About cascade

Cascade is a bespoke advisory and coaching service run by Joe Slater in Te Whanganui-a-Tara Wellington and servicing clients across Aotearoa New Zealand.

Here are some of the things I’ve done:

• Consumer NZ / Powerswitch - Head of Revenue & Product 2025 - present. Product and commercialisation for NGO with >4m annual users.

• Creative HQ - GM Startups 2022-2025. Startup accelerator management, founder coaching, established Aurora Climate Lab, Fintech Lab and Startup Aotearoa.

• Six Barrel Soda - Co-Founder 2012. Omni-channel non-alc drinks business exporting to seven markets. Exited 2025.

• Cameo Cafe Syrups - Co-Founder 2020. Coffee syrup brand supplying cafes across NZ. Exited 2025.

• Nudes Drinks - Co-Founder 2019. Drinks distribution co-operative supplying >100 cafes nationwide. Closed 2022.

• The Chocolate Bar - Shareholder 2018. Director for ecommerce brand. Exited 2021.

• Monterey Bar - Co-founder 2010. Hospitality venue. Sold 2014.

• Kreuzberg - Co-founder 2008. Hospitality venue. Closed 2012.

• BA (Psyc) - Victoria University of Wellington

• Abroad Breakthrough Leadership programme

• High Performing Teams training

Along the way I’ve had some big wins and some big losses, been full of excitement and been burnt out. 

I’ve found a mix of practices that work for me and have helped clarify the balance required for success. Like all of us I’m still on the journey and know that each person needs and wants different things. I practice meditation and yoga and use Vedic and Buddhist teachings to balance my hustle culture drivers to gain perspective. 

I’ve coached and advised dozens of founders over the past 15 years and love to help people jump some of the hurdles I crashed through. 

For now Cascade is just me but I will look to add more coaches with complementary experiences and values in the future. Hit me up if you’re interested in this, please no agencies or franchise ‘business coaching’ services…