At TheVitals, our leadership team brings decades of experience in EMS publishing, strategy, and market development. With deep industry connections and a passion for advancing EMS communication and education, our experts have shaped thought leadership, policy, and innovation across the sector. Meet the professionals driving impactful content and strategic solutions for the EMS community.
Principals & Co-Founders
A.J. Heightman, MPA, EMT-P
A.J. Heightman is a nationally recognized leader in emergency medical services (EMS), with a distinguished career spanning leadership, education, publishing, and field operations. As Editor Emeritus of JEMS and an Adjunct Instructor of Clinical Research and Leadership at The George Washington University School of Medicine and Health Sciences, he continues to shape the future of EMS through education and thought leadership.
For over 26 years, Heightman served as Editor-in-Chief of the Journal of Emergency Medical Services (JEMS), where he played a pivotal role in shaping EMS journalism and advancing discussions on critical industry topics. He later took on the role of Editorial Director for Elsevier Public Safety Publications, overseeing key public safety media, including JEMS, Fire Rescue Magazine, Law Officer Magazine, and Public Safety Communications Magazine (APCO). His expertise in mass casualty incidents (MCI) led him to author and develop in-depth critiques of major EMS responses, helping agencies nationwide refine their disaster preparedness strategies.
Beyond publishing, Heightman has held influential leadership roles in EMS operations and policy. As Chief Development Officer & Senior Advisor at Cambridge Consulting Group, he provides strategic guidance to EMS organizations and industry leaders. He has also been a longtime advocate for EMS education, serving as Chairman of the San Diego Fire-Rescue Paramedic Academic Advisory Committee and leading national training initiatives.
Earlier in his career, Heightman spent nearly two decades as Executive Director of the Eastern Pennsylvania EMS Council, where he was instrumental in advancing regional EMS protocols, training programs, and emergency preparedness. He also served as Director of Operations for Cetronia Ambulance, providing hands-on leadership in EMS system development. His operational experience extends to frontline response, having worked as a paramedic, firefighter, and rescue technician for Bethlehem Township Volunteer Fire Department, as well as a per diem paramedic for the City of Allentown and City of Bethlehem EMS.
An accomplished writer and speaker, Heightman has authored over 200 articles and textbook chapters on EMS, fire, and emergency communications. He has also played a key role in organizing national EMS conferences, including serving as Conference Chair for the JEMS EMS Today Conference and Exposition. His commitment to the profession has left a lasting impact on EMS systems, policy, and education across the country.
Mic Gunderson
Mic Gunderson has been involved in EMS for over 45 years in managerial and clinical roles with third service, fire, private and military EMS systems, research teams, EMS medical direction groups, and as a consultant/educator. He has served on the boards of directors for several national EMS organizations in the United States and the editorial boards for several academic EMS journals.
He is currently the President of the Center for Systems Improvement and the Chief Strategy Officer for the Cambridge Consulting Group. He is also the Editor-In-Chief of the International Journal of Paramedicine.
Among his previous positions, Mic served as the National Director, Clinical Systems, in the Quality and Health IT Division of the American Heart Association; Executive Director for the Kent County EMS System in Grand Rapids, MI; President of Integral Performance Solutions (IPS); National Director for Quality, Education and Research with the Rural/Metro Corporation; Director of Research and Education with the Office of the Medical Director in the Pinellas County, Florida EMS system; and as a Research Associate in the Department of Surgery at the University of South Florida College of Medicine.
Jon Hughes
Jon Hughes is a seasoned content and communications leader with over 20 years of experience driving editorial excellence, digital transformation, and strategic storytelling. He has led high-performing teams at Lexipol and Praetorian Digital, overseeing content operations, audience growth strategies, and branded content initiatives for industry-leading platforms such as Police1.com, FireRescue1.com, and EMS1.com.
Jon has a proven track record of building and scaling content functions, launching innovative digital products, and integrating data-driven strategies to enhance engagement. Under his leadership, his teams have earned more than 25 media industry awards, including two Jesse H. Neal Awards for Best Website and a FOLIO Eddie Award for Best Editorial Team.
While at Praetorian Digital, Jon spearheaded the creation of a content marketing Brand Studio, blending editorial integrity with business objectives to develop high-impact custom content and marketing services. His expertise in media outreach has also secured coverage in top-tier outlets like The Wall Street Journal and The New York Times. Known for his collaborative leadership style and commitment to quality storytelling, Jon excels at aligning content strategies with evolving business goals to drive measurable impact.
Barry Hickerson
Barry Hickerson is the Managing Director and Co-Founder of marketPOINT1, LLC, a New York-based firm specializing in strategic marketing, business development, and data-driven decision-making. With a strong background in market analysis, brand strategy, and business growth, Barry has built a career at the intersection of marketing and operational strategy, helping businesses enhance their market positioning and customer engagement. Prior to founding marketPOINT1, Barry gained extensive experience in marketing leadership and business strategy, working with a diverse range of industries to drive growth and optimize market opportunities. His expertise lies in leveraging market insights, analytics, and innovative marketing techniques to develop and execute high-impact strategies.
Barry holds an MBA in Marketing from Tulane University’s A.B. Freeman School of Business, where he honed his skills in brand management, consumer behavior, and strategic planning. His passion for data-driven marketing and sustainable business growth has positioned him as a trusted advisor in the field.