We had the good fortune of connecting with Dan Maxwell and we’ve shared our conversation below.

Hi Dan, what do you attribute your success to?
Willingness. I believe that the willingness to work through hard problems and present a useful solution that my competitors might not be comfortable with can set us apart. The most important quality I look for when recruiting staff is that they have the willingness to do great work. It is my wholehearted belief that most people can be great at the thing they are willing to set their mind to, they must choose to be invested in learning, trial, error, and ultimately execution. You are good at what you want to be good at. I choose to become a leader in digital marketing, every day I choose to be someone the health club industry can rely on for a straight answer on how to improve their business.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
SWETI Marketing is a health club industry-specific marketing and advertising agency. Fun fact: In June of this year the health club industry trade show IHRSA will take place in South Beach Miami, Florida. My girlfriend and I will be sailing to the venue on our 41-foot sailboat so that we can engage with clients and industry partners.

We are very fortunate that when we successfully serve our customers it means that more people in the community are engaged in health and fitness activities. We offer over a dozen digital marketing services to our clients and we develop some of our own software that makes the marketing, sales, and overall reporting work much better. Our company started off very small, being founded by a fitness studio cofounder several years ago and today we service hundreds of locations in the US and Canada.

Our success comes from hard work and a willingness to find better ways to do everything. By nature our team is disruptive. We don’t copy competitors, we try and understand the problems and devise the best solutions. The biggest takeaway from the last few years has been the value in systematizing our process and then hiring smart people into that process. This has produced great results and very capable employees.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Zuzanna, my girlfriend, and I are both vegans. We love hanging out in South Beach and discovering plant-based eats. Miami has a great mix of people that seem to value being outside, being fit, and having fun. We can relate to that!

Our ultimate Miami trip would involve sailing down from Fort Pierce, FL, and anchoring in the Intercoastal Waterway. From there we would Uber into South Beach and spend the day skateboarding (me) or inline skating (Zu) on the boardwalk. Of course, an afternoon laying in the sun and cooling off in the ocean would be on tap. From there we have a favorite spot for grub called Full Bloom, they have amazing options for us. Then back to the boat to hang with our two cats and enjoy the evening at anchor. The next morning after some Airship Coffee we like to make our way onto shore for some fitness. A drop in work out at either a YouFit club or a group session at Sweat 440 will do the trick. After that we pretty much like to repeat day one.



Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I don’t own a house. My girlfriend and I split our time living on a sailboat in Florida and a custom Sprinter camper van we use for mountain biking trips. While doing that I manage a marketing agency and believe our adventurous living situation makes me better for it.

With each of my entrepreneurial endeavors, there has always been a person or a couple of persons that backed my idea with their own beliefs in me. I think there is a lot that goes into that, getting them to a point of belief and support. In the end, the idea, the pitch, and the new company are all extensions of a person and that is who they are getting behind. The founder of our company and I connected because he had just launched a fitness marketing business and I had recently successfully exited a fitness technology firm I had cofounded. Joe was willing to hand the controls over to me and let my ideas flourish. I inherited a few employees, one of them Madi Ricci is still helping us grow 5 years later. My first company happened because a few clients and a colleague, Toby, trusted my ideas. My second company needed a programmer, so I approached Michael Burford, a client to join forces. We made some noise together and then sold our little company. That company went on to a valuation of millions and thrives in the health club space. In all, people’s invested trust is more important than money to me.

Website: SWETImarketing.com

Instagram: nevermondayteam

Linkedin: https://www.linkedin.com/in/danieljmaxwell512/

Image Credits
Scott Countryman, the bike jump pic.

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