Second Half Expo

What Second Half Expo does

Second Half Expo, operated by Second Half Events, Inc., is a regional consumer event and media business based in Edmond, Oklahoma. The company produces an annual one-day expo held in Oklahoma City targeting adults 40 and over, with programming on retirement, health, family, finances, and lifestyle. The 2026 edition is scheduled for October 17 at the National Cowboy & Western Heritage Museum, and admission is free with RSVP, positioning the event as a high-volume community gathering rather than a ticketed conference.

The company monetizes primarily on the supply side. Revenue comes from exhibitor booth rentals (with booths starting at $375), a tiered sponsorship program, and presenting-sponsor relationships. Three named commercial partners anchor the ecosystem: TruLata serves as both the platform technology provider behind Second Half 365 and the presenting sponsor; KFOR Oklahoma's News 4 and the Oklahoma Senior Journal act as media partners for audience reach. TruLata is also positioned as a parent or closely aligned organization behind the digital platform layer.

Complementing the annual event, the company operates Second Half 365, a year-round membership platform that gives members access to an expert finder, resource library, and editorial blog. This platform is the company's principal product extension beyond the live event and is intended to convert a single-day audience into a recurring community. The company is small (1–10 employees), privately held, and was founded in 2019; no funding rounds, AI capabilities, or senior leadership hires are disclosed in the available data.

Name

Second Half Expo

Legal name

Second Half Events, Inc.

Website

https://secondhalfexpo.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Second Half Events, Inc. hosts an annual Oklahoma City expo and the Second Half 365 membership platform, connecting adults 40+ with vetted experts on retirement, health, and lifestyle. Revenue comes from booth rentals, sponsorships, and media partnerships.

Ownership category

akta.pro rank

Product category

Senior Lifestyle Events

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Health, Wellness & Fitness Expos (MPAGAFAF)

Keywords

• Senior lifestyle events
• Lifestyle expo services
• Membership community platform
• Booth rental events
• Retirement planning events

Headquarters

HQ city

Edmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Booth Rental: Exhibitor booth packages offered at the event, starting from $375 per booth.
2. Sponsorships: Category sponsorship opportunities that include stage presence and broader brand visibility at the expo.
3. Membership (Second Half 365): Year-round membership platform providing access to find experts, community blog, events, and resources for life after 40.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Second Half Expo operates an annual one-day in-person expo event at the National Cowboy & Western Heritage Museum in Oklahoma City, featuring expert talks, vetted exhibitors, live panels, and community giveaways for adults 40+. The event is complemented by Second Half 365, a year-round membership platform providing an expert directory, community blog, events calendar, and resources on health, money, family, and purpose for life after 40.

Product overview

Second Half Expo operates as an event-based offering combined with a year-round membership platform. The flagship product is the annual Second Half Expo event featuring expert talks, vetted exhibitors, and live panels. This is complemented by the Second Half 365 platform, which provides ongoing membership access including the Find an Expert directory, community blog, events calendar, and member resources. The expo serves as a flagship activation of the broader Second Half 365 brand, which is presented by TruLata.

Differentiator

Problem solved

Functional benefit

Products and services

• Second Half Expo An annual one-day in-person expo event featuring expert talks, vetted local exhibitors, live panel discussions, and community networking opportunities focused on health, money, family, and purpose topics for adults navigating life after 40. Free admission for attendees; paid booth and sponsorship participation for businesses.
• Second Half 365

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• TruLataflagshipGTM or Marketing PartnerTruLata is the presenting sponsor and platform provider for Second Half 365. The company developed the Second Half 365 platform and is identified as the parent organization behind the expo. TruLata logo appears as the primary presenting sponsor.
• KFOR Oklahoma's News 4coreGTM or Marketing PartnerKFOR Oklahoma's News 4 is a local NBC affiliate and presenting sponsor of the Second Half Expo. Provides media exposure and credibility through local news coverage.
• Oklahoma Senior JournalcoreGTM or Marketing PartnerOklahoma Senior Journal is a presenting sponsor of the expo. As a regional senior-focused publication, provides audience reach and credibility within the target demographic.
• National Cowboy & Western Heritage MuseumminorOthersThe museum serves as the venue host for the Second Half Expo event on October 17, 2026. Provides physical event space for the expo in Oklahoma City.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• SilverSneakers: Community and fitness membership program for adults 65+ offering events, classes, and partner resources — operates a similar membership-plus-events model for older adults, though focused on fitness rather than the broader life-domain curation of Second Half Expo.
• National Council on Aging: National nonprofit running community programs and events for older adults around healthy aging, financial resilience, and family caregiving — adjacent to Second Half Expo's "second half of life" positioning, with overlapping content categories but a non-event-led go-to-market.

Broad incumbents

• Informa plc: Global B2B events and exhibitions organizer with consumer and lifestyle event verticals — sets the structural playbook (venue, sponsorship tiers, exhibitor packages, year-round content) that small consumer expo operators like Second Half Expo follow and compete against.
• AARP: Largest U.S. membership organization for the 50+ demographic, operating a national events portfolio, expert resources, and community content — overlapping with Second Half Expo's mission of curating trusted resources for adults in the second half of life, though at vastly broader scale.
• RX (Reed Exhibitions): One of the world's largest exhibition organizers, running hundreds of trade and consumer shows annually — the dominant incumbent in the exhibition organizer category Second Half Expo operates in, though RX's portfolio is largely B2B rather than focused on the 50+ consumer segment.
• AARP Events & Local Chapters: AARP's events arm runs free in-person gatherings and expos targeting the 50+ demographic across multiple U.S. cities, directly competing for attendee attention and exhibitor dollars in the same consumer expo category as Second Half Expo.

Direct peers

• Healthy Aging Expo: Specialized consumer expos centered on healthy aging for older adults, featuring vetted exhibitors and educational programming — narrower in scope (health-focused) than Second Half Expo's four-domain positioning but directly competitive in the same demographic and event format.
• Boomer Expo / Baby Boomer Expos: Regional consumer expo brands specifically targeting baby boomers and older adults with curated exhibitors across health, finance, and lifestyle — closest direct format competitor to Second Half Expo, often appearing in multiple U.S. metros.
• Active Aging Expo: Consumer expo series focused on adults 50+ featuring health, wellness, finance, and lifestyle exhibitors — same format and target audience as Second Half Expo, with multiple regional editions serving as direct format competition.

Regional players

• Greater Kansas City Senior Fair: Regional consumer fair for older adults in the Kansas City metro area featuring local exhibitors across health, finance, and lifestyle — analogous regional format to Second Half Expo but operating in an adjacent Midwest geography without direct head-to-head competition.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SecondHalfExpo
• Facebookfacebook.com/secondhalfexpo
• LinkedInlinkedin.com/company/secondhalfexpo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Second Half Expo