We're SecondActWomen

Society has yet to acknowledge it, but we’re working on it.

As women 40 & 50+, we KNOW we have value.

We’re steadily losing the opportunity to stay in the workplace, level up, pivot careers, and receive funding to start up companies. We live in a youth-obsessed culture that sees women 40 & 50+ as past their prime, but nothing could be further from the truth. We’re living life in full color and don’t want to turn back the clock. After all, 40 is the new 40. 50 is the new 50. Heck, we don’t fear aging, but we do reject ageism. #ageisNOTjustanumber #morethananumber

Co-Founders on a Freaking Mission

Changing perspectives one conversation at a time.

We’re honored and proud to be leading a group of real 40 & 50+ women carving out their own paths with purposeful intent, and we’re unstoppable. Ageism is real and we’re working to rescript it as #workwives and friends for more than a decade. Watch us. We can and we will…with our power tribe of women living life in full color. #secondact #owningourage #betterthanever #gamechangers

Barbara Brooks, 55

Founder & CEO

Barbara Brooks at 55 years young is the founder and CEO of SecondActWomen. Built by and for women 40 and beyond, the company is an IRL and virtual club for women 40 & 50+ that provides access to professional and self-development courses and workshops led by industry experts, resources and on-demand content, and a network of women entering middlescence with vigor. Founded to counter the ageist bias waged against females 40 & 50+ in corporate, business ownership, and in society, SecondActWomen gives women the opportunity and the community to ReThink, ReTool and ReBoot in order to design their future on their terms.

A 29-year marketing and public relations specialist, Barbara launched her award-winning career in the shopping center industry where she oversaw regional and super-regional malls and downtown districts like Trolley Square in Salt Lake City, Sundance Square in Fort Worth, and Fashion Show Mall in Las Vegas. In 2001, she began an eight-year career in broadcasting where she worked as a senior sales and business development representative at iHeart Radio, CBS Radio, and Gannett before returning to shopping centers where she marketed Denver’s own Park Meadows Retail Resort.

Guadalupe Hirt, 48

Co-Founder & CCO

Guadalupe Hirt (48) is the co-founder and CCO of SecondActWomen. Founded to rescript the social narrative that women 40 & 50+ are past their prime, SecondActWomen is an IRL and virtual membership platform that doubles as a resource hub and community support system to spur the careers, business ventures, and big ideas of women in middlescence. Built by and for women 40 & 50+, members gain access to a curated collection of professional and self-development workshops, resources, and on-demand content as well as a thriving network of like-minded women poised to ReThink, ReTool, and ReBoot.

A 26-year public relations professional turned four-time entrepreneur and social justice advocate, Guadalupe now champions women’s issues and is helping break down female ageist bias that lingers in corporate America and society. Most recently, she worked as an associate producer on a short-subject documentary that explored the intersection of culture, identity, and belonging from the lens of first-generation American-born Latinos. During this time, she also co-authored a cultural workbook that helps middle school and high school teachers bring this important conversation into the classroom.

Join the list and get news, tips, and trends by and for women over 40.

Plus, get immediate access to a Personal Brand Statement Worksheet.

You. Are. A. Brand.

How It All Came To Be

We insist on changing the narrative.

Hear how Barbara and Guadalupe started it all from passion to purpose. They share their back story with the national audience of Daily Blast Live.

Our Moms

The inspiration behind us...

My backbone. My heart. My love.

Bobbie Brooks (84) Colorado Springs, CO by way of Houston, TX

Mi luz. Mi guía. Mi roca.

Victoria Montes (80) San Jose, CA by way of León, Guanajuato, Mexico

Our Support Department

Children come in all shapes, sizes, and species.

Four pounds of sweetness

Miss Riley B. | Barbara’s kiddo

Outdoor wild child

Mr. Rigglesworth | Lupe’s lil’ man

Featured in Forbes, Next Avenue, and The Denver Post

Our messages of ending gendered ageism and women over 40 making power moves are starting to be heard.

We’re on a mission to set the record straight about you: women 40 & 50+. The time is now to challenge the status quo and reclaim our narrative. We know we’re preaching to the choir when we say that life is just getting started and we’re done being told otherwise. Read up on SecondActWomen and its communities. Just click a logo and go!

“My 40s have had me jumping into my second act everywhere. I stopped trying to be who I thought I was supposed to be and stepped into authenticity.”

Jennifer Sparacio Lebo,  Facebook Group Member