In Memory of Adam Robinson, Helen Sharp, Emma and Charlie

The Principled Business community is heartbroken by the loss of Adam Robinson, his wife Helen Sharp, and their children Emma, 4, and Charlie, 2. They died on Sunday, November 1, 2026, when their plane went down in Palm Beach County, Florida, on the way from Austin to the Bahamas. We also grieve Anita Maria Apellido Cetina, who cared for Emma and Charlie, their friends Rachael Reed and Charmi Fehr, and the two pilots.

Adam was one of us. He was an Austin entrepreneur who founded RB2B and Retention.com. He was a builder who loved sharing what he'd learned about starting companies. He was a member of the Principled Business Network, and he joined us on Necker Island in 2025. We all remember Adam as a fun, energetic, free-spirited friend. In Principled Business he was always willing to help others, and he was constantly positive and optimistic.

His family said it best: Adam and Helen's "warmth, generosity and gift for making people feel welcome touched so many lives." We saw that in him.

To Adam's and Helen's families, and to everyone who loved them: we are so sorry. Our whole community is holding you close, and we respect your request for privacy.