You might have noticed we doubled our product velocity last year at Goodshuffle Pro. Just take a look at our News Center to see how fast we’re shipping updates.
We’re not letting up, either. In 2026, we’re going 2-4x faster — which means the features you’re asking for are coming faster than ever.
Here’s how we’re doing it and how it’s going to level up your business.
Key Takeaways:
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Product velocity doubled in 2025 and will increase 2-4x in 2026.
The secret to this growth is making sure every person building the software deeply understands the businesses they’re building for.
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Sending the entire team on warehouse tours builds empathy that changes what gets built.
When engineers see business owners juggling space constraints, manual processes, and scaling challenges firsthand, they remember whose day they’re trying to change when solving problems.
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Event rental businesses face universal challenges regardless of size or specialty.
Space and capital constraints, automating manual processes, and making systems work at new scales. The most successful companies focus relentlessly on quality — of product, service, and people — regardless of whether they’ve been in business 3 years or 30.
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The industry's tech adoption has shifted dramatically from hesitation about cloud software to demanding more digital tools.
Business owners now actively seek automation, mobile workflows, and real-time visibility, creating unprecedented opportunity for software innovation that meets them where they are.
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Agile development methodology means continuous iteration based on real user feedback.
Every feature has a v1, v1.1, v1.2, meaning customer feedback directly shapes rapid improvements rather than waiting months or years for the next major release.
The Secret Isn't Just Hiring More Engineers
Yes, our engineering team is a collection of A-Players constantly improving their processes. Our newest hires recently crossed the one-year mark and are deep in the codebase, while our veteran engineers have stepped up to create powerful AI tools internally, to accelerate development across the board.
But the real secret to that velocity is that we’ve always had an unofficial policy: go talk to your customers. We’re constantly on calls, visiting warehouses, and riding along with crews.
You don’t send an email if a phone call can do better. You don’t make a phone call if you can go out and actually walk their warehouse, sit in their chairs, ride along in their trucks. Getting out from behind the computer has been one of the secrets to how we’ve built this company and this software.
At the end of 2025, we took this philosophy a step further and sent our entire team — including engineers, support staff, and everyone in between — on the road to reinforce what makes us different.
Why Every Goodshuffle Employee Needs to See Your Pains
We’re a software company built by people who’ve lived the events industry. Our team includes a co-founder who ran a DJ and lighting rental business, a team member who owned her own event rental & decor business, and someone who still DJs today.
But not everyone on our team has operated a rental business themselves, and even those who have need to stay connected to how the industry is evolving.
When we see the challenges you face daily — whether it’s managing space constraints, handling last-minute changes, or coordinating teams across multiple events — they build deeper empathy for the people they’re building software for.
Then, when it’s time to solve a problem, our team knows whose day they’re going to change.
That understanding fundamentally changes what we build. Goodshuffle Pro can do a lot — the key is making sure we bring the right solutions to the problems you’re facing most prominently. When we’re out in the field talking to you all, it becomes very clear what those pains are.
What We Learned From Walking Your Warehouses
Space and capital were the top two challenges we heard everywhere we went. There were businesses with crystal-clear ideas about the new processes they wanted to implement, exactly how they could make turnover faster or inventory auditing cleaner. But they didn’t have the space to do it, and they were busting at the seams.
Event rental businesses are always up against the next challenge, whether that’s:
- Moving a warehouse or figuring out if your current space will meet next year’s needs
- Identifying which manual processes need automation
- Determining what processes no longer work at your current scale
- Maintaining quality while serving more customers
It runs the gamut of running a business. And some days you wake up knowing what’s going to happen, and sometimes you don’t.
The Companies That Succeed Focus on Quality
We talked to companies that had been around for 30-40 years. Businesses that have been passed down from parents to one generation to the next. We saw companies that have only been around for a few years.
The most consistent theme? Quality.
Quality was the lasting attribute to all of those successful companies — quality of product they provide, quality of service they provide, quality of people they hire. That always stands out, and it happens to fit into our philosophy on how to build a company, how to build a product, how to be good stewards of an industry.
Focus on quality at no expense.
We also asked business owners: what do you deeply desire about your business? There was a moment when we’d be walking through their warehouse and they’re in their element, navigating their operation. But then when we’d sit down and ask that question, you’d see their face light up. The way they’d share their story with us, the detail. It felt like we were right there with them as they were deciding to start their business.
Everyone’s answer was their people and the security and the seriousness with which they take that position in their people’s lives. We’re certain that’s why they have the successful businesses they do. And we feel the exact same way about the company we’re building.
The Events Industry's Tech Approach Shifted
When we started Goodshuffle and started selling Goodshuffle Pro to event pros, we were often met with concern that the software was in the cloud. There was just big hesitation to adopt something that was cloud-based, which had been standard for many years prior.
We had to work against that. We were swimming upstream.
And now, we’re walking warehouses and we have folks saying “I need so much more digital tooling available.” It has shifted from “I’m a little bit hesitant” to “No, I’m all in. I want more digital tools, more workflows. I don’t want to print paper anymore.”
That’s very exciting because that’s where the convenience lies in technology and software. The business owners we met were leaning forward on the table, eager to talk about how they can capture more business and bring in new customers. They wanted to know:
- How can we use the data inside Goodshuffle to optimize our marketing outreach?
- How can we capitalize and reorient our sales motion?
- What digital tools can help us respond faster to last-minute changes?
That complements what our vision is and what 2026 holds for the business. We’ve been working 10 years to get here, and we’re very excited about what’s coming.
The Passion Acceleration Effect
Every time we go out and talk to an event pro, it’s just like hitting one of those little Mario Kart arrows of passion acceleration.
The impact that we have on people’s lives is just so invigorating. And that energy is what lets us build this fast without cutting corners.
And the work is never done. We can’t ivory tower solutions. We need to get them into your hands and get real-world feedback from operators like you. That’s why we ship fast and iterate: v1, v1.1, v1.2. If you’re not happy with a particular feature, keep your ears peeled and keep telling us. Your feedback is what makes the next version better.
How We'll Know If We Made a Difference for You
At the end of 2026, we’ll measure our success by watching your businesses grow. When we see your revenue climb year over year, we’re honored to have played a part in that. We hear your feedback, good and bad, and we measure our success by the stories you share with us.
FAQs
We doubled our product velocity in 2025 compared to 2024, and we’re on track to go 2-4x faster in 2026. This acceleration comes from our newest hires crossing the one-year mark, our veteran engineers creating powerful AI tools internally, and the empathy built through direct customer interactions.
Our company was founded by someone who ran an event rental business, and we stay deeply connected to the industry. When engineers who are newer to the events space see firsthand how business owners manage operations, they build even deeper empathy for the people they’re building software for.
The most common challenges we heard are space and capital constraints — businesses know exactly what processes they want to improve but don’t have the physical space or funding to implement them yet. Beyond that, it’s the universal business challenges: automating manual processes, making systems work at new scales, and maintaining quality while growing.
We follow agile development methodology, which means we’re never done iterating. Every feature goes through continuous refinement (v1, v1.1, v1.2) based on real user feedback. When you tell us something isn’t working, that feedback shapes what gets built in the following weeks and months — not years down the road.
Event rental operations happen in real-time with constantly changing variables — last-minute client requests, inventory conflicts, delivery routing changes. Software needs to handle chaos gracefully while preventing problems before they happen, not just tracking them after the fact. That requires a deep understanding of how warehouse teams, sales teams, and delivery crews actually work together under pressure.
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