Rick Sorrells is a dynamic and visionary operations leader with a remarkable track record of scaling people-intensive businesses, transforming legacy models, and driving exponential growth across industries. As Chief Operating Officer of Xcite Automotive, Rick most recently oversaw the company’s explosive expansion from $6M to over $70M in revenue, leading a team of more than 3,000 employees across 1,000+ U.S. locations. His signature leadership style—defined by his philosophy of “Structured Flexibility”—balances entrepreneurial agility with disciplined operational rigor, ensuring sustainable success in even the most high-growth environments.

With more than three decades of leadership experience spanning automotive, valet services, HR, IT, and service-based industries, Rick is both a business builder and a servant leader. He brings a unique blend of tactical execution, cultural stewardship, and cross-functional expertise in operations, technology, finance, talent, and M&A. His career has been shaped by a relentless curiosity, a passion for people development, and a deep belief that companies are only as strong as their culture and systems.

Before Xcite, Rick spent nearly a decade at Towne Park, where he engineered one of the most significant business transformations in the company’s history. Under his operational leadership, revenue soared from $30M to $330M, driven by five strategic acquisitions and the expansion of operations to over 700 locations nationwide. As Chief Operations Officer and previously EVP of Corporate Initiatives, Rick helped double EBITDA through strategic planning and operational restructuring, while also revamping core functions like IT, HRIS, and compliance.

Earlier in his career, Rick spent over a decade at Cintas in a variety of leadership roles spanning HR, sales, and operations across multiple regions. His foundation in disciplined execution and employee engagement was forged during this time, where he came to deeply appreciate the power of living out strong processes and shared values at every level of an organization.

Rick’s leadership style is equal parts intensity and inspiration. Those who work with him describe him as a principled, tireless, and deeply human leader—someone who can’t be outworked, who never quits, and who serves as both coach and mentor to those around him. He has a rare ability to attract and retain talent, often serving as a life mentor to individuals who consider him among their most influential guides.

From digital transformation initiatives to scaling national operations and leading multi-million dollar acquisitions, Rick’s fingerprints are on some of the most ambitious and successful growth stories in the service sector. He thrives in complex environments where high performance and high accountability are the standard, and where his ability to align cross-functional teams delivers tangible business outcomes.

Rick holds an MBA from Harvard Business School and a BS in Management from the United States Air Force Academy. A former Air Force Captain, he brings a mission-driven mindset and operational discipline to everything he does. Whether he’s leading a company-wide turnaround, integrating a new acquisition, or developing future leaders, Rick remains grounded in his values and focused on long-term impact.

Character
Rick Sorrells is a servant leader who leads with integrity, humility, and resilience, earning the trust of his teams through tireless work ethic, principled decision-making, and a deep commitment to mentoring others into future leaders. His blend of realism and optimism allows him to navigate high-pressure environments while remaining grounded in values that prioritize people and purpose.

Knowledge
With a foundation in business from Harvard and leadership experience from the U.S. Air Force Academy, Rick brings deep operational and financial expertise across HR, IT, sales, and compliance, making him a versatile executive equipped to handle complex, cross-functional challenges. His hands-on understanding of both front-line execution and back-office systems enables him to optimize performance at every level of the organization.

Strategic
Rick is a transformational leader with a proven track record of scaling high-growth businesses, leading successful M&A integrations, and designing systems that balance agility with structure to support long-term growth. His philosophy of “Structured Flexibility” allows him to build scalable infrastructure while remaining adaptive to rapidly evolving business demands.

Communication
Rick is a transparent and engaging communicator who aligns diverse teams around shared goals by creating clear scoreboards for success and fostering a culture of accountability. Whether rallying thousands of employees or mentoring individuals one-on-one, he brings clarity, energy, and purpose to every interaction.