Our Team
The founders, advisors, and operators building The SWELL with the skills our members need most.
Founder, The SWELL Incubator
Founder behind The SWELL. Sally led teams at Google Cloud and AWS before starting her own entrepreneurial journey and building The SWELL as a community built for women founders and open to anyone aligned with the mission.
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Founder, SURF Incubator · Venue Partner & Champion of The SWELL
Seaton founded SURF Incubator in 2009 and has spent more than a decade backing founders in Seattle. He is the venue partner and community champion behind The SWELL, providing the physical home and long-term support that make the community possible.
We are building our advisor bench around the skills our members ask for most. Seats below are illustrative of the categories we are filling.
Interested in becoming an advisor?B2B SaaS founders and operators, enterprise sellers who have closed six-figure contracts, senior AI and ML product and engineering leaders who can pressure-test evals, infrastructure and margin.
Name — Title, Company
AI agents
Seat open
Name — Title, Company
B2B SaaS
Seat open
Clinician-founders who commercialized something, payer and employer-benefits and health-system commercial leaders, regulatory and reimbursement experts.
Name — Title, Company
Femtech
Seat open
Name — Title, Company
Digital health
Seat open
Founders who took a physical product or service into retail or local distribution, retail and category buyers, DTC growth and retention operators.
Name — Title, Company
Food & bev
Seat open
Name — Title, Company
Beauty
Seat open
Edtech and corporate L&D executives, learning scientists, CHROs and heads of people.
Name — Title, Company
Edtech
Seat open
Name — Title, Company
L&D
Seat open
Agency and consultancy owners who scaled past solo, fractional CMOs and CFOs with mature pricing models, established coaches with a full book.
Name — Title, Company
GTM
Seat open
Name — Title, Company
Agencies
Seat open
Nonprofit executives, grant writers and major-gift fundraisers, board governance experts.
Name — Title, Company
Nonprofit
Seat open
Name — Title, Company
Social enterprise
Seat open
Fintech operators, lending and insurance specialists, compliance leads.
Name — Title, Company
Payments
Seat open
Name — Title, Company
Lending
Seat open
Media and content operators, audience growth specialists, sponsorship and licensing experts.
Name — Title, Company
Content
Seat open
Name — Title, Company
Podcasts
Seat open
Consumer brand operators in pet and lifestyle categories, hospitality and multi-site operators.
Name — Title, Company
Pet
Seat open
Name — Title, Company
Lifestyle
Seat open
Cross-cutting skills every founder needs. We are filling seats for advisors who bring depth in each of the areas below.
Positioning & messaging
Seat open
Pricing & packaging
Seat open
Sales & first customers
Seat open
Capital strategy
Seat open
Finance & operations
Seat open
Legal & IP
Seat open
First hires & people
Seat open
Brand, design & content
Seat open
AI inside the business
Seat open
Founder capacity & leadership
Seat open
If you bring one of the skills above and want to help founders in a community built for women founders build on their own terms, we would love to hear from you. Email sally@swellincubator.com.