---
title: "I'm Alex, a code machine who loves building stuff"
url: "https://alex.zappa.dev/about/"
description: "About Alex Zappa."
---

![Alex Zappa at Work](/_astro/alex-zappa-at-work.DgalHZji_1MwoLf.webp)

# I'm Alex, a code machine who loves building stuff

Dad. Husband. Proud servant of two cats.

I run [FreshJuice](https://freshjuice.dev), a dev studio for teams who want fast, modern web. All juice, no pulp. 🍊

## What I do

By day, I craft web experiences. By night, I craft more web experiences. Weekends? Bold of you to assume I stop.

I've spent 15+ years building for companies like [Iru](https://www.iru.com), [Orange Marketing](https://www.orangemarketing.com), Kandji, Trovata, and DataFox. HubSpot CMS is my main playground: themes, modules, integrations, the whole ecosystem.

My toolkit: JavaScript, Node.js, Eleventy, Alpine.js, TailwindCSS, and whatever else gets the job done. I care about performance, clean code, and making things that actually work for marketing teams.

## FreshJuice

What started as a side project turned into something people actually use. [FreshJuice](https://freshjuice.dev) is now a studio and product platform: open-source themes, premium modules, and custom development for teams who want modern HubSpot without the BS.

## What people say

> "I worked with Alex for almost a decade, and he is the best web developer I've ever worked with. I've never seen anyone work so fast. Anytime I asked him to do something ambitious or borderline crazy, his default reaction was always that anything is possible and he'd find a way. And he always did."
> 
> — [Sylvia LePoidevin](https://www.linkedin.com/in/sylvialepoidevin/), CMO

> "Alex has been a really great asset in the many projects he has worked with us on over the past 5 years. He is always enthusiastic, focused and delivers to the highest quality. He is responsive, helpful and always eager to pass his knowledge to others, making him a great collaborator and mentor."
> 
> — [Michelle Griffin](https://www.linkedin.com/in/michelle-griffin-30bb9a1/), COO at farmerswife Software

> "Alex was one of the most talented and reliable website developers I've had the pleasure of working with. His problem-solving skills, calm under pressure, and collaborative spirit made even the toughest projects feel achievable."
> 
> — [Alexa Mikalaski](https://www.linkedin.com/in/amikalaski/), Senior Growth Manager

[More recommendations on LinkedIn →](https://www.linkedin.com/in/reatlat/details/recommendations)

## Beyond the keyboard

When I'm not coding, I'm probably cooking something, working on a woodworking project, or planning the next travel adventure. I have a brilliant 19-year-old son who [followed my path into software engineering](https://zapparov.dev/) (proud dad moment). Two cats keep me company during late-night coding sessions (and by "keep me company" I mean "demand food at 3am").

I'm into open source, reverse engineering things to understand how they work, and sharing what I learn through this blog. I speak English, Spanish, Catalan, and Russian.

## Let's connect

Got a project? Need juice? → [freshjuice.dev](https://freshjuice.dev)

Or just say hi:

*   [GitHub](https://github.com/reatlat)
*   [LinkedIn](https://linkedin.com/in/reatlat)
*   [Email](mailto:alex@zappa.dev)