Our Story Begins Here

Meet SecondActWomen

Our Founder

Barbara Brooks, founder of Second Act Women standing outdoors in front of a wooden slat wall, wearing a black sleeveless vest, large black hat, wide-leg jeans with cuffs, and black boots -- standing confidently reflecting Second Act Women.

Barbara Brooks is the thought ‘starter’ and storytelling arm of SecondActWomen and the Live Agefully movement. Through keynotes, consulting, and media appearances, Barbara challenges age bias and champions women over 40 as today’s most powerful growth market and workplace advantage. Her talks bridge data, stories, and strategies to help companies build age-inclusive cultures and professionals own their experience as an asset.

Learn more about her

Our Story

Woman with blonde hair in a bun sitting cross-legged in a pink armchair, wearing a white blouse and jeans, offering a calm moment that aligns with the creative energy behind Barbara Brooks content.

Born from the belief that age isn’t a limit but a launchpad, SecondActWomen exists to help women 40+ Live Agefully—owning every chapter and changing the conversation about what midlife means. Because it’s pretty great here!

Our Vision

Large crowd at an event or concert with raised hands and colorful lighting, similar to the energy and momentum of a SecondActWomen gathering.

A world where women 40+ are valued, celebrated, sought after, and supported in their careers and businesses, free from age-related bias. In this future, companies actively recruit, retain, and promote midlife women, while entrepreneurship is not only accessible but fully backed by clients, investors, and banks.

Our Bloom+Co Ecosystem

The Office of Living Agefully


Bloom+Co is the parent company that brings all of our work together. It is the home for the movement, the media, the insights, and Barbara’s speaking brand. Everything is rooted in one mission: helping women 40, 50, and 60+ in their business + life and shaping a modern narrative for midlife and intergenerational collaboration.

The Movement and Community
The anchor brand where our movement lives. Community, events, visibility, and the age positive energy powering women 40+ everywhere.

SecondAct Women

Barbara Brooks

The Founder and Voice
The storyteller, speaker, and cultural voice behind the movement. Barbara brings the message to stages, companies, and conversations that shift how the world sees women 40+

The 40+ Lab

The Insights and Strategy Hub
The business solutions and insights engine for brands and companies seeking to understand and serve today’s women 40+.

The House of Middlescence

The Content Home
The media property where real conversations, cheeky humor, midlife truth telling, and edu tainment thrive through podcast episodes, videos, and stories.

Insiders Membership

Let’s Talk

Red telephone handset symbolizing connection and conversation central to the Second Act Women community.

We’re headquartered in Denver, Colorado, with a worldwide community.

Email Barbara Brooks if you wish. That’s how we roll. Direct access!

Meet Our Advisors

Every movement needs its brains and its believers. Ours is powered by a crew of powerhouse advisors 35 to 50+, leaders in business, operations, startups, and community, who lend their expertise and ideas to move SecondActWomen forward. Together, we’re rewriting what it means to age, work, and live on our own terms.

Second Act Women Advisor with yellow shirt and long brown hair
Advisor, Bonnie Schutz smiling woman with shoulder-length blonde hair wearing glasses and a light green blouse, seated indoors with a brick wall backdrop.

Julie Dorough | Metta Media Creative

Bonnie Schutz | Tandem Resource Solutions

Marlene Price | Trajectory Consulting

Michael Bevis | TrueSpace

Advisor Jolene Whitney smiling woman with blonde hair wearing a blue scarf and dark blazer against a gray background.
Advisor Katy Ramme with wavy blonde hair wearing a navy top and making peace signs with both hands.

Jolene Whitney | New York Life

Katy Ramme | GroupHug

Advisor Jen Lien headshot of a young woman smiling outdoors with softly blurred trees behind her.

Jennifer Lien | Fractional COO

Second Act Women Advisor with long hair and glasse, kristen aseleson
Advisor Angie Viehman with long wavy brown hair wearing a light blue blouse, smiling with her chin resting on her hand against a plain white background.

Kristen Asleson | Midwest Business Solutions

Angie Viehman, Clutch Businesses

Advisor Michael Bevis headshot in a dark suit with a light blue shirt and striped tie, smiling with arms crossed in a modern office setting.
Advisor Marlene Price headshot with short curly hair, smiling at the camera while wearing pearl earrings, a pearl necklace, a black turtleneck, and a blue jacket. The background is softly blurred outdoors.