Traction Capital’s team is comprised of Minnesota entrepreneurs with a passion for helping others in their startup journey. We’ve been there ourselves and are committed to providing the Founders we work with the resources and support needed to succeed in today’s highly competitive landscape.
Lead Analyst and Founder champion, Peyton is the deal guru for Traction Capital. Entrepreneurship is in his veins, and he loves nothing more than spending time with Founders working to make their vision reality.
Peyton Green is the Lead Analyst for Traction Capital. In his role, Peyton is in charge of driving incoming deal flow, overseeing the review process of investment and acquisition opportunities, creating financial projections and budgets, LP relations, and supporting both Traction Capital Managers and portfolio company founders.
Peyton has a passion for entrepreneurship that stems from both his experience growing up around entrepreneurs in his family, and his desire to own and run companies of his own in the future. He is particularly drawn to the Minnesota startup scene due to the tremendous opportunity he sees in the region and its underdog status relative to the well-known, well-funded coastal entrepreneurial ecosystems. His favorite aspect of his job is meeting the many talented founders he sees at groups like MN Cup, 1 Million Cups, BETA, Founders Live, and other similar events.
Away from work, Peyton enjoys mentoring students, golf, travel, the Minneapolis culinary scene, and his budding real estate investing career.
A lifelong entrepreneur, Brian is the Integrator/President of Traction Capital. Whether he’s running his current business or focusing on yours, Brian brings a talent for processes and operations to make even the unmanageable manageable.
A lifelong Entrepreneur, Brian Cox started selling as a child. He then started, operated, and sold two different lawn and landscape businesses, one in high school and one in college. While completing his Undergraduate degree in Business Management / Entrepreneurship at the University of St Thomas, he started his own business in 2004 which has grown to be the largest in its space and local market and he continues to operate today. He went through the EOA (Entrepreneur’s Organization Accelerator) Program in 2008-2010 and was mentored by Shane. After graduating EOA in 2010 he joined EO and has been an active member, serving on the board, coaching EOA mentees, and participating in Forum monthly.
Brian joined Traction in March of 2020 and assisted in raising Focus Fund I. He is Process and Operations minded and enjoys helping run the Management Company as well as meeting Founders and learning about their growing businesses. He currently serves as the President / Integrator, working with Shane and the team to ensure the Vision is executed, and to lead, manage and hold the team accountable.
Brian lives in Minnetrista on Lake Minnetonka with his wife Cassandra, daughter Ava and son Bennett. They enjoy boating, travel, skiing/snowboarding, football and spending time with family.
A serial entrepreneur with Fortune 100 roots, Joe is the VP Investments & Acquisitions for Traction Capital. His experience runs the gambit from tech to CPG making him an invaluable resource for Founders across industries.
Joe Morris is a highly accomplished, innovative, and results oriented business executive/entrepreneur with over 30 years of broad based and progressive experience at companies like 3M, GMAC, Super Valu, and Toro. Joe became a full-fledged entrepreneur in 1997 developing an Internet operating system in joint with Nortel Networks and Southwestern Bell. He is a decisive and insightful team builder/leader and effectively develops and motivates others.
Joe is currently the Vice President of Investments and Acquisitions at Traction Capital as well as an Advisor to Secured2, LAB651, and Tamarack Partners M&A firm.
Joe is an “eclectic entrepreneur” having owned businesses in the consumer packaging markets, Kids Product/Promotional Markets, Professional Music Business, and more.
In the small amount of spare time that Joe has in his schedule he thoroughly enjoys mentoring startup company founders, playing tennis, and going to see his daughter Sarah Morris perform at local music venues.
Advisory Committee members are all investors in the fund and assist the Traction Capital team in deal vetting and analysis.
Co-Founder of UltraLox
Founder & CEO of Yardstick, Co-Founder & CEO of Reside, Magnet360
Co-Founder of Bulkreefsupply.com
CEO at Revel, Founder of Insite Software, Evolution1 (Lighthouse1)
Founder of Timmaron Group
Traction Capital has over 75 investors, most of whom are entrepreneurs or business owners themselves. Our Investors often serve as mentors to our portfolio companies, allowing Founders to learn from those who have already succeeded in their industry.
Co-founder of Equals 3, Magnet 360, Minnesota Cup
Director of Customer Success at Tanium
Co-founder of Fun.com
Founder of Equals 3, Magnet 360, Minnesota Cup
Director of Customer Success at Tanium
President & CEO of Fun.com
Founder of Modern Automotive Performance
Founder and CIO of SIVO Insights, Inc.
Professional EOS Implementer
Founder & CEO at Cedar Valley Exteriors
Co-Founder of Salo, LLC
Founder of Best Technology
Co-Founder of Ultralox
Founder & CEO of OperaDDS
Founder at fjorge
Founder and CEO of Kelle Company
Founder and CEO of Digineer
Founder & CEO of Flextech
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