About Us

“UpFor takes the time to deeply understand your values and priorities so we can create custom-designed pathways that specifically complement your sales and organizational culture to generate exponential growth.”
Joe Gordon
Founder and Partner, Upfor Consulting

Meet the Team

Joseph Gordon photo
Joe Gordon, Founder and Partner

Joe Gordon cut his teeth in sales at TSG Reporting starting in 2004. Entering the company as one of their earliest employees, he earned his way to managing dozens of account executives as TSG's Global Vice President of Sales. By 2019, Joe had helped grow company revenues by... Seven. Thousand. Percent.

Known as a thought leader, occupational matchmaker, and heavy coffee drinker, Joe now shares his "selling on purpose" strategies with burgeoning companies who are hoping to achieve outrageous outcomes. He is instantly approachable and his desire to help others who are up to good things is built into his DNA. "While closing a deal is important, I'm more interested in helping you build a great company - one that thrives and one that you can proudly hand down to your grandchildren."

An avid New York sports fan and rescue dog lover, Joe is the proud father of two sons and one "pomeroodlenese." Joe treasures his wife Allison, a speech pathologist, and is pretty sure she's almost taught the dog to "use his words" to express himself!

Joe holds a B.A. in Law & Society from American University, is currently an Executive Master of Science Candidate in Industrial and Organizational Psychology at Baruch College and a Minority Owner and Board Member of the Danish Football team Akademisk Boldklub.

Jay Mafale
Jay Mafale, Founder and Partner

Every Batman needs their “Alfred” – a dedicated, highly skilled ally operating behind the scenes. Jay is that ally. Specializing in communication and education, Jay has been collaborating with Joe since he was one of Joe’s earliest clients. The two instantly recognized an alignment in their values, and it didn’t take long for Joe to recruit Jay as TSG’s Client Relations Specialist and Sales Trainer.

But he is more than a sidekick. Employing decades of experience and finely tuned expertise, Jay is adept at demonstrating strategic solutions to audiences of 2 to 200. A charismatic public speaker and educator, clients especially appreciate Jay’s engaging sense of humor, enthusiasm, and ability to create a calm atmosphere around him - instilling confidence and yielding superior results.

Jay holds a B.A. from Hofstra University and an unhealthy compulsion to collect vintage toy robots!