I’m big on systems, small teams, and fast loops. People, process, product isn’t just a mantra—it’s how I operate. I believe empowered teams, clear goals, and tight feedback cycles are what make great products ship (and actually stick).
My product mindset was forged in the scrappy world of entrepreneurship. I co-founded and scaled two fitness companies—one physical, one digital—then pivoted mid-pandemic to a global online platform. No fluff, no playbook. Just constant discovery and relentless execution. That’s still how I work today.
Right now, I’m Director of Product at Influence Board, where I build lean, AI-integrated SaaS products that grow revenue and cut bloat. I’ve led everything from zero-to-one MVPs to full-scale overhauls—always with a foot in UX and a finger on the business model. I’m the PM who also designs, QAs, and questions assumptions.
What guides me:
🤖 AI as leverage: I build with AI—from custom GPTs to MVPs with Lovable—and help teams use it to streamline ops, boost UX, and reimagine what’s possible.
🚀 Founder-style speed: I don’t wait for perfect org charts. I find the gaps and build what’s missing.
📐 Operating model mindset: Discovery and delivery live side-by-side. Business value and user value stay in lockstep.
I care about velocity with purpose. And whether I’m defining strategy or polishing a prototype, I keep the whole system—people, product, process—front of mind.
If you're into AI, early-stage momentum, or product systems that actually scale, we’ll get along great.
Let’s grab a virtual coffee and compare notes.
"Crystal has this amazing mix of vision and execution, and she leads with thoughtfulness and collaboration. She’s exactly the kind of leader who makes a real impact while lifting up everyone around her."
— Cody McDonald • Sr. Director, Product Management and UX (SCRAM Systems)
Reading clears my head and music warms my soul.
currently listening to
Ambyion
Dreamer
currently reading
Transformed
Marty Cagan
What I Do (For Real)
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Product Strategy & UX Leadership
I build systems that make sense—for users, for teams, and for the business. My strength is in connecting the dots between strategy and execution, especially when it comes to scaling SaaS products. I’ve led product from 0→1, reworked entire UX systems, and know how to move fast without breaking the core.
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Design with Purpose
My background in design isn’t just aesthetic—it’s how I think. I approach product challenges visually and structurally. Whether it’s user flows, brand alignment, or marketing collateral, I focus on clarity and cohesion across the experience.
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Tools That Get the Job Done
I use tools like Figma, Shortcut, Canva and Adobe CS daily. I’ve run sites on WordPress and Wix. I’m not attached to a stack—I care about speed, collaboration, and using what works.
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Data That Drives Prioritization
I don’t fetishize dashboards, but I do pay attention to what users actually do. I use data to inform product decisions and shape roadmaps that deliver value without adding noise.
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Execution Under Constraints
I’ve worked without a designer. I’ve QA’d every feature myself. I’ve built roadmaps in spreadsheets and tracked dev in Shortcut. I know how to lead when you don’t have everything you need, and I’ve shipped good work anyway.
Career Highlights (The Stuff That Stuck)
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🏋️♀️ Built Two Fitness Businesses from the Ground Up
Awaken Denver was the first adult gymnastics-inspired gym in the U.S. We scaled it to $700K/year, won Denver’s Best Gym five years straight, and created a training model that got global attention. I co-founded a second gym (Club Calisthenics), then pivoted it online during COVID—now a YouTube-based fitness resource.
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📈 Scaled a SaaS Product While Cutting Dev Costs by $400K
At Influence Board, I led the transition from a freemium model to a Concierge-based B2B platform. I rebuilt our product direction, led the rebrand, ran point on all UX/UI, and helped grow our executive user base—all while managing cross-functional priorities and limited resources.
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🧠 Deep in AI and Workflow Innovation
I build custom GPTs to improve workflows, prototype in Lovable, and help other product leaders figure out how AI can actually be used on teams. I co-organize ProductTank Denver, where I focus on making emerging tech accessible and applicable for product folks.
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🎧 Recognized for Doing the Work (Not Just Talking About It)
Featured in Outside Magazine, Voyage Denver, and a handful of podcasts for my work in fitness, product, and leadership. Tim Ferriss gave our gym a shoutout after visiting—it was a nice moment, but the real win was building something worth noticing.