Lance Wolak

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Organization: ExcelStrategy
Country: U.S.
Email: lance [at]

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Lance Wolak is the founder and principal at ExcelStrategy. Lance consults with executive teams of domain name registries and registrars on strategic growth initiatives - discovering their growth markets, delivering breakthrough products and services, and creating long term value for their business. 

Prior to founding ExcelStrategy, Lance served as Vice President with Public Interest Registry (the registry operator of the .ORG top-level domain and a U.S. non-profit organization). He led the company’s Strategy and Product Development from 2012-2014, including the effort to apply for and launch the company’s 6 new top level domains (TLDs), as well as leading the definition and development of the company’s new TLD products and services. From 2007-2011, he led the company’s Marketing and Sales – building the exemplary .ORG brand and driving the international sales expansion of .ORG, driving domain registrations from 6 million domain names to over 9 million, exceeding the market growth rate during recessionary market conditions.

His career extends to executive leadership roles in marketing and strategy with startup companies launching innovative products and building new markets, as well as large companies developing and launching strategic growth initiatives and reinventing brands. Having served in a leadership role in startups and in large companies, he carries a unique perspective which enables him to develop plans, programs, and processes that can scale very well as a business grows – having experienced what each growth phase of a business requires.


Lance earned a Master in Management and Strategic Leadership from Michigan State University. Certifications include: Green Leadership Professional Certificate, Master Certificate in Strategic Change Management, Strategic Negotiation, Collaborative Decision Modeling, and Total Quality Management.

Industry Participation

Mr. Wolak has been a speaker at many industry meetings and conferences, including at ICANN's meetings. He speaks on DNSSEC implementation, new gTLDs and IDNs, registries and the secondary market, and TLD sales channel development.

Career History

  • Founder at ExcelStrategy (2014 – Present)
  • Vice President, Product & Strategy at PIR (2012 – 2014)
  • Vice President, Marketing & Sales at PIR (2007 – 2011)
  • Director, Product Marketing at TallyGenicom (2001 – 2007)
  • Director, Business Development at PLS (1999 – 2001)
  • Worldwide Marketing Manager at Xerox Corporation (1994 – 1999)
  • Director of Marketing at Cimage Corporation (1990 – 1994).[1]