ABOUT

I didn't start with a playbook.

I started at $5.50 an hour.

Operator. Builder. The story behind $50M+ in online revenue.

Where I Started

I grew up in extreme poverty. Cherokee heritage. My first real job was a furniture warehouse for $5.50 an hour. I went to six universities and never finished a degree. In 2012, my parents died seven days apart. I was broke, grieving, and had no blueprint for what came next.

What I had was a refusal to stay where I was.

I started an agency in 2011 building digital infrastructure for organizations most people only read about. I created visuals for Virgin Galactic, NASA, Discovery Channel, and ESPN. I built digital systems for LifePoint Hospitals. I contributed to the training guide for DaVinci Resolve, the editing software behind Hollywood.

That work taught me storytelling and distribution. But it didn't teach me what it feels like to own something. So I went looking for that.

I owned an apparel brand. A winery. A magazine. A coffee shop. I operated a restaurant through COVID. I invested in real estate and managed Airbnb properties across four countries. Ten businesses total. Some of them worked. Some of them didn't. All of them taught me the same thing: the principles underneath every business are identical. The surface looks different. The engine is the same.

What Almost Broke Me

What I Do Now

I poured everything I learned across ten businesses into e-commerce. And it worked.

I'm the equity owner and operator of Fresh Chile Co., a Shopify brand that has generated over $25 million in lifetime sales and ranks in the top 1% of all Shopify stores globally. Our sales were up over 350% last year. We manage a seven-figure annual ad budget with a blended ROAS above 4x. Our email list has grown past one million subscribers. Our conversion rate went from 3% to 5.5%.

I run MOVE FWD, a modern agency that integrates AI across every function. I hosted the DTC Growth Summit. And I manage a distributed team of fifteen people across five continents.

Across all of it. Agency, brands, clients, my own stores. I've personally generated over $50 million in online revenue.

What This Is Actually For

Before I tell you about the newsletter or the agency or any of that, I need to tell you this part. Because it's the part that matters.

When I was running Organ Mountain Outfitters, the apparel brand, one of the three that were losing money, we started a program. Buy a shirt, give a lunch, change your community. For every shirt sold, we donated to pay off student lunch debt at local schools.

The first donation was $1,000. We held a celebration at an elementary school.

By the time I stood in front of the Las Cruces school board, that number had grown to $43,000. We paid off $35,000 in back lunch debt for every elementary and middle school student in the district. Kids who had been carrying cafeteria debt from year to year woke up with a zero balance.

That brand was struggling. And it was still feeding kids.

That's what operators do. They build things that matter even when the building is hard. The goal was never just revenue. The goal is building something worth building.

What People Say