Unreasonable Mentors

Brent Lane

Founder and Former CEO of INROCK, Serial Entrepreneur, Investor

Brent is an Unreasonable Collective Member and Mentor. Brent has participated in 3 programs, including Unreasonable Impact UK & Europe 2021, and has advised over 42 Unreasonable companies.
Brent Lane is the president of Reve, LLC, a holding company for entrepreneurial endeavors. He is also a founder, shareholder, and board member of Dynomax, a multinational Canadian company providing directional drilling products and services across multiple industries. Brent has been a serial entrepreneur for the majority of his business career across multiple industries and geographic regions. He recently sold his largest enterprise, INROCK, to Sandvik, a public Swedish company.
Brent was the founder, majority shareholder, and CEO of INROCK since its inception in 1991. Based in Houston, Texas, INROCK manufactures tools and equipment and provides services in infrastructure emplacement. Brent built the company from a team of three into a multinational sales, service, and manufacturing entity with approximately 90 employees located across the US, the UK, Canada, Mexico, Italy and Dubai.
INROCK’s global growth was attributable to a combination of organic growth and long-term, strategic partnerships with both small technology companies and large industrial multinationals. INROCK’s products and services – a mix of highly specialized propriety patented products, technical field services, engineering and manufacturing – were supported by an incredible team and channeled through INROCK’s global distribution system. This growth resulted in navigating the formation of separate international subsidiary entities in the UK, Canada, and Mexico. All international markets outside of the Americas were run through the UK operation. Proudly, INROCK was an early adopter in recruiting a multinational, culturally diverse team to run its international sales and operations efforts.
Brent's strengths lie in forging international partnerships, strategic planning, financial systems planning and organization, leading globally dispersed teams, and balancing running multiple businesses while co-raising a family.
Brent graduated from the University of Texas with an International Business degree and presently splits time between Nashville and Telluride, CO. He is married to the love of his life and has two awesome daughters. Throughout the challenging roller coaster of an entrepreneurial career, one driving force has always been to strive for balance between work and family time – always making space for his daughters' interests. For example, for several years he was in charge of running the Texas Shootout, which was one of the largest high school female soccer recruiting events in the country. His passions include trekking the globe, skiing, mountain biking and any type of outdoor challenge.
Photo of Brent Lane