Off the Cuff: A Q&A with Wheels Up’s George Mattson

February 6, 2026

George Mattson is CEO of Wheels Up

“Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.

The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features George Mattson, CEO of private aviation firm Wheels Up.

In this Q&A, Mr. Mattson discusses the power of in-person connections, private aviation’s pivot and the appeal of frictionless luxury. Here is the dialogue:

What was your first job ever? What did it teach you?

After graduating from Duke, I joined IBM through its sales and marketing training program in Washington, D.C.

I was drawn to IBM because of its reputation as a world-class training ground for the fundamentals of business, and it absolutely delivered.

That first year was less about selling a product and more about learning how to think strategically: understanding customer needs, building trust and clearly communicating value. It instilled a deep sense of customer-centricity that has stayed with me throughout my career and continues to shape how I think about leadership and decision-making today.

Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?

While my career has been shaped by professional experience, many of the skills that guided my trajectory came from outside the workplace.

Growing up playing multiple sports and competing in collegiate tennis taught me discipline, resilience and how to handle both winning and losing. Studying electrical engineering gave me a structured way to think: how to break down complex problems, analyze tradeoffs and approach decisions with a systems mindset.

Together, competitive athletics and technical training gave me a framework I still rely on today.

What is the best piece of advice you’ve ever received?

One of the most impactful pieces of advice I received came early in my time at Goldman Sachs, when a mentor told me that reaching my full potential meant shifting from being a strong individual contributor to becoming a leader who makes the people around him better.

From that point on, I started measuring success not just by my own output, but by the performance of the team. That shift has shaped how I think about leadership ever since, especially in roles like this, where results depend on alignment, trust and shared purpose.

How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?

Private aviation is at an inflection point. For decades, the industry has largely revolved around whole aircraft ownership or the dated fractional models, which can feel rigid and intimidating for new entrants.

Today, we’re seeing a shift toward flexibility, transparency, and accessibility. Many people who can afford to fly private simply haven’t because the ecosystem has felt complicated or all-or-nothing. At Wheels Up, we’re helping redefine that by offering a spectrum of solutions.

Looking ahead, private aviation will become more integrated, more tech-enabled, and more tailored, with travelers choosing the right aircraft for each mission rather than being locked into a single model or aircraft type.

What recent projects have ignited your passion for working in luxury?

I’m proud of how we’ve evolved Wheels Up beyond traditional private aviation into a more complete premium travel and hospitality platform, both in the air and on the ground.

We’ve made tremendous progress on the foundational operational work, including modernizing the fleet with aircraft like the Phenom 300 and Challenger 300, while also investing in experiences that bring the brand to life for our members. Through our Wheels Down programming, we show up at moments like The Masters, Monterey Car Week and The American Express PGA Tournament to create in-person connections and deliver access that feels curated and relevant.

A great example is our collaboration with cocktail ambassador Tyler Zielinski on a program created specifically for Wheels Up. I previewed one of our newly launched signature cocktails, the "Phenom-enal Highball", at The Ritz-Carlton Cayman Cookout, and it perfectly captures the level of thought and intention we want to bring to the experience, both on the ground and at altitude.

Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?

The Wright brothers. Maybe at a local diner in Kittyhawk.

I have always been fascinated by people throughout history who made groundbreaking discoveries, and I think we can all agree that human flight ranks right up there with the most life-changing discoveries in human history. It has literally connected the world and us with planets beyond our world.

Think about how audacious the idea of controlled human flight must have seemed before it became normal, and how far that idea has taken the human race. Hundreds of millions of people can now get anywhere in the world they choose to go, in a matter of hours.

I would like to think that what we are doing at Wheels Up is in furtherance of that vision of discovery, innovation and advancement of human travel and exploration.

How do you get into the right mindset before a big meeting or presentation?

Before important meetings, I try to simplify the noise by focusing on the three or four decisions that actually matter.

It’s easy to get buried in slides and data, but the real value comes from being clear on the core questions and having a point of view on them. That clarity helps me stay focused and adapt as the conversation evolves.

On your days off, what can you be found doing to relax or have some fun?

If I have a free day, I usually spend time with my family, on the golf course, or traveling somewhere new.

I value time that lets me slow down, be present and recharge, whether that’s a round of golf, a trip with my family or simply being together outside the day-to-day routine.

What does luxury mean to you?

To me, luxury is about efficiency and ease: the ability to use your time exactly the way you want, without friction. But it’s also about personalization and access to experiences you couldn’t create on your own.

True luxury is a seamless experience that works the way it should, so you can focus on what matters most.

Whether a product or service/experience, what is your favorite luxury indulgence?

Of course, I have to say travel, and within that, private aviation.

I have been in and around aviation most of my career, and I think my fascination with aviation stems from my early years growing up as the son of a U.S. diplomat, moving from country to country throughout the world every couple of years.

It really instilled in me the wonder of travel, of discovery, being exposed to new places, people and cultures. Private aviation is, of course, the ultimate time machine, allowing you to get anywhere in the world that has a runway on a moment's notice and to build shared experiences along the way.

Share your thoughts. Click here

Off the Cuff: A Q&A with Wheels Up’s George Mattson

Follow @LuxuryDaily for the latest in luxury news

Off the Cuff: A Q&A with Wheels Up’s George Mattson

IHG dedicates new ‘Fancierge’ experiences to rugby fans

Louis Vuitton ambassador Zendaya joins Monogram anniversary effort

Versace hires Pieter Mulier as chief creative officer

Lamborghini deploys brand showroom in Egypt

Tiffany & Co. highlights HardWear for Valentine’s Day

Secondhand watch market stabilizes in 2025: Chrono24

The Peninsula expands motoring adventure to Scotland

Deadstock denim from Nona Source dresses new Guerlain drop