About Us

Why We’ve Built YOKE

Scaling a organization is hard. Founders often face the wrong executive hire, consulting that feels distant, or the lonely grind of leading and building without trusted peers.

We believe there’s a better way. Organizations don’t just need advice—they need co-builders who will step in, shoulder the work, and solve problems with them. And those leaders need a community where they can be sharpened, supported, and renewed.

As second-generation entrepreneurs, we’ve lived the highs and lows of building from the ground up. We’ve seen the sacrifices made by spouses, children, and families who carry the weight of entrepreneurship. YOKE was born from that reality—because leadership is never a solo journey.

The name YOKE comes from the idea that when you harness strength side by side, you can do far more together than you ever could alone. That’s what we’re here for—to shoulder the load, together.

YOKE connects organizations with embedded Co-Builders (fractional executives) and surrounds them with a thriving leadership community. This isn’t about filling a role or just giving advice. It’s about cultivating healthy leaders who build healthy, growing organizations that stand the test of time.

What Makes YOKE Different

We’re not recruiters looking to place talent. We’re not consultants who leave behind a slide deck. We embed trusted leaders into your organization, back them with a leadership community, and help you scale with clarity and purpose at each phase of the entrepreneurial journey.

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Our Founders

Together, Josh Rogers and Jeff Haanen bring decades of leadership experience across start-ups, nonprofits, and scaling organizations. Their vision for YOKE is rooted in a simple truth: leaders go further when they don’t lead alone.

Josh Rogers

Co-Founder

Josh is a senior leader with deep experience across B2B and B2C businesses. Over his career, he has guided organizations through every stage of the journey: from the fast pace of start-up environments, to the complexities of scaling, to the challenges of decline and the work of transformation.

He is passionate about building high-trust cultures, aligning strategy with execution, and helping leaders and teams focus on what drives lasting growth. Beyond organizational performance, Josh is committed to developing the whole person—ensuring that leadership strengthens not just businesses, but also the lives of the individuals and families connected to them.

Jeff Haanen

Co-Founder

Jeff is an entrepreneur and senior leader with experience founding and building both nonprofit and business ventures. Before YOKE, Jeff was the founder and CEO of Denver Institute for Faith & Work, a nonprofit organization focused on the gospel, work and community renewal. Since his exit, he has worked as a fractional leader for a small business, a church, and a university center, helping to co-build and grow diverse ventures in operational, marketing, and strategic roles.

His passion is working with leaders committed to healing the world through their work. Jeff cares deeply about shaping leaders who are both effective in building ventures that matter and do so in a way that is deeply *healthy.* His passion for YOKE comes from his own experience and desire to work alongside founders who are building businesses and nonprofit organizations committed loving their neighbors as themselves.

Our Approach & Values

At YOKE, our values shape everything—from how we embed leaders in organizations to how we support them in community.

Excellence in Leadership

We don’t just plan—we deliver results. We value hard work, clarity of vision, diligence in execution, and building organizations that make a long-term positive contribution to their customers, employees and communities.

Community and Collaboration

We build together. Leaders thrive in community, and organizations grow stronger with them. We value strong teams, giving of what we’ve learned, and finding ways to lift up others.

Business as Service

We believe the purpose of business is to first to serve – customers, employees, and communities. Because of this, we innovate, listen well, and deliver products and services that the world needs. We’re here for long-term impact beyond personal success.

Work as Renewal

Work is not just what we produce, but what is produced in us. Rather than “the grind,” we believe our work can restore, renew, and make us more alive. We do this through continual learning and a focus on growing our character.

Authenticity Over Ego

We lead with honesty, integrity, and humility. We value what’s true not just what looks good. We have the hard conversations and face the facts for the sake of the causes we steward.

Let’s Work Together

We’d love to hear your story and explore how we can build together.

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