In our Europe to US series, we speak with founders and advisors about the complex topic of breaking into the US market from Europe. We talk about everything from early scrappiness to hiring, culture, and go-to-market strategy. You can find the full conversation on Spotify and YouTube below.
Highlights from this conversation:
- How a Canadian relocation sparked Rentman’s US entry
- Why Toronto became their North American hub
- Balancing culture, ownership, and competitiveness when hiring
Roy van den Broek founded Rentman, an operations platform for events and media companies. From its base in Utrecht, the company scaled internationally, and North America has now become its fastest-growing region.
Roy explains how a team member’s move to Canada became the catalyst for expansion, why they chose Toronto over traditional US hubs, and how they’ve preserved culture by building around offices instead of pure remote.
More from the conversation:
- Why culture transmission is the hardest – and most important – part of expansion
- How Rentman positions capital efficiency as a hiring advantage
- Navigating interviews in North America where candidates sell themselves differently
- Roy’s top tips: consider Canada, protect your culture, and start earlier