Bruce started his career in the travel industry when he founded Moguls Mountain Travel, a leading ski tour operator in the 80’s, 90’s and early 00’s. Combining his passion for skiing and the mountains with his entrepreneurial spirit, Moguls was a dream job. In 1994, Bruce “discovered” the Internet and digital marketing for travel became his next big thing.

After selling Moguls, Bruce joined Phocuswright as head of sales and marketing. Phocuswright's founder and CEO Philip Wolf was Bruce's #2 mentor in the world, second only to his father. At Phocuswright, Bruce met Douglas Quinby, now his co-founder at Arival, and they started collaborating together on a variety of projects, including the seminal study for the tours and activities industry (now known as experiences). In 2017, Arival was born as the global leader in research for the Experiences industry and producer of events in the U.S., Europe and Asia focused exclusively on the third largest and fastest growing sector in travel.