The Carv Performance Institute was founded by world-renowned skier Thomas Roennau to bring tech-enabled ski training to life. As a decorated instructor and repeat holder of the #1 spot on Carv's Ski IQ leaderboard, Thomas envisioned a new kind of performance academy that blended elite coaching with modern tech. CPI was born, with a blank slate to design something skiing had never seen. My best friend Pierce and I (living in Aspen at the time) joined pre-brand and helped shape the experience from the ground up: building the digital identity, funnels, and operational backbone. I led all growth efforts: designing the look and feel, managing acquisition channels, producing creative assets, and building trust in what we were offering. This was a hands-on sprint that was fully bootstrapped. I hit the slopes to film skiers at maximum speed and captured glowing testimonials during moments of breakthrough. Built a website chatbot, booking flows, and an organic growth engine through social and some amateur SEO. Nurtured an audience with educational content and partner promotions with Carv. If it were any more organic, it'd be found in the produce section at Whole Foods. In every way, this chapter compounded my skills. And what began as a 5-to-9 side project became a profitable business in the epicenter of performance skiing.