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Kenny Dichter

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Kenny Dichter
Born (1968-01-16) January 16, 1968 (age 57)
CitizenshipUnited States
EducationUniversity of Wisconsin (B.A., 1990)[1]
Occupation(s)Founder of Wheels Up, Entrepreneur

Kenny Dichter (born January 16, 1968) is an American entrepreneur and the founder and chairman of REAL SLX, a sports and lifestyle experience platform launched in September 2024 and REAL JET, a global private aviation brokerage launched in May 2025. REAL SLX is built to put its members at the right events, in the right seats, next to the right people. REAL JET serves its customers in the same way—by connecting flyers with the right companies, the right aircraft, and the right people. He is also the founder of Wheels Up.[2], a publicly traded private aviation company, and co-founder of Alphabet City Sports Records, Marquis Jet, and Tequila Avión.

Career

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Alphabet City Sports Records

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After graduating from the University of Wisconsin in 1990, Dichter founded Alphabet City Sports Records with friend Jesse Itzler.[3] The label focused on creating and selling songs that were frequently heard in sports stadiums and arenas.[4][5] The firm was eventually sold to SFX Entertainment in 1998 for $4.3 million in cash and stock.

Marquis Jet

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Dichter founded Marquis Jet in 2001, the first fractional card jet program. By 2007, the firm was turning over more than $700 million per year from its 3,500 customers.[6] In November 2010, Dichter sold Marquis Jet[7] to NetJets, a subsidiary of Warren Buffett's Berkshire Hathaway.[8]

Tequila Avión

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Tequila Avión, a brand of tequila, was founded by Dichter and Ken Austin.[9] The brand was named the 'Best Tequila in the World' and 'Best White Spirit in the World' at the 2012 San Francisco World Spirits Competition.[10] The company was acquired by Pernod Ricard for $100 million.[11]

Wheels Up

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A few years after the sale of Marquis Jet, Dichter re-entered the private aviation industry by founding Wheels Up. Rather than a fractional card program, Wheels Up is a membership-based business that charges users per flight hour without spending requirements or time commitments.[12][13] In July 2021, Wheels Up became the first private-aviation company to publicly trade on the New York Stock Exchange.[14]

Dichter stepped down as CEO in May 2023[15] with a Securities and Exchange Commission Form 8-K showing that he will continue to receive his $950,000 annual salary for two years and that he will remain a director on the company board, among other pay and benefits on departure.[16] Prior to an August 2023 $500 million funding round by Delta Air Lines for Wheels Up, Delta’s CEO Ed Bastian noted that “Kenny Dichter has done a masterful job over the last decade building a high-quality brand, great experience, a lot of new members.”[17]

REAL SLX

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In 2024, Dichter launched REAL SLX, a global sports and lifestyle experience club offering high-touch hospitality and insider access to sports, entertainment and cultural events. Described as a platform for bespoke real-life experiences. “We’re building something that lives at the intersection of access, relationships, and unforgettable moments,” Dichter said following the launch. REAL SLX continues his track record of creating dynamic lifestyle-driven platforms centered on access and experiences.[18]

REAL JET

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In 2025, Dichter expanded the REAL SLX platform with the launch of REAL JET, a boutique private aviation brokerage designed to simplify travel through seamless, on-demand access to premium aircraft. The company operates without membership fees or long-term contracts, offering what Dichter calls a “frictionless experience” for private flyers. “We’re connecting travelers to the right aircraft, the right operators, and the right people,” he told Aviation Week.[19] Targeting both first-time private flyers and small to midsize businesses, REAL JET positions itself as a modern alternative to traditional jet card programs—bringing Dichter full circle in a category he helped reimagine over the past two decades.[20][21][22]

  1. ^ "Awards - Kenny Dichter". University of Wisconsin. Retrieved 26 July 2019.
  2. ^ "Experience Matters". wheelsup.com. Retrieved 2016-06-15.
  3. ^ "Kenny Dichter '90". Wisconsin Alumni Association. 2008-03-01. Retrieved 2016-06-15.
  4. ^ Billboard. Nielsen Business Media, Inc. 1997-05-17.
  5. ^ Rosenthal, Seth. "The Tale of 'Go NY Go'". The Sports Section. Retrieved 2016-06-15.
  6. ^ "Marquis Jet founder Kenny Dichter resigns from NetJets". Aviation International News. Retrieved 2016-06-15.
  7. ^ Ginsberg, Leah. "How this founder convinced Warren Buffett to work with him—and built 2 multimillion-dollar businesses". CNBC. Retrieved 26 July 2021.
  8. ^ "Berkshire's NetJets buys Marquis Jet card company". Reuters. 2010-11-04. Retrieved 2016-06-15.
  9. ^ "This Marketing Strategy Was So Perfect, Customers Thought The Product Was Fake". HuffPost Live. Retrieved 2016-06-15.
  10. ^ "Tequila Avion Wins World's Best White Spirit, World's Best Tequila, Double Gold and Two Silver Medals at the 2012 San Francisco World Spirits Competition". www.prnewswire.com. Retrieved 2016-06-15.
  11. ^ "Pernod takes a $100M gulp of Tequila Avion". New York Post. Retrieved 3 October 2023.
  12. ^ "Membership". wheelsup.com. Retrieved 2016-06-15.
  13. ^ "INDIVIDUAL AND FAMILY". wheelsup.com. Retrieved 2016-06-15.
  14. ^ Singh, Pia (2021-07-14). "Wheels Up CEO looks to transform private jet industry as company goes public via SPAC". CNBC. Retrieved 2022-04-29.
  15. ^ "Wheels Up Founder Kenny Dichter Steps Down as CEO". Aviation International News. May 9, 2023. Retrieved May 9, 2023.
  16. ^ Phelps, Mark (11 May 2023). "Outgoing Wheels Up Exec's Exit Package Includes Salary, Flight Privileges". Mark. Archived from the original on 12 May 2023. Retrieved 12 May 2023.
  17. ^ "Wheels Up and Delta focused on growing corporate customers". Corporate Jet Investor. Retrieved 25 August 2023.
  18. ^ "Kenny's back for Real". Corporate Jet Investor. Retrieved 2025-05-19.
  19. ^ "Wheels Up, Marquis Founder Kenny Dichter Introduces Real Jet | Aviation Week Network". aviationweek.com. Retrieved 2025-05-19.
  20. ^ SLX, REAL. "ENTREPRENEUR KENNY DICHTER LAUNCHES REAL SLX, A GLOBAL SPORTS AND LIFESTYLE EXPERIENCE CLUB". www.prnewswire.com. Retrieved 2025-05-19.
  21. ^ SLX, REAL. "Kenny Dichter Returns to Private Aviation with the Launch of REAL JET". www.prnewswire.com. Retrieved 2025-05-19.
  22. ^ "Kenny's back for Real". Corporate Jet Investor. Retrieved 2025-05-19.

References

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[1][2][3][4]

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  4. ^ Cite error: The named reference :2 was invoked but never defined (see the help page).

[1]

  1. ^ Cite error: The named reference :0 was invoked but never defined (see the help page).
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