We recently connected with Danielle Duffy and have shared our conversation below.
Danielle, looking forward to hearing all of your stories today. Going back to the beginning – how did you come up with the idea in the first place?
My 17-year-old son and 18-year-old daughter and I were talking over coffee. As an HR professional, I tend to ask my kids often what they want to be or do when they grow up. What do they feel is important when working for someone. I found myself agreeing with my children on pay, workplace, etc. In our conversation I told them how I wish I could have an establishment where I can hire and show other business owners that success comes from the Human Component, your staff. As we were talking, I knocked over my coffee cup breaking it. Something the kids know I am notorious for doing. Which never bothered me as I enjoyed sweeping as a stress reliever. At that moment I knew that opening up a Smash Rage Room was my next adventure. I would get to FINALLY utilize my HR skill set on my own employees. Create Community. Help the Environment. Allow a no judgement zone and release themselves. It all just made sense. For 6 weeks I broke hundreds or misc cracked/broken items to understand the safety and compliance aspect of a Rage Room. I developed relationships with local thrift stores, estate dealers, restaurant owners in collecting items that were being thrown in the trash. Everything lined up perfectly. I was able to sign the lease for Hammer Freaks September of 2021 with an open date of October 16, 2022. Our amazing staff of 6 employees (and zero turn over) helped us be nominated as the Top 10 New Businesses in Tampa Bay, FL.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I was the age of 16 when I moved from the hustle life of Los Angeles to Dunedin, FL. A small 10×10 square mile city where you run into someone you know daily. Having attended private schools in California, my credits were enough to graduate. So, I did. There was no way I could even image trying to “fit in” when I already felt so lost from the move. My family friend worked for Pinellas County and were seeking for admins for their building and development department. After a short 3 months of working there I fell in love with Human Resources. After 2 years of doing the back-end clerical government sector of HR I left to train in Talent Acquistion. I LOVED IT!!!! In a quick 15–30-minute call you can learn so much about an individual to base if you want to bring that candidate to the next step. I was recruited and hired by one of the Largest Financial institutes in Florida.
This is where my excitement, love and passion disappointed me. It Failed me. I was a young, beautiful, go getter recruiter living life. I was surrounded by corporate greed and white hairs that terrified me. I was so terrified to even let them know I was pregnant. I clearly couldn’t hide it forever. As I got larger, the CEO, would make comments about going on a diet. My hiring manager would tell me that I wasn’t as pretty as I was when I started with them. And I am in the HR department as supervising manager. I couldn’t hide my pregnancy any longer and was told to walk the plank. Of course, I had no recourse. I was terminated based off the company policy of BS. I walked out of their doors knowing and understanding what “Culture” of a business was.
I was motivated. I became SHRM certified. Attended seminars and conferences that lead me to working with BIC Graphics. My first taste of international HR, recruitment, Employment VISA’s. I worked directly with my HRMO who to this day I look up too as a mentor. From there I went and worked for an incredible German software company TeamViewer. Still motivated but not fulfilled or felt purpose. Still feeling like my opinion doesn’t matter or my creative positive solutions were thought as a joke. I found a Manufacture of medical devices that were needing someone to take their 30-employee business to a growth of 75 employee. This is what I’ve been needing. To prove to myself that my practices and ideas can make a difference in your business growth and revenue. NOPE. I was asked to write the most ludicrous policies. Hired then Fired great employees but too smart or practical for their taste. I told my family that I have seen, practiced and had to turn my head too much. I can no longer do HR.
Well, in small towns like Dunedin, FL there are a lot of small businesses. Friends and Owners were asking me simple questions that I didn’t mind helping them with. I was starting to enjoy my profession again. With the love and support of my husband I opened my first business called Think Tank-HR. Consulting for 100’s of small business owners with their growing needs. However, even though I owned my own consulting firm, I was still working for someone else and their ideology of managing employees. Some clients made me feel the pain I did when I first started my journey. I fired the clients that didn’t align with my mission or my goals. I found inner peace again but still wanted my own workplace culture with my branding ideas. I knew my consulting firm wouldn’t allow myself that next stage of growth. Leading me to own a smash room, Hammer Freaks,
Can you talk to us about how your funded your business?
Initially, during research phase I used some of our savings to buy products. I was going to yard sales, church thrift stores and going through our own chipped dishes, vases, movies, you name it. During my research I found how quickly materials break down. This is a perfect way to break down the waste going into our landfilled. I started to attend Entrepeneur meet ups and forming relationships with key industries to help supply my product overhead, I was able to now offer adorable pricing to customers without having the worry of that cost. We were then able to take the donations to supply and decor Hammer Freaks. Working with fellow local business owners I understood where my brick and mortar would be affordable having a better chance as profit within the first quarter being open.
From all my networking, entrepreneur books and tools, I developed the skillset to create a holding company. I was able to use acquired funds from one business to open another, The funds allowed us to open and start the business. I then took a line of credit out with my business account and used that to pay for structural build out, safety materials and start marking.
Can you share a story from your journey that illustrates your resilience?
When I started the ownership venture, I was told to just join the chamber of commerce and local government business entities. So I did. Completely new at this and I love our little town I felt it was the right thing to do. At the time I was one of 2 HR professionals in the area with expertise that fits the town’s needs. I was hired to do an HR audit by one of the groups I had joined in town. In my findings I presented to the organization, it clearly laid out how their Executive Director needs serious hand holding or you need to term her role. She does not have the experience or knowledge to perform in this role. The board was not amused pr pleased with what I had to say. One gentleman screamed and yelled at me. A gentleman who has a bit of “power” in the town attacked my professionalism and me as a resident and member of this community. I have been attacked for being a young woman in my career before but not like this. This was cruel and loud.I had to stand there and let him finish because I knew that any word from me would escalate the situation. I learned that week that Executive Director, a town favorite, went around town speaking ill to business owners in town. I lost 3/4 of my clients 2 months prior to Covid Shut Down. It was one of the hardest times I had keeping levelheaded and be a professional.
That was the moment I realized that there are plenty of FREE and welcoming resources out there. That your businesses don’t need local governed organizations to thieve in success. I quickly used connections I had to re-establish myself and business. I expanded myself to practice outside of the 5 mile local area.
Contact Info:
- Website: www.hammerfreaks.com
- Instagram: https://www.instagram.com/hammerfreaks/
- Facebook: https://www.facebook.com/Hammer34698
- Linkedin: https://www.linkedin.com/in/hammerfreaks/
- Youtube: https://www.youtube.com/channel/UCz9Sht54vs3koRCvRWSMGQg
- Other: https://www.abcactionnews.com/news/local-news/rage-rooms-quickly-becoming-the-go-to-place-for-those-needing-to-release-stress https://www.tbnweekly.com/clearwater_beacon/article_437af8ce-a6ea-11ec-b470-539c7396337b.html
Image Credits
John Strojney with Silent J Studio