An avid cyclist, Jeff Ross can ride between 80 miles to 120 miles a week.

The long-time entertainment industry executive also finds in cycling a metaphor for business: that one needs to keep up the momentum and always move forward.

In his own career Ross recently moved forward by leaving a vice president position with a visual effects house to start his own consulting company.

For his new venture Ross turned to a favorite outdoor activity for the name – Pedal Faster.

Ross will provide his services to mainly medium and small visual effects and post-production companies. He has two clients lined up so far and is getting the Pedal Faster name out through brochures and e-mails.

Having held many senior level positions Ross can go into a company that may be struggling with clarity and experience and see what needs to be changed and how to change it.

“As a consultant I can do that effectively by not being a part of the company,” Ross said.

Pedal Faster will offer marketing and public relations expertise, operational evaluation, and how to break into new markets.

One area that Ross can be of assistance is in showing the right way for effects and post-production houses to grow. These companies are started by creative people with limited business experience and as their companies grow the find less and less time to be creative.

That’s where Ross can come in.

“I can help them with infrastructure and help with that growth,” Ross said.