Meet The Bluemax Partners 
Leadership Team

Chris Archer, Partner

Chris is a founding partner at Bluemax Partners, playing an integral role in providing comprehensive ERP Business Solutions utilizing the Odoo Platform. This includes implementing cutting-edge payment solutions, facilitating seamless ecommerce transactions, streamlining invoicing processes, enabling payments on account, integrating point of sale (POS) systems, and ensuring secure tokenized payments. 

Chris is a skillful executive and motivated entrepreneur with a diverse range of expertise in multiple industries. In addition to his role at Bluemax Partners he also is the founder and President of Chris Archer Group Inc., he has spearheaded the company's transformation from a sponsor-funded racing team, established in 1995, into a thriving conglomerate encompassing various successful businesses. Under his leadership, the group has expanded to include retail operations, product development, manufacturing, distribution, logistics, transportation, ERP software, and payment solutions.

With a career spanning over three decades, Chris has a winning track record of strong leadership, creative problem solving and leveraging technology to benefit the bottom line.

Chris Norris, 
Managing Partner

Chris Norris is a seasoned marketing and operations executive with deep expertise in ERP implementation, business transformation, and revenue strategy. As Managing Partner at Bluemax Partners, Chris plays a leading role in helping companies adopt and scale on the Odoo ERP platform to modernize outdated systems, streamline processes, and drive cross-departmental growth.

With over two decades of experience, Chris has built and restructured sales and marketing organizations to align with evolving market demands, but his work at Bluemax has expanded that impact across entire businesses. From front-end sales workflows to back-office accounting and supply chain visibility, Chris helps clients design ERP implementations that are not only technically sound, but strategically aligned to revenue goals.

At Bluemax, Chris leads ERP discovery engagements, helps shape business process architecture, and serves as a bridge between executive stakeholders and implementation teams. His focus areas include CRM and sales process automation, marketing attribution and lead lifecycle design, customer pricing structures, and reporting frameworks that empower data-driven decision-making.

Chris earned his Bachelor of Science in Business Administration from Tarleton State University, graduating Cum Laude. He brings a rare combination of strategic marketing vision, systems thinking, and operational execution to every engagement.

Michelle Holmes, 
VP Accounting Services

As a full-time accountant, Michelle places value in efficiency. Building processes, automating systems, and reducing time spent on paperwork has always been the basis of her business. With a philosophy to do it right the first time, she has been able to start companies from the ground up, clean them up after disasters, and help them transition to new systems with care and ease.

Michelle brings an expansive knowledge from many industries, including hospitality, medical, manufacturing, non-profit, and specialty retail. She has expertise in sales tax, payroll & payroll tax, human resources, bookkeeping processes, bank reconciliations, inventory, purchasing, and process implementation.

A native Texan and graduate from the University of Texas at Arlington with a Bachelor of Business Administration in Accounting, she is the product of self-employed parents and has been a business owner herself for more than 10 years. She is a member of the Pantego Lions Foundation and has been their elected Treasurer for the past 7 years.

Alex Hathaway, 
VP Operations

Alex Hathaway is the Vice President of Operations at Bluemax Partners, where he leads the technical and functional execution of Odoo ERP implementations across diverse industries. With a sharp eye for process optimization and systems architecture, Alex ensures that every client solution is not only well-designed but also thoroughly validated and user-ready.

His expertise spans the full project lifecycle—from initial workflow research and configuration to post-deployment support and training. He specializes in building and validating custom reports, performing master data review and migrations, and overseeing complex business process modeling. Alex frequently contributes light XML/HTML framework updates and Python-based automations, bringing flexibility and power to customized Odoo environments.

At the core of his work is a commitment to helping clients get the most from their Odoo systems—by making them simpler, smarter, and more scalable.

Blake Wolff, Partner

Blake is an accomplished executive, board member and advisor across SaaS and service industries. 

Blake has founded and sold two successful companies - one in technical contact center outsourcing, which grew to 3,000 employees across two countries; followed directly by a professional services organization, which implemented SaaS-based CRM and marketing automation across North America and western Europe.

Most recently, Blake has served as the Customer Officer for four high-growth SaaS companies, driving and scaling the Customer Success, Professional Services, Education, Technical Support and Alliance organizations. 

Blake is a recognized keynote speaker for the Cloud and CRM industries. He holds a MBA from Emory University and a BBA in Finance from The University of Texas at Austin.

Jeff Roberg, Partner

Jeff Roberg is a seasoned professional with extensive experience in various aspects of business development, information technology, and financial services. He is currently working as a Partner at BlueMax Pay Payment Solutions, a role he has held since March 2022. Located in Beloit, Kansas, Jeffery specializes in providing specialized payment solutions for Odoo ERP, including instant onboarding, ACH payments, credit card terminals, and full Odoo credit card support.

With his extensive experience and skills in business development, business planning, financial services, credit card transaction processing, web development, database administration, and application development, Jeffery Roberg is a highly accomplished professional in the field of technology and financial services.

Jeffery holds a CompTIA Security+ ce certification, issued in October 2021, which demonstrates his expertise in IT security. This certification, issued by CompTIA, will remain valid until October 2027.