Podcast Summary

Podcast: Hillsdale College Podcast Network Superfeed
Show: The White and Blue Podcast
Episode: "Paying His Dues: Jonathon Dues, ’03"
Guests: Jonathan Dues (Class of 2003, Co-founder of Swish House)
Hosts: Doug Goodnow, Colleen McGinnis
Date: October 16, 2025

Episode Overview

This episode features Jonathan Dues, a 2003 Hillsdale College graduate, former basketball standout, and co-founder of Swish House—the world’s first basketball fitness community for adults. Jonathan discusses Swish House’s innovative approach to adult fitness, blending his passions for basketball and entrepreneurship. The conversation covers the inspiration and structure behind Swish House, the challenges and joys of entrepreneurship, Jonathan's own athletic journey, and reflections on Hillsdale’s enduring impact on his life.

Key Discussion Points & Insights

1. Genesis and Concept of Swish House

• Swish House is an adult-only basketball-centric fitness community, currently thriving in Chicago and New York, with plans to expand nationwide and beyond.
• The idea was inspired by boutique fitness trends like CrossFit and boxing classes, but Jonathan saw a gap: far more adults had played basketball and would enjoy a structured, game-like fitness experience (04:12).
• The model is unique in leveraging underutilized gym spaces, drawing a parallel to companies like Airbnb or Uber. This makes the business scalable with low overhead compared to traditional fitness franchises (05:16).
• Classes are open to all skills and ages, blending fun, gamified drills with injury prevention and strength training.
• "If you can fog a mirror and like basketball, you can do the workout... we make you feel like Diana Taurasi or LeBron." — Jonathan Dues, (15:30).

2. Business Model & Operations

• Swish House operates on a regional franchise/owner-operator model: passionate, entrepreneurial basketball lovers run each city’s operation (12:52).
• Part-time coaches, all with post-high school basketball experience, lead classes and undergo a thorough training curriculum, developed with input from NBA-level performance directors (15:30, 16:01).
• The network of investors is heavily composed of former college and pro players, creating both capital and instant community connections for expansion into new cities (19:45).
• "We have 50 investors—40 of the 50 investors are former pro college players. I don't think there's a bigger, badder network than our Swish House network." — Jonathan Dues, (17:56).

3. Culture, Community, and Accessibility

• Swish House is intentionally co-ed, accessible, and welcoming to all fitness and skill levels. Classes are set to curated music playlists, creating a lively, supportive environment (27:12).
• A focus is placed on mental health and belonging: Basketball is a conduit for community-building and emotional well-being (35:01).
• “It’s one of the only workout classes you go to and... you’re like, holy cow, that was actually a good time... I suck at basketball, but that was so much fun.” — Jonathan Dues (16:42).
• The company’s values emphasize joy, health, and inclusivity—counteracting the exclusivity and intimidation of some boutique fitness brands (16:42).

4. Signature 60 Class Structure

• Each class follows a "Signature 60" structure:
  • Warmup (5-6 mins): Full-court dribbling, shooting, and a coach assessment of talent.
  • Injury Prevention (8 mins): Ankle, knee, hip, and shoulder mobility drills.
  • Skill Development (5-6 mins): Focused basketball skill drills, adaptable for all levels.
  • Game Ball/Buzzer Beater: Team/individual contests, often best-of-seven series to replicate NBA playoff intensity.
  • Stations: Strength, cardio, and shooting circuits, developed with NBA and fitness science input.
  • Pickup games are also available for those seeking higher competition levels (26:32–33:53).

5. The Journey from Athlete to Entrepreneur

• Jonathan’s path included a pivot from a communication major and would-be pro athlete to financial services, where he was thrown into an entrepreneurial role building a national division from scratch (07:45–10:45).
• Experiences in financial services built his business acumen and appetite for scalable ventures, leading to Swish House’s development and structure (10:51).
• The tough grind and emotional highs/lows of entrepreneurship are candidly discussed. Athlete experience and thick skin are invaluable in navigating failures and persistence (43:02).
• "You miss 100% of the shots you don't take." — Michael Jordan, via Jonathan Dues, (44:42).
• The challenge of running Swish House alongside a demanding financial services career; the drive comes from passion, necessity, and the balance both bring (11:26).

6. Reflections on Hillsdale and Lasting Community

• Jonathan speaks fondly about his experience at Hillsdale—how its rigorous academics and supportive athletic environment shaped his resilience and drive (46:00).
• "You’re surrounded…on the basketball team, everybody was like their high school’s all time leading scorer or like first team all state…And... they had like a 3.9 and got like a 28 ACT. Everybody's so sharp here... That, to me, is the coolest part." — Jonathan Dues (55:01).
• Hillsdale’s culture ensured that academic standards were uncompromised for athletes and built a network of accomplished, high-character alumni (52:21–55:36).
• His upbringing and small-town, sports-driven environment also contributed significantly to his work ethic and entrepreneurial drive (55:53–59:24).

7. Family, Health, and Life in Chicago

• Jonathan discusses the family’s life in Chicago and their city-life adaptation after rural/small-town upbringings, finding meaning and fulfillment in community and health (60:23–61:49).
• Swish House is positioned as both a professional and personal mission—helping himself and others maintain lifelong well-being through joyful activity and social connection (34:02–36:18).

Notable Quotes

• On the Swish House concept:
  "I think people would show up as like some 30-year-old, 40-year-old dude or gal would show up and like get worked out and like do shooting drills and contests and like maybe not have the risk of getting injured." — Jonathan Dues (03:05)

• On Swish House’s business innovation:
  "It’s the very expensive franchisees that you would have to do in order to run some of these other fitness companies. So we had this idea…to activate and buy up a bunch of unused basketball courts…and create an app." — Jonathan Dues (05:16)

• On entrepreneurship:
  "Go into something that you are actually passionate about…That to me makes it so much more easier to be like psycho, crazy in love and have the ability to defend it and care for it like a baby." — Jonathan Dues (39:17)

• On the impact of athletics:
  "Athletes are very well made for [entrepreneurship]… you’ve got to lose, you have to be okay losing, and you have to be okay failing." — Jonathan Dues (43:02)

• On community:
  "Basketball and Hillsdale is the reason I…have a group of diverse friends from all different races, ages…basketball does that more than almost any other sport." — Jonathan Dues (62:46)

Important Timestamps

• [01:41] — Jonathan introduces Swish House and the inspiration behind it
• [05:16] — Explanation of business model, real estate, and leveraging unused gyms
• [12:52] — Detailed structure of franchises, owner-operators, and staffing
• [15:30] — Curriculum development, coach training, inclusivity philosophy
• [17:56] — Investor network, expansion plans, community building
• [26:32 – 33:53] — Full breakdown of a Signature 60 class, gamification, and fun-first approach
• [39:17] — Keys to entrepreneurship: passion, expertise, and resilience
• [46:00 – 55:36] — Hillsdale stories: recruitment, academics, culture, and the alumni network
• [55:53] — Work ethic influences: family, upbringing, and sports
• [60:23] — Family life in Chicago and merging professional, personal, and community values

Memorable Moments

• Fun-centric fitness: The repeated emphasis on fun, community, and gamification, especially for adults who may have lost athletic outlets after school.
• Athletic grit meets business: The candid connection between the highs and lows of competitive sports and the rollercoaster of entrepreneurship.
• Peer network: Swish House’s unique investor base—former high-level players—creates instant credibility and strong networks nationwide.
• Real talk on health: Jonathan’s openness about weight gain and mental health post-college, and how Swish House offers both a literal and figurative reset.

Takeaway

Jonathan Dues’s story is one of combining lifelong passions and skills to build an innovative business with personal and communal impact—using basketball as a lever for physical health, togetherness, and joy. Swish House stands out for its mix of fun, inclusivity, and genuine love for the game, spearheaded by someone shaped equally by small-town sports, tough academics, and entrepreneurial experience.

For more stories from Hillsdale alumni and updates on Swish House’s national expansion, stay tuned to the White and Blue Podcast.