Staff & Partners
Expert Professionals
ASG’s staff and partners, collectively and individually, have an unrivalled expertise and track record across all aspects of aviation. Our project experience enables us to successfully deliver to time and budget contraints; whether for a specialized project (where a client may not have the relevant skillset) or a major commercial review or restructuring program.
ASG is not a consulting practice that advises from “the sidelines”. Instead, we work directly as part of our client’s team, providing hands-on practical input, and undertaking operational and interim managerial roles.
George Reeleder
With 35 years in senior commercial and strategy roles at Air Canada, Varig (out of bankruptcy), Biman Bangladesh Airlines, Caribbean Airlines and others. Has rebuilt networks, schedules, brands, and premium products and updated branding. He has helped launch new carriers and driven revenue turnarounds for airlines in Europe, Middle East, Africa, and Asia.
Led Air Canada’s post-bankruptcy brand and product renaissance – new livery, interiors, AVOD fleet-wide, uniforms, digital sales shift, and record ancillary revenue growth. Clients bring George in when they need someone who has actually run an airline or a commercial division and he stays as long as needed to get the projects completed.
Expertise: strategy, network & fleet planning, revenue management, product & cabin design, branding, restructurings, and relentless execution, customer service, cost control
Steve Grovestine
Lloyd Carswell
Current CEO of Salute Air start-up and CCO at ASG; former roles at LIAT, Safi Airways, Wataniya Airways, Air France, Air New Zealand and Kuwait Airways. Delivered £28 B in fleet deals, 14% revenue jumps, 30% utilisation gains, and restored profitability at multiple carriers (e.g., +11% yield at LIAT, -17% costs at Safi). Expert in ancillaries (20% new income), full NDC/PSS implementations (Amadeus, Sabre, Navitaire), alliance negotiations (BA, JetBlue, Emirates), slots/airports, and global deals in French-speaking markets. Mentor to 200+ leaders as BNU Senior Lecturer; board experience advising PMs in Caribbean.