US market advisory · Listed in the UK Department for Business and Trade Export Support Directory
AXEL is an operating partner for UK and European companies in the American market — already here and under-realised, entering for the first time, or returning after a difficult start. Operators, not consultants.
Begin a conversation →Operators, not consultants. AXEL works alongside your team through execution — to the signed customers, pilots and partnerships that were the point all along. AXEL is the UK practice of Traksjon: ten partners, more than 300 companies from 14 countries over 25 years.
The instinct in a new market is to do more, everywhere. The companies that win in America do the opposite: they go deep before they go wide, and they win one customer completely before they chase the next ten.
Three situations
i — Already in the US
Revenue is reasonable, nothing is visibly wrong, and no one inside would call the US operation a problem. And yet companies like yours are reaching customers and channels you haven’t. The difference isn’t their product. It’s that they operate with someone who knows where the deeper opportunities run.
ii — First entry
Companies clearly good enough to succeed still spend eighteen months making avoidable mistakes — on positioning, pricing, structure, and the pace at which Americans decide. We work with you before those mistakes cost you a year and your credibility.
iii — Second entry
A first attempt that stalled is information, not a verdict. In most cases we see, the approach was wrong, not the product — the wrong channel, the wrong region, the wrong assumptions about how decisions get made here.
The people
Three of AXEL’s partners served as Regional Directors for the UK Department for Business and Trade in the United States. They spent years building the government’s commercial network across America — the state and city relationships, the buyer landscapes, the introductions that move deals. That network is now on your side of the table.
Managing Partner · Los Angeles
Founder of Traksjon. California attorney; former Vice President, Bank of the West – BNP Paribas. Twenty-five years guiding international companies to US revenue.
Profile →Partner · Los Angeles
Former Regional Director, UK Department for Business and Trade in the United States.
Profile →Partner · Houston
Former Regional Director, UK Department for Business and Trade in the United States.
Profile →Partner · Boston
Former Regional Director, UK Department for Business and Trade in the United States.
Profile →Sectors
ITAR, EAR, CMMC and FOCI navigation, plus prime and integrator relationships and DoD procurement access.
Read →OEM and programme relationships, export-control navigation, and supply-chain integration for aerospace and space suppliers.
Read →Water and wastewater, energy and grid, energy-efficient buildings, and circular economy — turning US demand into revenue.
Read →Vehicle technology, charging and grid, autonomy, and the infrastructure that moves American cities and fleets.
Read →Medical devices, diagnostics and digital health navigating FDA, reimbursement and hospital adoption.
Read →FAA certification, safety systems, and the compliance pathways US aviation suppliers and operators require.
Read →Studio, streamer and production relationships from partners inside the industry, in the city where the industry lives.
Read →What we believe
Context is king.
We understand your specific situation before we prescribe anything. The generic answer is almost always the wrong one.
Crack the code, not the empire.
We map how the whole system actually works, rather than trying to conquer all of it at once.
Precision over polish.
We tell you what’s true, not what’s comfortable — and we would rather be exact than smooth.
Revenue is the verdict.
We are measured by what happens in the market, not by the report we leave behind.
Perspective matters.
We bring together a deliberately diverse set of people, because the best answers come from more than one vantage point.
Across the Traksjon partnership
Every engagement starts with your ambition, not our services. Tell us where you want to win in the US, and we’ll tell you honestly whether — and how — we can help you get there.
Begin a conversation →