4 Tips for Small Business Owners That Want to Grow: How Friday Morning Swim Club Made Waves in Chicago

(8 Minute Read)

I used to think Winnie the Pooh was full of crap. “Doing nothing often leads to the very best of something,” he said. I racked my brain to dream up a scenario in which that might be true.

But then I remembered my first Friday Morning Swim Club. My agendaless morning made space for good coffee and great conversation. I think I went for a swim. I can’t remember. But I do know I sat with friends and found great comfort in staring at the sun. One exhale, and I saw my city.

Friday Morning Swim Club founders, Andrew Glatt and Nicole Novotny, built a business before they knew they had one. Like true entrepreneurs, they had an idea and swam with it, pushing creativity to its limit for the sake of fun.

Play is at the forefront of their model. Swim Club activities like “Mug of the Week” and “Great Lake Race” solve a problem. They give adults an opportunity to be creative and feel like a kid again. As a newly-formed LLC, the duo is in their third season of swims with even stronger values, nuanced content, and communication that soars.

If you own a small business or want to, you know the effort it takes to start from scratch. Resources are scarce and many of us vacillate over how to spend our time and money. But success is not determined by your strict confinement to a linear business model—or the old rules of marketing.

Friday Morning Swim Club reminds us that business can be, dare I say it…fun. Your strategy doesn’t have to be complicated. But it should be clear, focused, and meaningful. Here’s what they’ve done to make a splash and find success in their work. 

Put People First.

Friday Morning Swim Club was born to support people through connection. After a year of isolation from Covid, Glatt and Novotny modeled a safe, simple way to spend time with friends. There was no agenda, nothing for sale and most communication about gathering at the lake was done through word of mouth. People found freedom in scheduled time to experience, well…leisure. Swim, sip coffee, and catch up with friends. Meet around 7 a.m., leave around 8 a.m. Like a spiderweb, more people showed up week after week — but that was because a trusted friend had experienced the meetup first hand and shared their positive experience. 

Both Glatt and Novotny work in people-centric industries. Glatt owns his own photography business and Novotny is a co-founder of Printer’s Row Coffee Co. They both deliver high-quality products but know that relationships are key to the success and longevity of small business.

“Building lasting relationships is at the forefront of my business,” said Glatt about Andrew Glatt Photography. “I think that’s the point of what I do and why I do it — and also our purpose as people. Trust is important. If people have an opportunity to get to know you, and they know you’re going to deliver what they need, they’re more likely to return because they know you and your work.”  

No matter the product, build your business with your audience in mind. And then focus on ways to help them or add value to their lives. Ask yourself: What types of interactions prompt joy, alleviate stress, or solve a problem for people who might want to invest in your business?

Outline Your Values & Stick to Them.

As Swim Club grew, people noticed. Emails poured in from brands looking to collaborate. Attendees wrote candidly with fundraising suggestions and beyond. Content creators arrived at the lake with professional camera gear and business products, yet Glatt and Novotny kept their cool. In fact, it pushed them to lean even harder into their values.

“When people reach out to disagree with our policy about professional cameras at Swim Club, it feels frustrating because the answer seems obvious,” said Glatt. “Some people have selfish expectations. They hope to take advantage of something they had no part in building. 

Every Friday morning, they gather a group for announcements and repeat the same sentiments: Be kind, be safe and be sure to meet someone new. For them, the growth in attendees is exciting. But the quality of their experience outweighs the club’s popularity.

“We’re asking people to be present for one hour,” said Glatt. “We lean into our values because we want to protect this. If this experience becomes commercialized and ten drones are flying around, it’s no longer a simple thing that serves the people who need it.”

If people want a piece of your pie, it’s because you baked a damn good pie. When brands and people reach out, it’s because you’re doing something right. But that doesn’t mean all or any collaborations are the right fit for your business. Community and connection are at the center of decision making for Swim Club founders; so even if a brand pitch feels exciting, all potential opportunities start with a conversation.

“Collaborations are a fun way to mix things up,” said Novotny. “But for me and my businesses, the most important aspect of considering a partner is knowing that it feels like a natural fit. It should never feel forced. Saying yes to collaboration is awesome but being able to say ‘no’ or ‘not right now’ is also just as important. Set clear expectations and revisit the purpose of the collaboration as often as you need.” 

Partnerships should align with your values and create lasting relationships with impact. Listen carefully to what a brand is offering, ask questions, and work to understand their strategy. Have they researched your business and do they find value in your work? Are they offering a meaningful opportunity that gives back? An organic connection speaks volumes. And a collaborative outcome should make sense for both partners.

Know Your Strengths. Contract Your Needs. 

Glatt and Novotny excel in visual storytelling for their business. Their backgrounds in photography and graphic design fuel creativity that amplifies their cool, nostalgic voice. They post consistent, high-quality content that highlights experiences and allows people to see themselves enjoying the morning.

Like Instagram, their new website is built for their users. Each page includes eye-catching photos and video, supported by fun typography and brand colors that feel like summer. Their goal is to keep people on their site to learn more about the club by visiting their blog, perusing merch options or downloading their cheeky Spotify playlists.

“The main purpose of our website is for people to easily access all the important information in one place,” said Novotny. “‘When and where do we meet?’ What should I bring?’ All the answers are there.” 

Site balance is important. Recognizing their strengths in visualizations, they brought me on to write their web copy. Contracting collaborators saves time and allows business owners to focus on what they’re good at. It’s a cost-effective way to divide responsibility while gaining support and feedback from an unbiased third party.

Don’t assume you can’t afford a collaborator. Some creatives offer discounts to small businesses and leaders they admire. Investing in visual, audio and writing assets can feel overwhelming, but approaching contractors with transparency and respect can change the game. If you’re not sure where to start, research your ask so you can speak your collaborator’s language. Share your budget, needs, and timeline. If they can’t meet your needs, chances are they know someone who can — and they’ll offer that recommendation.

Ask for Feedback.

Beta testing isn’t just for big business. While small business owners are often working on tight timelines, it’s important to schedule opportunities for feedback. 

Glatt designed an Instagram filter for club members to record and share their swim experiences — even from afar. The nostalgic preset includes “Friday Morning Swim Club” and a place for users to add their location.

“We wanted a universal way for everyone to see each others’ experiences,” said Glatt. “We don’t have the resources to make Friday Morning Swim Club happen in other cities, but what we can do is give users a way to feel emotionally connected by being a part of Friday mornings even though they live or are traveling elsewhere.”

Before launching the filter, he asked a small group of friends in different cities to test the tool, share their feedback and send him clips to promote it. 

The duo also sent a website draft to a select group of friends and visual artists. They asked for feedback on design, user experience and functionality. This gave them an opportunity to address potential malfunctions or language errors before launching it to the public.

Novotny designs their apparel and always includes a test run. If she doesn’t love the product, she requests changes and never settles until it’s right.  

“I have two priorities when curating merch,” said Novotny. “One, the item needs to be a quality piece.  And two, I partner with small and local businesses as much as possible.”

Before making bulk purchases, she always tests items to make sure they hold up and fit well.

In a sense, Pooh is right. An idea doesn’t have to be complicated to be good. In fact, sometimes simple is better. But as a bear of little brain, Pooh likely can’t comprehend the skill set and critical thinking it takes to keep an idea alive, evolving and well…funded.

Friday Morning Swim Club stands out to me as a novel small business because even in their earliest stages as an LLC, they’ve managed to curate community so well that buy-in happens seamlessly—over and over again, without question.

Bottom line: Business owners are without a doubt always in the business of people. Prioritize customer relationships and experiences, and growth will follow. Do it long enough and with passion, and become the proud owners of Chicago’s largest swim club.  

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