About me
I work with founders who are building something that needs to last.
Not just a brand or a business, but a way of operating that can hold as complexity increases, decisions carry more weight, and the cost of misalignment compounds over time.
My work sits at the intersection of strategy, systems, and leadership. Not execution. I am here to help you work smarter.
I’m interested in how people make decisions, how businesses scale sustainably, and how structure creates progress.
How I think about business
As businesses grow, clarity erodes quietly. More decisions, more tools, more advice, and more pressure to move quickly.
The real issue is usually how the business is designed, and how decisions are made, repeated, and reviewed over time. When that design is weak, even good leaders end up operating reactively.
How I Work With Founders
I work with founders who want to think clearly, operate with discipline, and take responsibility for how their business is designed and led.
Most of my work happens through:
The Apoyo Method™: a structured framework for clarity, systems, and CEO-level operating
Private Advisory: an application-only, high-proximity advisory container for founders navigating complex, high-stakes decisions
Both are designed to support independence, not reliance.
Get to know me
What I care about
Life and business design.
What is the point of it all if we hustle and grind ourselves into the ground, leaving no room for the things we love to do? Yes to working hard, but working in an intelligent way that really moves the needle. It requires stepping back, taking a breath and working out exactly how you want your days, weeks and months to look. Then we reverse engineer that vision and implement tools, systems and processes that help you to achieve your goals and vision.
My mornings
Most mornings begin quietly . Time with my boys, movement, sauna, stillness, and a pot of tea.
I protect my mornings for focused work. When my mind is sharp, I work deeply -usually a few uninterrupted hours on what matters most. Fewer distractions. Better decisions.
Outside of work
When I’m not working, I’m with my family, often outside, in the sunshine or by the beach. I love cooking, baking, pilates, strength training, listening to podcasts, and reading.
It’s a simple life, by design. And one I’m deeply grateful for.
Why I do this work
What I love most about my work is helping bring someone’s vision to life.
Building something meaningful can be lonely and overwhelming, especially when you’re wearing every hat and carrying every decision. My role is to help make that journey clearer, more grounded, and more sustainable — so success doesn’t come at the cost of enjoyment.
Because what’s the point of building something if you don’t enjoy the process of getting there?
The Apoyo Method™
Structure, strategy and systems for founders ready to scale.