Meet DJ Muller

Founder & CEO of 1 TO 100 ADVISORS Inc.

Before DJ Muller was helping CEOs turn data into strategy, he was a kid surrounded by the sweeping beauty of national parks. His father worked for the National Park Service, and DJ’s early years were shaped by the quiet systems of nature, Yosemite, the Grand Canyon, Theodore Roosevelt National Park — places where order met wild possibility.


But his real spark came from two women who shaped his future:

His stepmother, a science teacher and best parent, who handed him an Apple IIe that opened the door to programming. And his entrepreneurial mother, who encouraged him to turn his talents into a business.


At the young age of 14, DJ had coded his first software solution, a student scheduling platform adopted by several of the largest school districts in the country. By 17, he sold that company, using the money to buy his first car and pay for college.


After studying computer science and business, he built a career in building large-scale financial software systems, eventually leading product development for an IBM business partner by age 23. But the call to build something of his own proved impossible to ignore. Fueled by ideas and a stack of maxed-out credit cards (a strategy he wouldn’t advise but will never forget), DJ launched what would become WebLink. — the first web-based membership management software for chambers of commerce, associations, and CVBs.


Over the next decade, DJ didn’t just build a product, he built a category:


  • Bootstrapped WebLink to profitability
  • Launched the first 100% online CRM solution for chambers of commerce and associations
  • Earned a Microsoft case study for cloud innovation
  • Closed multimillion-dollar VC backing with a single pitch

(a unicorn moment in every sense!)


  • Served 3,500+ member-based organizations representing over 1.5M small businesses


  • Led the company through acquisition, where the product still powers chambers and associations today


Behind those milestones were real moments: sleepless nights, investor pressure, complex pivots, and the weight of leadership when everything is on the line. DJ never forgot what that felt like and it’s why he created 1 to 100 Advisors.


Today, he brings 25+ years of CEO, founder, and scaling experience across SaaS, venture capital, private equity, M&A, and executive coaching to help executives lead with clarity and confidence. His approach is grounded, strategic, and shaped by real-world wins (and scars). He’s not just here to guide, he’s here to partner.


When DJ’s not building dashboards or advising growth-stage leaders, he speaks nationally on entrepreneurship, leadership transitions, and how to scale what matters. He’s been featured by Fox Business, Inside Indiana Business, and TechPoint. He also still lights up when anyone mentions an Apple IIe.


🎧 Hear more of DJ’s story on this podcast →Here