From Rescue Pit Bulls to Fortune 500 Clients: Inside Jennifer Hing's Mission-Driven Business
Jennifer Hing will never forget the moment she decided to adopt her first rescue pit bull. The dog, overlooked and misunderstood like so many of its breed, sat in a shelter waiting for someone to see past the stereotypes. For Hing, founder and CEO of G of G Inc., the decision was about more than giving one animal a home. It was about challenging assumptions, advocating for the underestimated, and proving that second chances can change everything.
Today, that same philosophy drives every aspect of her business. From the promotional models and brand ambassadors she recruits to the Fortune 500 clients she serves, Hing has built G of G Inc. on a foundation of inclusion, opportunity, and the belief that when people and animals are uplifted, everyone benefits.
What started in January 2009 as a one-woman operation in Toronto, Ontario, has grown into a powerhouse event staffing agency with offices in Toronto, New York City, and San Diego. Within the first month of launching, Hing had assembled a team of more than 100 promotional representatives and models across Canada. Seventeen years later, G of G Inc. is known throughout North America for delivering tailored staffing solutions for marketing campaigns across every industry imaginable, from food and beverage to technology and automotive.
More importantly, behind the polished events and high-profile brand activations is a company culture that extends far beyond the business of experiential marketing. G of G Inc. actively supports animal rescue organizations, champions LGBTQ+ inclusion, advocates for gun safety and reproductive rights, and creates opportunities for independent contractors to build flexible, creative careers.
"We are committed to supporting the communities around us because we believe that when people are uplifted, everyone benefits," Hing explains. "Our approach focuses on creating and supporting equal opportunities for individuals from all backgrounds. This commitment is reflected in our diverse roster, which we see as both a responsibility and a strength."
G of G Inc.'s rapid ascent in the competitive event staffing industry was no accident. After working for large corporations, Hing recognized an opportunity to do things differently. She wanted to build a company that prioritized personality and authenticity alongside professionalism, one that valued diverse perspectives and created pathways for people often overlooked by traditional agencies.
A product of the Toronto suburbs in Pickering, Hing juggled modeling commitments with a dual degree program at the University of Toronto. As her baccalaureate studies concluded, she was determined to leverage her experience in the modeling and promotional services industries with the education she had earned. Placing an emphasis on recruiting the best and brightest personalities, brand ambassadors, and promotional models throughout Canada, G of G Inc. experienced rapid and sustained growth.
The company now provides a full spectrum of event staff to meet client needs, including photographers, DJs, hair and makeup artists, production assistants, and more. Their capabilities range from single in-store demonstrations to large-scale, cross-country tours. Whether working with entrepreneurs launching new ventures or established Fortune 500 companies, clients know that G of G Inc. delivers excellence.
Megan Rogers, who began her tenure at G of G Inc. in 2012 as a brand ambassador while earning degrees in business administration and marketing at Brock University, has witnessed this commitment firsthand. After graduating, Rogers joined the company's Toronto corporate staff full time, bringing nuanced insights from her experiences in the field.
"Megan's experiences serving as a G of G Inc. brand ambassador prior to joining the company's full-time ranks have afforded her nuanced insights into not only the process of in-the-field representative activations, but also the fundamental preparations that make the difference in ensuring each and every event and campaign the company works on exceeds expectations," the company notes.
While G of G Inc.'s event-focused business demands relentless attention to logistics and client satisfaction, Hing has intentionally integrated community engagement and volunteerism into the company culture. Leadership and staff actively participate in initiatives that reflect their shared values, from animal rescue events and adoption fairs to fundraising campaigns for causes they genuinely care about.
Hing is currently involved with the New York Junior League, where she volunteers with Cancer Awareness and Support. This initiative supports five organizations: SHARE, the American-Italian Cancer Foundation, Ronald McDonald House, the American Cancer Society Hope Lodge, and Red Door Community. All volunteer opportunities are shared with office staff, encouraging team participation and allowing employees to experience the personal fulfillment that comes from giving back alongside leadership.
But it is animal rescue where G of G Inc.'s philanthropic efforts truly shine. The company actively supports animal rescue groups including Every Last One Rescue, Stand Up for Pits Foundation, DFW Forgotten Friends, Help Paws, Second Chance Rescue, New York Bully Crew, and Jersey Pit Rescue. Several of these organizations are ones the team has adopted from, strengthening their commitment beyond one-time support.
"Everyone at G of G is a devoted animal lover, and many of us grew up with animals, which instilled a deep respect for their well-being from an early age," the company shares. "We believe that all four-legged animals deserve to be treated with compassion and respect, whether they are beloved pets or animals in the wild."
G of G Inc. also supports the David Sheldrick Wildlife Trust, which rehabilitates orphaned elephants, rhinos, and other African wildlife. Last year, the company adopted and continues to support an elephant through this program, reflecting a commitment to both domestic and global animal welfare.
Perhaps most importantly, G of G Inc. strongly promotes animal fostering, which they view as a critical step in the rescue process. Fostering helps remove dogs and cats from stressful shelter environments, giving them the opportunity to thrive in a home setting while increasing their chances of finding permanent adopters.
"One of the most meaningful ways G of G Inc.'s philanthropic efforts have made an impact is through our long-standing commitment to equal rights and our belief in adopt, don't shop," Hing explains. "This philosophy is not just a slogan for us. It's something we live out through our actions and everyday choices."
Values That Extend Beyond Four-Legged Friends
G of G Inc.'s commitment to equity and inclusion extends to human rights as well. The company contributes to causes aligned with their broader values, including Planned Parenthood, Everytown for Gun Safety, SickKids Hospital, and the ACLU, reinforcing their commitment to equity, safety, and human rights.
This values-driven approach has created a company culture where compassion is not separate from business success but intrinsically linked to it. Many members of the team, including Hing, have opened their homes to rescue animals over the years. These adoptions, ranging from dogs to cats, have given animals a second chance at life and helped relieve overcrowded shelters.
"Seeing animals transition from uncertain shelter environments into safe, thriving homes, often as a direct result of awareness we've helped generate, has been one of the most rewarding outcomes of our philanthropic efforts," the company reflects. "These moments reinforce our belief that creating positive change starts with inclusion, compassion, and leading by example, values that guide both our community involvement and our company culture."
Looking ahead, G of G Inc. plans to expand its impact by supporting more animal rescues and helping ensure that all animals find loving homes. The company aims to deepen its engagement within both local communities and the broader national landscape, recognizing the importance of supporting fellow citizens during challenging times.
At G of G Inc., delivering high-quality events and maintaining philanthropic commitments are not competing priorities. They are complementary expressions of the same core values. By embedding philanthropy into day-to-day activities and encouraging employees to volunteer, advocate, and support chosen causes, the company has created a balance that allows both business and community efforts to thrive.
For Hing, the rescue pit bull waiting in that shelter years ago represents everything G of G Inc. stands for: the power of seeing potential where others see problems, the courage to challenge stereotypes, and the transformative impact of believing that everyone and every creature deserves a chance to shine.
"2025 was transformative for us -- activating 7,500 shifts across Canada and the USA and opening our San Diego office showed us just how far passion and partnership can take you," Hing reflected. "But what excites me most about 2026 is the opportunity to keep pushing boundaries while staying grounded in what matters: our incredible independent contractors who show up with heart every single day, the clients who trust us with their stories, and the communities -- both human and animal -- that we're committed to uplifting. We've proven that you don't have to choose between business growth and making a difference. This year, we're taking that same energy and raising the bar even higher."
