Every Second Counts is dedicated to connecting fanciers and breeders with quality racing pigeons from around the world. Our name reflects the essence of pigeon racing—where timing, precision, and preparation determine success.

Our founder and owner, Dr. Max Rosas, has been a racing pigeon enthusiast for more than 20 years. Growing up in the Los Angeles and Compton areas, pigeons kept him out of trouble and gave him a lifelong passion for the sport. To this day, Max values the interchange of ideas, the exchange of birds, and the friendships that pigeons bring together.

Beyond pigeons, Max is a post-secondary education administrator, holding four college degrees, including a doctorate. He is also a proud husband and father, and in his spare time enjoys spending time with family and friends — and of course, his pigeons.

Every Second Counts is more than just an auction platform. We provide trusted information, pedigrees, and resources for pigeon enthusiasts at every level. Our mission is to create a transparent, reliable, and community-driven space where fanciers can showcase their birds, bid with confidence, and celebrate the sport we all love.