Executive Team

C. Kelly Cofer, President/CEO

Mr. Cofer has more than 20 years of client services experience in retail real estate and economic development and has worked in more than 100 communities in 30 different states. Prior to founding The Retail Coach, he was the President and CEO of The Cofer Group, a national retail services and development firm specializing in market research and site selection for regional and national retailers and restaurants…[more]

Aaron Farmer, Vice President

As Vice President of The Retail Coach, LLC, Aaron oversees every aspect of project completion, from the initial trade area determination to the actual recruitment of retailers.  Aaron’s success in completion of retail market analyses and recruitment strategies has helped The Retail Coach gain national recognition as an industry leader.  This success has led to his being a featured presenter for community and trade organizations… [more]

Austin Farmer, Project Director

Austin Farmer’s education and professional experience are capitalized by his understanding of the most current market research trends, retail strategies and small business development…[more]

Joel Berry, Director of Research and Multimedia Technology

Joining the team in 2005, Mr. Berry brings more than 20 years of design and technical expertise to The Retail Coach. In technology-related fields, he has worked for many national and international companies such as Tandy/Radio Shack, Siemens, AmeriData Technologies and MCI… [more]