Sometimes they’re made of wood, steel, fabric and leather.
Sometimes they’re made of code.
These days, they think.
01 / A little context
I’m Fernando. For more than two decades, I’ve been turning ideas into things people can actually use: products, furniture, businesses, websites, systems and now AI-powered tools.
I’ve spent a lot of time on factory floors, running operations, managing teams and solving problems with whatever tools were available. That experience still shapes how I work: understand the problem, get into the details and make it work.
Different materials. Same instinct.
02 / The through line
It started with things you can touch. Designing furniture, working with wood, steel, aluminum, stainless steel, fabric and leather, programming CNC machines and building manufacturing and retail operations.
Then came things you can click. Websites, ecommerce, digital marketing and the systems connecting businesses, customers and information.
Today, I build things that can listen, understand, respond and act: AI agents, voice systems, automated workflows and connected spaces grounded in how businesses actually work.
Years building businesses
CrossFit locations operated
Years in furniture & manufacturing
From manufacturing and retail to fitness, technology and hospitality. The best lessons came from doing.
03 / On my workbench
A few projects at the intersection of AI, business and everyday life.
An AI automation studio helping businesses connect agents, voice systems, workflows and the tools they already use.
Business, connectedAI tools for restaurants, from intelligent menus to more useful and personalized hospitality experiences.
Hospitality, rethoughtHome services, maintenance and smart-home technology designed to make homes easier to manage and nicer to live in.
Spaces, more aware04 / Away from the desk
Snowboarding, kitesurfing, enduro, CrossFit and anything that gives me a good reason to keep moving.
Also in the rotation
CrossFit / Padel / Cycling / Surfing / Water skiing
05 / Say hello
A project, an idea, or just a good conversation.
I’m always interested in what people are building.