James "Jim" Lara, Founder and Principal of Gray Stone Advisors, brings over three decades of professional aviation expertise and executive leadership experience to the forefront of business aviation consulting, focused on the "Business of Business Aviation". As a decorated pilot and highly experienced corporate strategist, Jim leverages his unique blend of skills to drive transformative change within the industry, helping flight departments within Fortune 500 companies and large-scale organizations to achieve enterprise objectives and drive operational excellence. Since founding Gray Stone Advisors in 1996, Jim has strategically grown the firm into a premier, full-service business aviation consultancy, offering a comprehensive suite of branded services including Current State AssessmentsTM, Crew CountTM staffing analysis, Aviation Performance Dashboards, Budget BuilderTM, and The Way ForwardTM leadership development programs.

Jim's approach seamlessly combines hands-on aviation knowledge with extensive C-suite experience, allowing him to effectively bridge communication gaps between flight operations and enterprise objectives. Gray Stone specializes in implementing best practices, aligning aviation departments with corporate goals, and implementing data-driven strategies to enhance department efficiency, safety, and value creation. His expertise spans critical areas, including aviation interim leadership, fleet planning, IS-BAO readiness, and benchmarking, which empowers clients to effectively navigate complex regulatory environments and optimize their aviation assets.

Throughout his career, Jim has held pivotal roles in corporate turnarounds across various industries, including wholesale distribution, retail, and entertainment. These experiences have made him a subject matter expert in change management, financial restructuring, and organizational development—competencies he now applies to the unique challenges faced by business aviation leaders. His ability to translate aviation complexities into business language has made him an invaluable asset to flight departments seeking to demonstrate their strategic value to parent organizations.

Jim's aviation journey began at an early age, eventually leading to his qualification as an internationally qualified Airline Transport Type-Rated business jet Captain with over 14,000 flight hours. His technical proficiency and unwavering commitment to safety have earned him prestigious industry accolades, including the FAA's Wright Brothers Master Pilot Award (2022), NBAA's Tony Kern Professionalism Award (2023), and the Jack Doswell Lifetime Achievement Award (2024), solidifying his status as a thought leader in aviation safety and operational excellence.

Complementing his practical experience, Jim has pursued advanced studies at renowned institutions such as Stanford University, Northwestern's Kellogg School, University of Virginia's Darden School, Southern Methodist University and Thunderbird University. He remains actively involved in the aviation community, having served on the NBAA Safety Committee and maintaining memberships in NBAA, AOPA and ABS where he continues to advocate for industry best practices and innovation.

As Gray Stone Advisors' Principal , Jim continues to push the boundaries of business aviation consulting by leveraging cutting-edge analytics, industry best practices, and a forward-thinking approach to help clients navigate the challenges of corporate aviation. His guidance has been instrumental in turning around under performing operations, establishing excellence as a core competency, and creating operational frameworks that position aviation departments for long term, sustainable success.

To schedule a meeting with Jim or to discuss speaking engagements, please contact him at 865.357.5077 or send a request.