I was born in Israel and moved to the States when I was 8. I started an ed-tech company my senior year at UT Austin, and in 2015 I dove head first into ecommerce, back when Shopify was just getting started. I spent the next decade in that world, mostly on the software side helping DTC brands understand their customers, most recently as GM at KnoCommerce. Building tools for consumer brands made me want to build one of my own. That's Boostcous, a protein couscous I launched on my 35th birthday after two years of late-night batches in my kitchen, and I'm building it in public. I live in Carbondale, Colorado, where I mountain bike, ski and raft.