Alright – so today we’ve got the honor of introducing you to Sonali Morris. We think you’ll enjoy our conversation, we’ve shared it below.
Sonali, looking forward to hearing all of your stories today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
In short, yes!
But, it’s definitely mixed emotions.
There are times where I love the freedom, creativity and autonomy that comes with it. But, there are days when the weight of responsibility feels overwhelming. It sometimes makes you wonder about what life would be like with the security of a “regular” job.
The last time I had that thought was years ago — as we were shutting the business down for covid. It was a crazy, challenging time. It would have been so nice to have someone looking after me and my family — telling us what was happening, how our work would be changing and how we would all get through this. Instead, we were looking after two businesses and more than 120 employees. We were the ones that had to provide the reassurance and stability so many people needed at the time.
But, even during that stressful time, I never thought about having an office, working 9-5 (ish) and having most weekends free. While the security might have been nice, I would have missed the purpose and creativity that come with owing a business.
Yes, the uncertainty and ups and downs are exhausting, but the thought of working for someone else, following someone else’s vision just didn’t appeal to me.
But, I chose to be a business owner because the journey — despite its challenges — was ultimately worth it. I loved the freedom to forge my own path, give back to the community and help shape the lives of others in the process.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
It all started when our children were very young. My husband, Mike, and I wanted them to be safe in and around the water and knew getting them in swim lessons was a must. I was surprised at how hard it was to get them enrolled. The swim teachers who were in-demand had hardly any availability and didn’t call me back. We thought there had to be a better way. But, as fate or luck would have it, Mike’s job took us to Birmingham, MI. While there, we discovered the first Goldfish Swim School. When I visited, I couldn’t believe what I saw — lanes and lanes of children swimming with trained instructors, in warm water and making progress. The facility was bright, the music was fun and it seemed that they thought of every detail — from a hair dryer station and snack shack to private changing rooms and a retail shop filled with equipment and fun swim toys.
Right at this time, Mike as falling out of love with his job in finance and I was ready to get back to work. I was a former advertising executive turned stay-at-home-mom, but was itching to do something meaningful as the kids started getting older. Mike and I kicked around a bunch of entrepreneurial ideas, but the one that stuck was Goldfish. The company was a new franchise looking to grow.
We were also ready to get back to Cleveland and cement our roots here. After a lot of due diligence and a big leap of faith, we moved back to Cleveland and brought Goldfish with us.
Looking back, nearly 13 years later, it’s been an incredible journey. We successfully operated two schools, hired more than one hundred employees and taught thousands of children how to swim each week!
What do you think helped you build your reputation within your market?
I believe honesty played a huge role in building our reputation within the market. From the very beginning, we made a conscious decision to be transparent in everything we did. Whether it was about pricing, schedule changes or the challenges we were facing, we never shied away from the truth. We understood that in a world where trust is hard to come by, being open and honest with our members, partners and teams would set us apart.
Over time, that honesty built a foundation of trust. Families appreciated knowing exactly what to expect, and our team felt empowered because we created a culture where integrity was prioritized.
I think sticking to that core value paid off, and it’s been one of the key drivers behind our success and the reputation we’ve built in our market.
We’d appreciate any insights you can share with us about selling a business.
We sold our business in January 2025 which was accompanied by a mix of excitement, nostalgia and lots of reflection. I’ve learned so much during the process. Some key takeaways are:
1/Know when the time is right.
While the time might be right for you emotionally, make sure it makes sense financially. And, buckle up. The ride is going to be much longer than you think and will take some unexpected turns.. Honestly, the process is a rollercoaster ride. But, when it’s finished, it can be truly exhilarating.
2/Get your finances in order.
I’m fortunate that my husband and our other business partner worked many years in finance and have a lot of experience in deal origination, evaluation and execution. As a result, they knew what to expect, how to negotiate differences and get us to the finish line. If you don’t have this experience, it’s worth looking into hiring someone who does.
3/Make sure you have good legal counsel.
It’s a complicated process with lots of details to navigate. It’s critical to have someone on your side, looking out for your best interests.
4/Don’t rush the process.
Selling a business can take months — even years. There will be times when you’re impatient and frustrated. But, don’t rush into a deal just to close it. Find the right buyer, someone who shares your vision for the business. Make sure your employees will be in good hands.
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