Today we’d like to introduce you to Liz Krueger.
Liz, we appreciate you taking the time to share your story with us today. Where does your story begin?
I grew up in Mankato, MN, and went to college at Marquette University for Broadcasting and Communications. In my junior year, I studied abroad in Sydney, Australia, and ended up staying there for 2.5 years, where I worked for an Australian celebrity.
When I moved back to Minnesota, I decided to pursue another passion of mine and went back to school and the Aveda Institute for Cosmetology. I was a hairdresser for a couple of years, had a short stint in Santa Monica, California, and moved back to Minneapolis. When I moved back, I decided to change industries once again and follow another passion of mine, fitness. I managed multiple fitness studios in Minneapolis and during this time of my life met my now husband.
My whole life has been a series of passion-led changes that have satisfied my interests at the time and challenged me to experience something new. I moved into a creative sales role where I spent 5 1/2 years and eventually led the team. During this time, I also started an experiential events business on the side with two of my girlfriends. I was attending so many events in Minneapolis and saw a need for something that created a deeper, more meaningful connection.
That is how The Swell Society was born. We hosted events around topics around inner/outer beauty, sex, and relationships, that allowed guests to get uncomfortable, have fun, and meet other like-minded individuals in MPLS. I found so much joy in bringing people together for meaningful experiences and it prompted me to look for something outside my sales job, which turned out to be my current role as Curator at Lululemon Mall of America.
Although this meant I couldn’t prioritize The Swell Society any longer, it led me to exactly where I’ve needed to be the past 4 years. We have created and hosted almost 300 events in that time for the Minneapolis community! My role allows me to partner with local business owners, entrepreneurs, artists, creatives, fitness instructors, and friends and give them a platform to do what they do best!
On a personal level, my biggest accomplishment was the birth of my daughter in 2020 amid a pandemic. I found out I was pregnant 2 weeks into lockdown, so it was not what we had in mind for a first pregnancy. I had a rough pregnancy that lasted 41 weeks and 3 days ended with 43 hours of labor and a c-section. I think I could write a whole book on that experience alone.
My daughter has been my greatest joy and accomplishment thus far in my life. I adore being a mom so much, and she has shown me so much perspective.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I think my whole life has been filled with ups and downs and have never been the person to “have it easy.”
Everything from an estranged relationship with my biological dad who’s since passed, toxic romantic relationships, my disordered eating and body image struggles, multiple deaths in our family, friends, pets, moves to new cities, careers changes, pregnancy during a pandemic, miscarriage, and other traumatic life instances.
I feel like 2023 alone has challenged me the most, but many other years before were also very trying. I am still in the process of healing, processing, and just trying to understand a lot of what has happened, while also still finding so much gratitude and joy in my life.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I am a Curator for Lululemon Mall of America. There are currently 4 of us in the company tied to markets with experiential stores. I create experiences that range from wellness/workout events, dinners, live music, workshops, mini-retreats, makers markets, live podcasts, and so much more! We have created and put on almost 300 events in my 4 years with Lululemon.
I am proud of the fact that what I create directly impacts the Minneapolis community I live in. I get to bring joy and fun to my community in a creative way that they wouldn’t otherwise experience. There aren’t many people who do what I do in our city. There are wedding planners, corporate event planners, and party planners, but what I create is so unique and every experience is so unique and partnered with a different human in our city doing epic things.
I am only as great as the people I create with and that is what makes everything so special. I get to elevate others, bring color to what they are already doing, and build long-lasting relationships with people I didn’t necessarily always know before.
Are there any important lessons you’ve learned that you can share with us?
Change is inevitable, and it’s always leading me to something greater. I am not rattled by change any more. Yes, it is still hard and challenging, but I have never had a life change that didn’t teach me something or give me perspective.
I have trust that my life has a lot of purpose and I am meant to do more than just one thing in this lifetime. I am here to create impact through personal connection, whether it be personal or professional. I am excited to see how the rest of my life plays out while I continue to be open to opportunities that enrich my life.
Contact Info:
- Instagram: @heylizkrueger
- Linkedin: https://www.linkedin.com/in/liz-krueger-6a622143/
Image Credits
Sam Holt and Profeshie
