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In this episode of Channel Insider: Partner POV, host Katie Bavoso meets Ashley and Ryan Rowland, a dynamic duo in the IT channel space. They are not just business partners, but life partners, having built Adaptiv Advisors and co-founded the Technology Advisor Alliance while raising their family in multiple countries.

The conversation covers the Rowlands’ approach to business, their sense of community and the spirit of adventure that led them to live and work abroad in Portugal. Over the course of the conversation, the Rowlands share valuable insights about the importance of collaboration, the challenges of working in another country and the dynamics of running a business as a couple.

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What is Adaptive Advisors?

Ashley and Ryan talk about their company, Adaptiv Advisors, a technology brokerage firm they founded five years ago. Ashley explains that their company helps clients source critical technologies like telecommunications, connectivity, cybersecurity, co-location and more. “It’s intentionally small. We tried a lot of things to figure out what we wanted to do with our company. And you know, it’s grown really organically. And that’s why we’re really happy to have our company,” Ashley says, emphasizing her conscious decision to keep the company tightly connected and focused.

This decision allows them to grow organically and maintain strong, personal relationships with their customers, which is a cornerstone of their success. Their method shows that companies can succeed when they put quality and community above rapid expansion and competition.

The power of the community in the channel

Bavoso turns the conversation to the Technology Advisor Alliance and asks why they decided to build a peer community.

Ryan explains, “The Technology Advisor Alliance is a peer community, or more specifically a peer group, where we can share the most confidential details of our business.” This platform was created to create a space free from vendor influences where advisors can truly support each other without fear of competition.

Ashley adds that the alliance was created to fill a significant gap in the industry. “In our industry, there’s a lot of nonsense, a lot of sales pitches. We wanted a place where colleagues could network without sales pitches or bias,” she explains. The Rowlands recognized the need for honest, unfiltered conversations where advisors could share strategies and advice without the pressure of a sales agenda.

The initiative challenges the traditional silo mindset in the technology services and solutions channel that often prevents consultants from helping each other. Instead, Ryan points out that there is a large market share and the real competition is outside the channel at larger companies like Accenture.

This focus on community rather than competition offers important insights – in a huge market, collaboration often outweighs rivalry and creates opportunities for shared success.

Partnerships with providers

Bavoso digs deeper, asking how Adaptiv Advisors stands out in the crowded advisory landscape and how they select the vendors they recommend. Ryan emphasizes that their best partners are often MSPs and VARs who have a symbiotic relationship with their company. “They have their core product and offering, and we help with the other components outside of their core competencies,” he explains. This approach allows them to complement other vendors rather than compete with them, improving the overall client experience.

Ashley stresses the importance of trust and ease of working with vendors. “The most important thing is whether they care about our clients,” she says. She stresses that marketing claims are not enough; vendors must prove their value through testimonials and case studies. This insight is critical for vendors looking to strengthen their partnerships with advisors – trustworthiness and ease of working can make all the difference in a crowded market.

Mastering work-life balance as an entrepreneur

Running a business while maintaining a work-life balance is challenging, but the Rowlands have gone one step further and moved their family to Portugal for 10 months, where they continue to run their business.

Lessons from life abroad

When Bavoso asks why they decided to change their lives, Ryan explains that they have always been a bit nomadic and wanted to try something completely different. “Portugal is a beautiful country with beautiful weather,” he says, adding that the country’s digital nomad visa program made the move possible.

However, living abroad had its pitfalls. Ashley speaks openly about how difficult it is to stay productive when you’re surrounded by a beautiful beach right outside your window. “It was really hard working there,” she admits, describing the constant temptation to choose leisure over work. Plus, the time difference meant they had to adjust their work hours, often holding meetings late at night to accommodate US clients.

Through this experience, they learned a lot about the reality of working abroad. Their advice? “Do it. As long as it doesn’t financially ruin your family like it did ours, there were definitely a lot of challenges along the way, but starting a new business while traveling in an RV was also super hard. But yeah, if you think about it too much, you’ll find a million reasons not to do it,” says Ryan. Whether moving abroad or starting a new business, the key is to take the plunge and adapt as you go.

Lessons from working with your spouse

One of the most fascinating aspects of the Rowlands’ story is how they run a business together as a married couple. When Bavoso asks her to share her secret, Ashley stresses the importance of communication. “It’s kind of similar to love,” she says, emphasizing that they frequently talk about their differing views and respect each other’s points of view. Ryan adds that their different perspectives make them compatible business partners, each bringing unique strengths to the table.

The Rowlands also find that their best business conversations happen away from their desks. “Go for a walk and talk business,” Ashley advises. She notes that exercise helps them think more clearly and communicate more effectively. This approach allows them to maintain a healthy work-life balance and strengthens their personal and professional partnership.

Entrepreneurs and business owners can learn a valuable lesson from their experiences: successful partnerships, whether in business or marriage, require open communication, mutual respect and sometimes a change of scenery to keep the ideas flowing.

Check out the video or podcast above for more insights from Katie Bavoso and Adaptiv Advisors co-founders Ashley and Ryan Rowland – and don’t forget to like and subscribe for future interviews with solution providers and thought leaders, as well as special episodes and opportunities!