Companies & Projects

Hatch Chile Store is an e-commerce business rooted — literally — in the chile fields of Hatch, New Mexico. We sell authentic, farm-roasted Hatch green chile and red chile products to customers across the United States, shipping the real thing directly from the source to doorsteps nationwide.

What sets us apart is the farming. Our chile is grown by Judy Franzoy, a 5th-generation Hatch chile farmer whose family has been working this land for decades. We're not a reseller slapping a Hatch label on generic peppers — we grow and contract over ten distinct chile varieties, each with its own flavor profile and heat level. On the mild end, you'll find varieties like Giuseppe, 1904, NM 6-4, and Esmeralda — sweet, flavorful chiles that are perfect for people who want the taste without the burn. Our medium varieties include Big Jim (the classic New Mexico chile), Charger, and Matador II. For serious heat seekers, we grow Sandia Select, G76, and Matador. And for those who want to push the limits, our extra-hot varieties — Miss Junie and Lumbre — bring an intensity that earns its reputation.

Building the e-commerce infrastructure for a perishable, seasonal agricultural product was one of the hardest and most rewarding things I've done. It forced me to learn full-stack Shopify development, to build supply chain systems that could handle the harvest rush, and to develop marketing strategies that educate customers about what authentic Hatch chile actually is — and why it matters. This business taught me most of what I know about digital marketing, and it remains the venture closest to my roots.

Bionic Barbell is a gym and recovery center in Las Cruces, New Mexico, built on a simple idea: training hard is only half the equation. Recovery is where progress actually happens, and most gyms completely ignore it.

When I looked at the fitness landscape in Las Cruces, I saw the same story playing out across the country — big-box gyms and budget chains all competing on price and equipment, offering essentially the same thing. Nobody was investing in recovery technology. So I built a facility that brings together serious training with cutting-edge recovery modalities that you'd normally only find in professional sports facilities or expensive wellness centers. Bionic Barbell is the only gym in Las Cruces offering cryotherapy, red light therapy, PEMF (pulsed electromagnetic field therapy), and oxygen therapy — all under one roof. That combination simply doesn't exist anywhere else in the local market.

The philosophy is straightforward: train hard, recover smarter. We're locally owned, independent, and deliberately anti-corporate. Our members range from competitive athletes pushing their limits to seniors who come in through insurance partnerships with SilverSneakers, Silver&Fit, and Renew Active. Recovery technology is the key differentiator — it's a blue-ocean strategy in a market that was drowning in sameness. And once people experience what these tools can do for their training, their pain management, or their overall well-being, they don't go back to a gym that doesn't offer them.

Popsie Fish Company is an e-commerce seafood brand, and my involvement is on the marketing and growth side of the business. I bring the same digital marketing and SEO expertise that I've built through my own e-commerce ventures — Shopify development, search optimization, content strategy, and customer acquisition — to help drive Popsie Fish Company's online presence and revenue.

Working with Popsie Fish has reinforced something I've seen across every business I've touched: the fundamentals of e-commerce marketing don't change from industry to industry. Whether you're selling chile or seafood, the mechanics of driving qualified traffic, converting browsers into buyers, and building a brand that people trust and return to are the same. What changes is the specifics — the audience, the seasonality, the competitive landscape — and that's where having real operational experience, not just marketing theory, makes the difference.

Amigos Mexican Foods is a Mexican food restaurant in Deming, New Mexico — about an hour west of Las Cruces along Interstate 10. It's now part of the Hatch Chile Store family, which means the same commitment to authentic New Mexico ingredients and flavors that drives our e-commerce operation extends to a sit-down dining experience.

Bringing Amigos into the Hatch Chile Store family was a natural fit. Deming sits right in the heart of chile country, and having a physical restaurant presence alongside our e-commerce business creates an interesting bridge between digital and brick-and-mortar. Customers who discover our chile products online can experience those flavors in person, and diners at Amigos get a firsthand taste of the quality that Hatch Chile Store ships across the country.

Paradise Greens is a mobile home community owner and operator with parks across Texas and New Mexico. We currently own and manage communities in Plainview, Texas; New Deal, Texas; Roswell, New Mexico; and Ruidoso, New Mexico — with over 300 spaces under management and another 65 spaces currently being developed in Roswell. It's hands-on real estate that applies the same operational mindset I bring to every business: identify the gap, understand the numbers, and do the work.

Mobile home communities are one of the most overlooked asset classes in real estate, and for the residents who live in them, the quality of ownership and management makes an enormous difference. Our approach is to run these communities well — invest in infrastructure, provide responsive management, and create places people are proud to call home. It's the kind of business where doing right by residents and building long-term value aren't in conflict. They're the same thing.

Mesilla Wireless is a small wireless internet service provider I run, serving the residents of Raasaf Hills — a quiet, scenic neighborhood near Mesilla, New Mexico, tucked between the Organ Mountains and the Rio Grande with sweeping views of the Mesilla Valley. It's a beautiful area, but like a lot of rural communities in southern New Mexico, reliable internet access wasn't a given. The major providers either didn't serve the neighborhood at all or offered connections that weren't fast or dependable enough for modern needs.

So I built a WISP (wireless internet service provider) to fill that gap. The operation uses fixed wireless technology to deliver broadband connectivity directly to homes in Raasaf Hills. It's a straightforward business with a simple value proposition: people in this community need reliable internet, and Mesilla Wireless provides it. No long-term contracts from a faceless corporation — just a local operator who lives in the same area, understands the terrain and the infrastructure challenges, and keeps the network running.

Mesilla Wireless is one of the smaller ventures in my portfolio, but it's a good example of the same pattern that drives all of my businesses: find a real need that isn't being met, figure out the infrastructure to meet it, and do the work. Rural broadband access is one of those unsexy problems that makes an enormous difference in people's daily lives when it's solved. And being able to solve it for my own neighbors — just minutes from Old Mesilla and the Mesilla Valley Bosque — is exactly the kind of local impact that makes running businesses in southern New Mexico rewarding.

Sunspot Medical Group is a Las Cruces-based distributor of advanced biologic wound care products, founded by local entrepreneur Tanner Mccaslin. I built their website and digital presence from the ground up — applying the same SEO, structured data, and web development expertise I've developed through my own e-commerce businesses to help a healthcare company get found by the providers who need its products.

Sunspot Medical distributes two revolutionary product lines: Kerecis, an FDA-cleared biologic wound dressing made from omega-3 rich Atlantic cod fish skin that serves as a natural scaffold for tissue regeneration, and SYLKE, an advanced wound closure system utilizing hypoallergenic silk fibroin strips. These products are changing outcomes for patients with chronic wounds — diabetic foot ulcers, venous leg ulcers, surgical wounds — and in many cases can help patients avoid partial amputations that would otherwise be necessary with traditional wound care. The company serves healthcare providers across Las Cruces, El Paso, and the broader Southwest.

This project is a good example of how the digital marketing skills I've built through Hatch Chile Store, Popsie Fish Company, and my other e-commerce ventures translate directly to industries outside of e-commerce. The fundamentals are the same: build a technically sound website, structure the data so search engines understand what the business does and who it serves, and create content that earns trust with both Google and the humans reading it. Helping a local entrepreneur get his wound care business picked up in the SERPs is exactly the kind of work I enjoy — it's a real product solving a real problem, and it just needed the right digital infrastructure to reach the right audience.