Roger Holden
builds systems
that compound.
Seven ventures across herbal medicine, AI consulting, SaaS, and high-ticket sales mentorship — operated solo from a single review-and-approve system I built for myself.
I started crafting mushroom tinctures because nothing else was working. Then I kept going.
Severe digestive issues as a kid. Years of pharmaceutical prescriptions that never quite landed. Chronic fatigue, ADHD, a year-long mononucleosis that wouldn't lift, and Lyme on top of it. By the time I was nineteen I'd run out of patience with the system that was supposed to fix me.
I started making my own mushroom tinctures out of necessity. The symptoms faded. My energy returned. By college I was in the best shape of my life — and I'd accidentally taught myself a craft.
A degree in Sustainable Agriculture and twelve years studying mycology later, that craft turned into a brand, then a sister brand, then a practitioner SaaS for the people who do this work clinically. Along the way I built an AI consulting agency, a high-ticket sales mentorship, and the operator-AI platform that runs all of it from a single screen.
Seven ventures. One operator. The thread is the same: build the thing I needed, then make it available to the people who need the same thing.
The portfolio.
Each one solves a problem I personally needed solved. Some I run day-to-day. Some are productizations of things I built for myself. All of them share infrastructure, philosophy, and a single operator.
Herbal Medicine · Retail
Optimal Alchemy
Premium plant medicines — shilajit, ginseng, blue lotus, amanita. Operating since the early days.
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Functional Mushrooms · Wholesale
Fruiting Bodies
USA-grown fruiting bodies, dual-extracted, ultrasonically enhanced. Tinctures, gummies, chocolates, vibrational essences.
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Practitioner SaaS
Pre-launchHerbOS
Open herb-drug interaction database, practice management, and AI safety features for clinical herbalists and integrative MDs.
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AI Consulting · Service Businesses
Reliable Digital
AI receptionists, speed-to-lead, review engines, and custom automations for U.S. trades and local services.
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High-Ticket Sales Coaching
Accelerate Mentorship
The XLR8 Method — close high-ticket deals and build the business behind them. Co-founded with Keith Rouillon.
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AI Ops · Multi-Tenant SaaS
Active buildHireforge
The operator-AI that runs all four of my brands from a single screen. Now productized for other founders running multiple businesses.
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Team Operating Systems
Pre-MVPPRISM
Multi-tenant SaaS that turns Human Design data into concrete team operating recommendations. Pre-MVP.
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Each venture has a dedicated page — origins, mechanics, status, where it fits in the rest of the portfolio. See all seven →
Three ways in.
Service businesses
AI infrastructure for trades and local services
Reliable Digital builds and runs the AI receptionist, speed-to-lead SMS, and review-engine systems that recover the revenue most service businesses are quietly leaking. Free 15-minute audit identifies the exact leak before any work begins.
Book a free auditHigh-ticket sales
Train as an operator. Get placed.
Accelerate Mentorship is the program I co-founded with Keith Rouillon. The XLR8 Method teaches the close, then the business behind the close. Top performers get placement into Reliable Digital and partnered HTS offers. Elite cohorts capped at eight.
See the programPersonal · 1:1
Strategy call with Roger
Bring your business or your career challenge — herbal medicine, AI ops, sales, or general operator strategy. Thirty minutes, direct, 1:1. Best for founders or operators who need a sharp outside read on what to build next, what to cut, or where to focus.
Book a strategy callThe work talks. But sometimes you just want to say hello.
The fastest way to reach me is email. The most up-to-date version of what I'm building is Instagram. Everything else is context.
The Letter