We Advance the Vision of Entrepreneurs


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The Arena Group exists to advance the vision of consumer products entrepreneurs. Let us help reduce risk and accelerate growth. Whether you need help across the United States or specifically at Walmart, we have a solution that can drive breakthrough results.



Building healthy organizations at Arena Inc. and Happy Egg



I am a Senior Level CPG Sales Director and retail enthusiast. I have over 11 years of account management experience with the last 6 specific to CPG. I have built relationships with merchants from Walmart and Sam's Club to PetSmart and Tractor Supply across various categories from Pets to Sporting Goods and others in between. I approach relationships and account management through active listening, retail problem solving, info-centric sales strategies, and respect for the individual. My non-traditional CPG background equips me with a unique collection of experiences (in finance, digital and technology, branding and marketing, business management, and product development) that affords me the ability to understand and approach account management from a comprehensive viewpoint, not just selling in the next item.

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Dan Arnsperger

CEO and Founder

Dan oversees the vision of The Happy Group Inc., which encompasses The Happy Egg Co. and Arena. He brings 20 years of experience in go-to-market strategy, branding, business development and executive management to the enterprise. Dan and his wife Catherine have three sons. He enjoys spending time with his family, reading, sports, and finding ways to compete in every area of life.

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Ben Cashion


Ben brings his love of strategy and leadership to the role of Chief Operating Officer at Arena, after 15 years experience in and around the retail industry. His professional development has been greatly influenced by authors such as Patrick Lencioni, James Clear and Brené Brown. Ben, his wife Louise, and their three children enjoy hiking to their favorite waterfalls around the state and fishing the surrounding streams and rivers.

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Tom Addington, Ph. D


As President of Arena Tom is responsible for helping the organization devote all energy to serving clients and to building their brands at retail. He has decades of experience across academic and business sectors, including: Strategy consulting, executive leadership, organizational start-ups, and as a university professor. He serves on both corporate and non-profit boards. Tom and Susan have three grown children and seven grandchildren. They love traveling and spending time together.

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Clay Goforth

Sales Director

Clay leads a sales team in their efforts to deliver incredible results for the businesses they serve. He brings over 12 years of experience in successful national selling strategies, brand development and team management to his role. Clay, his wife Lori, and their five daughters live outside of Fayetteville. Clay enjoys tea parties, fishing, motorcycles and “tractor time” on their small family farm.

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Shara McMurtrey

Sales Director

Shara leads a sales team at Arena, backed by 30 years’ experience in sales and marketing. After her first career in IT, she joined the retail vendor world helping businesses succeed through excellence in analytics, category management and sales across various categories. Shara has a BSBA in Accounting from the University of Arkansas. She loves living in Bentonville, raising her two daughters.

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Garrett Peters

Director, Strategic Partnerships

Garrett brings strong retail expertise to the Arena team earned over 8+ years sales experience to Walmart & Sam’s Club. He has managed a wide range of brands in his career across multiple categories and is passionate about helping brands succeed. Garrett & his wife Stephanie have three rambunctious sons and live in Fayetteville. They enjoy all things sports, the Hogs and being outside.

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Abbe Price

Account Manager

Abbe brings almost 15 years of retail industry experience to her role as an Account Manager in Sales. Through her experience as an owner/operator of a retail store and involvement in developing and fostering Walmart and Sam’s Club relationships, she brings extensive knowledge of project management, team development, sales, and a desire to serve with excellence. Abbe lives in Fayetteville and enjoys live music, all things outdoors, and road trips in her free time.

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Scott Godwin

National Account Manager

Scott is a strategic sales leader who is customer focused, and passionate about building brands and delivering results at retail. He has managed businesses in the CPG industry for 10 years at the national level. Scott, his wife Karli and two kids, Elle and Brooks, reside in NWA. In his free time, he enjoys hunting, fishing and calling the Hogs.

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Shannon Barrowcliff

Senior Account Manager

With a diverse background in higher education and business, Shannon assists the Sales Directors in multiple ways, including in sales, analytics, retail strategy, project management, and marketing. She also leads several small and mid-sized brands as they grow their business at Walmart. Shannon and her husband, Mark, live in Lowell with their two dogs, Edmund and Murphy.

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Jessica Alexander

Senior Analyst

Jessica provides meaningful insights and data solutions to help shape the strategy of her client businesses. She has 10 years of analytics experience in CPG categories, including personal care, OTC pharmacy, impulse, home and grocery. Jessica has a BA in Communications - Public Relations from the University of Wisconsin, Stevens Point. She lives in Rogers with her husband and three sons.

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Shawn Morris

Replenishment Manager

Shawn oversees the replenishment side of the business utilizing his experience gained through working at multiple startups and Walmart. He desires to use his expertise and drive to help businesses reach their full selling potential within the retail space. Shawn and his wife, Ragan, live in Fayetteville and argue it’s the best city in NWA. House projects, presidential biographies, and grabbing drinks with friends are usually on his weekend to-do list.

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Sarah Ladd

Account Coordinator

Sarah is an Account Coordinator for our Sales team, having started her career with Arena as a summer intern. She provides analytical work, strategic sales planning and internal business reporting. When she is not at work, she attends the University of Arkansas. Sarah will complete her final year with a degree in Marketing and Business Analytics.

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Jenna Moore

Strategic Partnerships & Analytics Manager

Jenna brings experience across multiple areas to the Arena, focusing on business partnerships and internal analytics. She values creating meaningful experiences and insights for our team and clients. Jenna has a degree in Hospitality Management from Missouri State University. She is a self-proclaimed foodie, enjoys traveling internationally, drinking iced coffee, reading and the outdoors.

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Gena Sego

Executive Assistant to the President | Office Manager | Assistant for Special Projects

Gena supports Arena as Executive Assistant to the President and also serves as Office Manager. In addition, she carries responsibility for revenue-generating Special Projects. Gena loves helping teammates shine, including creating a positive environment around the office for employees and clients. She has a BA in Communications from the University of Arkansas. Gena and her husband Bart and have two adult children, Taylor and Kate. She enjoys remodeling homes, being an Airbnb superhost, and living off the Bentonville Square in Walmart’s hometown.


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According to Nielsen reports, shopper behavior is similar across many states despite varying guidelines for reopening businesses. Online shopping is still king with 50% more buyers each week

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Virtual meetings are the new normal for people around the globe. Over the past few months, our team has learned a lot about preparing and executing a successful online conference call. Here's the