Greg Shove

Greg Shove is an entrepreneur and technology executive with extensive experience in established companies and startups. His career includes roles at Sun Microsystems, Apple, and AOL, where he contributed to early advancements in e-commerce and online business development. At AOL, he led teams and developed over 100 e-commerce stores and partnerships.

Greg has co-founded multiple ventures, including Avalon Technologies, 2Market (acquired by AOL), seemebuyme.com, and FirstUp. FirstUp, formerly known as SocialChorus, became a leading workforce communications platform for deskless workers, supported by substantial venture capital and later sold to private equity investors.

Currently, Greg serves as the CEO of Section, an online business school focused on equipping professionals with AI literacy and business acumen. Section provides affordable, short learning experiences created in collaboration with leading business professors. Greg is also the founder of Machine & Partners, an AI development lab consulting with businesses to develop AI-powered applications for workforce and customer solutions.

Greg co-authors a weekly newsletter, Personal Math, offering advice on personal and professional decision-making. Additionally, he was recently recognised by Edelman in their list of “AI Creators You Need to Know in 2025” for his contributions to AI-driven education and innovation.

A graduate of the University of Western Ontario and Stanford Graduate School of Business, Greg balances his professional pursuits with personal interests, including mentoring entrepreneurs, CrossFit, soccer, and angel investing. He is also the author of How to Make Video Like a Boss, addressing effective communication strategies in today’s distraction-heavy era.

Greg resides in the Bay Area with his family, mentors entrepreneurs, and enjoys activities such as CrossFit, soccer, and angel investing. His career is marked by a dedication to innovation, leadership, and adapting to technological advancements.

Greg Shove, an entrepreneur and technology executive, was born in Canada. He describes himself as a hybrid of Canadian values of fairness, British resilience, and American ambition. Greg’s educational journey began with a degree in Economics from the University of Western Ontario. Later, he earned an MS as a Sloan Fellow from the Stanford Graduate School of Business, which further shaped his entrepreneurial outlook.

Greg started his career with prominent companies such as Sun Microsystems, Apple, and AOL. His time at these organisations provided him with exposure to the challenges and opportunities of the tech industry. At AOL, Greg played a significant role in e-commerce and business development. He managed teams, developed early online shopping experiences, and established over 100 e-commerce stores and partnerships, contributing to the company’s peak success.

In the startup world, Greg co-founded Avalon Technologies, which was later sold to Artecon Inc., and 2Market, an interactive shopping platform incubated at Apple and acquired by AOL. In 2000, he co-founded seemebuyme.com, an e-commerce platform for print media, which eventually closed down. He later founded FirstUp (formerly SocialChorus) in 2009. FirstUp grew to become a leading workforce communications platform for deskless workers, with clients such as Ford, Boeing, and Amazon. After raising over $50 million in venture capital and navigating three pivots, Greg sold FirstUp to private equity investors.

Currently, Greg serves as the CEO of Section, an online business school designed to provide AI literacy and business skills to professionals. Section partners with world-class professors to deliver short, impactful learning experiences at an accessible cost. He is also the founder of Machine & Partners, an AI lab focused on building AI-powered applications for businesses to augment workforce productivity and customer experiences.

Greg shares insights through his co-authored newsletter, Personal Math, which provides frameworks for making high-stakes personal and professional decisions. He has also authored How to Make Video Like a Boss, a guide to effective communication in today’s world.

In 2025, Greg was recognised by Edelman in their list of AI Creators You Need to Know, underscoring his influence in artificial intelligence innovation. Residing in the Bay Area with his family, Greg mentors entrepreneurs and engages in activities like CrossFit, soccer, and angel investing.

Greg Shove envisions a world where knowledge and technology empower individuals and organisations to achieve their fullest potential. Through his leadership at Section, he aims to make business education accessible and affordable for professionals navigating the age of AI. His work at Machine & Partners focuses on creating AI solutions that enhance workforce productivity and customer experiences. Greg believes in fostering a culture of innovation and continuous learning, ensuring people are equipped with the tools and skills needed to thrive in a fast-changing world. His vision prioritises inclusivity, practicality, and impact in education and technology.

Greg Shove has been recognised in Edelman included him in their list of AI Creators You Need to Know, acknowledging his influence in advancing artificial intelligence solutions. His ventures, including FirstUp, have been celebrated for transforming workforce communications and serving global companies like Ford and Amazon. Greg’s leadership at Section has been widely appreciated for making business education accessible and relevant in the AI era. Additionally, his insights and advice shared through his newsletter Personal Math and his book How to Make Video Like a Boss have earned significant acclaim.