Five Five Four was founded by Ross Hales, John Gardner and Pam McNicol to provide senior experience, management and execution for business development initiatives. We know that the first order of business is growth, achieved primarily through an increase in revenues. Our expertise is identifying new markets and opportunities for existing businesses that need growth and developing a plan to pursue those opportunities.

Prove it

Our careers have found us working in boardrooms across Canada and around the world including Hong Kong, New York, Nice (France), Los Angeles, San Diego, London (England), Toronto and Montreal, among many others.

We have successfully planned and executed business extensions into the following markets:
> Industrial lighting and safety
> Consumer water purification
> Professional, military and recreational scuba diving
> Paddlesports
> Competitive swimming
> Creative services
> Hospitality
> Not-for-profit
> National retailers
> Manufacturing
> Real estate development

Our recommendations focus solely on profitability for our partners. We will produce an initial budget, integrating anticipated margins, cost of sales, timelines and other KPI’s to illustrate why our plan is sound.


Here’s the fun part. Yes, of course, we need to be paid. However, as is the case with the rest of our consultancy, our compensation is open for discussion. We absolutely believe that our remuneration should, ideally, be tied to the results we achieve. If you would like to work with us, we will discuss how best to structure our compensation.


We don’t use them. We will generate a letter of understanding and conduct ourselves accordingly. Our handshake is our bond and we are interested in working with like individuals.


We would like to suggest that we meet. Five Five Four will buy the coffee and we can check each other out. Like online dating, only without the possibility of nudity. At least at first.

Additional resources

We provide research, strategy, planning and business development execution for our clients. If your project requires services we do not deliver, we have partners with expertise in the following areas:

> Search Engine Optimization – Archive Digital
> Media planning and buying – Genuine Media
> Broadcast production (radio and television)
> Video production – Double H Creative
> Media relations – Ralph Eastman
> Public relations – National Public Relations
> Printing – Ancan Marketing
> Creative services, branding, websites – Carter Hales Design Lab

Who is Five Five Four Inc.

Ross Hales


Ross Hales is a business development and marketing specialist providing research, strategy, planning, and the execution of deliverables into new market areas for organizations looking to grow their business. A lifetime business development professional, Ross has worked in various sectors including retail, manufacturing, distribution, creative services, industrial and not-for-profit. Most recently, Ross was the Managing Director and founding partner at Carter Hales Design Lab in Vancouver. In his spare time, Ross is active in music as a drummer. Being married to Pam, athletics are also a focus, finding him swimming, cycling, running, hiking and exploring — exerting unnatural amounts of energy. He is also a volunteer member of the board of directors for the Comox Valley Triathlon Club.

John Gardner


John Gardner, founder of Aqua Lung Canada, is a senior executive specializing in business development and sales and marketing. Excelling in vendor and customer relations, John was instrumental in Aqua Lung becoming Canada’s leading supplier of diving and water sports products to the recreational, professional and military markets. During his 25-year tenure as President and CEO of Aqua Lung Canada, John also successfully transitioned the company into a highly respected supplier in the outdoor and sporting goods market. When John has time, he loves nothing more than using his tractor to smooth out the three-kilometre gravel road to his house. He lives on 60 acres just outside Duncan and owns an excavator that Ross loves operating. Just sayin’.

Pam McNicol


Pam McNicol is a former lawyer, now specializing in online research, long-form writing and copyediting. Due to her years as a practising lawyer, as well as several years working in administration, bookkeeping and office management, Pam brings an inordinate attention to detail to Five Five Four. Pam has a BA, Psychology and a Law Degree from the University of Victoria. More than anything, Pam loves to swim – especially in the open water. A committed cyclist, Pam has never had a drivers license and is happy being a backseat driver to Ross.