Why “Roundhouse”?

If you’ve ever wondered why our company is called Roundhouse, yes, there’s a story. There are a few misconceptions, though. We have no affiliation with Chuck Norris’ signature spinning hook kick. That’s Roundhouse Provisions. No, we are not connected to Road House, the 1989 film starring Patrick Swayze. The spike in our logo is not just a symbolism of “hit the nail on the head,” meaning that we do or say something that is correct and effective.

The Story

Roundhouse Partners, Inc., DBA Roundhouse Marketing Services, is the oldest advertising agency in Madison, Wisconsin, formerly under the Towell family leadership for three generations, which began in 1923. Focus and expertise shifted over the years to accommodate the needs of clients, from advertising to promotional marketing to our current branding implementation and marketing execution solutions. In 1994, the company known as Towell Promotional Services relocated to a unique building on Commercial Avenue on Madison’s east side—the 1916 Chicago & NorthWestern steam-engine railroad roundhouse turned office space featuring high ceilings, natural light, giant exposed beams, a private office located in a 1964 caboose, and a conference room in a 1966 boxcar. From then on, the new company name of Roundhouse was more than just a nod to the building's past—it became a blueprint for how we operated.

Historically, a roundhouse was a circular building where steam locomotives came to be refueled, repaired, and rerouted. It was the strategic hub of the railway—a place of collaboration and momentum. That spirit lives in everything we do today.

We’re Built Like a Roundhouse

Just as trains once circled through the roundhouse to be restored and rerouted, our team thrives on collaboration, support, and constant motion. We don’t just pass work down the line—we bring it full circle. Everyone contributes to the greater engine, each role essential, every voice heard. Our team, the hub, brings together strategists, creatives, copywriters, web designers, accounting advisors, and logistical experts who work in tight alignment. Big ideas come in, get sharpened, and leave in a new direction—fully executed.

Adaptable

A roundhouse enabled trains to pivot quickly onto new paths without losing momentum. Likewise, our culture is agile, adaptive, and unafraid of change. Whether it’s shifting a campaign's direction, reacting to data in real time, or jumping on a cultural moment, we move fast without derailing the plan. But our values—integrity, quality, and respect—stay firmly on track, guiding us through every project and partnership. And thanks to the legendary Friends episode where Ross moves a couch up the stairs, we yell pivot! with a giggle.

Powered By People

Like the steam engines of old, we’re driven by grit and innovation. This is where one of our taglines fits in. We’re not afraid of the dirty work. And while the technology has evolved, the fundamentals remain: attention to detail, pride in every project, and confidence in the people who power it all. Our people are the engine. We foster a culture of trust, curiosity, and collaboration—because we know the best ideas come from connection.

At Roundhouse, we don't just keep our clients’ brands running; we keep them moving full steam ahead. Do you need a full-service marketing execution agency with multiple services under one roof, backed by people with a roll-up-your-sleeves attitude to get your marketing campaigns moving quickly? Let’s meet.