Meet Rob Green

We caught up with the brilliant and insightful Rob Green a few weeks ago and have shared our conversation below.

Rob, thank you so much for making time for us. We’ve always admired your ability to take risks and so maybe we can kick things off with a discussion around how you developed your ability to take and bear risk?

I wasn’t always comfortable with risk. Early in my career, I was very risk-averse, but over time, especially moving through different leadership roles from the front lines to executive positions, I learned the value of taking calculated risks.

One of the biggest risks I’ve taken was buying Beach City Smoothies. It was the first business I ever purchased, and even though you have financials, team information, and data to guide you, there’s still a lot of unknowns. At some point, you have to put the chips in and commit. That takes guts, but it’s also where the biggest rewards come from.

I was able to lean on my 20 years of experience in operations across healthcare, consumer products, and IT. That background gave me the confidence to trust myself and my team. I’ve made mistakes, but I’ve also had big wins helping companies grow and scale. Those experiences taught me that risk isn’t something to avoid—it’s something to manage.

Now I see risk as an opportunity. With knowledge, preparation, and the right people around you, you can take bold steps forward. And honestly, it’s been a lot of fun.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’ve spent the past 20 years in operations leadership across healthcare, consumer products, and IT, and today my professional focus spans a few exciting areas. I’m the owner of Beach City Smoothies, where we just opened a new location in downtown Oceanside. What excites me most about this business is that it’s more than just smoothies—it’s about creating a space where the community can come together around health, energy, and connection. The opening weekend in Oceanside was a huge success, and I’m proud of the team for the way they’ve built a place people really enjoy being part of.

In addition to my work as a small business owner, I serve as VP of Operations of REE Medical, a company dedicated to helping veterans navigate the VA disability process and get the benefits they’ve earned. It’s meaningful work that directly impacts people’s lives, and I feel fortunate to be part of a team driving real change for veterans and their families.

I also serve on the board of Healing Wave Aquatics, a nonprofit that provides aquatic therapy to individuals with neurological and physical challenges. It’s an incredible organization that uses the power of water to bring healing and improved quality of life to those who need it most.

What ties all of these roles together is my passion for building teams, scaling organizations, and making a positive impact—whether that’s through helping veterans, supporting health and wellness in the community, or advancing nonprofit work that changes lives.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, the three qualities that have been most impactful in my journey are resilience, strategic problem-solving, and people leadership.

Resilience has been critical because no matter the industry—healthcare, consumer products, IT, or now food & beverage—things rarely go exactly as planned. Being able to adapt, push through setbacks, and keep moving forward has made all the difference.

Strategic problem-solving has allowed me to see beyond the immediate challenge and build systems or solutions that drive long-term success. Whether at REE Medical or with Beach City Smoothies, the ability to step back, look at the big picture, and make data-driven decisions has been key.

People leadership is perhaps the most important. Building strong, motivated teams is what ultimately fuels growth. I’ve learned that if you invest in your people—supporting them, holding them accountable, and giving them room to grow—you can scale almost anything.

For those early in their journey, my advice would be:

Embrace failure as a teacher. You’re going to make mistakes, but each one is an opportunity to learn and get stronger.

Seek out challenges. The more complex the problem, the faster you’ll grow your skills and confidence.

Prioritize relationships. Surround yourself with mentors, peers, and team members you can trust. Success always comes down to people.

If you focus on developing those areas early, you’ll not only grow faster but also be better prepared to take on risks and opportunities when they come your way.

Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?

The most impactful thing my parents did for me was modeling hard work and being present. My dad, especially, was my hero growing up. He spent 35 years as a fire chief with CAL FIRE, and the way he carried himself—his work ethic, his commitment—left a big impression on me.

Outside of his career, he was always there for me. We played sports constantly, and he never missed a game. He made it a priority to show up, whether it was cheering me on or practicing with me. He also taught me so many of the basic life skills that shaped my independence—things like how to take care of the yard, fix things around the house, or change a tire.

Those lessons, both big and small, stuck with me. They gave me the foundation of my work ethic, my drive, and my ambition. Looking back, so much of who I am today—both personally and professionally—comes from the example my parents set and the intentional way they invested in me.

Contact Info:

• Website: https://www.beachcitysmoothies.com/
• Instagram: https://www.instagram.com/beachcitysmoothies/