The Force for Health Virtual AI Executive, Production & Automation Team
Two human co-founders lead a named AI executive team. Each executive owns a function, and under each one sit the named team members and the automated workflows that do the work — what each one does, where it lives, and whether it is live today.
Coach Lucy · CEO & co-founder
Dr. Rob Gillio · Physician & co-founder
👋 A welcome from Coach Lucy & Dr. Rob
Coach Lucy: Rob, this is our whole team on one page, organized like a real company: a C-suite, and the team and workflows under each chief. Every name here is something we built and own. Click any card to see what it does, where it lives, and how to call on it.
Dr. Rob: And for investors, this is the answer to "how does a two-person founding team ship like a fifty-person company?" The roster, the loop, and the stack below are the proof.
The C-suite and everything that reports to it
Two human co-founders at the top. Under them, a named AI executive owns each function. Under each executive sit their department leads (named personas people talk to or call by name) and the supporting functional team (the workflows and SkillBots that do the work). Every face wears its function badge. Click anyone to see what they own.
How we decide: team member or skill? (the roster rule)
- 🎖️ Executive or director (face): owns a whole function over time, sets priorities, has members and workflows under them. The one you hold responsible if that area slips.
- 👤 Department lead (face): someone you ask by name who uses judgment across many different requests in one area. Gets a job description and, later, their own chat history.
- ⚙️ Functional team (icon tile): does one repeatable job, defined input to defined output, runs when triggered, and always works under a named person.
- Short version: if you'd talk to it, it gets a face. If you'd run it, it gets an icon.
- Case-by-case overrides: Lucy or Dr. Rob can place anyone as a team member regardless of the rule. Those cards carry a Lucy's pick tag. Current picks: Poppy, Shutter Buddy, Fundraiser Coach.
Every level, one line each
Open any level to see who reports to it. Each line shows the chain it reports up through. Click a name for the full job card.
Every executive, department lead & functional team
Filter by executive, by type, or by status. Status is honest: Live is in production today, Built exists and is waiting on deploy or wiring, In design has an approved plan, and Named means the name is ours but the persona still needs its written job description.
How the team closes the loop
No step is a dead end. What happens at the end of one step starts the next, and the data from each pass makes the next one smarter.
↻ Publish & Share feeds back into Attract. That's the full loop.
Who to call for what
In Claude, saying the trigger phrase is what calls that team member into the work. Anything not on this list: ask for the executive who owns the function.
| When you want to… | Call on | Say something like |
|---|---|---|
| Send a module straight into production | Dr. Rob's Production Assistant | Open Production Requests, or in your Claude: "send this to my Production Assistant" |
| Get a launch dossier on a module | Executive Explainer | "Executive Explainer for this module" |
| Turn a broadcast into recaps, quotes, and shorts | Carl Content Creator (Broadcast Recap) | "post-show recap" / "pull the quotes" |
| Make a magazine or flipbook issue | Maggie Magazine Maker | "new Maggie issue" / "eMagazine" |
| Build a 3D anatomy lesson | BioDigital Lesson Builder | "build a lesson" / "wrap this BioDigital model" |
| Build a game | Game Studio (Game Maker, Category Qwest, Gobbler) | "make a Power-Up Gobbler" / "new Category Qwest board" |
| Turn a book into a coached experience | Omni Media Maker | "bring your book" / "pull this book through the accelerator" |
| Strategy, funding, or tech decisions | Virtual C-Suite | "CTO question" / "how do we raise money" |
| The Institute, PPF fiscal sponsorship, grants, nonprofit compliance | Natalie Nonprofit · Fundraiser Coach | "Institute" / "PPF" / "grant" |
| Request an edit to a page (text, menu, layout) | Theo Tech · Uma UX for menus | Click ✏️ Request an edit on the page, or open Production Requests |
| A page isn't working right: duplicate header in the app, not recognizing I'm signed in | Paula (Page Auditor) | "Paula, check this page" · or send it as a Website edit |
| Ship a page live | Deploy Ready + Ledger Sync | "deploy" / "push this live" |
The lean stack
A small set of rented infrastructure, with everything on top of it custom-built and owned by FFH. Nothing on this list is a black box we can't replace.
| Layer | What we use | What it does for the AI team | Ownership |
|---|---|---|---|
| Hosting & serverless | Vercel + GitHub | Serves theforce.health and runs the /api/coachLucy and /api/drRob AI endpoints. Push to GitHub, live in about 60 seconds. | Our code, rented servers |
| Database & auth | Supabase (Postgres) | Members, roles, groups, coins, trackers, role-gated access. | Our schema, portable Postgres |
| AI reasoning | Anthropic Claude API | The brain behind Coach Lucy AI and Dr. Rob AI. One shared key; changing models is a one-line fix with a written runbook. | Our prompts, our personas |
| AI build team | Claude (Cowork) + 30+ FFH skills | The production crew: builds pages, games, magazines, explainers, and deploy scripts from our own skill library. | Our skill library |
| Voice, image, music | ElevenLabs (Creator plan, $22/mo, 300k credits) | Images, narration, sound. The June 2026 Marstronaut run made about 88 images for about $1.19. | Our assets |
| Deploy ledger | Airtable | Every shipped page logged. Mirrored in the Tech Command Center and Showcase. | Our records |
| Marketing & commerce | WordPress / WooCommerce (theforceforhealth.com) | Public site, store, forms. Embeds FFH tools. | Our content |
| Video & design | Vimeo, Canva, Google Workspace | Video hosting (run by Vicky Video Director), design assets, docs. | Our media |
Internal: only the ElevenLabs cost is documented in our files. Before this goes to an investor, fill in current monthly costs for Vercel, Supabase, Anthropic API, Airtable, Vimeo, Canva, and Claude seats so the total stack cost is one real number.
Built, not bought
When a SaaS tool does something we need, we build our own version and move off it. Every row is a subscription we don't carry and data we don't hand to a vendor.
| Instead of… | We built | Built by |
|---|---|---|
| Simplebooklet (flipbooks) | Virtual Library + eMagazine Maker | Maggie Magazine Maker |
| Tango (step-by-step guides) | Step Doc Builder | Omni-Media Publishing suite |
| Uncanny Automator Pro (lifecycle automation) | License-free 18-touch member journey on tools already owned | Lifecycle Automation |
| Fluent Boards / task-board SaaS | FFH Project Manager | Project Manager + CRM |
| mySidewalk-style community dashboards | PHIT™ Scorecards + Command Centers | PHIT Scorecards · Dr. Rob AI |
| BuddyBoss community platform | Supabase groups + Group Builder template | Group Builder · Sally Supabase |
| Third-party chatbot vendors | Our own /api/coachLucy and /api/drRob endpoints | Coach Lucy AI · Dr. Rob AI |
| Content agencies & video editors | Broadcast Recap Engine: 1 broadcast turns into 9 asset types in an afternoon | Carl Content Creator |
| Gust Launch (investor and capital management) | Capital Command Center: the raise, investor materials, cap table and data room in one place | Frank Finance |
| Third-party calendar plug-ins | Our own custom events calendar | Group Builder & Events · Theo Tech |
| Canva (branding event and field photos) | Shutter Buddy: up to 60 photos per drop, branded and routed to the right channels from a phone | Shutter Buddy · Mia Media |
Why the lean stack is the strategy
Two founders direct a named AI executive team, each chief running its own team and workflows. Output that would normally need writers, editors, designers, developers, and ops staff comes from one repeatable system.
Source code, personas, prompts, skills, and member data are FFH's. No platform can reprice us out or lock our members in.
The AI personas are our prompts on a standard API. Swapping or upgrading the model is a documented one-line change.
Daily Dose live in 5 markets. Poppy has 42 live missions and 8 role homepages. The Tech Command Center tracks 1,271+ items and 87 audited videos. One broadcast becomes 9 asset types.
Engines, not one-offs: one 30-Day Challenge engine runs every challenge, one Gobbler engine runs every arcade game, one group template renders every group.
The AI coaches carry child-safety rules, crisis escalation (988 / 741741), AI disclosure, and a Dr. Rob clinical handoff. Internal pages ship gated and noindexed.
Gaps & next hires for the AI team
What's between today's roster and a team that runs without Lucy in the loop.
| Priority | Gap | Owner on the roster |
|---|---|---|
| 1 | Log every Coach Lucy / Dr. Rob conversation to Supabase (ai_conversations) and build the review dashboard. Today it only goes to Vercel's console. | Sally Supabase · Suzy Support |
| 2 | COPPA parental-consent gate before any chat panel shows for a member under 13. | Coach Lucy AI · Dr. Rob AI |
| 3 | Virtual Sales Team phases 4 and 5: CRM write-through, scheduled nurture, lead scoring, hand-to-human. | Virtual Sales & Development Team |
| 4 | Turn on the daily AM/PM nudges (email + push + SMS) for the 30-Day Challenge engine. | Daily Nudges |
| 5 | Lock the executive names, then write a job description (skill) for each AI executive and each Named persona (Suzy Support, Sally Supabase, Vicky, Paula) so they're called up the same way every time. | Ava · Chief of Staff |
| 6 | Voice for Coach Lucy and Dr. Rob (ElevenLabs agents). Cost model already exists in the ElevenLabs explainer. | Coach Lucy AI · Dr. Rob AI |
Naming decisions
The rule this chart follows: a name means accountability. Every function gets one named AI executive who "owns" it. Named team members are personas people talk to or call by name. Everything else is a workflow or SkillBot and is listed by what it does, so the names stay meaningful. The test: if you'd talk to it, it gets a face; if you'd run it, it gets an icon. Lucy or Dr. Rob can override this case by case (tagged "Lucy's pick": Poppy, Shutter Buddy, Fundraiser Coach).
Theo Tech, Olivia Operations, Frank Finance, Connie Compliance, Gigi Growth, Parker Partnerships (reports to Gigi), Mia Media, Lena Learning, Dana Data and Uma UX (both report to Theo), Natalie Nonprofit (dotted line to the founders), Bree Brand, Ava as Chief of Staff, Gabe Games as Head of Gaming Development, and Karen as lead of Custom Client Coaches are proposals in the same style as Carl, Maggie, Sally and Vicky. Swap any of them in the EXECS block at the top of the page script.
Sally Support is now Suzy Support, Head of Customer Support, on Theo's Tech team alongside Sally Supabase.
Confirmed: Page Auditor under Connie. Checks that every page's main functions work: no duplicate headers inside the app (headers kept on mobile web), every page recognizes a signed-in user, and the right audience sees the right content.