Austin, TX - August 27, 2025

First E-Commerce, the parent company of discountelectronics.com and its retail stores across Texas, is excited to announce that Derek McWilliams will step in as Chief Executive Officer on September 1, 2025.

Founded in Austin Texas in 1997, First E-Commerce has been helping customers and businesses save on quality refurbished computers for nearly three decades. The company has grown into a trusted name under the leadership of founder Rick Culleton, who will transition from CEO to President and Advisor.

McWilliams brings more than 25 years of experience leading technology and product innovation in healthcare, fitness, and enterprise technology verticals. His resume includes leadership roles with SoulCycle, CrossFit, and the UK’s National Health Service.

Technology isn’t McWilliams’ only passion -  he’s also a professional musician and Berklee College of Music graduate. Before returning to his wife’s hometown of Austin, you might have seen him touring internationally with a band signed to Sony/Columbia records.

“I am deeply honored to lead First E-Commerce into its next chapter,” said McWilliams. “This is a company with a rich history and an innovative spirit. I look forward to building on Rick’s remarkable legacy and working with this incredible team.”

Culleton, who also owns First Austin Property and HotelJaco.com in Costa Rica, is set to publish his second book later this year, expressed complete confidence in his successor:

“I wasn’t looking to replace myself - I thought I’d be here indefinitely. But when I saw Derek in action, I knew he was the right fit,” said Culleton. “This was an easy decision. Derek will take this already exceptional group of people and the Company to exciting new levels.