James Mayes: Entrepreneur, Innovator, and Community Builder
James Mayes is the founder of Rodeo, a startup focused on building software for organisations at the intersection of events, media, and community. With a background in recruitment and startup ventures, James has established himself as a leader in community-building, having previously built a global product management network and exceeding expectations when his event business was sold.
In 2023, James faced his toughest personal challenge—being diagnosed with a brain tumour. Undeterred, he continues to balance his health journey with launching Rodeo and publishing his first book. Known for his resilience, agency, and forward-thinking vision, James believes that in a tech-driven world, in-person experiences will become even more valuable as people seek deeper human connections. His commitment to creating innovative solutions and meaningful community engagements positions him as a trailblazer in the events and media space.
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James Mayes has always been at the intersection of innovation, community-building, and forward-thinking entrepreneurship. As a former recruitment expert turned startup entrepreneur, James made waves in the tech industry by building a global product management community and exceeding expectations when his event business was sold. Now, as the founder of his new venture, Rodeo, James is focused on crafting software for organisations operating at the crossroads of events, media, and community. But it’s his personal journey, especially over the past year, that has revealed his extraordinary resilience and determination.
Overcoming Life’s Biggest Challenge
Earlier this year, James was diagnosed with a brain tumour, a personal health challenge that many would see as insurmountable. However, true to his nature, James has approached this challenge head-on, balancing his health battles with professional pursuits. “I’ll beat the tumour, publish my first book, and launch my new business this year. I’m tough to kill,” he says with an unwavering determination that’s as inspiring as it is humbling.
While battling through radiotherapy and chemotherapy, James continued to run 5km regularly, a testament to his physical and mental tenacity. His goal post-recovery? To double that distance and run 10km, proving that perseverance can push the boundaries of what’s possible, even in the face of life’s greatest adversities.
Building Rodeo: A New Vision for Events, Media, and Community
At the helm of his latest startup, Rodeo, James is driven by the desire to innovate at the intersection of in-person experiences and community building in an age increasingly dominated by technology. “In the age of AI, in-person experiences will become even more important as people crave deeper connections,” James predicts. He sees Rodeo as uniquely positioned to leverage this trend, offering a platform that enriches the human connection in events and media by bridging physical and digital realms.
As he prepares to raise investment for Rodeo, James is also set to launch his first book, a project born from his belief in agency and establishing rituals. These principles, which have guided him through some of his toughest times, also serve as the foundation for his professional success.
Taking Agency: A Key to Success
A core tenet of James’s approach to both life and business is the idea of taking agency. As he explains in his Substack post on the topic, agency is about taking control of what you can influence, regardless of the circumstances you face. It’s this mindset that has helped him manage the challenges of entrepreneurship while battling his illness.
“I take agency and I establish rituals,” James says. These habits have allowed him to maintain focus and productivity, even while undergoing intense treatment. It’s an ethos that applies to anyone facing challenges, whether in business or personal life, and it’s one that James lives by every day.
A Vision for the Future
Looking forward, James’s focus is not only on personal recovery but also on growing Rodeo and making it a leader in its field. He sees a future where AI and in-person experiences are deeply intertwined, with people craving deeper, more meaningful connections as technology continues to evolve. Rodeo’s mission is to facilitate these connections, helping organisations create impactful, community-driven events and media experiences.
As James’s business grows, so too does his ambition. In a world increasingly reliant on technology, James’s foresight into the importance of human connection positions Rodeo as a key player in the future of the events and media industry.
A Lifelong Commitment to Learning and Growth
Even in the face of such personal adversity, James remains committed to learning and self-improvement. One of his top recommendations for those looking to grow personally and professionally is the book “Rework”—an insightful guide for creative minds seeking innovation in their careers and beyond. This drive for continuous learning is part of what has made James a successful entrepreneur and thought leader.
Perseverance and Vision Define Success
James Mayes’s journey is not just about business innovation—it’s a testament to the power of perseverance, agency, and the pursuit of meaningful connections. As he continues to build Rodeo and overcome his personal health battle, James’s story serves as an inspiration to all who face challenges, whether in business or life. His resilience, leadership, and vision for the future prove that with determination, anything is possible.
For more about James Mayes and to stay updated on Rodeo, visit Howdy Rodeo.
Q&A with James Mayes: Building Rodeo and Leading with Resilience
Q: What inspired you to start Rodeo, and what gap in the market are you looking to fill?
James Mayes: Rodeo was born out of the need for a platform that helps organisations at the intersection of events, media, and community. In a world where technology is advancing rapidly, people crave more meaningful, in-person experiences. We’re building software that enhances these connections, allowing organisations to create impactful community-driven events.
Q: You’ve faced a major personal challenge this year with your diagnosis. How have you managed to stay focused on your professional goals?
James Mayes: I’ve always believed in taking agency. While the diagnosis was tough, I didn’t want it to derail my life. I established rituals that helped me maintain focus. Even through radiotherapy and chemo, I continued my 5km runs and focused on launching my business and publishing my book. Staying active and keeping a clear sense of purpose have helped me stay resilient.
Q: You’ve spoken about the increasing importance of in-person experiences in the age of AI. Can you expand on that?
James Mayes: As AI becomes more integrated into our lives, people will crave human connection more than ever. Technology can’t replace the depth of in-person interactions, and that’s where Rodeo comes in. We’re positioning ourselves to enable organisations to create those experiences that people value most—whether through events or media.
Q: What are some of your personal goals moving forward, both in business and beyond?
James Mayes: On a personal level, I plan to keep pushing myself physically. I’ve been running 5km through treatment, and once I beat the tumour, I want to increase that to 10km. Professionally, I’m focused on growing Rodeo, launching our software, and bringing my vision of connecting people through meaningful experiences to life.
Q: Can you recommend any books that have had a big impact on you?
James Mayes: Definitely, “Rework” is a must-read for anyone looking to innovate and grow, especially those with creative minds. It’s full of practical advice for doing things differently and achieving success.
Q: Finally, if you could have dinner with any three people, living or historical, who would they be?
James Mayes: That’s a tough one, but I’d have to say Bill Gates, for his insights on technology and philanthropy; Freddie Mercury, for his creative brilliance; and Ada Lovelace, for being a pioneer in computing. It’d be an amazing blend of innovation, creativity, and forward thinking.
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