Welcome to Founders Everywhere, where we highlight the incredible people behind the companies we’ve backed at Everywhere Ventures, a global pre-seed fund supported by a community of 500 founders and operators.
Ticketing is an intensely competitive, low-margin industry with complex technology requirements spanning checkout, scanning, venue access, security, fraud, and chargebacks. Attend is rethinking how teams and venues compete by supporting a wide range of ticketing and revenue use cases. Their flexible platform layers on top of the ticketing infrastructure teams already use, integrating directly with primary systems like Ticketmaster, MLB’s ticketing system, Tickets.com, and SeatGeek. Attend helps reach fans through subscriptions, last-minute inventory, student offers, seat upgrades, flex plans, credit-based products, and premium and suite experiences. Attend helps sports and entertainment brands create more flexible offers that better match how fans want to experience live events.
Co-founders Aaron Holland, CEO, and Robert Beadle, COO, met at a CrossFit gym in Los Angeles, where the two quickly connected over their shared entrepreneurial backgrounds and a ticket-sharing problem they had both experienced as season-ticket holders. In 2019 they launched Season Share to help fans split tickets with friends more easily. When the pandemic disrupted live events, they pivoted to a white-label B2B platform for teams and venues, laying the foundation for Attend. Today, as fans demand more flexibility and teams look for smarter ways to grow revenue, Attend is helping organizations reimagine ticketing for the next generation of live events.
What’s Attend’s North Star?
Attend is built to help sports teams, entertainment organizations, and venues create more flexible ticketing programs for the next generation of fans. We want to make live experiences more accessible and bring people together in an increasingly digitally connected world. That means tracking business KPIs like revenue, conversions, and seats sold, but it also means caring about how many people we help get out of the house and into meaningful, shared experiences.
How has your customer base evolved over time?
Sports remains our foundation, but we have grown well beyond it. Over the past several years, we have expanded into new areas of live entertainment, partnering with leading organizations across theater, concerts, music, comedy, and more. Today, Attend supports a growing range of arts venues and entertainment organizations across North America, bringing our technology to an increasingly diverse set of live experiences.
What’s on the horizon for Attend?
The next step is automation at scale: setting up offers more quickly and creating real one-to-one personalization based on factors like purchase history, interests, location, spending patterns, and family context. Teams have traditionally relied on repetitive, broad “spray-and-pray” sales tactics. We are giving them tools to make offers more relevant, flexible, and aligned with what individual fans can spend and care about.
How has your background influenced you as a founder?
Entrepreneurship is deeply embedded in my family. I am a third-generation entrepreneur, so owning and operating a business always felt like the path I was meant to pursue. In college, I started a marketing agency and used digital-marketing work to put myself through school. That evolved into building profitable technology products for other companies, then reinvesting our earnings to launch standalone businesses of our own. I studied sports management while building technology and SaaS businesses, and I always wanted to find my way back to sports. Ticketing is a difficult but rewarding part of sports technology, and it remains an area with significant room for innovation.
Any advice?
My biggest advice is: sell it, then build it. It is not about what you can build; it is about what customers will actually pay you to solve. Especially now, with AI making it easier to launch fast products, founders need to optimize for what they can sell, not just what they can raise money against. Profitability matters more than ever. Fundraising can depend heavily on timing and luck, but you can control whether you are building something that solves a real market problem and gets you to sustainable revenue. Investors do not want to buy a job; they want to buy a business.
Fun fact:
My family moved from Los Angeles to Bozeman, Montana during COVID and it’s been great because we love the outdoor lifestyle: camping, fishing, and skiing.
From the archives: Listen to Aaron Holland, with Jenny Fielding on the Venture Everywhere podcast: Swipe, Tap, Attend. Now on Apple & Spotify. Check out all our past episodes here!
