We caught up with the brilliant and insightful Theo Alexander a few weeks ago and have shared our conversation below.

Theo, thanks for joining us, excited to have you contributing your stories and insights. Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?

I appreciate the opportunity to speak about The Social Club on this platform, thank you.
The Social Club is a family business.

My brothers.. JaBari Holland, Chris Covington, Chris Howard and myself – along with the rest of our family – started off by hosting house parties in college. The goal was simply to have fun and provide an alternative social experience for those who grew disinterested with the existing nightclub scene in Atlanta.

In Summer 2019, The Social Club was born.. a community created to celebrate, connect and inspire Atlanta’s emerging creators and professionals through memorable social experiences and meaningful content.

As time has passed, our team and our vision has expanded tremendously. My brother, Aaron Parrish-Dean, one of the most creatively gifted people I’ve ever met – officially became The Social Club’s creative director this year. His impact on our growth has been immeasurable.

Everybody on our team is special. We all have unique gifts. We all want to be the best at what we do. We all want to be the best people that we can become. There’s no ego involved. When we partner, we partner with individuals who take their craft seriously and consistently add value to our brand. We work with the best of the best.. even if people don’t see it yet.

I wouldn’t trade my team for anything. We have everything we need, and we’re building something special. I’m grateful to be on this journey alongside them.

Theo, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For sure. My name is Theo M. Alexander IV.. a family-oriented, passionate & ambitious emerging creator from Baltimore, MD, originally.

I’m proud of the consistent happiness that we bring to people, through The Social Club. I think that sets us apart from other brands, especially in the space we’re in. We truly value the people who support us. It’s really a blessing to provide spaces for people to come together and enjoy life, if only for 3-4 hours at a time.

I’m proud of the amount of people we’ve given an opportunity to. When we look back 5-10 years from now.. It’s will be heartwarming to see the heights each individual on our team will have reached.

Personally, I really love this. I love everything about it. I think about this brand all day, every day.. it doesn’t shut off. That probably separates us too. It really isn’t about the money. There’s genuine joy that comes with every step of the process. I think people can sense our intentions are genuine and we love the work.

Money and/or clout isn’t our highest priority.

We’d love to hear a story of resilience from your journey.

Of course. So, The Social Club is the second business I’ve started…

My first job out of college was working for a multi-level marketing firm. Monday-Saturday, sometimes 7 days a week – I’d drive 2-3 hours round trip to big box retail stores (Costco, Sam’s Club, Home Depot, etc.) and attempt to sell products to hundreds of strangers.

Basically, I was the annoying guy in the stores that nobody wants to be, lol.

But, I embraced it.

When I was hired.. I was told in 6-12 months I’d have my own company and make $100,000+ if I was able to consistently produce in my role and hit the necessary requirements (lol). People would quit the company every week. For some reason, I kept going.

For the better part of 9 months, I spent seemingly every day making those long drives to stores.. building and developing a team underneath me to do the same.. because I was so motivated to show what I was about.

Eventually, I elevated to having my own company, within that structure. That journey showed me that anything is achievable if you want it bad enough. It taught me that anything is possible when you put in the work. Most importantly, I learned a tremendous amount about business and leadership.

Now, I take that same approach, except with a company and people I love.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I’ve read a decent amount of personal development and spiritual books which have helped shape my perspective on life.

The Four Agreements, The Seven Spiritual Laws of Success, The Power Of Your Subconscious Mind, As A Man Thinketh, The Alchemist, The Way of The Superior Man.. a few that come to mind.

Plenty of marketing-based books and podcasts as well. “Contagious” by Jonah Berger is probably my favorite marketing book.

I watch a lot of interviews… of people I respect and admire. I’m interested in people’s stories.. how people think.. It’s valuable to me.

Especially people who have reached the pinnacle of their field.

Contact Info:

• Instagram: https://www.instagram.com/socialclubatlanta/

Image Credits
Lawerence Terrell (@thelawrenceterrell)