Alex Evenson

I'm Alex Evenson. I build companies, advise founders, and write about what I'm learning along the way.

I'm a graduate of the University of Washington's Michael G. Foster School of Business, and I'm based in the Midwest — building from a place where most of the action gets ignored, and shipping for the rest of the world anyway.

Right now I'm building two products. FlipFlap is a split-flap display that costs 1/50th of a Vestaboard. The thesis is simple: beautiful kinetic objects shouldn't cost five figures. The mechanical-engineering work runs deep, but the goal is a desk-sized split-flap that anyone with a salary can put on their wall.

Dugout Sports is a platform for the future of sports engagement — connecting fans to the sports they love through tools and experiences that haven't existed before. Sports fandom is one of the few consumer categories where the technology hasn't kept up with how people actually want to engage. We're building what comes next.

Through Evenrock Capital, I advise early-stage founders on go-to-market, product, and growth. Most advisors give you frameworks. I give you the thing I wish someone had told me when I was stuck on the exact same problem last month — because I'm building right now, the advice comes from the trenches, not the sidelines.

I write about all of this on Substack: the building work itself, the consumer-hardware playbook, sports tech, what's working in early-stage go-to-market, and the things worth paying attention to. If you're a founder figuring it out in real time, that's who I'm writing for.

I believe in building in public, obsessing over craft, and making beautiful products accessible to everyone.