Ensenada, Baja California Yuma, Arizona
Flooring operator. AI builder. Desert racer.
Preparation is the edge.Execution is the proof.Everything else is noise.
ScrollThe through-line
One thousand miles of Baja desert and a flooring business in Yuma have more in common than they should. Both punish improvisation. Both reward the person who did the work before the green flag dropped.
I have spent twenty-eight years building a flooring business in a border town, and the last several building the software I could never buy for it. On the weekends I point a trophy truck at the horizon and find out whether the preparation held.
It is the same discipline either way. Know the course. Build the machine. Then go.
Four records
01 / Operator
Founded 1998 · Yuma, Arizona · Flooring retail
Brad founded Synergy Holdings in 1998 and still runs it — now from four hours south of the border. The company operates two flooring retail trade names in Yuma: Big Bob's Flooring Outlet, a Floors & More franchise, and Flooring America, part of the CCA Global Partners cooperative. Retail, builder, commercial, and installation all under one roof, in one of the hardest markets in the country to staff and supply.
02 / Builder
Founder · FloorWise.ai · Flooring industry software
FloorWise AI started as the operating system Brad built for his own stores because nothing on the market did the job. It became a company. Today it is a suite of AI-powered applications for flooring dealers — pricing, catalog, org structure, performance, and growth planning — built by an operator who still has to live with the results every Monday.
03 / Racer
Off-road desert racing · Baja California
Trophy Truck #55 in the RECORD series. Can-Am Maverick R in SCORE. Basura Blanca races the Baja peninsula — the same terrain that has humbled better-funded teams for sixty years.
04 / Brand
Founder · FastNDirty.com · Off-road lifestyle
Fast 'N Dirty is where the off-road world shows up. Apparel, stories, and an interactive calendar tracking off-road racing events worldwide — one place to find out who is racing, where, and when. Fast by nature. Dirty by choice.
05 / The commute
Brad runs a multi-division flooring business in Yuma, Arizona from a beach house in Ensenada, Baja California. Not because it is easy, but because a business that only works when the owner is standing in the showroom is not a business — it is a job. Remote forced the systems, the accountability, and eventually the software.
Ensenada, Baja California
06 / Perspective
Long-form pieces, talks, and podcast conversations. New work posts here first.