Your Vision is Our Mission
On a mission to Disrupt
At Second Seat Partners, we’re a team of battle-tested CPG operators who know what it takes for disruptor brands to challenge champion businesses. We bridge experience gaps, solve operational roadblocks, and apply breakthrough marketing and sales strategies that unlock your venture’s true potential.
For early-to-mid-stage operators who refuse to blend in and for brands built to lead, we take the seat next to you, to bring the experience, focus, and conviction to make growth inevitable.
You’ve built something extraordinary, now it’s time to make it unstoppable.
stop dreaming. Start scaling.
You've poured your heart and soul into a groundbreaking idea. As you navigate the complex landscape of a growing business, are you hitting walls? Are you spending too much time firefighting instead of focusing on your vision? Are you prepared for the competition, or are you building without the best tools?
where we come in:
Real-world experience and back-office muscle that power stronger operations and faster growth.
SECOND SEAT OFFERINGS
BUSINESS STRATEGY
We partner with you on building your long-term business strategy, so you’re always poised for aggressive growth.
- P&L Analysis to identify cost leaks and optimize spending across your enterprise
- Strategy and execution for global expansion, guiding U.S. outbound growth and international entry into U.S. markets
Marketing
- We sharpen your marketing plan with tight positioning and messaging to resonate with consumers.
- Data Mine for crucial consumer insights to deliver laser-focused creative against hyper-targeted media
- Innovation Pipeline to ensure your brand stays ahead of the competition and continues to excite consumers and retailers
GO-TO-MARKET
We build an aggressive sales strategy, including pricing, competitive and distributor analysis to uncover untapped sales channels.
- Regional and National Brick & Mortar Expansion and Sell-In
- E-Commerce Set-Up and Growth Plans Across Amazon, Shopify and Tik-Tok Shop
Operations
We strengthen your organization through tailored back-office execution.
- Strategic support across supply chain, finance and other key functions, using AI and the latest technology
- Deep-dive on procurement, development, manufacturing, and logistics to make the process more seamless and improve your margins
Your strategic partner for winning big
Meet the Team
Andy horrow
Founder
Ahmed Elazizi
Founder
Chris Connor
Founder
Ramzi Baroudy
Senior Partner
WHAT PEOPLE SAY ABOUT US
- I have had the pleasure of working with Andy Horrow for the past eight years. During his tenure as president he was instrumental in positioning Protein2o as the #1 clear protein product in North America. Andy consistently demonstrated professionalism, strong work ethic, great people and organizational skills. and contributed significantly to the growth of our company. Operating a small startup company requires a roll up your sleeves mentality and Andy was that and much more. Together we built a meaningful sustainable business and a team culture that was second to none.
★ ★ ★ ★ ★
BOB KRAL, FOUNDER PROTEIN2O - I had the pleasure of working with Andy both at Gatorade and at Protein20. He’s smart, resourceful and gets things done. He’s a trusted leader and communicator who has demonstrated he can get an organization all rowing in the same direction. He is particularly good at crafting Brand Strategy, but also very facile in directing all aspects of company strategy (including Finance, Supply chain, R & D, HR and Sales). I’ve hired him and promoted him numerous times in my career and wouldn’t hesitate to hire him in any General Manager capacity again.
★ ★ ★ ★ ★
Sue Wellington, Former CEO Gatorade & Former Chairwoman Protein2O - I've had a rewarding professional relationship with Andy since 2006, including Pepsi Co, Mikes Hard Lemonade and Protein2o. Andy has always been a tremendous leader, team player and creative instigator to drive brand relevance and ultimately revenue. Recently, Andy has been instrumental in helping us at Flyers Cocktail Co. As a start-up in a highly fluid landscape, Andy has been able to connect us with the right people in his vast network, advise us on how to scale, what to focus on and how to drive revenue with operational efficiency. Looking forward to working with Andy for the next 20 years.
★ ★ ★ ★ ★
DAMON GORRIE, FOUNDER OF SAFARI SUNDAYS & FLYERS COCKTAILS - Ahmed brings rare clarity to complex business challenges. He combines strategic depth with hands-on execution, helping companies navigate growth, transformation, and operational scale with confidence. His ability to align brand, commercial strategy, and execution across global markets consistently delivers measurable results. Working with Ahmed feels less like hiring a consultant and more like gaining a trusted partner in the business
★ ★ ★ ★ ★
FRANK LANGER - Ahmed consistently operates with an investor’s mindset. He understands value creation, risk, and scale, and knows how to position businesses for sustainable growth. His involvement increases both strategic confidence and execution velocity—making him a meaningful asset in any investment journey.
★ ★ ★ ★ ★
Nicolai V. - I have known Chris for over 20 years and have had the privilege of working with her three times. She combines sharp commercial instincts with disciplined execution, consistently turning brand strategy into strong retail performance. With deep experience across all classes of trade, Chris has excelled both as a customer-facing sales leader as well as a trade marketer. This dual perspective makes her highly effective at identifying issues and opportunities and developing actionable plans. In competitive environments, her ability to deliver sustainable growth while protecting brand integrity is a key driver of success.
★ ★ ★ ★ ★
Mark Mortimer, president of Skinny Dipped
let us fill your second seat
Bold ideas. Disciplined execution. Real results.
Let Second Seat Partners provide the firepower you need to conquer the market. Contact us today for a free consultation and together, let's build your champion brand!