About / Founder · Educator · Coach

About

Founder of Etch and Automatic.css, builder of Lineupp, part-time softball coach — and, depending on who you ask, the most polarizing voice in WordPress.

  • On the web since 2002
  • Agency since 2017
  • YouTube since 2020
Kevin Geary
Kevin GearyFig. 01

The mission

Change the landscape of front-end development.

The industry is full of shortcuts that age badly. I’d rather build things that respect scalability, maintainability, and accessibility, and teach people why it matters.

  1. Education

    The highest-quality training for web designers and developers.

  2. Influence

    Pushing better ideas into the WordPress ecosystem, even when it’s unpopular.

  3. Tools

    Building the tools that should have been built a long time ago.

The long way here

24 years.

No overnight success here. Two decades of client work, teaching, and shipping products before Etch ever existed.

  1. 2002

    Year 00

    Started in web design

    The first sites, the first clients, and the start of a very long learning curve.

  2. 2005

    Year 03

    Blogging on WordPress

    Found WordPress and never really left.

  3. 2006

    Year 04

    The entrepreneurial path

    Decided to work for myself instead of for someone else.

  4. 2012

    Year 10

    Online, full time

    Went all in on building a business on the web.

  5. 2017

    Year 15

    Agency, incorporated

    Formed the agency LLC, landing projects from $5K to $125K.

  6. 2020

    Year 18

    Started YouTube

    Began teaching in public, and saying the things nobody else would.

  7. 2021

    Year 19

    Automatic.css

    The first product: a utility class and variable framework for WordPress builders.

  8. 2022

    Year 20

    Frames

    A wireframing and component library for WordPress page builders.

  9. 2024

    Year 22

    Etch

    A visual development environment for WordPress. $1.2M in pre-launch sales.

  10. Now

    Year 24

    Etch Studio & Lineupp

    Still shipping. And coaching softball on the weekends.

Fair warning

“I’m not here to make friends. I’m here to make progress.”

Not everyone likes the way I say things. That’s fine. The goal was never to be agreeable; it’s to move the craft forward.

— Kevin Geary

Kind words.

From students & peers

  • “Kevin is the best teacher I have come across in my lifetime.”

    Bryan Bailey

  • “I cannot overstate the value Kevin shares. His training is miles better than paid courses I have taken on Udemy. The way he explains everything shows he is a true master educator.”

    Aaron (Thunderhawk Solutions)

  • “Kevin's course is perfect for beginners looking to level up their skills and for experienced designers who want to reignite their enthusiasm for web design. He is funny, provocative, and straight to the point, and his passion makes you feel like you are learning magic.”

    Vasco Daniel Baião