Three days in Dallas with the people, the capital, and the systems that take a business from X to 10X. Close enough to people who have already built it that the ceiling you have been operating under starts to move. Four tracks of working sessions. Every one has you working IN your business, not just filling a page with notes.
Primary Pass $399 with code ROOM100. Pay over time with Afterpay.
ROOM100Takes a Primary Pass from $499 to $399. Enter it in the promo field on the Brushfire page. It is not applied automatically.
Split your pass into interest-free instalments at checkout. On either tier.
Small businesses are 44% of U.S. GDP and take under 2% of venture capital.
That gap isn't a charity problem. It's a market inefficiency, and the fastest-growing segment of American business is sitting on the wrong side of it. Good Soil Forum exists to close the distance between builders and the capital, customers, and systems that grow businesses. Proximity is the mechanism. The room is the product.
Sources: Brookings Institution / U.S. Census, updated March 2025. Good Soil HQ member survey, 208 respondents, February 2026. Community-member data, not an attendee survey.
Seven concurrent rooms, four of them diagnostics, each built to end the same way: you name the one constraint doing the most damage to your business. It is usually not the one you walked in worried about.
The rooms stop diagnosing and start installing. You build the thing in the room, on your numbers, with the person who does it for a living standing over your shoulder.
Finals, the check, and then the session where you write instead of listen. You leave with your own ninety-day plan, drafted alongside people working through the same questions.
Not a notebook of ideas. Specific things, made in the room, on your numbers.
You will leave with the three or four that match the rooms you chose.
You build your own schedule. Every breakout is open to every pass. The four tracks just tell you what each room is for, so you can choose by the gap you actually have rather than by a lane someone put you in. Take one from each track or spend the three days inside one.
You will not be taught anything in this room. You will be asked questions until the answer is uncomfortable. Every founder walks out with one sentence naming the constraint, and most of them have to cross out their first answer.
One hour. One build. Everybody follows along on their own screen. Bring the thing you have been meaning to make and leave with a version of it that works.
You will explain this business a hundred more times this year. To a lender. To a buyer. To someone you are trying to hire. Most founders have a version that takes four minutes and loses the room in thirty seconds. You draft the ninety-second version in here, say it out loud, and get it cut down by someone who has heard thousands of them.
Three operators who built audiences they control, not audiences they rent. What they own, what it earns, and the one thing each would rebuild from scratch.
Presented by Wells Fargo. Two years running. No equity taken, no repayment, no strings.
Semi-finals Friday evening. Finals Saturday at ten. You will be in the room.
Saturday morning, before anyone heads to the airport. The last session of the three days is the one where you stop taking notes and start writing your own next ninety days.
Three days of input, narrowed to what you will actually do first. Not a wish list: a short, dated set of moves that fits the business you actually have.
You draft it sitting next to other builders working through the same thing, which is most of the point. You leave knowing what you are doing next and who else is doing something like it.
And it does not stay in Dallas. It carries into Good Soil HQ, where the community checks in around day 30, 60 and 90. Not to grade anyone, but so nobody is running their ninety days on their own.
Sixty seconds on who this room is for. If it sounds like you, it is.
Yes. Afterpay is available at checkout. Split your pass into interest-free instalments.
Yes, ROOM100 takes $100 off a Primary Pass, bringing it to $399. Enter it in the promo field at checkout; it isn't applied automatically.
Primary gets you all three days and all four tracks. Premier ($1,299) adds priority seating, the VIP lounge, curated networking, the Pre-Show with Chairman Jakes, full food and beverage, and parking.
Both, on purpose. You'll sit in rooms with people who have built what you're building, and you'll sit in working rooms with your own numbers on the screen. Saturday converts the whole thing into a written, dated 90-day plan.
No, the 2026 application window closed on 30 July. Winners have been selected. Semi-finals are Friday evening and finals are Saturday at ten. Your pass puts you in the room for it.
More than half of attendees across the last two years came from across the US. The Irving Convention Center is twelve minutes from DFW International and 10 minutes from Dallas Love Field.
Yes. The room is built for anyone building past a single paycheck: side businesses, practices, consultants, creators, people running two and three things at once. Sessions are sequenced by stage, not by revenue.
Good Soil Forum 2026, presented by Wells Fargo. Passes $399, or pay over time with Afterpay.