In this episode of Launch Lab, we welcome Elena as the new voice joining the show and officially introduce her to the Launch Lab family.

We kick things off with a few fun “get to know you” questions — coffee order, last meal, New York, life advice, and more — before diving into one of our recent client projects: PerformX Training.

Michael and Elena talk through how VICI helped PerformX move from a slow, overloaded WordPress course setup into a more scalable Kajabi-based learning platform, while also exploring what’s next with AI-powered coaching tools, smarter intake systems, and using technology to free up business owners’ time.

This one is part intro, part business breakdown, and part behind-the-scenes look at how we think through client problems at VICI. 

You can learn more about Elena and her work here:
https://elenaugccreator.com

Episode 3: Gladden the Heart — How Brand, Story, and Digital Strategy Fuel a Mission

In this episode of Launch Lab, we’re spotlighting one of our newest and most meaningful client partnerships: Gladden the Heart, a unique charitable foundation built to help generous donors make the greatest possible impact on people who are often overlooked — the poor, the hungry, immigrants, veterans, families facing medical crises, and more.

Joining us are Anna Ero, Director of Marketing, and Reverend Gary Charles, Program Director, fresh off a 45-year career in pastoral ministry. Together, they share:

• How Gladden the Heart began as a rare idea: a private equity model, but for charities

• What they’ve learned in their first year funding organizations doing frontline, life-changing work

• Real stories behind their earliest gifts — including emergency relief for Texas flood victims

• How branding, a clear website, and strong SEO help the foundation earn trust and reach the donors and organizations who need them most

• What the next 5 years look like for their mission

We had the privilege of helping Gladden the Heart shape their brand, logo, and website — and now their digital presence as they prepare to scale their impact nationwide.

Sit back and enjoy our conversation with Gladden the Heart.

Welcome back to Launch Lab, the behind-the-scenes audio journal where we share the raw, real process of launching creative passion projects from the ground up.

In this episode, host Michael Vicinelly walks us through the origin story of BRUH, a food podcast born out of kitchen conversations with chef and co-host Tony. From idea spark to naming struggles, co-host recruiting, branding, tech setup, and ultimately publishing and evolving the show—this is a transparent look into how a podcast (and brand) gets made.

You’ll hear about:

• The roots of BRUH in a Kalamazoo kitchen

• How Michael and Tony formed their on-air chemistry

• The decision to prioritize audio over video

• Tools like Riverside, Patreon, and Substack

• The broader Launch Lab ecosystem, including FITS Dad, Michigan Red Hot Sauce, and coaching/course programs

If you're building your own thing—or just curious how others figure it out as they go—Launch Lab is your place. Hit follow and stick around.

🔗 Subscribe to BRUH at bruhpodcast.com
🧠 Explore FITS Dad on Substack
🎧 Support the show on Patreon for $1/month for exclusive full video episodes

In our very first episode, host Michael Vicinelly sets the stage for what Launch Lab is all about: testing bold ideas, building real businesses, and sharing the behind-the-scenes journey as it happens. From launching a hot sauce brand to creating an AI-first marketing masterclass, we're taking you inside the experiments—wins, fails, and all.

This isn’t just theory. It’s a look at how we use strategy, tech, and creativity to launch actual products and services. Whether you’re a business owner, creator, or curious listener, this is your lab too.

Follow along and get inspired to launch your own thing.