Greg Larsen

Director – Immersion Group Ltd

Greg Larsen is a multi-owner SME entrepreneur, investor, business advisor, and number one international bestselling author. 


Greg Larsen is a multi-owner SME entrepreneur, investor, business advisor, and number one international bestselling author. Greg has over 25 years’ experience owning and leading multi-industry companies to national and international sales growth through customer-centric values, building upon technology, strategic brand positioning, and internal financial and operational excellence. Greg’s roles have included business owner, CEO, CFO, and COO positions, which give him the ability to work across all areas of a business model. He also has a master’s degree in entrepreneurship from the University of Otago, New Zealand.

Leadership–Greg has a proven ability to guide teams by creating a clear vision and articulated strategy that creates a sense of ownership through team members, while creating a culture around brand values.

Strategic Thinking–Greg is experienced in strategic thinking. He considers the wider aspects of implementation and delivery, and translates that into operational reality through business improvement initiatives and planning that achieves results. This is across the entire business life cycle while being nimble enough to ensure the business thrives in uncertain times.

Financial Management–Greg I highly experienced in the preparation and utilisation of financial information to enhance business performance and build sustainable business and financial models.

Relationships–Greg’s proven experience in building beneficial long-term relationships with stakeholders cements strategic customer partnerships while having empathy with business owners.

Business Acumen–He is highly experienced in evaluating key market drivers and identifying competitive advantages and has an astute awareness for opportunities. He has vast experience establishing start-ups and taking a value proposition to market with outstanding results.

Greg owns several businesses, including Dynamic Sport Limited, and Le Tissier Eyewear.

His International consulting businesses are Greg Larsen Limited, and he has been a director and shareholder of a national advisory company, Advantage Business Limited.  He has an investment company, Larsen Investments Limited, that has been investing and building a residential property portfolio for over 20 years.

In 2019, Greg also became the founding director and shareholder of Immersion Group Limited, a multi-person international consulting services business.

Qualifications & Experience

Masters Degree in Entrepreneurship

MEntr (Distinction), MIoD, NZ Dip Bus, Dip. Mgt, Dip Mktg

Business experience:

  • Chief Executive Officer
  • Chief Financial Officer
  • Chief Operations Officer
  • Multi SME owner 


  • Import/Export and Distribution
  • Manufacturing
  • Service
  • Retail
  • B2B
  • B2C
  • Not for Profit
  • Start ups


  • All New Zealand
  • Pacific Islands


  • Member of the Institute of Directors
  • Chairman of iBANNZ

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