20Fathoms, Traverse City’s startup incubator and coworking space, has hired Craig Wesley as its new executive director, the organization announced Monday morning. Wesley, who brings more than 25 years of business experience “ranging from ground-floor startups to the public company C-suite,” succeeds Eric Roberts, who announced his retirement in June. Roberts has led 20Fathoms since 2021.

A Michigan native, Wesley graduated from Michigan State University before heading out to California to pursue a career in Silicon Valley. There, he worked as part of a variety of software, technology, and energy companies. Since relocating with his family to Michigan, Wesley has run his own consulting firm, called the Wesley Performance Group. Locals may know him best for his work with Truly Free, the Williamsburg-based company that strives to replace typical household cleaners or laundry products with natural, toxin-free alternatives. Wesley has also served on the board of directors for the City Opera House.

According to 20Fathoms Board Chair Lowell Gruman, the organization “conducted a nationwide search to find the right person” to take over for Roberts. “And we found him right in our own backyard.”

"I am excited to continue to build an ecosystem and culture that will enable entrepreneurs to scale their startups right here in northern Michigan,” Wesley said in a press release. “I consider it a privilege to serve the community and continue 20Fathoms’ momentum as a key community asset.”

Roberts oversaw significant growth at 20Fathoms, including the organization’s successful applications for millions of dollars in state and federal grants last year. Thanks to those dollars, 20Fathoms is in the process of expanding its programming across the 10-county northwest Lower Michigan region.