I don't build websites.
I build the business behind them.
Vertical tech integration for owner-operated businesses. I start from the operational problem, diagnose how the business actually runs, and build the system that fits it — connecting scheduling, payments, records, staff, and reporting into a single source of truth.
Almost every business has a website. Almost none have integration.
A typical owner-operated business runs on a patchwork: a marketing site, a booking tool, a payment processor, a spreadsheet, a group text, and a lot of memory. Each tool is good at its one job. Nothing talks to each other, and the business behind the work — who did what, who owes whom, what's actually happening — lives in the owner's head.
I build the layer that ties it together: it pulls from the tools you already use, fills the gaps those tools don't cover, and gives you one place to run and see everything. I don't rip out what works — I integrate it and build what's missing.
What I am — and what I'm not.
A website builder (Wix / Squarespace / agency)
A tech-integration consultancy — the website is a vehicle, not the product.
A generic SaaS vendor (Mindbody and the like)
A custom-fit builder — your system fits your operation, not a template.
A build-to-spec dev shop
A diagnose-then-build partner — I find the problem, then solve it.
Pure advisors who hand you a slide deck
Consultants who also implement — I build what I recommend.
The discipline behind it: start from the business problem, not the deliverable. Every engagement opens with understanding how the business operates and where it leaks time, money, and information — then, instead of stopping at a recommendation, I carry it all the way through to a working system.
Defined by operational shape — not by industry.
Sports was the first vertical because the operational shape is obvious there — but the same pattern exists everywhere: services, trades, clinics, studios, delivery operations. The qualifier is the shape of the work, not the field it's in.
Bookings, scheduling, payments, staff or contractors, and recurring clients that currently live across disconnected tools — plus memory.
Owner-run, growing past the point where one person can hold it all in their head.
A real web presence already in place, but no operational or data integration behind it.
“I'm not here to rebuild your website. I'm here to build the business behind it.”