Who We Are

About Us

GoalUP was created by parents for parents. Born from the desire to improve on the traditional “allowance model”, help our children grow with goals, learn responsibility, understand the value of hard work and success, and eventually lead independent and fulfilled lives. Using the GoalUP platform to create kid’s goals will better connect parents and children in this modern communication era to promising futures leading to a better society.

Our Company

GoalUP was created by the second generation owner-operators of a successful incentive marketing and fulfillment business. They bring to GoalUP not only the generational, hands-on knowledge of incentive marketing and fulfillment which is critical to the GoalUP platform, but also the perspective of parents who understand the importance of motivating their children through positive parenting.

What we Do

GoalUP is a platform through which we teach children of all ages the importance of commitment, the value of setting goals in all aspects of their lives, and the satisfaction of achieving them. It is a discretionary vehicle used to establish objectives in education, charity, arts, athletics and leadership in every-day life, and to reward children for attaining those objectives.

TOur Team


Christopher Poirier

Chris PoirierFor the last 25 years, Chris has started and/or been part of the executive team at several venture capital and private equity-backed companies in the technology space. What drew Chris to GoalUP is his commitment to family and community, where he is actively involved in coaching youth sports and youth-related community organizations. Setting goals for his children and the children he has the good fortune to mentor, and rewarding them for their achievement, is a core part of Chris’ everyday life. What he enjoys most about the GoalUP platform is establishing football goals as the coach of a youth league team.

Chris earned his bachelor’s degree in marketing and finance from Boston College. Chris lives in Wellesley, MA with his wife Allison, his sons Jack (12), Max (10) and Cameron (7) and his daughter, Scarlett (4).


Brian Galonek

Brian Galonek Brian joined his family business, All Star Incentive Marketing, 27 years ago after graduating from the University of Massachusetts Business School. He has been president of the company for more than 15 years and has lead the company into many new markets and ventures during his tenure.

Inspired by the company’s success motivating workers for its corporate customers, Brian along with the rest of the Galonek family and other business partners created GoalUP to bring those same successful principles to the parenting community in an effort give families the tools they need to inspire their kids to be successful leaders in everyday life.

Brian, his wife Amy, their two sons Cameron and Noah, and two black labs live in Massachusetts. Brian is an active member of his community having served on charitable foundations, an education foundation, a community bank board, and youth sports boards including Sturbridge Little League where he served as President of the organization. Much like his father before him Brian has also coached dozens of teams in youth football, hockey and baseball, and has drawn on those experiences to help shape GoalUP into a solution that has been created by parents and for parents.

He remains active in sports as an avid golfer, hockey player and bike rider. For the past 7 years he has been riding in the Pan-Mass Challenge (PMC), the largest athletic fundraiser in the world. He and his teammates have helped that organization by raising hundreds of thousands of dollars to support the search for a cure to pediatric cancers. He attributes his success in life and his fondness for adventure to his remarkable parents who instilled in him at an early age the need to set and reach for goals throughout his life.

VP Strategic Partnerships

Gary Galonek

Gary GalonekGary joined All Star Incentive Marketing in 1990 after 4 years in major account sales at NCR Corporation. With the advent of casino gaming on a national level, he has overseen All Star’s growth in providing loyalty programs and unique promotions and events in this industry.

Gary is very active in the local community and is currently serving in his second term on the Tantasqua Regional School Committee. In prior years, he was active coaching his three athletic daughters in softball, basketball and golf. Tangible incentives offered by Gary’s father and All Star founder Ed Galonek many years earlier, to help motivate his granddaughters to work harder in school, was a dawning moment in the conception of GoalUP.

Ironically, Gary’s middle daughter Amanda has taken an active role in GoalUp, drawing on her recent experience with Teach for America out of Baton rouge, Louisiana to help formulate its educational merits.

Gary and his wife Beckie own Treetops Montessori School, where they have had a positive impact on hundreds of kids’ lives in their formative years. In addition to numerous athletic pursuits, Gary is an actor and voice over performer, having been seen and heard in a number of films, TV shows, commercials and audiobooks including GoalUP tutorials.

VP Customer Experience

Ed Galonek

Ed Galonek After graduating from the University of Rhode Island, Ed Jr. joined All Star in 1992 as an Account Manager. During his tenure he has managed high-profile accounts including MGM Resorts, Caesars Entertainment and Unum Insurance. Ed lives in Sturbridge, MA with his two daughters Brooke (16) and Kyra (14). He has served on boards of local community organizations, including the Chamber of Commerce. Ed is an avid golfer and plays hockey as well. Ed uses GoalUP to award his daughters for accomplishing goals ranging from getting good grades, to scoring in lacrosse games, or performing in successful Show Choir competitions.

VP Marketing

Heidi Chatfield

Heidi ChatfieldA Marketing Professional with strong strategic business acumen, Heidi is moved to motivate and inspire others, in order to ensure collective success. For several decades, Heidi has been advocating for “results through people”. Heidi joined All Star Incentive Marketing in 2002 where she focused on building the brand identity, crafting business strategies, and establishing standards for employee development to create a rewarding environment where people want to work. Throughout her career meeting and exceeding individual as well as company goals has always been held as a priority. Being goal and results oriented, the GoalUP venture, which relies largely on goal setting and achievement as a path to a brighter future, seemed a natural addition to her vision to enrich the lives of others.

Heidi’s unwavering commitment to personal growth and development, as well as those around her, keeps her focused on honing and recognizing the unique skills and contribution of individuals to create a path to a better future. A suma cum laude Graduate of La Salle University, majoring in Marketing, Heidi retains an Executive Director seat on the board of the Incentive Marketing Association (IMA) championing for the proper use of recognition and incentives to positively engage individuals and improve performance.

A daughter, wife, Aunt, and friend, Heidi enjoys entertaining and spending time with friends and family which include her two dogs, horse, and thousands of honey bees.

Sr. Software Developer

James Lach

James Lach A versatile Software Engineer with extensive experience designing and developing consumer facing products. James has a complete understanding of the requirements for creating testable, maintainable and supportable code. Throughout his career, James' skills have enabled him to capitalize on numerous areas of the development life-cycle - from concept to implementation all of which have proven instrumental in bringing GoalUP to “life”. Inspired by contributing to positive team environments and impacting those around him, James takes an active role in coaching children’s sports. James and his wife, a teacher by profession, have been using GoalUP to educate their nine year old son about the many benefits and rewards that come from hard work and responsibility.