Founder, Roxstar Labs • AI Consultant • Builder

Your strategic partner for rewiring how your business works — using AI.

I'm Shawn Pennington, founder of Roxstar Labs. I help small and mid-sized businesses cut through the noise, find where AI actually fits, and build systems that make operations faster, leaner, and smarter. No buzzwords. No 200-page decks. Just real results.
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What I do

I help businesses stop guessing about AI and start using it to fix real problems.

AI strategy & implementation

Most businesses know they should be using AI but don't know where to start. I map your operations, find the friction, and build AI-powered workflows that actually move the needle — not just check a box.

Business optimization

You can't optimize what you don't measure. I help teams see their operations clearly, identify what's costing them time and money, and put systems in place that scale — whether you're a five-person shop or a growing company.

Founder & builder — Roxstar Labs

Through Roxstar Labs, I build AI-driven products like Roxstar Aviation and My Work Wife — tools designed to make complex, high-pressure work feel manageable. Everything I build comes from solving real problems I've seen firsthand.

My story in 30 seconds

I spent 27 years in the music industry running complex operations for platinum-selling artists — tours, teams, logistics, and budgets. Then I walked away in my 40s to become a professional pilot. Today I run Roxstar Labs — an AI consulting and product studio that helps businesses work smarter. I've spent years in cockpits making high-stakes decisions, and that operational mindset drives everything I build. Every chapter of my career has been the same job: take something complex, messy, or chaotic — and make it work.

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The businesses that need this most

AI isn't just for Silicon Valley. The biggest opportunities are in the businesses and communities that haven't caught up yet.

Small and mid-sized businesses — especially in rural and underserved communities — are often running on outdated systems, manual processes, and “we've always done it this way” thinking. They're not behind because they're not smart. They're behind because nobody's shown them a practical path forward.

That's where I come in. I work with businesses that are ready to modernize — helping them use AI and better workflows to save time, cut costs, and compete with companies ten times their size.

See how I can help

Ways I can help

Through Roxstar Labs, I keep a focused roster of clients so every engagement gets real attention — not a cookie-cutter playbook.

AI & workflow systems

For businesses that want to use AI and automation to save time, reduce chaos, and build systems that scale — regardless of industry or tech comfort level.

Custom SaaS & product development

Need a purpose-built tool for your business? I design and build AI-powered SaaS products from the ground up — scoped to your problem, not someone else's template.
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“You can't optimize what you don't measure. I help businesses see what's actually happening — then build the systems to make it better.”

Stay in the loop

I send occasional updates on AI strategy, things I'm building, and practical insights for business owners. No spam, no fluff — just the stuff worth reading.