Lightning Strikes: Alumni Transform Passion for Helping Others Into Growing VR Enterprise

Lightning Strikes: Alumni Transform Passion for Helping Others Into Growing VR Enterprise

By Brian Hiro

Alumni Jeremy and Tracy Ford founded the virtual reality company Lightning Tours in 2022. Photo by Luna Canham

Murchison Falls National Park is a safari park in Uganda that boasts some of the best wildlife in the world, home to 76 different species of mammals and 451 species of birds. It's located more than 9,000 miles from California, and a multiday safari there costs many thousands of dollars.

On a Thursday afternoon in mid-February, a group of residents at the Bayshire Carlsbad assisted living facility made the exotic trip for free when white virtual reality headsets were placed over their faces.

"You better hold on to your seat!" a resident named Jim Conley exclaimed as he craned his neck back and forth and spotted elephants, gorillas and monkeys in his field of vision, with a spectacular mountain range as the backdrop. "Boy, that is one pretty picture."

While Conley, seated in the first row of chairs, grew increasingly enmeshed in the virtual paradise around him, Jeremy Ford walked among the couple dozen other residents on hand for the VR session, carefully fitting them with their own headsets. Nearby, Tracy Ford, Jeremy's wife, chatted with a couple of the residents as if they were old friends.

After the safari experience, the residents hopped on a (virtual) plane and traveled to Cuba, then to Argentina and South Africa. A little less than an hour later, they were back at Bayshire, their eyes transfixed, their spirits lifted.

"Every month when they come, I'm one of the first people out there," said Conley, 72, a former boxer who has trouble walking now. "We saw a lot of cool stuff today. How often do you get to be that close to an elephant? After a while, you have to remind yourself that it's not real."

That type of transporting experience is just what Jeremy Ford himself went through three years ago when, on an ordinary shopping trip to Best Buy with his wife, he strapped on a VR headset and found himself soaring over the Golden Gate Bridge like an eagle. Jeremy is a technophile who always has been an early adopter when it comes to electronic gadgets - he has waited in line for multiple iterations of the iPhone - and this would be no exception. Tracy bought him an Oculus Quest 2 for his birthday, only a year after it had been released.

Neither Jeremy nor Tracy studied business as students at Cal State San Marcos - Tracy graduated with a degree in criminology and justice studies in 2007, Jeremy with a degree in sociology in 2015 - but both possess an entrepreneurial bent that sees them frequently bounce ideas off each other. Here was a golden business idea staring them in the face: the opportunity to combine Jeremy's technological savvy with Tracy's interpersonal skills and their mutual desire to help people.

Following a year dedicated to research and development, the Fords purchased 20 of the Quest 2 VR devices and in October 2022 launched Lightning Tours(the name was inspired by their son, Colton, now 5, and his love of the character Lightning McQueen from the Pixar film "Cars"). They considered multiple demographics as their target audience before deciding that senior living facilities made the most sense.

"It started out with just putting on a headset, experiencing it for ourselves and wanting to share that with others," Jeremy Ford said. "We've always had a passion for helping others and putting a smile on people's faces. And that's what we do, day in and day out."

Almost two years after the company was formed, Lightning Tours still hasn't spent a penny on marketing. In the early days, the Fords pitched their concept to multiple facilities in North San Diego County by giving free virtual tours, and they gradually attracted paying customers by positive word of mouth. Now, they have grown to almost 40 VR experiences per month, and in total have given more than 500 throughout Southern California.

As the tech guru, Jeremy handles the VR side of the business - buying and maintaining the headsets, selecting and loading the proprietary travel software, rigging the equipment so that it's as comfortable and user-friendly as possible for an older clientele. He also has used his background in sales to drum up more customers, and he has personally directed all but one of the VR sessions (the single exception was when he had to travel for a funeral).

Tracy, meanwhile, shoots photos and videos for the company's social media channels while also taking the lead on communication with the residents of the facilities.

"I try to build relationships with the seniors," Tracy said. "I'm more of an emotional person, so I like to come in and see how they're doing, how their day is going while he's getting everything set up. I'd say he's the brains of the operation, and I'm maybe more heart.

"Although," she added with a smile, "he does have heart."

Most of Lightning Tours' clients value its service so much that they have booked standing monthly experiences. Each time, the tour is to a different country or region of the world - with rare exceptions, the destinations are places that the seniors are incapable of traveling to at this point in their lives.

The effect can be powerful. Jeremy recalls a woman at a facility in Irvine who was initially reluctant to participate before he convinced her to give it a try. She agreed and sat quietly for the whole hour, turning her head in every direction. After the tour of Paris ended and Jeremy removed her headset, he saw that she was crying. When he asked her what was wrong, she related that her husband had died a few months earlier and that the sights during the tour brought back exhilarating memories of their frequent trips to the City of Light as a couple.

"It was a moment that will stick out forever in terms of being able to provide that to her," Jeremy said. "We want to bring joy to people, connect them to something that they might not otherwise be able to connect with, whether it's the technology or whether it's the location."

Residents have been known to clap when the Fords enter the facility each month and to cheer after the experience. Some sites have introduced passport books, with seniors receiving stamps when they visit a new country. Olah Tupuola, the resident program director at Bayshire Carlsbad, said Lightning Tours has been a "transformative program" since the Fords first came to the center last September.

"Their professionalism and kindness have made a significant impact on our community," Tupuola said. "With Lightning Tours, the concept of a vacation is redefined, as residents can explore the world virtually, often while reliving cherished memories."

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Jeremy and Tracy Ford are accidental entrepreneurs in more ways than one. A San Marcos native who's the son of a Marine, Jeremy transferred to CSUSM from Palomar College and played on the first men's basketball team in university history, coached by Jim Saia. He aspired to go to law school after graduation but ended up working in sales, first for a law firm and then for two large national life insurance companies.

Tracy grew up in Oceanside and hoped to parlay her criminology degree into a career in law enforcement. But she graduated into a poor labor market caused by the 2007 recession and instead took a job in finance for 24 Hour Fitness. Unfulfilled by it, she transitioned into a role as a personal trainer for the same business. In fact, Tracy and Jeremy met at a 24 Hour Fitness gym, and they got married seven years ago.

Both feeling boxed in by their corporate environments, they tried to turn a couple of their other late-night brainstorms into businesses, but nothing took off. Then came the fateful visit to Best Buy. Not that the birth of Lightning Tours came without hurdles. For the first 10 months of the company's existence, Jeremy kept his full-time position at Ethos Life Insurance.

"But there came a point where my wife was driving me to tours and I was working in the passenger seat, trying to do both jobs," Jeremy said. "It was like, 'OK, this isn't sustainable. We've got to figure something out.' "

That something was his decision to leave Ethos and dedicate himself fully to the startup in August 2023, which was accompanied by a different challenge in terms of the loss of his monthly paycheck. Jeremy called it a big leap of faith that makes him anxiety-ridden just by thinking about it.

"They say it's not easy to start a business, and they weren't lying," Tracy said. "But now we know exactly what to tell future entrepreneurs: If you think you're ready to quit your job, wait at least six months, then do it."

Almost all of Lightning Tours' clients are assisted living facilities, but the Fords have dipped their toes into other waters as well. They have brought their VR experiences to a few different daycare and after-school programs in the region, allowing children the same opportunity to see distant lands as the seniors get. This summer, they introduced a travel tour called "Around the World in Five Weeks" to the Boys & Girls Club of the South Coast Area in San Clemente, with passports and stamps for the kids to document their adventures. They also are in the process of getting approved by the San Marcos Unified School District to offer tours in local schools.

Some of the sessions don't even involve virtual travel. Lightning Tours has conducted some guided meditation experiences for the sales departments of businesses or for employees of high-stress jobs, such as firefighters and police officers.

"Brick by brick, we're building those partnerships," Jeremy said.

Yet the senior population remains the Fords' primary focus, which makes sense given that there are more than 50,000 facilities for assisted living and memory care in California and they have been to only about 50 of them. The company's growth continues apace. Lightning Tours has two other partial owners (unpaid for now) specializing in partnerships and strategic innovation, and it's on the verge of hiring an employee to run some of the tours and free Jeremy up to source more business.

Last spring, the Fords bought 20 more Quest 2 headsets (the company is now owned by Meta, Facebook's parent), doubling their inventory, and deployed them in the Inland Empire through a licensing agreement with a couple who lives there.

"I think this will go as far as we can take it," Jeremy said. "We've done things strategically because if we grow too fast, the base can be flimsy and it can all fall apart. But thinking big picture, Lightning Tours could be national, it could be in every state, every big city.

"Where we are now is trying to put the pieces together, get this technology out there and in the hands of as many seniors as possible. We want to provide high-quality experiences and the joy of travel, get them outside of those four walls that they're in daily."

Jeremy and Tracy Ford

Major at CSUSM: Jeremy, sociology; Tracy, criminology and justice studies

Graduation year: Tracy, 2007; Jeremy, 2015

Company: Lightning Tours

Website: lightningtours.co

Founded: 2022

Number of employees: Four

Talking Business With Jeremy Ford

What's the best advice you received about starting a business?

Have goals. Having goals gives you strategic direction, and if you don't have them, you'll be spinning your wheels. When you have those goals, it enables you to focus on the main categories that will be the catalyst for your business moving forward.

What advice would you give budding entrepreneurs?

Be prepared for long hours, a lot of late nights. On those late nights, it can seem like you're on an island by yourself. What we learned the hard way is that having a team is very important - bringing others in to help support certain aspects of the business. Your reach expands when you let other people in to help.

What's the greatest challenge in starting your own business?

If you already have a full-time job, it can be difficult to decipher when it's time to quit and give your business the full attention.

Knowing what you know now, is there anything you would have done differently?

I would have waited longer to quit my full-time job. And I would have focused more heavily on the revenue-producing aspects of the business. Even though we do have quite a robust product now, there were times when we were building it up where the churn was at a higher rate than the income that was coming in.

What are the qualities of a good entrepreneur?

I can sum that up in one word: perseverance. If you do not have perseverance, you will not be an entrepreneur; you will go back into the workforce within months. If you have the ability to persevere, the ability to plan things out and execute that plan, you have a much better chance of being an entrepreneur for longer than just a few months.

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Brian Hiro, Communications Specialist

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