In this episode of Breakdown, Matt Medeiros sits down with Dave Smith, CEO of Gravity Wiz, to talk about a product that has a lot of WordPress builders buzzing: API Alchemist. If you’ve ever wanted Gravity Forms to talk directly to other apps and data sources, this is your new best friend. Dave walks us through how API Alchemist lets you send form data to any REST API and bring the response back into your entries. Pair it with Populate Anything and you can even pull data into the form before submission for smart validation and slick UX.

We also touch on GP Bookings, Gravity Wiz’s flexible booking platform for appointments and rentals that works beautifully with Gravity Forms and, via Product Configurator, with WooCommerce. Dave shares how AI is accelerating development behind the scenes while still requiring human review, and why the “WordPress-as-a-platform” mindset gives agencies and site owners a durable edge.

Curious how this all plays out in real life? Think VIN lookups that auto-fill make and model, higher-ed networks standardizing data across hundreds of sites, or internal tools that read a PDF, extract data, and feed it straight back into Gravity Forms. If you care about owning your data, building faster, and keeping clients out of SaaS lock-in, this one’s worth a listen.

Takeaways

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  API Alchemist = go-anywhere connections. Send Gravity Forms submissions to any REST API, receive a response, and update the entry post-submission. It’s a powerful DIY way to integrate without waiting on a purpose-built add-on.

  
  

• Add Populate Anything for live magic. Use remote data in real time on the form. Validate inputs, build chained selects like year → make → model, and improve UX by showing results before submit.

  
  

• Bookings that fit your business. GP Bookings covers appointments, services, and even rentals. It’s designed as a platform that gets you 80–90% there, with room to tailor the last mile.

  
  

• WooCommerce compatibility. Tie Gravity Forms into Woo with Product Configurator so bookings and other advanced form flows can become real products.

  
  

• When to use a dedicated connector. API Alchemist is excellent for flexibility, but large files or high-complexity use cases (e.g., Google Sheets at scale) still benefit from specialized connections that handle edge cases and efficiency.

Important links

• 
  https://gravityforms.com/
  
  
• https://gravityflow.io/
  
  
• https://gravitywiz.com/
  
  
• WP API Explorer (mentioned by Matt): https://wpapiexplorer.com/

  
  

  
  

National Highway Traffic Safety Administration API: https://vpic.nhtsa.dot.gov/api/