Thorwell builds AI-powered growth and automation system exclusively for flooring businesses across Canada and the United States.

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Founded by Ottawa-based entrepreneurs Bill Gourgon and Dylan Mucz, Thorwell began as a performance marketing agency focused on one thing: generating consistent, high-quality demand for flooring companies through Facebook and Google. As our clients’ lead volume increased, a clear pattern emerged — most owners weren’t struggling with lead flow, they were struggling to handle it. Missed calls, slow follow-ups, unorganized CRMs, and lost revenue became the real bottlenecks.

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That’s when Thorwell shifted from “just marketing” into building full AI-driven infrastructure.

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Today, we design and deploy complete systems that automatically respond to incoming leads, qualify homeowners, book estimates, follow up relentlessly, and track every opportunity inside a centralized CRM. Our AI voice agents, automated SMS and email workflows, conversion funnels, and reporting dashboards are built to function as a digital front office for flooring companies — working 24/7 without adding staff or overhead.

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The company is led by two operators with complementary skill sets. Bill Gourgon leads all technical architecture, automation logic, and AI infrastructure. He oversees the engineering team responsible for building, maintaining, and continuously optimizing each client’s system. Dylan Mucz leads growth strategy, acquisition, conversion systems, and client success — ensuring that every build is engineered not just to function, but to produce measurable revenue.

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Thorwell now supports flooring companies on both sides of the border, with dedicated systems built around each client’s market, service mix, and operating capacity. Every build is custom. Nothing is templated. Everything is performance-driven.

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We don’t sell software.
We don’t sell ads.
We build the operating systems behind modern flooring businesses.