SFU business alumnus Greg Malpass epitomizes the "engaged" alumnus.


Giving back to SFU sparks new opportunities

January 31, 2018

By Diane Luckow

Despite a busy career as founder and CEO of one of North America’s fastest-growing technology companies, SFU business alumnus Greg Malpass (BBA ’99) continues to maintain close ties to the university.

In just over a decade, Malpass has his built his company, Traction on Demand, into North America’s largest, dedicated salesforce consulting and application development firm. In 2016, Deloitte named it one of Canada’s Best Managed Companies, ranking it 177th on its “Fast 500” list. And in B.C., Business in Vancouver ranks Traction on Demand as the 11th-fastest-growing company in B.C.

The father of three young children, Greg Malpass still finds time to give back to SFU. He sits on the advisory board of SFU’s Charles Chang Institute for Entrepreneurship, and frequently finds ways to connect Traction to university initiatives, including SFU’s Big Data project, Key.  As well, Traction hires several co-op education students each term and is one of the sponsors of the upcoming CaseIT PIVOT competition at SFU's Beedie School of Business.

Recently, SFU discovered that one of Malpass’ new business initiatives, Traction Guest, aligns well with the university’s leadership in the fields of big data and security.

Traction Guest is a leading, cloud-based visitor management platform that recently launched a secure Canadian repository for storing data, which is a key legal requirement for Canadian public organizations.

As a result, SFU Ceremonies and Events is now trying out this new product as a means of enhancing the guest experience at major SFU events.

Keith Metcalfe, managing director for Traction Guest, says the application customizes the visitor experience and defines what information should be captured. It also streamlines the registration process, with pre-registration and instant check-in on an iPad, which eliminates long lineups at events. And printing visitor badges on the spot to track who is arriving and leaving in real time can enhance event safety and security by permitting visual identification and security alerts.

“Every visitor deserves to be remembered,” says Metcalfe. “Technology empowers organizations to leverage data, creating more meaningful experiences based on who you are and why you are visiting.”

Says Malpass, “As an engaged alumnus, I am excited to continue building my relationship with SFU in a new capacity. As an executive who is constantly helping organizations navigate the role of technology in their business, I am acutely aware of the opportunities and challenges in front of SFU, and I’m eager to see them embrace change with Traction Guest.”