angles. Whether it’s seeing an opportunity with a nascent technology or seizing an idea “off piste” in the wilds of Whistler, BC, Bruce defines his entrepreneurial philosophy as “serendipity mixed with smarts.” He credits his upbringing with a Jamaican mother and a British father as part of the motivation that drove him towards success and he celebrates his mixed-race heritage.
Bruce started his fortune by being an early adapter in the digital realm. Capitalizing on the growing interest in phone telepersonals combined with the timely development of the internet, he spotted an opportunity to earn some serious coin. In 1987, Bruce co-founded Lavalife, the internationally recognized online dating service. He wore many different hats at the company, including Partner, Chairman and CEO and guided Lavalife to the position of category leader, achieving revenues of close to $100 million prior to its sale in 2004.
Bruce is an active outdoorsman and an avid skier. After spending a number of years in Whistler, he realized that the path to a healthy and fulfilling life was through sport and wellness, founding Vida Spas through his West Coast Company. His interest in wellness and technology remains strong and his current ventures include Sprigg Software, Walkaway Canada and Mobilemiser.com. He also sits on the board of the Trans Canada Trail and Points.com.
Bruce currently lives in Toronto with his wife and two children. He stays connected to his Jamaican roots and has a fondness for reggae music, spicy food and warm weather.