LASSO — MEDIA BACKGROUND
Updated September 6, 2026

COMPANY
Lasso is an AI implementation and operations firm based in Las Vegas, working with established businesses across the United States. We combine operating experience and technical capability to shape, build, implement, and manage practical solutions. Our work includes advisory, custom systems, managed AI workflows, and the adoption and change needed to make those solutions useful in daily operations.

FOUNDER
Josh Sigel is the founder of Lasso. His background combines business operations and technology. Earlier roles include chief operating officer at Innit, chief information officer at Natural Markets Food Group, technology leadership at UNFI, and consulting at Deloitte. At Lasso, he works alongside business leaders to shape practical approaches to AI, build and implement solutions, and connect the work to operating results.

Career source: https://www.emorybusiness.com/2017/10/15/joshua-sigel-on-merging-food-technology/
The roles described in that article are historical and separate from Lasso client work. Josh also leads xlogix, a separate company behind Fabrick. Lasso and xlogix are distinct businesses.

PUBLIC RESOURCES
Media page: https://www.lassov.com/media
Interactive showcase: https://www.lassov.com/showcase
Founder background: https://www.lassov.com/josh-sigel
Headshot: https://www.lassov.com/team/josh.png
The Operator's AI Test: https://www.lassov.com/resources/operators-ai-test.pdf

The showcase contains interactive simulations using fictional data and preset rules. These examples do not call a live AI model and are not client results. The business-case model illustrates assumptions, not a quotation or guarantee of financial performance.

MEDIA CONTACT
Josh Sigel
josh@lassov.com
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