Systems I've Built. Businesses That Run.
Not demos. Not mockups. Live operating systems, AI applications, and automated businesses I designed, built, and deployed — across fitness, health, food service, and luxury fashion. Each one carrying the same first-principles thinking into a different industry.
GymSpotter: A Business OS for an Entire Vertical
GymSpotter started as a single operating system built for one fitness equipment distributor, and became the infrastructure now running several companies across the vertical. Lead generation, client management, workout programming, parts procurement, service coordination, and full business analytics — all automated, all connected, all running on the same underlying engine.
Every distributor and service provider running on GymSpotter gets the same result: a business that scales without scaling its back office. New clients, new territories, and new service contracts get absorbed by the system instead of requiring another hire.
DEEPdormir: Clinical-Grade Insight Without the Clinic
Sleep clinics are expensive, slow to book, and out of reach for most people who just want to understand why they're not sleeping well. DEEPdormir replaces that gate entirely — an AI-powered sleep optimization platform that analyzes patterns and delivers personalized, actionable recommendations with zero human consultation required.
The same core belief runs through this build as GymSpotter: expensive, human-gated expertise can be turned into accessible infrastructure without losing what made it valuable in the first place.
The AI-Powered Pizzeria: An Ordering Experience People Actually Come Back To
Most restaurant "apps" are just a menu with a checkout button bolted on. This build is the opposite: PizzaBot handles order management and menu recommendations, CaterBot coordinates catering end to end, and the whole experience is designed to feel like using a product, not filling out a form.
That distinction matters more than it sounds. A form gets used once and forgotten. A well-built app-like experience — fast, personal, a little bit fun — is what turns a one-time order into a customer who opens it again next Friday without thinking about it. Recommendations feel like they're from someone who knows the menu, not a dropdown. Catering coordination happens in a conversation, not a quote request buried in an inbox.
The underlying lesson generalizes well past pizza: the businesses that win the next decade of ordering, booking, and repeat purchase aren't the ones with the most features — they're the ones whose product feels good enough to open twice.
TopFoxx: Turning a Luxury Eyewear Store Into an AI Fashion Application
TopFoxx is a women-owned luxury eyewear label with real traction and celebrity placement — but like most DTC brands, it was paying the industry's hidden tax: a huge share of online purchases returned simply because the customer couldn't try the product on and guessed wrong. That single problem quietly kills both conversion and margin.
The fix wasn't a better product page. It was rebuilding the entire shopping experience as a headless AI application: customers upload a selfie and see any frame rendered realistically onto their own face in seconds, get styled by "Natasha" — an AI stylist chatbot built around the founder's own on-camera persona — and move through a guided journey from try-on to style quiz to purchase, all running on a completely custom interface with Shopify handling checkout in the background.
The result is the same thesis behind every build on this page: e-commerce isn't retail anymore, it's media. A brand measured by engagement and return visits, not just transactions, and a shopping experience good enough that customers share it, come back, and become regulars instead of one-time buyers.
Your Industry Could Be Next
Fitness, health tech, food service, luxury fashion — the pattern is always the same: map how the business actually runs, then build the system around it. Let's find what that looks like for you.