# Dallas Hogensen

> Dallas Hogensen is the co-founder and CEO of Felux, a Cleveland-based digital marketplace and operating platform for the steel and metals industry. A ranch-raised Oregonian and former college football player turned serial startup operator, he scaled Lyft Business toward $1 billion in revenue and co-founded two companies (Liveli and Signal HQ) before relocating his family to Ohio to digitize a $2 trillion industry famous for handshakes and fax machines. Under the irreverent banner #makingsteelsexy, he has grown Felux's platform volume from roughly $10M to hundreds of millions in transactions, raised more than $24M in venture capital, and set out to put Cleveland back on the map as a hub for industrial technology.

- **Role:** Co-Founder & CEO at Felux
- **Organizations:** Felux, Signal HQ, Liveli (Lively), Lyft, iCracked, Rocket Lawyer
- **From:** Oregon, United States
- **Nationality:** American
- **Education:** Oregon State University
- **Known for:** Co-founded Felux and grew platform transaction volume from roughly $10M to hundreds of millions, Raised more than $24M in venture capital, including a $19M Series A led by EquipmentShare, Scaled Lyft Business toward $1 billion in revenue

## Career timeline

- **2010s** — Began career in sales and growth roles, including VP of Growth at Rocket Lawyer making 80-100 cold calls a day
- **2013** — First VP role at iCracked, the 'Uber for iPhone repair,' helping scale from seed to a Series A backed by Andreessen Horowitz
- **2016** — Co-founded Liveli (Lively), a marketplace for restaurant staffing (acquired 2016)
- **2018** — Led Lyft Business toward $1 billion in revenue, building the first rideshare platform integrated with corporate travel management
- **2020** — Co-founded and bootstrapped Signal HQ, an intent-data platform later sold to Bombora
- **2020** — Joined Felux as co-founder and CEO; relocated his family from Colorado to Cleveland, Ohio
- **2021** — Felux raised $5.1M seed round; platform facilitated $454M in transactions, up from $64.9M in 2020
- **2022** — Felux raised $19M Series A led by EquipmentShare, bringing total funding past $24M
- **2023** — Platform surpassed $500M in annual transactions with ~700-800 manufacturers, including Fortune 500 customers

## Achievements

- Co-founded Felux and grew platform transaction volume from roughly $10M to hundreds of millions
- Raised more than $24M in venture capital, including a $19M Series A led by EquipmentShare
- Scaled Lyft Business toward $1 billion in revenue
- Co-founded and exited two companies: Liveli (2016) and Signal HQ (acquired by Bombora, 2020)
- Named EY Entrepreneur of The Year and recognized on a 40 Under 40 list
- Built a Fortune 500 customer base for Felux including Tesla and Schneider Electric

## Latest updates

- **2023-05** — Felux passed $500M in annual platform transactions, serving 700-800 manufacturers including Fortune 500 companies from its Midtown Cleveland headquarters.
- **2022-06** — Felux raised $19M Series A led by EquipmentShare to digitize B2B steel and metals commerce.

## Links

- Website: https://felux.com
- LinkedIn: http://www.linkedin.com/in/dallashogensen

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Profile page: https://yespress.io/dallas
Published by YesPress — https://yespress.io
Last updated: 2026-06-14