Phlex Swim · 2023 · FILM
Every Breath Is Fuel
The film for the 2023 Phlex Swim platform relaunch, Polar Verity Sense and Apple Watch. I produced it, ran the campaign and cut the social versions; Innerbloom Film shot it.
CINEMATOGRAPHER + ENGINEER · SWIMMING, TRIATHLON, ENDURANCE SPORT · GAINESVILLE, FL
I film endurance athletes. Then I build the software and systems around them.
Swimming is the DNA: co-founded Phlex, marketing director at deBoer, Caeleb Dressel’s channel and training tools. The work now spans triathlon, brands, athletes, and the tools they run on.
NOW2026-09Kona World Championships (Oct)deBoer storefront live
SHOT 02 / 08 · WHAT I DO
Film
Verite capture, commercial finish. Campaigns, athlete series, documentary and social for brands and athletes.
Product
Coaching tools, apps and training analytics for athletes, coaches and teams.
Systems
Bespoke sites and AI/edge systems for founders and brands: Shopify, Cloudflare Workers, Resolve agents.
SHOT 03 / 08 · SELECTED WORK
Selected work
All case studies
SHOT 04 / 08 · FILM
Film
Every film
2:38Every Breath Is Fuel01
Phlex Swim · 2:38 · 2023
13:58Sprint 10102
Caeleb Dressel · 13:58 · 2025
0:23Faster Through Science03
deBoer x Caeleb Dressel · 0:23 · 2025
1:46The Perfect Race, with Calvyn Justus04
Phlex Swim · 1:46 · 2019
1:07Welcome to the Cali Condors05
Cali Condors (ISL) · 1:07 · 2021
0:53The most comfortable swim goggles ever designed06
Arena · 0:53 · 2019
0:30The Future of Swimming Is Here07
Phlex Swim · 0:30 · 2019
3:30Swim Tracking Data and the Insights of Phlex Swim08
Phlex Swim · 3:30 · 2023
SHOT 05 / 08 · LEDGER
Ledger
| Years | Org | Role | |
|---|---|---|---|
| 2026–now | deBoer | Marketing director + engineering | Storefront, team programs, monitor, content system |
| 2026–now | SwimPass | Founder | Open-water conditions for 59k spots; iOS + watchOS |
| 2025–now | Caeleb Dressel | YouTube producer, training-tools consultant | Channel end to end; private analytics tooling |
| 2016–now | Independent | Cinematographer + creative director | Nike Swim, Arena, NoBull, Speedo, deBoer; SEC Network, CBS, ESPN |
| 2016–2024 | Phlex Swim | Co-founder, creative director, engineer | Hardware launch, Apple Watch app, every film |
| 2021–2021 | Cali Condors (ISL) | Head of content | Sole creator, two European hubs, ISL Season 3 |
| 2015–2018 | University of Florida Athletics | Digital media specialist | Swimming and diving, SEC championships |
CLIENTS
deBoer
Phlex Swim
Nike Swim
Arena
NoBull
ISL · Cali Condors
Florida Gators
SHOT 06 / 08 · NOTES
Latest notes
All notesSep 18, 2026
Hello: the rebuilt site and how notes work
The first note on the rebuilt ryanrosenbaum.dev. What the notes section is for and how a post goes from MDX to the page.
SHOT 08 / 08 · CONTACT
REC ·
The light is on.
If the light is on, it is recording. Tell me what you are working on and where it is; I read everything myself and reply within two business days.
[email protected]Open · Booking Q4 2026Gainesville, FL