About the Founder

I'm Will. I spent over a decade selling technology for companies like Apple, Twilio, and Veeam — which taught me exactly where businesses bleed time and money. Almost always, it comes down to software that doesn't fit how they actually work.

The reason it was racing venues is that I was going to open one. I got as far as a floor plan and a handwritten membership pricing sheet, then went looking for software to run it on and found a calendar with a payment button attached. Nothing understood a prime-time hour, or the difference between a member and a walk-in. So I built that instead. The center is still a maybe.

So now I build it. I design and run the booking and operations platform behind real racing venues — reservations, POS, memberships, gift cards, parties, and a self-serve kiosk, all in one system. It works because I run it in production, not just code it and hand it over. Today that same platform is white-labeled to venues like Skip Barber and Speed Experience, and I build custom software and AI automation for growing businesses that want to move faster without enterprise overhead.