25 Years of Peer Group Stories - #1 Rhoda Brimberry

This article's content originated on Peer Talk podcast ep. 44 from Spring of 2023.

Scaling with Vision: How Loot Rentals Leveraged Fractional Expertise and Peer Support to Drive Growth

In the ever-evolving world of event rentals, innovation doesn’t always stem from high-tech advancements. Sometimes, it begins with mismatched china and a passion for vintage. Rhoda Brimberry, co-founder and CEO of Loot Rentals, took a creative and entrepreneurial spark and transformed it into one of the fastest-growing rental businesses in Texas.

What set Loot apart? Beyond aesthetics and market niche, it was Rhoda’s openness to new systems, external expertise, and peer collaboration that laid the foundation for their remarkable trajectory.

Let’s find out how Loot Rentals has embraced growth, not just through operations and inventory, but by reshaping how they manage leadership, strategy, and structure. With a deep dive into the value of fractional leadership, EOS (Entrepreneurial Operating System), and peer group support, Rhoda’s story is a blueprint for owner-operators navigating scale.

The Genesis of Loot Rentals

Fifteen years ago, Rhoda Brimberry and her sister-in-law, Anna, stumbled upon a market gap while planning Anna’s wedding. The dream theme required vintage decor that wasn’t offered by traditional rental companies. From mismatched China to antique oil lamps, they sourced, stored, cleaned, and curated unique items for the event. What started as a personal project quickly evolved into a business opportunity. Loot Rentals was born—named after the treasures they hunted and offered.

With Rhoda’s background in marketing and Anna’s expertise in fashion merchandising from FIT, they crafted a brand that resonated. Early traction came when a caterer hired them to provide 1,500 vintage place settings for a major gala, just weeks after Anna’s wedding. With family support and grassroots effort, the duo officially launched in Austin and later expanded to Fort Worth.

Breaking Through the Ceiling

As Loot Rentals expanded, Rhoda encountered a common entrepreneurial crossroads. “I hit a ceiling,” she recalled. Despite organic growth, she recognized that her personal expertise, particularly in sales—had reached its limit. Rather than continuing to DIY their way through growth, Loot took a leap that many small businesses hesitate to make they brought in outside help.

This marked the beginning of their journey into fractional leadership. Unlike traditional full-time hires, fractional experts are brought in part-time or project-based to provide targeted support. Rhoda started with a fractional sales expert who helped build a scalable compensation structure and coached the next sales leader into their role. From there, the benefits snowballed.

The Power of Fractional Support

Loot Rentals embraced a multi-pronged fractional strategy:

· Sales Leadership: The first role brought in. This expert not only optimized systems but transitioned Rhoda out of day-to-day sales leadership.

· Marketing Strategist: A creative force who could elevate Loot’s brand presence while collaborating with Anna, who spearheaded creative vision.

· Fractional CFO: Financial planning and forecasting became a strategic priority. Rather than speculate, Loot began relying on real data to guide decisions.

Rhoda emphasized the need to understand your goals before bringing in fractional leaders. “Come to the table knowing your needs,” she advised. Whether it’s a short-term transformation or a longer-term engagement, fractional roles can be adapted to fit budget and scope.

EOS and the Reimagined Org Chart

Loot's internal transformation didn’t stop with fractional hires. They implemented the Entrepreneurial Operating System (EOS), a framework that clearly defines roles, responsibilities, and company vision.

Their structure included:

· Rhoda as the Visionary, steering strategy and big-picture ideas

· Jessica, a longtime employee, as Integrator, ensuring day-to-day execution and managing the leadership team

· Anna, co-founder and creative lead, driving marketing and product development

Initially, team members wore multiple hats—a common issue in small businesses. EOS guided them to consolidate roles and fill gaps through fractional leaders, which allowed each co-founder to focus on their unique strengths.

Peer Groups and External Inspiration

Rhoda also highlighted the value of peer groups like Peer Executive Groups (PEG). While Loot implemented EOS independently, the peer network has become a sounding board for challenges and ideas.

“I was really interested in learning what works in other markets and trying to apply that to ours,” she said. This hunger for outside perspective drove Loot to look beyond their industry. “A lot of the ways we do things in rental are archaic compared to other industries.”

By learning from peers, hiring from outside industries, and staying rooted in their own niche, Loot has crafted a hybrid approach that’s modern, flexible, and remarkably successful.

Looking Ahead: Staying in the Zone of Genius

What’s next for Loot? “We want to become a well-oiled machine,” Rhoda said. That means refining systems in unpredictable event environments, growing the Fort Worth location, and staying committed to their “hedgehog”—their core differentiator.

Loot doesn’t plan to expand into tents or unrelated product lines. Instead, they’re doubling down on curated lounges, vintage seating, and exceptional customer experience. EOS helps them stay aligned. Fractional experts help them level up. Peer groups help them stay connected.

Takeaways

1. Fractional experts can unlock new stages of growth when founders hit a skill ceiling.

2. Define your outcomes first before bringing in outside help.

3. Implementing EOS can clarify roles and streamline decision-making, especially during growth.

4. Peer networks offer perspective, challenge assumptions, and fuel innovation.

5. Sustainable scaling requires letting go, even if that means stepping out of roles you helped build.

Loot Rentals is a case study in what happens when creativity meets structure, and when founders are willing to shift from doing it all to building a team that can do it better.