About Us


Our Mission is to create opportunity and to help our family, friends, community and clients prosper. Honesty, friendship, caring, loyalty, growth, prosperity and a little bit of fun are our core fundamental beliefs. We combine an amazing, very specific set of skills and experience to service your needs like you would hope a true hero could.

With Amazon and Sales Management we expertly scrutinize the numbers to determine where you are profitable and where you are not. We identify opportunities. We execute on the program. We deliver results.

Our True Hero Production and Graphic team are passionate about what they do. We tell stories, get people excited, raise awareness and sell more of your product or service.

You cannot afford to go without your true hero.

Our Team

Andy Held

As President of True Hero Andrew oversees and executes all day to day operations in all segments of the business.

Wendi Mathis Held

As Vice President, Wendi oversees operation, finances and customer relationships.

Dena Jantz

Dena’s passion for merchandising and the outdoor industry developed during her time as an Assistant Buyer and Planner for Sports Authority from 2004-2011.

Andy Adrian

As the Production Team Leader Andy, oversees the creative vision of True Hero.

Ryan Kimberly Shui

Ryan began her career in Atlanta, Georgia with Rich’s/Lazarus/Goldsmith’s – Macy’s (now Macy’s South) as an Assistant Buyer…

Renee Clay

Renee has experience in retail at Adidas, sales and marketing with Eurolux (in Australia)…

Mandy Luna

Mandy’s career in the retail industry began in 2000 with The TJX Companies, Inc.

Emily Smalley

Emily has worked in buying, merchandising, product development and marketing roles for Younkers department store, Galyans Sporting Goods and Norwood Promotional Products.

Andy and Wendi Held started True Hero from their RV. After working for key retailers and brands (May Co/Macy’s, Sports Authority, Columbia, Implus…) Wendi decided it was time to own her own business. Andy had owned and operated several companies in his past (Tough Guy Productions, Held Joinery…) and knew the ins and outs of being an entrepreneur. Armed with 2 computers and a camera True Hero started the first year working with companies like Helly Hansen, Yaktrax, New Balance and Bolle. Through the 5+ years, True Hero has narrowed through focus to helping brands navigate amazon and supporting brands with photography and video. We win where we focus!