Rob's Biography
Rob Lively is unique. As an experienced, proven leader, Rob has operated and led teams and organizations in the most demanding, diverse, and challenging environments. His 28-year Army career is the story of service, sacrifice, and intentionally living a life in the pursuit of excellence. Rob culminated his Army service at the highest enlisted rank and in the most competitive noncommissioned officer position, retiring as Command Sergeant Major (senior enlisted leader) for the Army’s most elite unit. He rose to the top among a collection of extraordinary noncommissioned officers.
Rob upheld an accomplished decorated military career, where he performed and led in the most dangerous and active war zones. He is an organized leader with a proven record of motivating and empowering others, especially during periods of physical danger and personal stress. Rob constantly pursues excellence and creates cultural excellence everywhere he goes, both personally and professionally. As a geopolitical subject matter expert, he regularly briefed and provided recommendations to the U.S. Government’s most senior military and political leadership, while also cultivating critical relationships with foreign, civilian, and military leaders in support of U.S. national security objectives. Wherever Rob leads, people become better and perform better.
Born in suburban Washington, D.C., Rob grew up in a family that highly valued sacrifice, hard work, and service to others. He was an avid athlete and competed in all sports, most notably football, culminating at the collegiate level. Rob graduated from Virginia Tech in 1986 with a degree in Public Relations and Marketing. Goal driven as a young man, Rob “through-hiked” the entire 2,100 mile Appalachian Trail after college graduation.
Throughout Rob’s career he’s accepted hardship, demonstrated tenacity, pursued challenges, and embraced self-sacrifice. From his time as a soldier in the 10th Mountain Division to his service in the 75th Ranger Regiment, Rob’s authenticity and commitment guided him to excellence. The pinnacle of Rob’s career was leading an elite special missions unit at Ft. Bragg, NC where he served for over 21 years. Rob worked passionately to learn and excel at every duty position. He thoughtfully translated his tactical experiences to become an agile organizational leader. Rob learned and practiced the art of influencing from the tactical to the strategic levels in order to guide an evolving organization in an ever-changing geopolitical environment.
Since retiring from the Army in 2019 Rob exercises an entrepreneurial spirit and a commitment of service to others with his wife Kathy by his side. Together, they have formed The Unit Foundation, a unique not-for-profit serving a specific Army Special Operations element. Beyond serving this element organizationally, the Foundation addresses the unmet needs of the element’s retired and injured, as well as the families of those having made the ultimate sacrifice. Rob and his family founded the Union Pines High School Leadership Scholarship Fund which provided college tuition to seniors who demonstrate high potential as leaders.
Rob, former President of TRX Elite, a world leader in human performance training solutions for our Nation's Military and First Responders, now serves as their consultant and advisor. Rob has also served as a Leadership Consultant to TIGNUM, a board member for The Patriot Defense Group, an executive coach and consulted on several private projects.
Rob and Kathy have been married for 33 years and are currently living as "modern day nomads" in their Class A Motorhome traveling the country and experiencing America. The country that Rob left many times in its defense. Their daughters Kayla and Carly are college graduates, successful professionals and the best of friends living in Denver, CO. Rob and Kathy are also proud to welcome Kayla's husband Chris to the family.
