Built by Athletes. For Athletes.

I've spent the last decade trying to answer one question: how do you alter the trajectory of someone's life?

Everything I've studied — philosophy, psychology, performance science, theology — converges on that question. And the answer I keep coming back to is deceptively simple: change someone's perception of what's possible, then give them the daily practices to close the gap between who they are and who they want to become.

I played lacrosse at the University of North Carolina — my brother Henry did too. We grew up in Cincinnati, Ohio, where the sport barely existed when we picked up a stick. We got there because our parents believed in us, because we set a goal most people said was impossible, and because every single day we did the work.

After college, I started coaching and training young athletes. The same pattern kept showing up: incredible talent, no system. Kids who could be extraordinary but had no framework for the daily discipline that makes the difference. No one was teaching them HOW to be great — just telling them they should be.

I'm both the coach and the developer of YOU.PRJCT. I built the app, the dashboard, the website, and the content — while coaching the athletes who use it every day. This isn't a tech company that hired consultants to understand athletes. This is an athlete who learned to build technology.