The short version: I've been the fitness guy, the camera guy, and lately the app guy, and it turns out they were all the same job. I like taking hard things, figuring out what actually works, and handing people the simple version.
The fitness chapter came first
Before anything else, I was a personal trainer and then an online fitness coach. For years I helped regular people lose fat, build muscle, and stop starting over every Monday. Not athletes, not bodybuilders. Normal people with jobs and kids and a real life that kept crashing into their plans.
Coaching that many people teaches you something the fitness industry doesn't like to admit: almost nobody fails from lack of information. They fail because the plan was built for a perfect week, and perfect weeks don't exist. The clients who won were the ones we built boring, forgiving systems for. That lesson shaped everything I've made since.
I don't take coaching clients anymore, but the coach never really left. It's in every article I write and every tool I build.
Then the camera
I always thought photography and movies were the coolest thing in the world. I took a film class in high school, fell down the rabbit hole of fitness YouTubers like Christian Guzman and Steve Cook, and a switch flipped. I wanted my own camera and my own channel.
On Thanksgiving of 2021, I pulled the trigger and ordered my first Sony ZV-E10 with a couple of Sigma lenses. That was the start of everything. I taught myself Final Cut Pro one YouTube tutorial at a time and just started filming and editing anything I could get my hands on. These days I shoot on a Sony FX30, I've scripted and hosted hundreds of YouTube videos, and I will absolutely talk your ear off about lenses.
Now: building Axis
For years I ran my own training, food, and habits through a Notion system I built called Project Reset, and sold it to people who wanted one system instead of five apps. The system worked. The tools didn't. Spreadsheets break, big fitness apps need a signal and a spinner to log a set, and nothing remembered the small stuff.
So I rebuilt it as a real app. It's called Axis: training, nutrition, habits, and progress in one fast app that works with zero bars. It's the thing I wish I could have handed every client I ever coached. It's in final testing now, and building it in public has been the most fun I've had in years.
And yes, the golf thing
In March of 2024 I played golf for maybe the fourth time in my life, up in Sebastopol, and I was atrocious. Leave-the-course-questioning-your-life-choices bad. Naturally, I got hooked. Two or three clean shots that day was all it took.
That kicked off a two-year mission to break 90, filmed every step of the way. In March of 2026 I shot an 86 at Foxtail North, and the whole journey lives on my golf channel as a series called Breaking 90. I'm an 18 handicap now, Rooster Run in Petaluma is home, and the camera comes along for every round.
The bigger picture
Everything here runs on the same idea. Getting better at hard things is the good stuff in life, and most people don't need more intensity, they need better systems. Whether that's a fat loss plan that survives a birthday party, an app that makes logging painless, or a golf swing that slowly stops being embarrassing, it's all the same project.
Stick around. It's just getting good.