The person behind The Forge
Founder-led, built in Marysville, California, for owners who are tired of being the glue.
Why Alex built The Forge
Alex Hartman has spent more than a decade leading sales and operations teams. He was Regional Director of Sales for a telecom program at Impel Marketing in San Diego from 2019 to 2021. He then became Operations Supervisor at Save Mart in Roseville, California, from 2021 to 2024. Before that, he was general manager of a wine lounge.
In every one of those roles, the software never talked to itself. Each system knew one piece of the business and none of them shared it. Alex became the connection between them, re-entering the same customer, job, and money facts from one screen into the next and keeping the rest in his head.
Along the way he earned a Six Sigma Green Belt and started studying supply chain management at Arizona State University. He founded HustleForge LLC in October 2024 to build the tool he had needed in every one of those jobs: a system that holds the business instead of leaving that job to the owner.
How The Forge is built
Founder-led. HustleForge LLC is based in Marysville, California, and the founder still answers the contact inbox.
The Forge keeps the accounting, payroll, and payment systems your business already uses, and connects them instead of replacing what works. See integrations
Every launch ends with your written go-live approval before anything switches over. See how launch works
Refund and cancellation terms are published, and you can export your records at any time. Refund policy and Trust Center
Talk to Alex directly
Want to ask Alex about your business before you buy anything? Start with a free Forge Fit Review: a short questionnaire about your business and tools. You get an honest answer on whether The Forge fits before you buy anything.
Start with a free Forge Fit Review.
Full $249 applies toward Managed Launch, an annual Core or Pro agreement, an approved integration, or migration assistance.