Part pitch competition, part improv game, all adrenaline, Pitch Roulette is an original format created by The Starties’ Travis Geiger to test the on-your-feet mettle of the world’s most elite founders.
At ICE Barcelona, the room was fully engaged from the opening moments. Instead of passively watching another panel, the audience became part of the action, co-creating the startup on the spot, shaping the chaos Founders had to navigate.
How Pitch Roulette Works
- The room builds a startup together using a mad-libs, fill-in-the-blank approach (name, concept, market, and curveballs included).
- A roulette wheel determines the pitch order.
- Founders have two minutes to pitch the fictitious company live, with no preparation.
- Investors choose one pitch to “fund.”
- The winner earns two minutes to pitch their real-world company, followed by a live discussion.
Round 2: ICE Barcelona 2026
Stuart Campbell took the win in Barcelona, standing out for his ability to impose structure and insight under pressure, coupled with a crowd-pleasing fun fact about social media usage. Philisiwe Bhengu and Manuel Ramirez Lopez brought distinct approaches of their own, proving there’s no single “right” way to pitch... only the ability to make fast, confident decisions.
On the investor side, “Fira Ventures” GP's Kelly Kehn and David Sargeant leaned into the spirit of the game, challenging assumptions while keeping the feedback grounded in real-world investor logic.
The format rewards founders who can prioritize, frame a narrative, and earn trust when the variables are constantly shifting.
Round 1: NEXT Valletta 2025
The Barcelona session built on the momentum from Round 1 at NEXT Summit Valletta 2025, where Will Martin claimed the first Pitch Roulette win alongside participants Trevis Waters and Tiffany Sabastian-Lagos, with “Phoenicia Ventures” investors Kelly Kehn and Klen Kaljulaid setting the tone for the format.
Pitch Roulette is equal parts entertaining and revealing, as different pitching styles collide with unpredictable constraints. Expect to see more of this at industry events around the world!
