About Us
Our Story
Bruce founded Optimal Design Systems International with his brother, renowned interior designer Bill Carter. Bill took his experience with such clients as IBM, American Express and the Metropolitan Museum of Art and combined that with Bruce’s experience in the health and wellness fields.
Gaining valuable experience from each project, ODSI has grown into a team of design professionals committed to creating memorable experiences.
What continues to motivate us is knowing millions of people worldwide have benefited from using the facilities we have helped create.
What We are About
Our thoughtful and creative interior design affects human behavior, emotional and physical health. It is our responsibility to work together with our clients on creating an environment that enhances the human experience and improves customers’ overall well-being thereby building brand recognition and improving business performance.
We Have A Proven Formula
We incorporate aesthetics with imaginative and functional design to create extraordinary and memorable settings that are an inspiring reflection of your brand.
We Collaborate With You
We ask the right questions. How will the many aspects of design help to optimize your goals?
We Deliver What You Need
Our mission is to provide an inventive and holistic design that elevates space and lifestyle while respecting your budget.
Our Expert Team
Our service focused team has decades of successful experience in design, architecture and operations for fitness, wellness, medical and hospitality. Because of our wide range of experience, we can identify important trends and incorporate these trends so our designs are very relevant for today but equally important for the future.
Bruce Carter
Founder and CEO
Bruce Carter, founded Optimal Design Systems International with his brother, renowned interior designer Bill Carter. His undergraduate and graduate work combined with his extensive experience in the health and wellness industry provides him with a valuable insight of what is necessary to create exciting, and cutting-edge fitness and wellness environments. Bruce and the Optimal Design team have been instrumental in working with over 800 projects throughout the USA and the world. In addition, he has consulted on the successful opening of more than 150 clubs as well as having been a partner in a number of clubs. A sought-after speaker, Bruce has presented at global seminars, appeared on TV and radio, and has spoken at the US Department of Health in Washington, DC.
Rachel Guerrero
Director of Design
Rachel Guerrero is an accomplished interior designer with an AAS in Interior Design from Dakota County Community College and a BA in Liberal Arts from Metropolitan State University. With a proven track record in commercial hospitality, restaurants, and retail projects, Rachel excels in collaborating with architects, contractors, and other professionals to deliver creative and functional designs. Her expertise lies in meeting deadlines and budgets, resulting in significant cost savings and high client satisfaction. Rachel’s skills include health club and restaurant design, teamwork, and resourceful problem-solving, all while maintaining exceptional attention to detail.
Joyce Jeha
Project Director
Joyce Jeha is a seasoned interior architect with over 20 years of experience in designing and managing high-end projects across commercial, residential, hospitality, retail, and healthcare sectors. A graduate of the Lebanese American University in Interior Design, Joyce began her career with Interindustry in Lebanon, where she worked on prestigious projects across the G.C.C. Her passion for luxury design led her to the U.A.E., where she honed her skills and embraced diverse cultures. Detail-oriented, creative, and dedicated, Joyce excels in delivering exceptional designs while thriving under pressure.
Kevin Steele, Ph.D
Director of Fitness, Wellness and Medical Consulting
Dr. Kevin Steele, Ph.D., is a distinguished leader in the health and fitness industry with a dynamic career spanning academia, corporate leadership, and strategic consulting. He began as a faculty member at Pepperdine University, where he also managed a private personal training business and collaborated on preventive healthcare programs. Dr. Steele’s expertise led to senior roles at Health & Tennis Corporation, 24 Hour Fitness, Mad Dogg Athletics, and Life Time Fitness, where he pioneered fitness education platforms, corporate wellness programs, and strategic partnerships. Currently, as President of Steele Associates, he provides strategic guidance and programming for the global health and fitness industry.
Johanna Carter
VP of Operations and Marketing
Johanna Carter is the Vice President of Operations and Marketing at Optimal Design Systems International (ODSI). Holding a BA from Florida Atlantic University, Johanna has been a dedicated member of the ODSI team for over 20 years. With a passion for fitness as a way of life, Johanna excels in managing the operational side of the business and enjoys engaging with clients to ensure their success. Their extensive experience and commitment to excellence have been instrumental in shaping ODSI’s reputation as a leader in interior design for gyms, health, wellness, and spa facilities worldwide.
Kim Knight
Senior Designer
Working in an architecture firm the majority of her career as an interior designer, Kim has been improving interior spaces through design and innovation for over two decades. She designs with the experience of the end user in mind and understands regulatory constraints having spent many years designing for health and wellness environments. Kim blends function and aesthetics to inspire healing environments. She is passionate about bringing designs to life, from programming to construction. Kim is constantly engaged in every stage of the creative process. With a degree in Interior Design, Kim is NCIDQ certified.