E.J. Johnston is the son of former NHL goalie, coach and General Manager, Ed Johnston. Prior to founding 3ICE, he spent eight years as an Executive Producer in Los Angeles creating and writing multiple TV series including NBC's reality competition, Fashion Star, as well as scripted shows for BET and other networks.

Johnston owns the distinction of being the first-ever American to sell and produce a reality television format in China. Prior to executive producing, he worked for Fox Sports Television Network as a Media Sales Representative and at international sports marketing giant IMG, as a member of its senior business development group overseeing all Sales, Marketing and Operations for the IMG Fashion division.

E.J. also spent time at Getty Images where he built an Entertainment Division servicing fashion, film and entertainment events around the world while managing teams in all of Getty’s global offices – London, Los Angeles, New York and Sydney.

Johnston graduated with honors from the Smeal College of Business at The Pennsylvania State University with a B.S. in Economics and a minor in Business Administration. He holds three passports, speaks excellent Spanish, terrible French and plays well-above-average hockey several times a week.

John Schermerhorn has more than 25 years of sales and marketing experience in the sports and entertainment business, working with some of the top sports media agencies and networks in the country. In 2005, John became a Partner at TRP Sports and Entertainment and was a co-founder of college marketing agency, Fluent. In August of 2016, Fluent was sold to Teall Acquisitions, LLC.

Throughout his career, Schermerhorn has developed media and promotional programs for a wide variety of clients including Anheuser-Busch, Proctor & Gamble, AT&T, Verizon Wireless, Coors, Foxwoods, Mohegan Sun,Goodyear, Ford, Best Buy, Charter Communications, Mars, and many others. Additionally, John has extensive experience in naming rights and sponsorship sales.

John started his career as a media planner at Cunningham & Walsh in New York before moving on to Benton & Bowles, where he developed media and promotional strategies for Proctor & Gamble and Anheuser-Busch. John moved into the Boston media market in 1991 with American Radio Systems, where he worked at WBMX and WEEI radio. While there, he was responsible for sales of spot radio, Boston Celtics and Boston Bruins radio play-by-play on both WEEI as well as the Celtics and Bruins radio networks.In 1994, John moved into television at Fox Sports New England where he ultimately became Vice President, General Sales Manager. At FSNE he was responsible for all local and national advertising sales revenue. Schermerhorn developed pricing strategies, annual budgets, sales forecasts and worked with his team to develop non-traditional sales, product placement, set design and cross-promotional selling platforms. In addition to managing the local sales team in Boston, he managed a national rep firm and in his last two years there, managed the Fox Sports NET team in Chicago.

John is a graduate of the Newhouse School of Public Communications at Syracuse University where he majored in Television and Radio.

Steve Baker is a former NHL goaltender. As a member of the New York Rangers he won nine of his first 10 starts as a rookie during the 1979-1980 season. Additionally, he helped the Rangers advance to the Stanley Cup Semi-Finals in 1981, that same year he was a member of Team USA in the Canada Cup.

Baker is an accomplished Media, Sponsorship & Technology Sales Executive with more than 30 years of experience. Local/National team management and sales duties have included budgeting, forecasting, strategic planning, new business development and station/team liaison. He forged noteworthy advertising alliances with such brands as Volkswagen, Fidelity Investments, Liberty Mutual, Gillette, John Hancock and New Balance. Past successful roles include Vice President of Sales at Fox Sports, Director of Sales at Rainbow Sports and Senior Vice President of Partnerships at technology start-up, Audingo.

Steve has also worked as a Scouting Consultant for the Tampa Bay Lightning. He was part of their 2004 Stanley Cup winning Management team.

He has the unique distinction of having played for five (5) Hockey Hall of Famers throughout his career. – Fred Shero (1979-80Rangers), Craig Patrick (1980-81 Rangers), Herb Brooks (1981-82, 82-83Rangers), Ned Harkness (1975-77 Union College) and Bob Johnson (1981 Team USACanada Cup).

Baker graduated with a Bachelor of Arts degree in Economics from Union College in Schenectady, NY. He is a dual US/Irish citizen.
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With more than 25 years of event production and operations experience, Jim White joins 3ICE after spending almost 18 years with The Professional Bull Riders Association.

In 2004, White started as a Production Technician for the Association. After several promotions, he eventually became Senior Production Manager where he oversaw over $50 million dollars in assets and livestock in six countries, across three continents for 40 weeks each year. 

White has been part of developing and executing a variety of tours and one-off events, as well as creating brand-new extensions to existing leagues, including “Iron Cowboy,” “Last Cowboy Standing,” and a live bull riding event in front of Madison Square Garden.

Over his career, he has executed nearly 1000 events in more than 166 venues around the world.  As an expert in logistics, television production, live-event production, facilities, media and more, White plays the role of “orchestra conductor” for 3ICE, while managing relationships with key vendors, including Ross Video, Van Wagner Sports & Entertainment, Getty Images, Sportscorp Travel, as well as with arenas, players and coaches.

White was born in Orange, Calif., and currently resides in Kansas City with his wife, Joyce. He is the proud father of three children and 12 grandchildren.