Shel Israel

Partner & CEO

Shel Israel, co-founder and CEO, has enjoyed a long and successful career as a business technology consultant and writer. He has authored seven books and contributed to Forbes, Fast Company, Business Insider and other publications.

As Transformation Group’s driving force, he’s responsible for products, services and building the firm’s diverse and talented network of AR experts. As head of Transformation Education Group, he develops curricula and serves as primary instructor for both public and private training programs.

Israel, a frequent keynote speaker on the topic of how technology will impact business and culture, has spoken on all continents not currently covered by ice.

He is also editor of AI Business World a subscription-based executive newsletter.


Irena Cronin

Irena Cronin

Partner & President

Irena Cronin, a frequent keynote speaker, is Transformation Group’s resident tech expert, and often collaborates with Shel Israel on consulting projects. Her superb research capabilities also help us in education projects and is reflected in her AR Tech World, a product-focused newsletter for professionals.

Cronin is also President and CEO of Spout Reality, an Augmented and Virtual Reality consulting company which provides strategic finance, research, and marketing services for both AR/VR companies and Fortune 500 companies.

Previously, Irena worked several years as a Wall Street equity research analyst and has extensive experience at valuation of both public and private companies.

Cronin has a Joint MBA in Finance/MA in East Asian Area Studies from the University of Southern California and an MS in Information Technology – Management and Systems from New York University. She graduated with a BA from the University of Pennsylvania with a major in Economics (summa cum laude). Irena is nearly-fluent in Mandarin, has intermediate fluency in Japanese and beginners proficiency in Korean.



Kristi Hansen Onkka

Founder, healthiAR

Kristi Hansen Onkka is an early evangelist of the use of VR and AR for health and patient care. She founded to help connect AR/VR developers and the healthcare community. She has been a marketer for over 20 years, helping pharmaceutical and device manufacturers navigate customer adoption of innovative technologies.

Onkka is also an adjunct instructor at West Virginia University in the Reed College of Media IMC master’s degree program. In addition to teaching social media and healthcare marketing, she has developed and taught a course on augmented and virtual reality in integrated marketing communications. She is certified in Quality Matters and a recognized leader in quality assurance for online education.

At Transformation Group, Onkka heads up the recently formed AR Medical Education Group and leads marketing for our educational and media products and services.


Karelyn Lambert

Customer Support

Karelyn Lambert has been Israel’s administrative assistant since 2014, assisting with the development of his last three books. At Transformation Group, her role has increased to include managing the web site and customer support.

For 16 years, Lambert has cultivated her experience in Executive Administrative positions at companies including Whitney National Bank, AT&T, and the City of New Orleans.

A forward thinker and fast learner, she decided to step out on her own and become a freelance Executive Virtual Assistant in 2010. In addition to Transformation Group, she serves clients in public relations, communications, education, information technology and marketing.