Woody Hurd
FOUNDER & CEO
Woody thrives in high-stakes decision-making, relentless execution, and balancing multiple missions. As a former Green Beret in the 5th Special Forces Group, he operated in environments where adaptability and precision meant the difference between success and failure.
While deployed to the Middle East on three tours, he simultaneously completed his undergraduate degree from Norwich University. During this time, a single week could mean a five- or six-day mission through hostile environments and austere terrain, followed by just 24-48 hours before heading back out. In those short windows, Woody meticulously planned and executed coursework from a plywood table supported by ammo cans. Despite the relentless cycle, he graduated with a 4.0, proving that with the right structure and discipline, even the most demanding goals can be achieved.
That same discipline carried him through Columbia Business School, where he earned his MBA and honed his ability to strategize, lead, and execute at the highest level.
Even while earning his MBA and navigating the corporate world, Woody was building multiple businesses, such as Modern Athlete Strength Systems, helping tactical athletes maximize performance.
His success hasn’t been by chance, it’s been the result of a structured, detail-driven approach to goal setting, forged through years of balancing intense professional, academic, and personal challenges. He doesn’t just set ambitious goals, he engineers the systems to achieve them.
That system became the blueprint for Dead Reckoner. Alongside co-founders John Lucas and Mike Bollinger, Woody built a platform that transforms goal setting into a precise, actionable process. He knows that success isn’t about working harder, it’s about working smarter, breaking down objectives into strategic steps, tracking progress with precision, and executing with discipline. Dead Reckoner isn’t just a tool, it’s a mindset, turning ambitious ideas into reality.
After years of delivering arena scale live productions as a touring stage manager and head of pyrotechnics for Cirque du Soleil and Disney On Ice, John mastered the art of precision, adaptability, and relentless execution. Transitioning from the road to NYC, he pursued a graduate degree in Media Management, applying his expertise to programmatic advertising sales at The Walt Disney Company.
John’s career has been built on structured planning, real-time problem-solving, and a commitment to measurable success--the same principles that drive Dead Reckoner. He understands that clear objectives, disciplined execution, and strategic adjustments are the key to achieving any goal, whether in high-pressure productions or personal development.
Now, with Dead Reckoner, John is bringing this mindset to a broader audience by providing the tools high performers need to stay accountable, track progress, and turn disciplined action into results. With a focus on clarity, precision, and measurable outcomes, John is positioning Dead Reckoner as the ultimate goal-setting and achievement platform for those committed to pushing limits and realizing their full potential.
John Lucas
Co-Founder and CMO
Michael excels with complex problem-solving, whether on the battlefield or in the cloud. As a former Army Ranger in the 75th Ranger Regiment, he executed complex operations in high-pressure environments, deploying twice to combat zones before being injured on his second deployment. For his actions, he was awarded the Purple Heart.
Transitioning from special operations to software engineering, Michael applied the same discipline and strategic thinking that made him successful in the military to the world of technology. He earned his degree in Computer Science from Columbia University, where he refined his ability to break down complex challenges into structured, executable solutions.
After graduating, Michael joined Amazon as a cloud engineer, developing high-scale production software for globally distributed systems. His expertise lies in designing and optimizing scalable architectures, ensuring that mission-critical platforms operate with precision and efficiency.
Now, as the Chief Technology Officer of Dead Reckoner, Michael applies his experience in both elite military operations and high-performance engineering to build a platform that transforms goal setting into a strategic process. He understands that success isn’t just about working hard—it’s about structuring, tracking, and executing with precision. At Dead Reckoner, he ensures that every technological aspect of the platform is designed to empower users to turn their most ambitious goals into reality.