Marcus Walfridson on Building Sarasota Paradise From the Ground Up

There’s something magnetic about a founder who chases a vision across continents. For Marcus Walfridson, founder of Sarasota Paradise, the journey from northern Sweden to sunny Sarasota wasn’t just a relocation—it was a mission to plant roots, build something enduring, and give back to a community that welcomed him in. In this episode of Stir, hosted by Aginto CEO Chris Williams, Marcus opens up about what it really takes to launch a semi-professional soccer team in a place where the sport is still growing its footing.

What unfolds in the conversation isn’t just a story about soccer. It’s about perseverance, calculated risks, and how building something meaningful almost always takes the long, painful route—and why that’s a good thing.

From Fired to Fired Up

Marcus is refreshingly candid. “Thankfully, I was fired,” he laughs, referencing the moment that unexpectedly launched his Sarasota chapter. After coaching professionally in Sweden, he used his newfound freedom to visit a friend in Florida. A few weeks turned into a passion project that would change the landscape of local sports.

And just like that, Sarasota Paradise was born—not from a venture capital pitch deck or a boardroom strategy session, but from a genuine desire to create something for the community. “How hard can it be to start a team?” Marcus recalls asking. The answer? “Freaking hard.”

Building Through the Storm

From managing visas to fighting off burnout, the early challenges of launching Sarasota Paradise weren’t glamorous. Marcus, like so many founders, wore every hat—CEO, marketer, operations lead, and even event manager. It wasn’t just about putting a product on the field; it was about creating a brand and experience that resonated locally.

Bootstrapping wasn’t a choice; it was a strategy. “I wanted to do all the things I eventually wouldn’t do,” Marcus explains, describing how hands-on learning allows him to ask better questions and build with empathy. That foundation is what’s helping Paradise transition from a grassroots semi-pro team to a professional club with ambitions of national reach.

Lessons From Year One and Year Two

The Stir conversation offers valuable insight into the evolution of a sports brand. From playing games in rain-soaked summer months to navigating unpredictable Florida weather, every match has been a lesson. Marcus experimented boldly—testing game day schedules, trimming staff to essentials, and analyzing what truly adds value on and off the field.

While attendance numbers remained relatively consistent, the growth of the core fan base was what mattered. “We went from 50 to 150 who really cared,” he says. It’s that intentional community-building that separates a trend from a tradition. Marcus knows it’s not about flashy first seasons—it’s about staying power, and building something that people believe in.

The Business of Belonging

Marcus is crystal clear: Sarasota Paradise isn’t about shiny lights or a temporary buzz. It’s about community ownership. He wants kids to wear the logo, families to fill the stands, and the city to feel pride when they see Sarasota on ESPN during weekly broadcasts once the team reaches professional status.

And that next chapter is closer than you think.

The team is already operating with an ambitious mindset—running nearly double the budget of many comparable clubs to lay the groundwork for the leap to pro status. With front-office expansion, full-time player contracts, and national competition on the horizon, Sarasota Paradise is preparing for its professional debut. While Marcus can’t share everything just yet, he teases that big news is coming soon.

Stay for the Vision

This Stir interview isn’t just for sports fans. It’s a must-watch for entrepreneurs, community leaders, and anyone who knows the grit it takes to turn vision into reality. Marcus’ story is equal parts hustle, humility, and heart—and it’s a powerful example of how the slow path often leads to the most meaningful destination.

Watch the full Stir episode to hear Marcus Walfridson’s complete story—and get inspired by what’s next for Sarasota Paradise.