Tracy Glass is the founder of Shift Brand Lab — a consultancy specializing in cultural strategy for brands serving the longevity economy.

With over three decades of experience in integrated brand transformation, Tracy partners with consumer lifestyle, corporate, and nonprofit organizations to drive growth and connection. Previously, as Director of Client Relations at Simply Be. Agency, she drove creative strategy and personal brand development for corporate executives and entrepreneurs.

A veteran of the home and design industry, Tracy helped transform the International Housewares Association’s trade show by launching "The Inspired Home." This consumer-facing platform successfully integrated a network of 30+ design influencers, a print magazine, and experiential events to modernize the brand.

Beyond consulting, Tracy builds community as Board President of First Year Forward, supporting individuals navigating life transitions, and as founder of Mother Ruckers, a group dedicated to building resilience through rucking.

Tracy holds a B.A. in Journalism and English Literature from Indiana University and is a graduate of the Modern Elder Academy. She is based in Deerfield, Illinois.