Q&A With Game-changing Agency Owner, Allison Grodd

Allison Grodd started Propelle + Konnect, a full-service experiential marketing agency focused on luxury brands in beauty, food, and beverage. With over 16 years of experience, the agency operates across the US and Canada, serving as a trusted partner for top-tier brands. Under Allison and her husband Marcus Grodd’s leadership, Propelle + Konnect has successfully supported over 200 brands and driven more than $10 million in sales.

Allison’s determination, authenticity, and people-centric approach have propelled her brand forward, creating unforgettable experiences for people, brands, and employees. Learn more about her inspiring journey.

What inspired you to start Propelle + Konnect?

Propelle + Konnect President and COO, Allison and Marcus Grodd.

My story probably sounds familiar to many entrepreneurs. I wanted to control my finances and shape my own future. At 23, I was working as a bartender in nightclubs and doing promotional gigs like golf tournaments and trade shows. One thing I noticed consistently was how disconnected agencies were from their talent, and in turn, how that affected the connection between the talent and the customers. Seeing that gap firsthand while working with global liquor brands in the events space sparked something in me.

I realized I could run things better—make the experience more meaningful for both the brands and the people. The hospitality industry taught me invaluable lessons about customer service, and those skills transferred easily when I started my own business. I spotted a gap in the market and went for it. I was young, carefree, and honestly had nothing to lose. Events, planning, and pairing the right people with the right experiences is something I’ve always loved. Building Propelle + Konnect allowed me to merge my love for luxury brands with creating unforgettable moments. That authenticity is what has fueled our growth.

What is the bravest thing you’ve done while on your entrepreneurial journey?

I don’t know if I’d call it brave—more like determined. The pandemic was brutal for us as an agency. We thrive on in-person events, sensory experiences, and suddenly, we couldn’t do any of that. It was soul-crushing to see everything I’d built face such uncertainty, but I didn’t give up. We pivoted to smaller, more intimate events to keep the team employed, and that was my priority—protecting my people.

I’m proud that I stayed the course. We’ve bounced back stronger, with most of our growth happening between 2022 and 2024. There were so many voices telling me to explore other avenues, but I knew where my passion lay, and I held on. My advice: believe in yourself, your team, and hustle like your competition is coming for you!

What is a non-negotiable in your routine that keeps you focused?

I start my day at 5 AM, no exceptions. Being ahead of my business and my clients’ needs is critical. Many of our clients are in different time zones—Europe and the East Coast—but they never notice the time difference because we operate as if we’re right there with them. I understand the importance of work-life balance, but for me, you can’t achieve your biggest goals by limiting the time and energy you invest. I want to be on top of everything when my clients need us.

What has been your biggest challenge while on this journey?

Besides the pandemic, which was a massive challenge, I’d say my biggest ongoing challenge is that our “product” is people. If you buy a fragrance in LA or New York, it’s the same product. But when we hire and train for different cities, the experience can vary based on numerous factors. People aren’t products—they come with unique qualities. Our approach to hiring is very thorough, and we invest heavily in onboarding. But the challenge remains: ensuring our talent is supported, celebrated, and invested in because they are what makes our agency succeed.

What advice would you give to other businesswomen or female entrepreneurs? 

My advice is simple—never give up. We all have the power to shape our future, but you have to be all in. I see too many people trying to juggle a new business with a part-time job, and it just doesn’t work. Your business needs your full attention to grow. Also, don’t try to blend in. In a world that’s overly curated, the key to success is standing out. Lean into your unique strengths—and those of your team. That’s how you create something that’s truly memorable.

Follow Allison Grodd on Instagram to find out more about her journey.

Learn more about the brand-centric agency,Propelle + Konnect.

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