 // Founder · MUHEN
Hi, I'm Ax.
Strategy-led Kajabi systems for expert-led growth.
$100k+
Certified
US · UK
AU · CA
 WHY I DO THIS
Most expert businesses don't have a marketing problem.
They have a system problem.
My mission is simple: help good experts reach more people through clean systems. That means turning scattered Kajabi setups into growth infrastructure that sells, serves, and scales without the chaos.
Disconnected offers that don't speak to each other
Leaky funnels losing leads between pages and automations
Backend running on duct tape and founder memory
That's the problem I solve. One clean growth system, built strategy-first, so your Kajabi setup stops being something you manage and starts being something that works for you.
 WHAT GOT ME HERE
From books to businesses.
// Chapter 01
WHERE IT ALL STARTED
It started in college. My mom handed me Robert Kiyosaki's trilogy. I didn't know much about the books… but I liked the titles. So I read them.
That changed everything. That's when I started to want to build businesses.
I went from clothing brands to crypto to marketing courses, until I built the first version of MUHEN. It started with logo design. Then copywriting. Then conversion rate optimization. Then email marketing.
// Chapter 02
The numbers were there… but the system wasn't
The email marketing numbers were solid. The copy was working. But there was a bottleneck.
The sales pages, landing pages, they looked like they were built in 2010. Not desktop and mobile optimized. Not connected to the rest of the funnel.
I wasn't happy with the quality. So I went and learned how to design websites and funnels from mentors in my niche.
 UNTIL I WORKED WITH AN AWESOME COACH
The moment everything clicked.
I narrowed my focus when I worked with a lawyer in Canada selling contract templates. She was great at what she did - and genuinely passionate about helping entrepreneurs.
Working with her made something click. She knew money was necessary to run a business. But it wasn't her only focus. She had a real mission. And the wealth came naturally with it.
That's when I decided: I want to work with people like her. Coaches, creators, consultants with a real reason to grow.
Since then, that's been my focus - visionary expert businesses that are ready to build systems that match the quality of their work.
Wealth follows mission.
Systems follow strategy.
I don't just want clients. I want to work with experts who have a real reason to grow — and the ambition to build systems that match the quality of their work.
 WHAT'S WITH THE NAME?
Where MUHEN comes from.
MUHEN started as a clothing brand when I was in college. Gymshark was the #1 fitness apparel brand at the time. I was inspired - so I wanted to build my own version.
But I didn't have the business experience yet. So I pivoted from clothing to logos, then from logos to funnels, then from funnels to full Kajabi systems.
The name stuck.
But the meaning deepened over time - which is how I found the mythology behind it.
MUHEN.
The mythical bird from Philippine folklore - known for its extraordinary foresight and its role as a guardian of fate. Just as the Muhen guided destinies with its song… I help expert businesses navigate the digital world toward the vision they have for their work.
 THE CULMINATION OF EVERYTHING
One clean growth system.
Today, MUHEN is a strategy-led Kajabi systems partner for expert-led businesses.
Coaches, consultants, course creators, therapists, educators, and creators come to us when they've outgrown patching things together themselves. They have a strong offer and a real audience. But their backend is still running on scattered tools, disconnected funnels, and founder-managed chaos.
That's the problem I solve. One patchwork setup at a time.
I took every skill I built across those years — design, copy, funnels, automations, strategy, QA — and bundled them into one clean implementation process. That's when MUHEN's S.C.A.L.E. process was born.
// WHO I WORK WITH READY TO SCALE
- Â Coaches
- Â Consultants
- Â Course creators
- Â Therapists
- Â Educators
- Â Creators
→ Expert-led businesses with real offers
 EVERY PROJECT. ONE PROCESS.
My S.C.A.L.E. process.
Most Kajabi problems are not isolated page problems. They're system problems. That's why every project runs through S.C.A.L.E. — my process for turning scattered offers, funnels, automations, and backend execution into one clean growth system built to sell, serve, and scale.
S
ScanDiagnose
Before I build anything, we diagnose. We review your offer, audience, current Kajabi setup, funnel flow, automations, checkout, CRM structure, and backend gaps - so we know what actually needs to be fixed first.
You get clarity on the highest-impact priorities.
No more guessing, random tasks, or fixing the wrong thing.
C
CraftStrategy
Once we know what the system needs, we design the plan. This includes funnel flow, page structure, copy direction, automation logic, and a full implementation roadmap - so every piece has a clear purpose before we build anything.
You get a clear plan for how the system should work.
No vague scope, scattered ideas, or disconnected deliverables.
A
AssembleBuild
The plan is approved. Now we build. I assemble the pages, emails, products, checkout, automations, CRM pieces, tracking, and backend setup inside Kajabi - with the strategic context from Scan and Craft guiding every decision.
You get a working system built with strategy in mind.
No DIY tech frustration or coordinating multiple freelancers.
L
LaunchTest & ship
Before anyone enters the system, I test it. Every link, form, checkout flow, automation, email trigger, mobile layout, and user path. Then I hand off with a Loom walkthrough and a full Handoff Hub.
You get confidence before real leads or buyers enter the system.
Fewer broken links, failed automations, and launch-day surprises.
E
EvaluateImprove
The build doesn't stop at launch. I review performance, document what was completed, identify what needs monitoring, and map out the next best improvements - so the system keeps getting better, not slowly falling apart.
You know exactly what to optimize next.
No "set it and forget it" system that quietly falls apart.
 Where do WE start?
BUILD THE SYSTEM BEHIND YOURÂ GROWTH?
Book a free discovery call. We'll talk through what you need help with, what's holding you back right now, and what results you're trying to get. If it's a good fit, I'll put together a tailored strategy for your business.
Book Your Free Discovery Call  →
Free  · 30 Minutes  · not a sales call
Strategy-Led Kajabi Systems for Expert-Led Businesses Built on 
