Built by Someone Who's Been on Both Sides

For 14 years, I owned and operated CrossFit gyms. I lived the small business reality — every sale earned face-to-face, every customer a victory, every dollar reinvested into growth. I know the sleepless nights. I know the weight of making payroll. I know what it feels like when a vendor promises the world and delivers a template.

I watched business owners like me get taken advantage of by agencies charging $5,000 for a WordPress site and $300/month for “maintenance” that amounted to pressing an update button. I watched the AI hype machine sell chatbots to restaurants that didn't need chatbots.

I told myself: if I ever had the skills to do something about it, I would.

Today, I build developer tools at one of the world's largest technology platforms. I work alongside some of the best engineers on the planet. I see, every single day, the cutting-edge systems that power the companies everyone knows — and I see the enormous gap between what enterprise tech can do and what the average small business has access to.

That gap isn't about money. It's about access. It's about someone who understands both worlds — the technology and the business — being willing to bridge them without the usual markup, the usual BS, the usual lock-in contracts.

That's what Max Effort AI is. The bridge.