Ross Borden is an American entrepreneur based in California. He founded Matador in 2006 and bootstrapped the company into a global digital media brand focused on travel + adventure. Across digital and social, Matador’s content now reaches over 180M people per month with a mix of videos, articles, city guides and social-first content. In 2023 Matador launched GuideGeek, an OpenAI powered Travel Assistant delivered through WhatsApp and Instagram. The service has become an early leader in the AI race within travel and has plans to launch a SaaS platform for DMOs in the coming months.

On the content side, Matador executes custom video + media programs for destinations like NEOM, Visit Jordan, Visit Britain, Tourism Ireland, Tourism New Zealand, Tourism Australia, Brand USA, Destination Canada and consumer brands like Samsung, Microsoft, Ford, General Motors, YETI and Disney.