Breakdown - A Gravity Forms Podcast

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May 2026

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Discover new WordPress opportunities through stories told using Gravity Forms. WordPress developers and agency owners rely on Gravity Forms to solve complex problems for their clients. Breakdown explores their stories to extract the most useful lessons for our listeners. Join podcast host Matt Medeiros with special guest appearances from the team behind Gravity Forms to stay up to date on the next opportunity for Gravity Forms + WordPress. Whether it's a new Gravity Forms add-on or a new way to use our e-commerce features, Breakdown is the WordPress podcast you want to be subscribed to.

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June 15, 2026Episode 5135 min

Building the Agentic Agency: Service + Software with Jesse Brede

What does it actually take to run a healthy WordPress agency in 2026 — when AI is rewriting the rules, clients expect more strategic value, and the "build a site, ship it, move on" model no longer pays the bills? In this episode of Breakdown, Matt Medeiros sits down with Jesse Brede, founder of Austin-based Lion's Share Digital and former fourth employee at WP Engine, to unpack what a modern agency looks like when service and software start to merge.Jesse shares the playbook behind LionShare's growth: a paid discovery process that earns client trust before a line of code is written, a retainer-first model that smooths out the feast-or-famine cycle, and a custom internal dashboard ("LSD OS") designed to give clients real visibility into their sales, operations, and lead flow. Along the way, he and Matt dig into how AI is actually showing up in agency work — not as a replacement for craft, but as a layer underneath it.In This EpisodeWhy Lion's Share keeps WordPress at the center of its agency stack — and where Jesse thinks the platform still needs workThe "service + software" thesis: why being just a service agency may not be enough going forwardBuilding LSD OS, an internal business intelligence dashboard, as a proof of concept for clientsHow Jesse's team uses Claude, Perplexity, and ChatGPT — and why a human layer still sits on top of everythingThe paid discovery process: 3–5 meetings, real deliverables, and how it filters out the wrong clientsWhy monthly retainers and site care plans were the real turning point for the agencyCapturing meeting transcripts with Fathom and feeding them back into AI for tasks, scope, and follow-upA standout Gravity Forms use case: a scored security quiz feeding gated whitepapers and SalesforceA preview of what's coming for Gravity Forms with the new WordPress Abilities APIAbout Jesse BredeJesse Brede is the founder of Lion's Share Digital, a full-service digital media agency in Austin, Texas, where he and his team handle everything from brand strategy and WordPress development to PPC, SEO, and Shopify builds. Before launching LionShare in 2011, Jesse was the fourth employee at WP Engine — giving him a front-row seat to the rise of managed WordPress hosting. When he's not running the agency, he's deep in the electronic music world as a DJ and record label owner.Connect with Jesse:Website: lionssharedigital.comLinkedIn: https://www.linkedin.com/in/jessebrede/

May 11, 2026Episode 5036 min

Building dynamic pages with Gravity Forms for Global Accessibility Awareness Day

In this episode, Amber Hinds, CEO of Equalize Digital, discusses the importance of web accessibility, the role of AI in enhancing accessibility efforts, and the upcoming Global Accessibility Awareness Day. She shares insights on how individuals and organizations can contribute to accessibility initiatives, particularly through the use of Gravity Forms. https://equalizedigital.com/gaad2026/https://www.gravityforms.com/accessibility/Chapters00:00 Introduction to Accessibility and AI in WordPress03:02 Global Accessibility Awareness Day Overview06:11 Contributions to Accessibility: How Everyone Can Help08:49 Using Gravity Forms for Accessibility Initiatives12:08 Technical Insights: Code and Shortcodes for Accessibility14:53 Future of Accessibility and AI in WordPress

April 2, 2026Episode 4929 min

Building Lead Generation for Agencies with Gravity Forms & AI

What if your sales pitch could run itself? That's the idea behind the website audit tool that Logan Greenhaw, Owner of TrailMix Creative, built using Gravity Forms, GravityWiz's API Alchemist add-on, and a handful of clever API integrations. In this episode, Logan walks us through how he turned a tedious manual process — running SEO audits for prospective clients — into a streamlined, AI-assisted lead generation engine that does the heavy lifting for him.Logan and Matt also dig into the realities of running a full-service creative agency over the past decade: the pressure to say yes to everything, how client expectations have shifted in the age of AI, and why the "anyone can just use ChatGPT" sentiment is both a real threat and a bit overblown. If you're an agency owner trying to figure out how to use smarter tooling to generate better leads and close more clients, this one's for you.In This EpisodeThe evolution of running a full-service WordPress and web design agency over 10 yearsHow client expectations are changing as AI becomes more mainstreamWhy Logan built a website audit tool — and how it became a lead generation machineUsing Gravity Forms and GravityWiz's API Alchemist to orchestrate PageSpeed Insights and IP Info API callsRunning simultaneous API calls via Cloudflare Workers and posting results back into Gravity FormsTokenized report URLs — how Logan saves audit results so clients can revisit them laterUsing Mailgun with Gravity Forms for reliable transactional email deliveryConnect with Logan:Website: trailmixcreative.comX/Twitter: @trailmixcreateLinkedIn: TrailMix CreativeInstagram: @trailmixcreativeFacebook: TrailMix CreativeResources MentionedTrailMix Creative Website Audit Tool — Find it under the Services tabGravity Forms — The form engine powering Logan's audit toolGravityWiz API Alchemist — Used to connect Gravity Forms to external APIs without custom codeCloudflare Workers — Handles simultaneous API calls to PageSpeed Insights and IP Info, with results posted back to Gravity FormsGoogle PageSpeed Insights API — One of the two APIs powering the audit reportIPInfo — Used for IP-based data enrichment in the audit toolMailgun — SMTP provider integrated with Gravity Forms for delivering audit reports via emailMatt's API Alchemist Overview Video — A walkthrough of the GravityWiz API Alchemist add-on on the Gravity Forms YouTube channel

March 2, 2026Episode 4828 min

How AI Is Reshaping the WordPress Business Landscape — with Jon Schroeder of Elodin Design

Is AI quietly changing the kind of websites people need — before it even changes how we build them? In this episode of the Breakdown Podcast, Matt sits down with Jon Schroeder, founder of Elodin Design, for an honest look at how the WordPress freelance and agency world is shifting in early 2026. Jon shares what he's seeing on the ground: agency work slowing down, mid-range projects drying up, and growing demand at both extremes — simple one-pagers and full-blown web applications built on WordPress. The conversation covers AI's hidden impact on search and lead generation, why WordPress remains a powerhouse for affordable app development, and a real-world case study using Gravity Forms as the backbone of a property management application.Connect with Jon:Website: elod.inTwitter/X: @jonschrResources MentionedElodin Design — Jon's web development studioRent Fetch — Jon's apartment rental sync plugin for WordPressBrindle Digital — Agency partner for Rent Fetch projectsGravity Forms — Form plugin used in Jon's property management app and Rent Fetch integrationGravityWiz API Alchemist — Advanced add-on for connecting Gravity Forms to any APIAdmin Columns Pro — Used for managing custom content types and CSV exports in WordPressAdvanced Custom Fields (ACF) — Referenced as an alternative to native custom fieldsStandout Moments"A significant percentage of traffic is getting routed to Google where it never leaves Google. It never comes to your site." — Jon Schroeder"WordPress can be used for an awful lot of things. It has the authentication layer and all of that baked into it, where a lot of times you can build something that's a wireframe... at a fraction of the price where all of the functionality is actually in place." — Jon Schroeder"I trust myself more than the AI. And I have built some test sites and some landing pages with AI, but I don't know if I would trust it going live." — Jon Schroeder

February 9, 2026Episode 4742 min

When Boring is Good in WordPress

What does it take to run a WordPress agency for nearly two decades — and actually enjoy the ride? Toby Cryns, founder of The Mighty Mo, has been building WordPress sites since the days when you had to convince clients that WordPress was a legitimate (and secure) platform. In this episode, Toby sits down with Matt to talk about how the WordPress agency landscape has evolved, why chasing the latest page builder is a trap, and how choosing stable, reliable tools has been the backbone of his business.In This EpisodeHow the WordPress community has matured from a collaborative hobbyist scene into a serious business ecosystem over the past two decadesThe difference between pitching WordPress to small businesses versus enterprise marketing teams — and why it requires entirely different conversationsWhy Toby prefers stable, proven tools over chasing the latest page builder, and how that philosophy protects his clients long-termNavigating the page builder landscape: Beaver Builder, Cadence, Elementor, and knowing when to standardize versus flex for a projectA real-world Gravity Forms use case: building a complex product intake and quoting form for a screen technology company, layered on top of WooCommerceWhy Toby's team chose Gravity Forms over WooCommerce's native form and extension ecosystem — transparency, trust, and a healthier add-on communityGravity Forms as "glue": how its conditional logic and integrations (Zapier, Mailchimp, Salesforce) create flexibility and business continuity even when tools or team members changeLessons from the car business: why client experience and proactive communication matter more than any technology choiceWhy Gravity Forms "does things the WordPress way" — and why that matters when you're inheriting and managing client sitesConnect with Toby:Website: TheMightyMo.comLinkedIn: linkedin.com/in/tobycrynsResources MentionedGravity Forms — Form plugin for WordPressGravity SMTP — SMTP and email deliverability plugin from the Gravity Forms teamGravity Wiz — Third-party Gravity Forms add-ons and snippets (including the shop configurator for WooCommerce integration)Beaver Builder — WordPress page builderCadence — WordPress theme and blocksAdvanced Custom Fields (ACF) — Custom fields plugin for WordPressWooCommerce — E-commerce platform for WordPressZapier — Automation and integration platform

December 16, 2025Episode 4629 min

Build Affiliate & Incentive Programs with Gravity Forms

Matt sits down with returning guest Alex Standiford to talk about a big milestone for Siren Affiliates: it now supports Gravity Forms.If you’ve ever written off “affiliate plugins” as just referral links and payout percentages, this conversation will reshape how you think about partnership programs in WordPress. Alex explains why Siren is really an incentive program builder, not just “get a link, earn 10%.” The episode gets into practical, real-world use cases like lead-based programs for agencies, revenue share models tied to performance over time, and even vendor payouts routed through Gravity Forms product fields.They also get into the reality of running a product business alongside consulting, how AI is helping Alex move faster without magically eliminating the need for long-term maintenance, and why WordCamps can feel a little awkward when you build marketing-adjacent tools in a community that values authenticity.By the end, you’ll have a bunch of “wait, I could do that?” ideas, especially if you run an agency, a course business, or any WordPress product that depends on partnerships.TakeawaysSiren is positioned as an incentive program builder for collaborators (affiliates, partners, vendors, sales teams), not just a traditional affiliate plugin.Gravity Forms support unlocks smarter workflows like routing applicants into programs, tracking lead activity, and automating CRM and email list follow-up once someone is approved.You can track actions over time and do distributions (revenue share style payouts) without requiring a direct on-site transaction for every tracked event.Gravity Forms product fields can be used to attribute value to specific collaborators, which opens up vendor and booking-style scenarios, not just referrals.A strong affiliate program looks more like a product with onboarding, education, and touch points, and “10 great partners” often beats “1,200 random signups.”Important linkshttps://sirenaffiliates.com/https://gravityforms.com/https://gravityflow.io/

November 4, 2025Episode 4525 min

From Accountant to Agency Owner: Building a Profitable WordPress Business

Not every WordPress agency owner starts with a computer science degree. Laurie Barron's journey from accountant to agency co-founder proves that sometimes the most unexpected backgrounds create the strongest businesses. With degrees in accounting, computer information systems, and human-computer interaction, Laurie brings a unique perspective to web development: one that values both the numbers and the user experience.In this episode, Laurie shares how she built not one, but two successful companies: Pursu Agency (with co-founder Betsy) and Simply Styled Sites. After 15 years in WordPress, she's learned that the real value isn't just in building websites. It's in the strategy, automation, and business systems that make those websites work harder for clients. She discusses why AI and page builders haven't replaced the need for expert developers, how to scope projects profitably, and why knowing your "zone of genius" is critical to sustainable growth.For Gravity Forms users, this conversation is packed with practical ideas. Laurie reveals how she's transformed Gravity Forms from a simple contact form plugin into a complete business automation tool. From content gathering systems that feed into ChatGPT, to support ticketing workflows connected via Zapier, to survey fields that help clients make data-driven decisions.In This EpisodeWhy Laurie's accounting background became an asset when running a WordPress agencyHow she met her business partner through an agency contracting gigWhy AI and page builders aren't replacing agencies, and why this fear sounds familiarWhy knowing your core competency protects your profitabilityHow to structure paid discovery periods for larger projects ($10K+ discovery phases)Using Gravity Forms + Gravity Connect + ChatGPT to automate content creationTurning consulting expertise into self-service products clients can purchaseConnect with Laurie BarronPursu Agency: pursu.agencySimply Styled Sites: simplystyledsites.comResources MentionedGravity Forms - The form plugin Laurie has used for 15 years and calls essential to her work - gravityforms.comGravity Wiz - Add-ons and code snippets that extend Gravity Forms functionality - gravitywiz.comGravity Connect - Tool that connects Gravity Forms with ChatGPT for AI-powered form workflows - gravityforms.com/gravity-connectZapier - Automation platform Laurie uses to connect Gravity Forms to other business tools - zapier.comAsana - Project management system she connects to forms for support ticketing - asana.comWooCommerce - E-commerce platform (though Laurie explains why she's selective about these projects) - woocommerce.comStandout Moments"I feel like knowing how to use Gravity Forms and becoming an expert at it, I can do anything. But I also think I could do anything anyways, so Gravity Forms just helps." - Laurie Barron"This happened when page builders came out. Everybody said 'anybody can do it.' But there's always gonna be people that don't want to do it. And there's the education piece: do people know how to do it properly?" - Laurie Barron"You can create a website in minutes with AI, but it's gonna look like everybody else's. It's not gonna stand out from the competition. It might not reflect your voice. What you don't get is the strategy behind it." - Laurie Barron

October 20, 2025Episode 4439 min

This Plugin Connects Gravity Forms to any API

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.TakeawaysAPI 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 linkshttps://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/

September 18, 2025Episode 431 min

Introducing Crew Collective, a podcast from Rocketgenius

Coming October 14, 2025- Crew Collective, a podcast from Rocketgenius Crew Collective is a podcast dedicated to the art of storytelling. Hosted by Stuart Barefoot, each episode will explore the stories that help shape us—books, movies, songs, video games—nothing is off limits. We’ll talk to creators of all stripes about their process, their craft, and the worlds they build.

August 25, 2025Episode 4232 min

Blake Helps You Upload Big Files to Gravity Forms

On this episode of Breakdown, I’m joined by Blake Whittle, founder of ClikIt and new owner of Infinite Uploads. Blake has been running a successful WordPress agency for years, but he’s now steering his business toward the world of WordPress products.We cover his journey from launching websites as a college freshman, to managing 200+ client sites, to acquiring Infinite Uploads and rolling out new plugins that make WordPress media management easier. Blake shares his long-term vision of moving fully into software and explains why the Gravity Forms ecosystem is a key part of that future.He also opens up about the challenges of agency life versus product life, how AI is shaping opportunities for developers and site owners, and why he thinks WordPress still offers huge potential for the next generation of builders.If you’ve ever thought about transitioning from client services into products—or you just want to know how to handle big file uploads through Gravity Forms—you won’t want to miss this conversation.TakeawaysTransitioning from agency to products: Blake explains why he’s aiming to sunset his agency within 10 years and focus entirely on WordPress plugins.Infinite Uploads expansion: After acquiring Infinite Uploads, Blake launched new plugins including Big File Form Uploads, which now integrates directly with Gravity Forms.Solving real-world problems: Big File Form Uploads makes it possible for users to bypass hosting upload limits, chunk large files, and accept multi-gigabyte uploads through Gravity Forms.AI’s dual role: A potential threat to agencies through AI site builders, but a growth opportunity for plugin developers as it brings more beginners into WordPress.WordPress remains wide open: From blogs to SaaS, Blake still sees WordPress as one of the best platforms for young developers to start building with.Important linksGravity FormsGravity FlowClikItInfinite Uploadshttps://wordpress.org/plugins/tuxedo-big-file-uploads/