Behind The Scenes at jetAVIVA: Meet Michael Barber

At jetAVIVA, our edge comes from people with grit as powerful as the aircraft we represent. Few embody that spirit more than Michael Barber, our new managing director and vice president of sales operations.

From firefighting and emergency rescues to leading more than 200 volunteers on the ski slopes, Michael has built his career on composure in crisis and leadership through service. Today, he brings that same steadiness and vision to aviation sales, earning clients’ trust one conversation at a time.

Michael’s path to private aviation began far from the flight line. For years, he worked 72-hour shifts as a firefighter and EMT, just minutes from home but often unable to see his family. Those sacrifices cemented his “family first” values and taught him that leaders must respond calmly rather than react impulsively. His record in emergencies speaks for itself: providing advanced life support mid-flight, assisting victims in the 2017 Charlottesville riots, and helping families spend a few more moments with loved ones in critical condition. In aviation, where every decision carries weight, that ability to stay composed now translates into trust and reliability for clients.

His leadership continued to sharpen at Wintergreen Resort, where he served as director of ski patrol. Managing more than 200 volunteers—from local tradespeople to decorated generals—he quickly realized credibility was earned through example. Early on, when his authority was tested, Michael took on jobs others avoided. When asked by a rookie why the boss was shoveling snow on the mountain, he answered simply: “Because the job has to get done.” That principle still guides him today.

At jetAVIVA, Michael sees sales not as flashy pitches but as relationships built on authenticity and data. “I hate being sold,” he said. “I approach conversations the way I’d want to receive them. Trust is earned in inches, not miles.” With many aviation veterans set to retire in the next decade, Michael—positioned in the middle of the age gap—is focused on mentoring younger professionals and raising the bar for industry standards. His philosophy of succession planning—“working yourself out of a job so you can do something bigger”—aligns with jetAVIVA’s growth strategy.

Family remains Michael’s compass. He and his wife, celebrating their 10th anniversary next year, are raising two children with distinct personalities: a fearless daughter who blasts AC/DC’s “Thunderstruck” with him and a thoughtful son who mirrors his knack for planning. His wife, a General Manager at a local winery and a masterful organizer, complements Michael’s Type A drive with her perspective and grace.

Outside work, Michael’s passions are as wide-ranging as his career: sailing in the British Virgin Islands, beach days in Maine, and a lifelong love for music. He also admits a weakness for messy cheeseburgers.

Michael often recalls an inspirational line he once heard,  “You’re a lion in a field of lions – all hunting the same elusive prey with a desperation that says victory is the only thing that can keep you alive.” For him, it captures both the competitive spirit of aviation sales and the humility of knowing every win must be earned. Whether navigating high-stakes emergencies, leading diverse teams or guiding clients through the complexities of aircraft ownership, he brings resilience, heart and vision. At jetAVIVA, we’re proud to have him not only as a sales leader for our next generation but also as a mentor, a family man and an example of integrity in action.