Lutenegger is part of the glue that holds St. Louis’ business ecosystem together. The tech chair for STL Startup Week and the creator of the popular Bourbon Friday meetup events, Lutenegger has more than 25 years of experience as a web designer and entrepreneur. His company, Tenacity, specializes in optimizing the performance of WordPress and other websites.
2026 QUESTIONNAIRE
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Don’t chase investment before you’ve proven you can sell something. Don’t build for what people might want; sell what they’ll pay for right now. Force progress. Make it happen. Nobody’s coming to save your startup, and nobody owes you attention. Focus on real customers, real traction, and real outcomes. Everything else is secondary.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? We tried building a sales pipeline through Upwork. It seemed like an easy channel for quick wins, but it turned out to be one of the worst decisions we made. We spent far too much time chasing low-value leads and bending our process to fit someone else’s platform. The real lesson was that shortcuts rarely pay off. What saved us was sticking to our structure and refining it over time, eventually attracting serious clients, including a major SEO firm. The failure wasn’t in trying something new, but in learning to recognize when the “easy path” is just a distraction from building something real.
What do you do when you’re feeling stuck or uninspired? I look at what others are building, pitch competitions, new products, whatever’s out there. I’m not focused on what they’re doing; I’m thinking about how they’re doing it and how I’d solve the problem. That kind of mental reworking helps spark ideas. I also fill my head with new input: scientific papers, conversations with LLMs, anything that challenges my assumptions. Inspiration isn’t about waiting for a moment; it’s staying in motion.
Who in your company (or industry) deserves more recognition for their impact? It’s not my company—it’s every company. This is personal. It’s T-REX, Metis, TechSTL, Arch Grants founders… Leadership isn’t about titles. It’s about recognizing people, owning outcomes, and building something that lasts. If you’re in a position to lead and you’re not showing up, lifting others, or doing the hard work, you failed.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? Code and Coffee. It’s the best.
2025 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has you most excited about the future of your company or industry? The introduction of GenAI in the last two years feels as disruptive and transformative as the emergence of the visual web and graphical browsers in the early ’90s. I’m particularly excited about exploring how we can integrate these powerful tools into our projects and workflows, opening up new possibilities for innovation and efficiency.
If you could change one thing about your industry, what would it be and why? Too often, in our quick-fix, bolt-on culture, we prioritize short-term efficiency without fully considering the long-term impact on overall projects. This approach can undermine our ability to achieve sustainable, long-term goals as we focus on immediate solutions rather than strategic planning. Shifting towards a more thoughtful and integrated approach would lead to better outcomes, lower costs, and more resilient projects.
What’s the toughest business challenge you’ve had to overcome (excluding the pandemic) and why? Like many lean teams, our toughest challenge has been balancing the demands of sales and production while minimizing burnout and fatigue. Our team is often stretched thin with limited resources, and maintaining high performance without compromising well-being is a constant struggle. We’ve had to optimize our workflows and foster a culture of support to ensure we meet our business goals while keeping our team motivated and energized.
Keep up with local business news and trends
Subscribe to the St. Louis Business newsletter to get the latest insights sent to your inbox every morning.
MENTORS & PEERS
To whom or where do you go for sound business advice? I turn to the community we’ve built through Bourbon Friday for sound business advice. One of the reasons we created this event was to bring together a diverse group of entrepreneurs and technologists to share their stories and struggles. A great side benefit is having a built-in sounding board whenever I face a challenge, allowing me to tap into a wealth of collective experience and insight.
Do you have a business mentor? If so, who and why? No, I do not have a business mentor.
What piece of advice has had the most significant impact on your career? “Practice what you preach.” While it’s often easy to advise from an outside perspective, I’ve learned that stepping back and applying that same wisdom to my journey is equally important. This principle has helped me stay grounded and ensure I lead by example, aligning my actions with the advice I offer others.
Who is the most interesting under-the-radar/emerging business leader in St. Louis and why? Emily Hemingway, the Executive Director of TechSTL. For those paying attention, what she has accomplished within the innovation ecosystem, especially with limited time and resources, is nothing short of astonishing. Her leadership and vision are significantly impacting the growth and dynamics of the tech community in our region.
What is one thing you would change about the St. Louis metro area business environment and why? One thing I would change about the St. Louis metro area business environment is the availability of capital. Entrepreneurs are the driving force behind job creation and business growth, but their ability to innovate and scale is greatly improved with adequate funding. Increasing access to capital would empower more startups and small businesses to thrive, which in turn would stimulate economic growth and prevent stagnation in our local economy.
BACKGROUND
Where were you born? I was born in Dayton, Ohio, but I consider myself an Iowan since I was raised in Fort Madison, Iowa. That said, I’m definitely STLMade.
What was your childhood aspiration? Like many kids inspired by Star Wars and Star Trek, I dreamed of becoming an astronaut. Unfortunately, myopia and imperfect color vision made that path impossible.
What was your first job, and what did you learn from it? My first job was as an Office Assistant for the Condensed Matter Physics department at Iowa State University. In this role, I had the unique opportunity to interact daily with scientists from around the world, which gave me a broader, more global perspective. Additionally, it was here that I built my first “professional” website, sparking my interest in tech and providing a foundation for my future skills in digital innovation.
What educational degrees do you hold, and where were they earned? Bachelor of Science, Animal Ecology, Iowa State University. Associate Applied Science, Information Technology, St. Louis Community College
HOBBIES & INTERESTS
If you were not in your current profession, what would you be doing and why? I would hope to be an ecologist, specializing in herpetology or predator ecology. After all these years, the idea of working out in the woods, studying the intricate dynamics of ecosystems, and the fascinating behaviors of reptiles and predators still speaks to me. Or a distiller, but that might still be in my future.
What is your favorite St. Louis-area restaurant, and what do you typically order there? If favorite means often, Medina, Original Palestine, Spicy.
What is one item you recently crossed off your bucket list? I don’t maintain a bucket list, but maybe I should.
What is one book you think everyone should read (or podcast everyone should listen to) and why? The Subtle Art Of Not Giving A F*ck by Mark Manson. We often let our energy get sapped by things that don’t matter when we should just let things go and focus on the things that do.
What’s your hobby/passion? I am what some might call a bourbon enthusiast.
What is your most prized possession? My oldest friend passed away a few years ago, and his wife gave me his key chain. I carry it every day.
What would people be surprised to learn about you—a fun fact? I’ve been to the high point of 33 states.
What is your go-to karaoke song? I don’t sing karaoke. Probably “Lose Yourself” by Eminem, but I lack both the voice and ability.
