Build clarity inside. Deliver value outside.

Scaling sustainably starts with how you lead your people—and how they lead your customers.

I’m Lee Roquet, and I created XMelevation to help companies unlock growth by fixing the real root cause of churn and chaos: misaligned teams, clunky systems, and disconnected experience flows.

After 20+ years building SaaS and ecommerce businesses—from employee #1 at a startup to CEO of a global team—I’ve seen how hard it is to scale when insight is scattered and teams are stretched thin.

That’s why I blend operations, AI, and experience strategy into one unified approach:

helping you build systems that retain revenue, empower people, and deliver customer value.

Outside of work, I’m all about balance—skiing, hiking, and exploring the mountains with my family here in Idaho. Whether in business or life, I believe great things happen when people feel supported, trusted, and clear on where they’re going.

At XMelevation, we exist to transform business challenges into opportunities for genuine growth by aligning every aspect of the customer, employee, product, and brand experience. We lead with conviction, empathy, and a passion for learning—pushing forward with actionable insights that drive real change. 

Our core values guide everything we do: 

• Own It: means taking responsibility and learning from every experience
• Keep It Real: is all about staying honest and authentic
• Take the Leap: encourages bold decisions
• Think Out Loud: fosters open, creative dialogue
• Bring the Fire: infuses energy and passion into our work 
• Have Each Other’s Backs: ensures we support our teams and clients every step of the way.