The Optimize Team

          Joe Laws

          Joe Laws

Joe came up with the idea for Optimize back in 2011, leading an infantry platoon in the mountains of Afghanistan providing paper printouts with custom workout plans for his men. After returning from Afghanistan, friends and family recognized his passion for fitness and were consistently asking for help with their own plans. Frustrated with the lack of personalization available in apps today and the limited time he had available to help individuals, Joe set out to create a more scalable solution.

Prior to Optimize, Joe was a Tech Lead at Google, a cofounder of three other tech start-ups, an Army Ranger, and a certified personal trainer.