Catch Your Limit, in partnership with Florida Retail Foundation, created the retail industry’s premier leadership program.


About Our Client:
Our partner in this program, the Florida Retail Federation has united retailers and served as The Voice of Florida Retailing for 75 years.

The participating retailers (Target, Walt Disney Co., Best Buy, Walgreens, Wal-Mart, Publix and more) see Florida Retail Masters as the premier leadership development program of its kind for Store Managers to C-Suite executives.


  • Breakthrough competitive barriers in the retail category
  • Define and take action on retail’s common challenges and opportunities (including legislative issues)
  • Cultivate tomorrow’s retail leaders
  • Develop a statewide network of retail advocates

How We Helped:

  • We custom developed the one-of-a-kind, annual leadership program and launched the program with FRF in 2005.
  • Using industry leadership’s input, Catch Your Limit has developed and honed the leadership program’s curriculum over its ten years.
  • We coordinate the roster of guest speakers & deliver the personal leadership development aspects of the curriculum.
  • We are on site for the full program, facilitating and providing a cohesive experience for the participants.

About Florida Retail Masters:
Each year, a class of up to 30 individuals is handpicked to attend six three-day sessions held throughout the state. Over the course of six months, these up-and-coming retail executives are taken through a customized leadership development program designed to inspire them to new heights in their lives and careers. To date, more than 150 men and women have completed the program to become Florida Retail Masters and hold leadership roles with retail companies throughout the U.S.


  • The Florida Retail Masters experience gives participants unparalleled exposure the inner workings of government and a broad cross-section of retail businesses.
  • One of the most lasting benefits of the program is the personal interaction with leaders from other parts of the state representing Florida's diverse population. Retail Masters develop an incredibly strong bond with their classmates and fellow alumni through this shared experience.
  • Retail Masters has provided FRF the opportunity to educate leaders on the economic, legislative and community issues impacting the retail industry and has developed a powerful group of advocates across the state.
  • Competing retailers have found common ground and worked together on a variety of initiatives to positively impact Florida’s retail industry and the communities they serve.

What They are Saying...

"I built long lasting professional and personal relationships within other high caliber individuals from many companies across all retail sectors."

Jane Tebbe-Shemelya

Manager of Global & Strategic Planning Initiatives
Walt Disney Parks and Resorts Merchandise

"The Retail Masters program improved my leadership skills and understanding of the retail business and industry." 

Arne Lemke

Divisional Vice President, Compensation & Benefits

"Anyone interested in growing in their retail career would certainly benefit from the exposure to the diverse Florida-related topics of the Retail Masters program.  The ability to interact and to learn alongside other industry leaders allows you to understand the entire retail picture more clearly and to identify opportunities for yourself and your business."

Jake Glos

Manager, Licensed Partner Business

"For me the Retail Masters program gave me a great appreciation of how retail is important to the Florida economy. From the small sole proprietor shop to big box stores, retail is a significant driver to the state. Personally, the relationships built with other Retail Masters were invaluable. I'll have friends to network with, and share best practices, as we all continue in our careers. The field trips during our monthly sessions gave me a great appreciation of how retail strategies, when put into place, help strengthen our communities, particularly in South Florida where Publix Sabor has proven to be successful. The leadership development training provided me with additional skills sets to assist my professional growth. In all, Retail Masters was a rewarding experience that I will recommend to other upcoming leaders within my organization."

Vincent P. Foderingham

Divisional Vice President
Risk Management, Corporate & Supply Services

Beall's, Inc.

"Retail Masters was a great opportunity for me to step back and look at my business - to reflect on my personal leadership skills. With business being tough over the past few years, I've been placing most of my focus on the day to day operations but not the development of our leaders and myself. I came to the realization that the most important contribution I can make to my business is to create the future leaders for our organization and our community. These were all things I had heard before, but I think the light bulb finally went off when Tom helped me realize that I'll always be too busy, but in order to grow both my business and myself I have to make the time to develop and grow leaders within our organization. In addition to all the personal development, Retail Masters was also a great tool for me to gain knowledge about our state government and the impact our businesses and our voices can make on the decisions being made in Tallahassee. The experiences and the friendships developed over the past 6 months have definitely helped me develop both personally and professionally."

Melanie Lee

General Manager

KIA AutoSport

Retail Participants...

ABC Fine Wine & Spirits
Badcock & More
Beall’s, Inc.
Belk Department Stores
Best Buy
Bravo SuperMarkets
Brian Barnard’s Flooring America
Carpet One Floor & Home
Chico’s FAS
Columbia Restaurant
CVS Caremark
Food Lion LLC
Foremost Beverage Group
Gate Petroleum
Hard Rock International
JKL Landscape Supply Company
Kia Autosport
Office Depot
Play It Again Sports
Publix Super Markets
Rally Stores, Inc.
Ron Jon Surf Shop
Scaff’s Inc./S&S Food Stores
Sears Robuck Inc.
Soft Touch Car Warsh
Southern Photo
Sweetbay Supermarket
Target Corporation
The Hayloft, Inc.
The Pie Factory
The Shoe Box
W.S. Badcock Corporation
Walt Disney World
White House|Black Market
Winn-Dixie Supermarket


Catch Your Limit 1127 W. Main Street Richmond, VA 23220 804.767.1702