What SECOND RODEO LIMITED does

Second Rodeo is a partnership founded in 2024 that delivers hands-on, operator-style advisory and executional support to early-stage startup founders. The firm is led by three co-founders — Andrew Johnston, Bremner Morris, and Patrick O'Neil — each of whom is described as having scaled breakthrough brands as early teammates, advisors, and investors, with a stated focus on go-to-market execution for breakthrough and community-driven businesses. Rather than offering traditional consulting or fractional executive services, Second Rodeo positions itself as an extension of the founding leadership team, working alongside founders to crystallize product-market fit and expand into company-market fit. Its core offering is the time and judgment of the three partners, not a packaged product.

The company does not sell a software product or platform; no underlying technology, proprietary tools, APIs, or platform architecture is disclosed in the available source material. The engagement model is deeply customized on a deal-by-deal basis, with no standardized product packaging, public pricing tiers, or SaaS-style delivery. The firm operates a minimal digital footprint consisting of a professional website (secondrodeo.io), a shared contact email ([email protected]), and a LinkedIn page.

Second Rodeo's business model is structured around revenue share plus equity compensation in lieu of cash fees. Founders engage the partnership directly through the website contact channel, and engagement terms are negotiated individually based on the scope of strategic and executional support required. The firm is privately held with no disclosed institutional investment, external funding rounds, named portfolio companies, or revenue figures in the available source material. Operational headquarters are in Boulder, Colorado, while the legal entity (Second Rodeo Limited) is registered in the United Kingdom.

Name

SECOND RODEO LIMITED

Legal name

Second Rodeo

Website

https://secondrodeo.io

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Second Rodeo is a partnership providing hands-on, operator-style leadership and strategic execution support to early-stage startup founders. Founded in 2024 by three partners, it takes revenue share and equity in exchange for advisory services delivered as an extension of founding teams.

Ownership category

akta.pro rank

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Revenue Share and Equity Compensation: Second Rodeo provides experienced, hands-on leadership and strategic execution expertise to early-stage startup founders in exchange for revenue share and equity stakes. This model allows founders to maintain organizational and fundraising optionality while gaining strategic support without traditional cash compensation structures.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Second Rodeo provides experienced, hands-on leadership and strategic executional support to early-stage startup teams as an extension of their founding leadership. The firm helps founders crystallize product-market fit and expand into company-market fit through go-to-market execution expertise. In exchange for this advisory and operational partnership, Second Rodeo receives revenue share and equity stakes rather than traditional cash fees.

Product overview

Second Rodeo is a partnership providing experienced, hands-on leadership to early-stage startup teams as an extension of their founding leadership. The firm offers strategic and executional support in exchange for revenue share and equity, helping founders navigate startup growth challenges as they scale from product-market fit to company-market fit. The core offering is advisory and operational support services rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Early-Stage Startup Advisory Services

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Portfolio Companies (Unnamed)minorOthersSecond Rodeo has worked with, worked for, or invested in various companies across different segments, with a focus on supporting founders as they scale early-stage ventures. Specific company names are not disclosed on the experience investments page. The partnership provides expertise and execution support to these portfolio ventures in exchange for revenue share and equity.

Recent moves3 records

Expansion highlights3 records

Direct peers

• Leverage: Leverage provides fractional sales and go-to-market leaders to early-stage startups, often in exchange for equity — the closest direct analog to Second Rodeo's revenue-share + equity model for experienced operators.
• Atomic: Atomic is a venture studio that partners with operators to build and scale startups, taking equity in exchange for hands-on operational involvement — directly comparable to Second Rodeo's operator-partner, equity-aligned early-stage support model.
• Forum Ventures: Forum is a SaaS-focused early-stage venture firm and accelerator that provides operating resources, playbooks, and mentorship to founders in exchange for equity — overlapping with Second Rodeo's early-stage operator support thesis.
• Pioneer Square Labs (PSL): PSL Studios is an early-stage venture studio founded by former operators who co-build companies with founders, providing hands-on leadership in exchange for equity — closely aligned with Second Rodeo's operator-led, equity-for-execution offering.
• Pear VC: Pear is a seed-stage venture firm that explicitly partners with and supports technical operators and founders, providing hands-on company-building resources in exchange for equity — comparable to Second Rodeo's operator-partner positioning.
• Antler: Antler is a global early-stage investor and accelerator that co-builds companies with founders from day zero, supplying operating support and capital in exchange for equity — a comparable model to Second Rodeo's operator-led founder support.
• South Park Commons: SPC is a founder community and fellowship that provides operating support and peer accountability to early-stage builders, often in exchange for equity or other forms of upside — a direct analog to Second Rodeo's founder-extension model.

Broad incumbents

• Techstars: Techstars is one of the world's largest startup accelerators, providing mentorship, network access, and capital in exchange for equity to early-stage founders — serves the same customer segment as Second Rodeo but via a structured, cohort-based, scaled model rather than bespoke operator partnerships.
• First Round Capital: First Round is a seed-stage VC firm known for its hands-on platform and operator-network support to portfolio companies — competes for the same founder-attention budget as Second Rodeo but delivers through a fund model rather than revenue-share + equity.

Emerging players

• Reforge: Reforge provides growth and product-management education and advisory to tech companies, with a strong community and operator network — overlapping with Second Rodeo's expertise-led advisory positioning but more focused on growth-stage curriculum than pre-seed operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-second-rodeo

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 RODEO LIMITED