Retired Senior Enlisted Advisor to the Chairman (SEAC) Ramón “CZ” Colón-López delivered a powerful message on people, passion and purpose to Exchange associates during the Exchange Managers Conference, reinforcing the critical role the Exchange plays in supporting military readiness and Quality of Life.
“You bring a piece of home everywhere we are,” Colón-López told an audience of 400 retail, food and services managers. “I remember being part of the first groups into a campaign where the base was still just dust and concrete. Then the Exchange trailer rolled in. There is nothing like coming back from a mission, waking up the next morning and seeing that familiar sign and knowing you can walk in and feel a little closer to home.”
Drawing on more than three decades of military experience, Colón-López, who served as the fourth SEAC from 2019 to 2023, emphasized the importance of purpose-driven leadership and staying connected to the mission.
“I started as a young Airman who just wanted to get out of Bridgeport, Connecticut,” he said. “I left college and walked into a recruiter’s office and said, ‘I don’t care what job—just get me out of here as quickly as possible.’ That decision changed my life.
“Basic training wasn’t easy, but it gave me structure, discipline, and direction. For the first time, I started to understand responsibility—not just for myself, but for others. My ‘why’ became very clear: to put my life on the line so someone else could get a second chance at theirs.
“Thirty-plus years later, I have had the honor of serving as the Senior Enlisted Advisor to the Chairman of the Joint Chiefs of Staff—the most senior enlisted position in our Armed Forces.”
Colón-López shared personal stories from his career in the Air Force as an elite pararescueman, including lessons learned from deployments and leadership roles at the highest levels of the Department of War. He stressed the importance of adaptability, accountability and taking care of people.
“In over three decades in uniform, I deployed multiple times across the world.,” he said. “My responsibility now is to turn three decades of hard lessons into something useful for the next generation—to help them become effective, resilient warriors when the chips are down.”
Colón-López highlighted the Exchange’s unique position within the military community, noting associates serve alongside service members and their families in a way few organizations can.
“Wherever we go in the world, I see Exchange associates who are willing to go to all corners of the globe just to take care of our troops,” he said. “That matters. You’re not just retailers—you’re part of the team.”
Colón-López encouraged associates to embrace change and innovation while remaining grounded in the Exchange’s core values.
While he was at the Joint Base San Antonio-Randolph Exchange this spring to sign copies of his book “Carnivore Leadership,” shoppers complimented Colón-López’s cologne. General Manager Mikel Hunter found out what Colón-López was wearing and put those cologne bottles right next to his book-signing table.
“I was sitting there signing books, and that associate turned it into an experience,” Colón-López said. “He wasn’t just selling a fragrance; he was connecting the product to a story and a person.
Colón-López’s remarks served as a reminder of the Exchange’s enduring impact and the vital role associates play in supporting those who serve.
“The Exchange does more than provide services, food, clothing or technology,” he said. “You bring a piece of home everywhere we are. You might see yourselves as retail associates or managers, but to us [service members], you’re part of the support system that allows us to focus on the mission. You help take care of our families, and that means everything.”
Check out all the coverage from the 2026 Exchange Managers Conference:
People, Passion, Purpose: Bingham Kicks Off Conference with Call to Accelerate
Four Stores Earn Director/CEO Cup, the Exchange’s Highest Honor
From the Managers Conference: 4 Stores Earn President/COO X Award
Trailblazing Associate Honored with First-Ever Knock It Out of the Park Award
From the Managers Conference: Service eLITe Champion, UROC Award Winners
From the Managers Conference: MILITARY STAR Challenge Cup Winners
From the Managers Conference: Vendor and EPP Awards
From the Managers Conference: Fort Benning Earns Worldwide Safety Award
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