February 18, 2026
Arlington, Virginia—Association Analytics and parent A2 Holdco, LLC, the leading data and analytics platform serving the trade and professional association industry, has announced the appointment of SaaS executive Julie Rieken to the role of CEO. Association industry executive Alex DeBarr, who served as CEO since January, 2025 and oversaw the sale of the business to Theatre Capital and Trajectory Capital in October, is moving to the role of Executive Chairman.
“Julie will help us speed the evolution of our platform and improve how we deliver it,“ said DeBarr. “Her arrival signals a significant commitment to our company and customers from our partners at Theatre and Trajectory, and we can see already that she is a great technology leader and will have a great impact.”
Rieken joins Association Analytics with a strong record in SaaS and technology-provider leadership experience, having served as CEO of Trakstar, an end-to-end employee lifecycle management platform from 2015-2023, and more recently at Strive, an all-in-one app solution for improving employee experiences. At Trakstar she oversaw four separate businesses and eventually rolled them into one successful enterprise.
Rieken is not new to the association space, having served ten years (through 2023) on the Board of Directors of the Mile High chapter of the Society of Human Resource Managers (MH-SHRM,) where she provided strategic guidance to increase, retain and engage the membership and develop data and analytic tools.
“I’m excited to join Association Analytics and have the opportunity to lead a great team and work with Theatre, Trajectory and Alex, “said Rieken. “I know from my SHRM experience how critical it is for associations to understand and act upon their data, and I look forward to building new and better ways to help them do so.”
About Association Analytics
Association Analytics“ is a pioneer in data and analytic software solutions for trade and professional associations. The Company works with over 100 associations, including many leading national and international groups. The Company was acquired in September, 2025 by Theatre Capital and Trajectory Capital.
About Theatre Capital
Theatre Capital (“Theatre”) is a holding company focused on making investments into software and technology enabled services companies. For over 20 years, the principals of the firm have held senior roles at Bregal Sagemount, Goldman Sachs, and HKW, and have completed over 50 investments in these sectors.
About Trajectory Capital
Trajectory Capital Management (“Trajectory”) is an enterprise technology fund investing in software, data services and application AI. The fund’s partners have collaborated for the past 15 years, and previously led both operating, acquisition, and investing teams over the past three decades.