Made websites since websites were a thing. Then a company to make them.

I founded 10up, grew it to 300 people without an office, and merged it into Fueled, where I advise and take on projects here and there. After fifteen inspiring years leading a company, I have the privilege to help people where it counts, no longer consumed by management, money, and meetings... crafting again, with a toolbox I couldn't have dreamed of.

Jacket on

The professional summary.

In 2011 I founded 10up and grew it into the largest WordPress-focused agency in the world, serving clients like Salesforce, Hilton, Harvard, and Disney. I had the privilege to get hands on with projects like WhiteHouse.gov and Google's Site Kit. We were second only to the WordPress founder's own company in contributions to WordPress, which grew to power more than 40% of the web, myself among the contributors.

In 2023 I merged 10up into Fueled, a product and app design agency, and spent the next year and a half bringing the two companies together before stepping back from full-time leadership.

Today I'm an advisor to Fueled, where I help with content and take on special projects here and there. The rest of the time, I'm contributing to open source projects I care about, advising a few founders and entrepreneurs, making digital tools and products with my own two hands (and a few robot helpers), and doing my best to keep up with the latest revolution.

What I've done

Thirty years, thirteen lines.

  1. 1990sFirst websites, for anyone who'd let me.Hand-coded, a little Dreamweaver when nobody was looking, and yes, GeoCities.
  2. 2000sLearning everywhere.Studied software, business, film, and economics. Freelanced through college, then went agency, serving everyone from the local nonprofit to the U.S. Navy.
  3. 2009Doubled down on WordPress and open source.Found WordPress in 2006 after years of fighting commercial CMSes. By 2009, as Technology Director of a Providence agency: shipping free plugins, showing up at WordCamps, and delivering bigger sites than the shop had ever sold.
  4. 2010Community.Co-organized the first WordCamp Boston, founded the Providence meetup, taught WordPress at Boston University, wrote for Smashing Magazine.
  5. 2011Founded 10up with a small savings account.Distributed from day one. Helped relaunch TechCrunch.com by July. Eight people by the first anniversary.
  6. 2013Forty people. Stepped back from most of the code.The last year I'd call myself a working developer.
  7. 2015115 people, still no office. A team of three at home.Started WordCamp Sacramento the next year.
  8. 2017Took the whole company to Old San Juan.A week in a former convent for a new kind of company summit. Acquired a small agency, shipped Distributor, a record thirty new clients.
  9. 2019Google's Site Kit ships.A 10up + Google collaboration. Top ten most-installed WordPress plugins since.
  10. 2021WhiteHouse.gov relaunches on WordPress.10up built it in six weeks for Inauguration Day.
  11. 2023Merged 10up into Fueled.At nearly 300 people and $40m a year, fresh off a company summit in Reykjavik. Stayed on full time as a partner to bring the two companies together.
  12. 2025Stepped back. 10up becomes Fueled's WordPress practice.From full-time executive to advisor and hands-on maker.
  13. 2026A new era of making with digital.Back in the shop, shipping faster than I did at my peak: an official WordPress Browser Extension, a few hobby projects, and more on the bench.

Jacket off

The rest of the story.

I grew up in southern New England and live in northern California now, with my wife, Michele, and our daughter. I'm a gadget geek with a weakness for home automation and a low tolerance for things that almost work. If something in the house won't talk to the rest of the house, I'll write the bridge myself. I love a good drive and a good movie, the cerebral or slightly surreal kind. I'm infamously opinionated about technology, policy, and economics, and have no opinions about sports, which I consider a public service.

For twelve years, all my creative energy went into building a company. Now it goes to seeing more of the world, a few investments here and there, and the ideas that never made anyone's roadmap: giving back to open source, fixing small pet peeves, and seeing which new things hold up, with tools that finally let one person do it. My favorite thing about stepping back is many days without meetings, ideally in a coffee shop with good Wi-Fi and a matcha with a twist.

What I'm working on

What I'm making.

The extension's popup open over a WordPress site: edit page, admin, show admin bar, new, developer toolsWordPress Browser ExtensionHide the admin bar. Keep the shortcuts.The plugin's dashboard listing repositories, their last release post, and a Generate post buttonAuto Release Posts for GitHubWatches GitHub. Drafts the post.The homepage of this site: a close crop of a sports jacket beside the opening lineThis siteAstro, scroll-driven CSS, one robot helper.Air purifier. Robot vacuum. Now in HomeKit.Homebridge pluginsAn air purifier and a vacuum that didn't deserve to be dumb.

More on the bench. Keep an eye on GitHub.

Connect

Find me elsewhere.

2026. Written by a person, built with a little robot helper.