One10 Taps Tech Veteran Drew Carter as CEO for Next Growth Phase

MINNEAPOLIS, MN – March 04, 2026 – One10 LLC, a prominent firm in the performance and motivation sector, has named Drew Carter its new President and Chief Executive Officer in a significant leadership transition designed to accelerate its long-term growth strategy. The appointment, part of a multi-year succession plan, sees longtime CEO Bob Miller transition to the role of Vice Chairman of the Board.

This deliberate leadership evolution places a seasoned technology and analytics executive at the helm, signaling a clear strategic pivot towards deeper integration of digital innovation within the company's core 'motivation science' offerings. As Miller shifts his focus to strategic acquisitions and enterprise-level growth, Carter is tasked with steering the operational and innovative future of the company, building on a foundation he helped establish through a prior acquisition.

A Leader Forged in Digital Transformation

Drew Carter’s career trajectory makes him a uniquely tailored fit for One10's future ambitions. His extensive background is not that of a traditional incentives-program manager but rather of a digital transformation specialist who has consistently operated at the intersection of technology, data analytics, and behavioral science. Before his promotion, Carter served as One10's President of Performance Solutions, a role he stepped into following One10's acquisition of his company, Whistle Systems, in 2025.

As the founder and CEO of Whistle Systems, Carter developed a technology platform focused on revolutionizing employee engagement through timely and impactful recognition, particularly within industrial sectors. The platform's emphasis on using technology to facilitate immediate positive reinforcement and drive behavior change was a direct precursor to the strategic direction One10 is now formally embracing.

Prior to his entrepreneurial venture, Carter’s experience honed the skills now central to his new role. As President of Maritz Motivation, a major competitor in the engagement and incentives space, he was responsible for global enterprise-grade platforms focused on employee engagement, sales effectiveness, and customer loyalty. His work there involved integrating analytics, behavioral science, and operational execution, earning him recognition as one of the most influential leaders in the industry.

Even earlier, as a co-founder of AlixPartners Digital, Carter was instrumental in building the firm’s digital division and its Applied Analytics practice. He advised major organizations on leveraging data insights and Big Data for revenue growth, cementing his reputation as an expert in technology-driven business transformation. This deep experience in analytics and digital strategy is expected to be a driving force behind One10’s product innovation.

The Strategic Blueprint: Succession and Acquisition

The leadership change at One10 is far from a sudden reshuffle. It represents the culmination of a carefully orchestrated, multi-year planning process led by outgoing CEO Bob Miller in conjunction with the company's Board of Directors and its private equity backer, Bow River Capital.

In a statement, Miller emphasized the deliberate nature of the transition. “Over the past several years, we’ve positioned One10 for its next chapter,” said Miller. “We’ve strengthened our capabilities, expanded strategically, and built meaningful momentum heading into 2026. After conducting a national search process, we are convinced that Drew Carter brings the strategic vision, operational discipline, and cultural alignment needed to lead One10 into its next phase of growth.”

Miller’s new role as Vice Chairman is strategically critical. He will concentrate on high-level initiatives including strategic acquisitions, nurturing key client and supplier relationships, and driving enterprise-wide growth. This structure is a hallmark of a sophisticated private equity growth strategy, allowing the new CEO, Carter, to focus intensely on operational excellence and internal innovation. Simultaneously, Miller can leverage his vast industry experience and network to expand the company's footprint through M&A, a key pillar of One10's stated strategy.

This dual-leadership approach effectively creates two powerful engines for growth: one focused inward on product and execution, and the other focused outward on market expansion and strategic partnerships, all aligned with the company's ambitious 2030 vision.

Fusing 'Motivation Science' with Advanced Technology

At the heart of One10's market identity is its commitment to 'motivation science'—the application of behavioral science and data-driven strategy to design programs that influence behavior and drive measurable business results. Carter has identified this as one of the company's “powerful differentiators.”

His appointment signals an intent to supercharge this approach with a new layer of technology. The 2025 acquisition of Whistle Systems was the first major step, integrating a platform designed for immediate, data-informed recognition into the One10 ecosystem. Carter’s leadership is expected to accelerate the fusion of such technologies across all of One10’s service lines, which include channel engagement, sales enablement, incentives, and experiential travel programs.

The goal is to move beyond traditional rewards programs and create sophisticated, data-rich ecosystems that can provide clients with actionable behavioral insights. By leveraging analytics and potentially AI in the future, One10 aims to deliver more personalized, timely, and effective motivational tools that demonstrate a clear return on investment.

“I’m honored to build on the strong foundation Bob and the team have created,” Carter stated. “One10’s culture, client relationships, and commitment to motivation science are powerful differentiators. I look forward to leading the organization as we continue to innovate and deliver measurable performance outcomes for our clients.”

Navigating a Dynamic and Competitive Market

One10 operates in a fiercely competitive and rapidly evolving industry. The employee and channel engagement market is being reshaped by trends such as the demand for robust data analytics, the rise of AI-driven personalization, and the challenge of motivating a hybrid workforce. Key competitors include established giants like BI WORLDWIDE and Carter's former firm, Maritz, alongside a growing number of agile HR tech startups.

One10's new leadership structure appears purpose-built to navigate this landscape. Carter’s tech-centric vision directly addresses the market's demand for more sophisticated, data-driven solutions. Miller's focus on M&A provides a mechanism to quickly acquire new technologies or market share, allowing the company to adapt and grow at an accelerated pace.

Entering 2026, One10 reports strong financial performance and a clear strategic roadmap focused on a trifecta of organic growth, product innovation, and acquisitions. The combination of a proven scientific methodology with a leadership team architected for technological advancement and strategic expansion positions One10 to not just compete, but to redefine the standards for performance and engagement in the years to come.