App Forge was built to make digital support feel simpler, clearer and more personal.
We’re a family-run team based in Casino, NSW, supporting businesses across the Northern Rivers, Toowoomba and online across Australia with practical websites, hosting and digital support.
App Forge began in 2016, founded by Michael Smith in Casino, New South Wales, after years of hands-on experience in web development, technology and digital problem-solving.
What started as Michael’s passion for building practical online solutions has grown into a family-owned and operated business supporting small businesses, not-for-profits and local organisations with websites, hosting and digital support.
From the beginning, the goal has been simple: to make professional digital support feel clear, reliable and easier to access for businesses that do not want confusing tech talk or unnecessary complexity.
Today, App Forge continues to grow with a team based across Casino and Toowoomba, supporting clients throughout the Northern Rivers and online across Australia.
We are proud to stay grounded in local community values while helping businesses build stronger websites, improve their digital systems and feel more confident online.
With over 15 years of hands-on experience in web development and IT infrastructure, Michael is the technical architect behind App Forge.
Passionate about building systems from the ground up, Michael specialises in custom web applications, server infrastructure, automation systems, and WordPress development. His experience spans a wide range of projects, including complex websites, mobile applications, and custom-built platforms designed to solve real business challenges.
Michael began his career developing internal systems and technical solutions for businesses and has since spent more than a decade solving complex programming problems and building reliable digital infrastructure. His logical, solutions-driven approach ensures every project is built for performance, stability, and long-term scalability.
Hayley brings a strong background in retail management and organisation to the team.
She manages client communication, billing, and day-to-day admin, keeping projects on track and customers supported every step of the way.
Known for her friendly nature and eye for detail, Hayley helps ensure every client feels valued and looked after.
Michelle works with App Forge as a web designer and content strategist, helping businesses build websites that are clear, engaging, and easy for customers to navigate.
She specialises in website structure, user experience, and content flow, combining strategic thinking with creative design to develop websites that support both business goals and customer experience.
Michelle collaborates with the App Forge team through her company Soulsyn Pty Ltd, contributing design, development, and digital content strategy across a range of projects.
Her creative design work is often developed under the name Misha, the creative identity she uses for her visual design projects.
Need help with your website revision request? Send through your preferred day and time, and we’ll contact you to confirm a suitable 30-minute call.
