Built by someone who's been on both sides.

Over a decade in S&C across high school and collegiate programs, CrossFit, Olympic weightlifting, tactical athletes, and a physical therapy clinic. Programming for a full roster, then adjusting it the moment reality moved. An athlete shows up under-recovered. A new injury changes what's safe to load. The problem was always time. Every one of those moments deserves a decision made with purpose, but time runs out, and the more athletes on the roster, the less there is to go around.

Nearly ten years overseas: two year-long combat deployments with the U.S. Army as a paratrooper and infantryman, in Iraq and Afghanistan, then eight years as a U.S. State Department security contractor. Competitive Olympic weightlifting and CrossFit through my undergrad and contracting years. I've trained under several coaches, self-coached for stretches, and run programming that fit me and programming that didn't. When a coach knows your history, your patterns, and how you respond under load and under stress, the training is different.

The tools to build this didn't exist until recently. AI that can actually understand coaching context, learn individual methodology, and handle the kind of nuanced decision-making that goes into real programming: that's a recent development.

The current options force a bad choice: software that digitizes your workflow but leaves you doing all the thinking and digging, or AI apps that do the thinking but cut the coach out entirely. Neither one solves the actual problem.

Performify is built on a simple idea: the coach is the expert. The AI is there to extend their reach, not replace their judgment. Thor learns how you coach, handles the parts that eat your time, and keeps you in control of every decision that matters.