Strategy · Operations · Advisory

The strategic and operational partner ambitious businesses grow with

Second Lane brings strategic clarity, operational structure for growth, and hands-on support to make it happen.

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Experience across owner-led businesses to ASX-listed

DLA Piper Atomos Bapcor Uni of Melbourne Phoria
What we do

Built for businesses in the
thick of growth

We work alongside founders and leadership teams, not from the sidelines. Embedded support across strategy, operations, and execution.

Strategy & Advisory

Sharpening direction for leadership teams navigating complexity, from board-level governance to market expansion.

  • Executive strategy & coaching
  • Board & operational governance
  • Go-to-market & commercialisation
  • Market expansion & new market entry
  • Decision-making frameworks

Growth Operations

Designing and rebuilding the operational backbone of growing businesses. Teams, systems, processes, and technology.

  • Team design & restructuring
  • Sales process & CRO support
  • Operating systems & delivery models
  • AI-augmented operations & workflows
  • CRM & business process transformation

Fractional Leadership

Stepping into CRO, Head of Growth, or operational leadership roles. Building the function, the team, and the systems, then stepping back.

  • Interim CRO & Head of Growth
  • Function build & team development
  • Technology & process architecture
  • Operational scale & handover
  • AI workforce design & implementation

Sectors we work across

Legal Technology SaaS Banking & Finance Healthcare Professional Services Local Government Automotive Education Proptech Climate & Energy
Gerald Fisher, Founder of Second Lane
About

Experience across every stage of growth, from startup to ASX 200

Second Lane is led by Gerald Fisher. With a background spanning hands on venture building, ASX-listed digital transformation, and hands-on advisory across APAC, Gerald brings an operational toolkit built from real experience.

From scaling an EV startup to $1.2M revenue in 18 months, to leading a growth advisory working with DLA Piper, Bapcor, and the University of Melbourne, the work has always been about getting in the trenches, building what's needed, and making it stick.

Gerald is a guest lecturer at Melbourne Business School, an Ashoka Fellow, and Co-Chair of the ANZLF Emerging Leaders Programme. He has previously been selected as a World Economic Forum Global Shaper and completed executive leadership training at Oxford.

Today he works with founders and leadership teams of medium-sized businesses to bring strategic clarity, operational structure, and the kind of embedded support that actually moves the needle.

Selected work

Outcomes, not outputs

A selection of engagements across strategy, operations, and growth. Working with organisations from $2M to ASX-listed.

ASX-listed · Technology

Sales & marketing transformation for a listed technology company

Redesigned and rebuilt the sales and marketing function end-to-end. Board-level advisory and monthly reporting over an 8-month engagement.

$15M sales increase over 8 months · 3.8x ROI on functional spend
SaaS · Fractional CRO

Built a growth function from zero for a SaaS startup

Stepped in as interim CRO. Built and led a team of 8, designed operational systems, then engineered AI-powered workflows to scale and optimise the function.

8 person team built, systematised, and scaled with AI workflows
ASX-listed · Digital Transformation

Digital roadmap for 16 businesses post-acquisition

Developed the transformation plan and digital roadmap across 16 acquired businesses for an ASX-listed automotive group. Navigating complexity at scale.

16 businesses unified under a single digital transformation plan
Professional Services · Expansion

Offshoring strategy and market expansion for a $10M services firm

Restructured the client model to focus on higher-value work, developed offshore strategy and Asia expansion plan. Reduced operating costs and repositioned for quality over volume.

50% GP increase on lowest-tier client segment
What clients say

Trust is earned in the work

With his guidance we are turning our business around, from an unstable and reactive business into a highly profitable, forward planning one. Gez gives clear, easy to follow advice, really knows his stuff, and is exceptionally trustworthy.
Anna M.
COO, BJM Digital
The process has been thorough, enlightening, challenging and has helped us refine strategy, business processes and define clearer objectives. Highly recommended.
Joshua Thompson
Founder, Calibre 9
The quality of their thinking, ability to move concepts to conclusions and expert execution capability differentiates them from other firms. Their responsiveness to difficult briefs and challenging timeframes is the best I've seen.
Shane Woodhouse
CEO, DLA Piper Business Advisory
Gez was able to come in, help us with our go-to-market, source and build the team of 8 rapidly, build processes and getting customers from day one, with 25% month-on-month average growth from a standing start over 9 months. Authentic, honest and always puts the company first.
Steven Kounnas
COO, Phoria
Get in touch

Ready to have a
real conversation?

No pitch decks. No sales funnels. Just a straightforward conversation about where your business is and where it could be.

Book a call Email Gerald