How a San Francisco Founder Plans to End Homelessness

Summary

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Living Your Legacy Podcast

Host: Rudy Mawer
Guest: Rosemary McGannum, Founder of iHeart SF
Episode: How a San Francisco Founder Plans to End Homelessness
Release Date: May 12, 2026

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Overview

This episode features an in-depth discussion with Rosemary McGannum, the visionary founder of the for-profit social venture iHeart SF. With a focus on tackling San Francisco’s homelessness crisis, McGannum shares the transformative journey of turning a streetwear brand concept into a movement committed to repurposing old residential hotels into transitional homes for homeless families. The episode explores her humanitarian versus philanthropic approach, her personal motivations, challenges faced, and an ambitious vision for national—and even global—impact.

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Key Discussion Points & Insights

1. Origin and Evolution of iHeart SF (01:55–02:51)

• Streetwear to Social Impact:
  • iHeart SF began as a streetwear retail line inspired by tattoo and graffiti art, rooted in a love of San Francisco’s unique culture.
  • McGannum recognized the potential for a greater humanitarian goal: using business as a force to provide transitional housing for homeless families.
• Quote:
  • “I will be the first for profit company to purchase old residential hotels, renovate them and turn them into transitional housing for homeless families.” – Rosemary [00:34, repeated at 01:32]
• Multi-pronged Movement:
  • Plans include a podcast, augmented reality clothing, and a cannabis line as revenue streams to fuel social projects.

2. The Homelessness Crisis in San Francisco (02:44–03:23)

• Personal Connection:
  • As a native, McGannum highlights how the city has changed and the growing homelessness crisis, which she attributes, in part, to large tech companies.
• Mission:
  • Aims to shift public perception and break the failed cycles of traditional nonprofit approaches.

3. The Humanitarian Model vs. Traditional Philanthropy (06:09–07:19, 09:41–10:50)

• Definition Difference:
  • “Humanitarian, actually. There’s a difference between philanthropists and humanitarians.” – Rosemary [06:09]
  • Humanitarians, in her words, get directly involved; philanthropists often just write checks.
• Direct Action:
  • Focused on “doing the work,” creating self-sustaining funding cycles, and measuring impact in people’s lives—not tax incentives.
• Notable Quote:
  • “If you really want to give, you really want to be something… forget the tax shelter. Give it to me and let me show you… make it work.” – Rosemary [10:29]

4. The Business Model and Replicability (04:32–05:18; 11:44–12:09)

• For-Profit Strategy:
  • Using advertising and product sales to fund direct intervention, with no need to answer to outside funders or detailed reporting obligations.
• Scalability:
  • Envisions expanding “iHeart” to other U.S. cities (“I just purchased the domain I heart philly.com” [11:54]) and encouraging others to mirror the model.
  • “I see other people following this model and doing it in…every city needs some kind of help in a different way.” – Rosemary [12:03]

5. Personal Backstory & the Power of Perspective (06:34–08:10)

• The Role of Consistency & Mindset:
  • Her entrepreneurial drive grew from personal experiences, including significant weight loss and raising a son with Asperger’s.
  • Attributes her success and resilience to “consistency and a positive perspective. Every day you get up, you have the opportunity, and you do it.” – Rosemary [06:39]
• Therapeutic Lessons:
  • Raising a son with autism taught her “perspective taking,” a lesson she applies both personally and to guiding the homeless toward hope and productivity.
  • “As soon as I changed my perspective, I changed my life.” – Rosemary [07:19]

6. Practical Impact — A Case Study (08:41–09:41)

• Real Success Stories:
  • Mentions working directly with an individual (“Gary”), a once-homeowner whose downward spiral led to homelessness.
  • Through direct support, she illustrates practical transformation and restoration of hope.

7. The Need for Scalable Support (12:53–13:42)

• Scaling Up:
  • Seeks not just donations but major investment and operational partnerships to realize her “I heart SF Village”—a six-acre transitional housing development.
  • “I need grander scale. I don’t need chipping in. I need a big company to come in and say, okay, this is what to do next.” – Rosemary [12:59]
  • Envisions the model as global: “Global. You know, that was the keyword… as I was in the middle of thinking about divorce and creating this company.” [13:42]

8. Call to Action & Ways to Engage (13:51–14:03)

• Connect & Support:
  • Focus on visibility: Follow the journey on social media, especially YouTube and Instagram.
  • Purchase merchandise to support the mission.

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Notable Quotes & Memorable Moments

• On the core vision:
  • “This will change the way for profits and nonprofits do business. I promise you that.” – Rosemary [00:34, 05:18]
• On authentic giving:
  • “They’ll keep giving money because they keep making money. And it’s a tax shelter. That’s what I’m trying to eliminate.” – Rosemary [00:00, 10:29]
• On what differentiates her:
  • “You never seen a CEO actually do the work. And that’s the difference between the philanthropist and the, and the humanitarian.” – Rosemary [09:41]
• On personal transformation:
  • “When you change your perspective, you can change your life. And I did that.” – Rosemary [06:39]
• On needed support:
  • “I’ve taken this business as far as I can, to be honest… I need, you know, that’s actually, you know, to be honest, why I found this... I really do hope that it does what I really need to do.” – Rosemary [13:22]
• On the global vision:
  • “I just thought when I came across this domain, it’s global.” – Rosemary [13:42]

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Timestamps for Important Segments

• [00:34] — Rosemary shares the iHeart SF housing vision
• [01:55] — How iHeart SF evolved from retail to social enterprise
• [04:32] — Vision for national replication and business model
• [06:09] — Distinction between humanitarianism and philanthropy
• [06:39] — Rosemary’s perspective on consistent effort and transformation
• [09:41] — Difference between “doing the work” and basic philanthropy
• [10:29] — Insights on why current approaches to giving fall short
• [11:54] — Expansion to other cities (“I heart Philly”)
• [12:59] — The kind of support iHeart SF needs now
• [13:51] — How to follow and support iHeart SF

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Final Thoughts

Host Rudy Mawer lauds Rosemary’s radically transparent, hands-on approach to homelessness, noting that iHeart SF’s unique blend of entrepreneurship and direct social action serves as an inspiring blueprints for cities everywhere. The episode ends with a call to support the movement, spread the word, and rethink what it means to leave a legacy through business.

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For More:

• iHeart SF on YouTube, Instagram, and official website for updates and merchandise

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Transcript

[Rosemary McGannum]

They'll keep giving money because they keep making money. And it's a tax shelter. That's what I'm trying to eliminate. If you really want to give, you really want to be something, you know and make a difference, forget the tax shelter. Give it to me and let me show you actually, you know, make it work.

[Narrator/Host Introduction]

Rosemary McGannum is a visionary, community driven and culturally engaged entrepreneur. Through her work, she celebrates and uplifts the spirit of San Francisco by connecting people, places and local businesses. For fostering a sense of pride and belonging while creating experiences that strengthen community and preserve the city's unique cultural identity.

[Rosemary McGannum]

I will be the first for profit company to purchase old residential hotels, renovate them and turn them into transitional housing for homeless families. Awesome. And really break the cycle of homelessness. This will change the way for profits and nonprofits do business. I promise you that.

[Rudy (Podcast Host)]

It spans the globe like a super highest cold Internet Elvis Presley. Today Apple is going to reinvent the phone.

[Podcast Promo Voice]

It's not over until I win the living your legacy podcast. For those who live to leave a legacy that's extraordinary. The impossible has happened. Oh, that is sensational. Jordan, Open Chicago with the lead Usain Paul is the fastest man on the planet. You, you can live your dream.

[Rudy (Podcast Host)]

Hello and welcome back to another episode. Sat with me today. It's Rosemary all the way from San Francisco and if you've not guessed, she's also the founder of iHeart SF. We're going to dive into today's episode. She's a creator and creating something pretty epic. So excited for this. Welcome to the show.

[Rosemary McGannum]

Thank you. Thank you, Rudy. Like you said, I'm Rosemary and I did create I heart SF and I'm here to talk about it.

[Rudy (Podcast Host)]

Love it.

[Rosemary McGannum]

Very excited.

[Rudy (Podcast Host)]

So. So let's kick it off. Tell everyone if they don't understand what it is or know you, maybe what. What is it and what you do.

[Rosemary McGannum]

Yeah, well, you. This was an idea that started about 15 years ago and it was born out of a love for tattoo and graffiti art. I'm actually heavily tattooed. It started as a retail line for streetwear. But when I acquired the domain iheartsf.com I realized it had to be something more than that. You know, as a humanitarian, a true humanitarian, I thought it had to be something bigger than that. And what it's evolved into is I will be the first for profit company to purchase old residential hotels, renovate them and turn them into transitional housing for homeless families. Awesome. And really break the cycle of homelessness. Get people back to being functioning members of Society. And we plan to do that through our podcast.

[Rudy (Podcast Host)]

Yeah.

[Rosemary McGannum]

Our full retail line, which features augmented reality and our soon to be cannabis line.

[Rudy (Podcast Host)]

Love it.

[Rosemary McGannum]

So.

[Rudy (Podcast Host)]

And I know San Francisco is well known for having a big problem for, you know, I hear it on the news a lot. So that's.

[Rosemary McGannum]

And that's exactly what we plan to do, is change the perception of our city because it is, you know, born and raised in San Francisco. I've seen, seen the gamut, and it's never been like this before. And it's time that the big tech companies that really kind of, you know, caused this issue clean up their mess. And I am actually out there as a one, one crusade I do plan on, you know, this is a movement to really change the way, you know, nonprofits do actually for profits, do business, I should say.

[Rudy (Podcast Host)]

Yeah, I love that. So quick question for you. How, how. Where did this idea come from? How did you get into this? It's a big goal. People probably wondering, like, where this.

[Rosemary McGannum]

Where it start?

[Rudy (Podcast Host)]

Yeah, yeah.

[Rosemary McGannum]

It started with a friend's tattoos of San Francisco landmarks. I got inspired by them. My friend Danny, who is actually the head of merchandising for what we do, his tattoos of San Francisco landmarks just set off this inspiration for the retail line. And as we went through it and our, you know, friendship over the years developed, this retail line just evolved from one thing to another. And when the podcast idea came and the whole idea to make it, you know, humanitarian effort and something much bigger than just hawking T shirts, you know, it took time to develop. But those tattoos really set off something in motion. I mean, we are about to start a movement and really change the way people approach the homeless population in San Francisco, because what they're doing isn't working.

[Rudy (Podcast Host)]

And you see this starting in San Francisco, then starting to roll out nationwide.

[Rosemary McGannum]

I do, actually, as a matter of fact, I do. I see it any city, usa. I mean, what we're doing is we are taking the revenue from the advertising and it's for the people, by the people, and because of the people. And we're putting that money right back into the city, you know, as a for profit. I don't have to answer any questions. I don't have to show any numbers. I'm just going to take my cash and do what people aren't doing, you know, and really change. Because the way that the nonprofits have their setups, they're in these very old buildings, and they don't. The building owners, the property owners don't have to answer to anybody.

[Rudy (Podcast Host)]

Yeah.

[Rosemary McGannum]

And so it stays a cycle, and we're here to break that cycle.

[Rudy (Podcast Host)]

Got it. And what would you say? You know, how do you. What would you say, like, the next five years looks like? Like, what's the rollout plan for this?

[Rosemary McGannum]

You know, I actually. The next podcast that comes out, I solicited Mackenzie Scott and Melinda French Gates directly. I found a piece of property in San Francisco. It's six acres, gated community in the most pristine area. It's $30 million. I'm looking for help to get me next level. That's what all this is about. The next few months, I really need somebody to see what we're doing and believe in it and bring me next level, because this will change the way for profits and nonprofits do business. I promise you that.

[Rudy (Podcast Host)]

Love that. And you know, a bigger question. You have this big goal, this big, sort of more on the philanthropy side of business.

[Rosemary McGannum]

No, humanitarian, actually. There's a difference between philanthropists and humanitarians.

[Rudy (Podcast Host)]

How would you explain to someone that's starting out, they're just trying to pay their own bills, get their business started? How do they get through that and transition to this humanitarian sort of bigger picture, big vision approach that you have? What advice would you give beginner entrepreneur that does want to change the world, but is to change their world?

[Rosemary McGannum]

Yeah, yeah, yeah.

[Rudy (Podcast Host)]

Consistency, right?

[Rosemary McGannum]

Consistency. I mean, my whole life has been consistency.

[Rudy (Podcast Host)]

Yeah.

[Rosemary McGannum]

You know, I live this 80, 20 lifestyle. I used to be very heavy. Actually lost a lot of weight. Almost 70 pounds. And wow, never put it on. Yeah, 25 years now, I've lived a different lifestyle. And like, what I'm doing, it's all about perspective. When you change your perspective, you can change your life. And I did that. And, you know, consistency and a positive perspective. Every day you get up, you have the opportunity, and you do it. Yeah.

[Rudy (Podcast Host)]

I think that, you know that I love that key, that kind of key sentence there. I use it a lot. Like your perception. I say your perception shapes your reality. Yeah, right. And you kind of say similar. So can you explain and elaborate that a little more for people listening?

[Rosemary McGannum]

Actually, I can. You know, I have three children, and my middle child has Asperger's, which is on the spectrum of autism. And we had been taking him to therapy every week for 10 years, since he was 9 years old until he was 19. They kind of kicked us out. But what they taught them was perspective taking. I sat through these therapy sessions. You know, he was very little. And what they teach them, they taught us how to talk to them at home. And over the years, you know, as I learned, you know, my perspective started changing on so many things. You know, not just how it affected my life. You know, I actually ended a marriage. And honestly, the creativity came as soon as that happened. As soon as I changed my perspective, I changed my life. And here I am today. I mean, couldn't have imagined it.

[Rudy (Podcast Host)]

Yeah, yeah, it's great. So would you say, you know, that perspective that holds a lot of people back, that's why they're maybe negative or they absolutely life you know, the way they should.

[Rosemary McGannum]

Absolutely. And it's the same way, the same approach with the homeless population is I'm going to help them change their perspective in order to help them change their lives. You know, you got that. Go to person to just help you consistently. The cycle will change.

[Rudy (Podcast Host)]

So would you say with the homeless as an example there, what is their perspective? Is it a lot of them that they're despair, they're just doomed forever?

[Rosemary McGannum]

So, yeah, I mean, you know, it's, it's, you know, like in weight gain, it takes a lot of work to gain weight. Right. It takes a lot of work to lose it. But in, you know, when you get to the point of homelessness, you are, you know, at your wits end. And if you look at my last podcast, I actually have like what I call a case study. Somebody I met randomly and we're working on his, you know, strive back to being a productive member of society. And you know, the guy was a homeowner and what have you and all the things and just slowly, unfortunate event after unfortunate event. These people are in such state of like, nobody can help me. Because when you use a nonprofit or such services, they shove you off, you know, they don't want to deal with you. They're just in there for their 9 to 5. You never seen a CEO actually do the work. And that's the difference between the philanthropist and the, and the humanitarian. All these big companies, they're ready to give their money and say, look at me, I did a good job, then that's where they stop and that's where I pick up.

[Rudy (Podcast Host)]

So. So just define that a little more for people. So, you know, you're describing this kind of more. Yeah, obviously anyone in a big company, in a corporate company or CEO can write checks.

[Rosemary McGannum]

Right, Right.

[Rudy (Podcast Host)]

But you're talking more about, you know, individual care, getting your hands, doing the work, be it putting in.

[Rosemary McGannum]

Yeah, I mean, you know, unfortunately, fortunately, we need money to live in society.

[Rudy (Podcast Host)]

Right.

[Rosemary McGannum]

We need that to do that. And the way that I've done, I've, I've created a way to cycle the money so I don't have to constantly go out and you know, I mean, there was the advertising and what have you, but the cycling of the money is, is the way to keep it with you and actually do good with it. You know, the, the, the CEOs, they're writing their checks and they're just sitting there and saying, okay, but they don't know that actually anything gets done.

[Rudy (Podcast Host)]

Sure.

[Rosemary McGannum]

And that is the key problem. They'll keep giving money because they keep making money. And it's a tax shelter. That's what I'm trying to eliminate all of those bullshit. Basically. You know, if you really want to give, you really want to be something, you know, and make a difference, forget the tax shelter. Give it to me and let me show you actually, you know, make it work. Yeah.

[Rudy (Podcast Host)]

And what would you say, like, you know, if you go further into the future ten years from now, how, where do you see being at and what's changed by then?

[Rosemary McGannum]

Oh, wow. To be honest, I see a real difference and people wanting to come. What I'm going to call I heart SF Village, the six acre of property. I don't have people knocking on my door because I'm using, you know, iheart SF is a, is a culmination of my life's experiences, both trials and tribulations. And I'm here to help. I know that's my mission in this world. You know, it sounds a little cliche, but I'm here to really show people. It fills me. This guy I'm working with, Gary, to see him go from where he was to where he is now, he, he's just filled with so much hope. I hope to, to do that for real people.

[Rudy (Podcast Host)]

Yeah.

[Rosemary McGannum]

Great.

[Rudy (Podcast Host)]

On a grand scheme, a scale.

[Rosemary McGannum]

No even no small scale, but on a grand scale. I see other people following this model and doing it in a place. I actually just purchased the domain I heart philly.com.

[Rudy (Podcast Host)]

oh. So almost like a franchise. Almost.

[Rosemary McGannum]

Unfortunately, I can't franchise it, but other

[Rudy (Podcast Host)]

people can do it similar way.

[Rosemary McGannum]

You know, I wish I could franchise

[Rudy (Podcast Host)]

similar way where they'll follow the business

[Rosemary McGannum]

model and I wish them luck because every city needs some kind of help in a different way.

[Rudy (Podcast Host)]

Great. And what else, you know, as we come towards the end today, what else do you want to share or what people may not know about you as or part of this journey?

[Rosemary McGannum]

Oh, geez. You know, this started with a friendship and as that friendship evolved and you know, life happened, we created this Amazing company and I can't wait to get it out there. I mean, I'm just a quirky kid who always wanted to do something good in this world and I can't believe the luck that I've stumbled upon. And I just need next level help. So whoever's out there wants to work with iheart sf. We're ready, man. We're ready to introduce ourselves to the world.

[Rudy (Podcast Host)]

Good. And what, you know, people listen. Well, what is the help you need right now? Where can people chip in and support this mission?

[Rosemary McGannum]

Oh, I need, I need grander scale. You know, I don't need chipping in. I need a little dollars. I need grander scale. I need a big company to come in and say, okay, this is what to do next. I mean, yeah, I, I've taken this business as far as I can, to be honest, and I've created all the content and all the information. I put everything I need to say out there in those podcasts that I currently have one more coming out. But I need, you know, that's actually, you know, to be honest, why I found this. I, you know, and I really do hope that it does what I really need to do. Yeah, I really. Global. You know, that was the keyword when I talked to Meg and that was the word that I had in the middle of thinking about divorce, creating this company. I just thought when I came across this domain, it's global.

[Rudy (Podcast Host)]

Love it, Love it. Good. And last question then. People want to find you, they want to support you, they want to follow the journey. What's the best way for them to follow along?

[Rosemary McGannum]

Oh, all the social media platforms, particularly our YouTube channel. It's the most important information you want to buy merchandise. It's on our website and all the pretty things of San Francisco are on our Instagram.

[Rudy (Podcast Host)]

Love it. Well, guys, hopefully you were inspired by that. It's so great to hear this, you know, unique business approach where really you are helping on a one to one basis, but also over time it becomes more grand and impactful, especially in the San Francisco area and hopefully across the nation and maybe the world to come. Right?

[Rosemary McGannum]

Oh, yeah.

[Rudy (Podcast Host)]

So love hearing this. And that's what, you know, we're doing here, is trying to feature these stories and, you know, the good that entrepreneurship can bring. So, you know, kudos to you and I'm so excited to see how this grows over time. And everyone go support, go follow, go check out Instagram and social media and as always, keep making a difference. I'll see you guys soon. Take care.