Phlex Swim

Phlex is where the two halves of this site started being one job. I co-founded it in 2016 and ran product, brand and content: the Phlex EDGE tracker with real-time heart rate and in-water haptics, crowdfunded past $50K; the 2023 relaunch as a software platform on Polar's Verity Sense and a native Apple Watch app I wrote in Swift; and the Virtual Swim League with Arena.

I also shot, cut, graded and mixed nearly every film the company released, from the teaser that announced it to the athlete stories with Calvyn Justus and Cody Miller and the explainer that made the data legible. The one film I did not shoot, Every Breath Is Fuel, I produced.