the problem we lived

Running AV meant working in the gaps between systems.

For years, keeping rooms installed and running happened in the cracks no tool covered.

Running AV ops meant stitching a half-dozen tools together and backfilling the gaps with spreadsheets. Renewals slipped. When a senior tech left, half of how the rooms worked left with them. Audit season ate a quarter.

None of the tools talked to each other, and none of them understood AV. So the real work, getting rooms installed and keeping them running, happened in the gaps between systems. We got tired of the workarounds, so we built the thing we kept wishing existed.

why APEX

The whole stack, in one place.

The project, the live rooms, the support history, every document. Together at last.

One record, end to end

The project, the live rooms, the support history, and every document live on one record instead of scattered across eight tools.

Partners on the same page

Bring in a partner and they get their own walled-off workspace on the same record. No more emailing PDFs back and forth.

Every feature earns it

Every feature has to fix a real problem we hit on an install. That's the bar, and nothing ships without clearing it.

our philosophy

Three things we won't compromise on.

The rules we built the platform around, learned the hard way on real installs.

One source of truth

If the project, rooms, partners, and documents don't all live in one place, you're back to stitching tools together. One thing done completely beats ten done halfway.

Operators, for operators

Every feature earns its place against a problem we watched derail an install. No AV skin on generic software.

Partners make it better

Adding a partner shouldn't spin up another data island. The record stays shared, scoped, and owned by everyone who touches it.

the team

Two operators. Receipts in hand.

An AV engineer who's been in the room for two decades, and a creative director with eight years across two roles on Yelp's IT stack and a widely read BuzzFeed byline. Both with verifiable LinkedIn trails. A product of DS Development.

Damon Alexander

Founder, Technologist, Engineer, Developer

Senior AV Engineer, Wintrust Financial. 160 rooms across HQ and 10+ community banks. C-suite, complex builds, refreshes, new builds.

Intercom, AV Systems & Events Manager. Global AV across Chicago, San Francisco, Dublin, London, and Sydney.

Underwriters Laboratories, Senior Technologist. Enterprise training centers.

Director of AV, The Ritz-Carlton South Beach, Hyatt Pier 66, Mandarin Oriental NYC. At peak: 120+ direct reports across full-time, contract, and event staff.

ShortWave Echo, Owner & Founder, 2021 to 2025. AV consultancy. Led AV programs at Chase and Northwestern Mutual.

Also: Nordstrom Trunk Club (IT Operations Lead), Groupon (Senior Product Support, 2,200+ Meraki networks), Duck Creek (Senior Analyst, 700+ VMs), Rosalind Franklin University (AV Lead).

AVIXA CTS · Rising Professionals Council · Tech Manager Council

Kelly Jackson

Creative Director, Writer + Systems Engineer

Writer, BuzzFeed. A widely read byline.

Bylines: The Hard Times, Hard Drive, Slackjaw, Points in Case.

Publisher, TMI. Personal Substack, 200+ subscribers, 55%+ open rate.

Google, Technical Writer. Internal Developer Relations.

Yelp, Systems Engineer, 6 years. Telephony specialty: Mitel for 5,000+ users, Twilio migration on a JavaScript + AWS backend. Earlier, Lead IT Site Support Technician.

Groupon, Global Application Support Specialist. 20,000+ Google Apps licenses across countries.

Apple Retail, Mac Genius, Tier 2 iApps Senior Advisor.

Operational experience: JAMF · ally · Okta

Built by people who lived it.