If you are thinking about attending Sheri Fitts’ SWAY | LIVE event in Boulder this year but haven’t registered yet, now would be a good time to make a decision.
The registration price goes up by $200 on Wednesday, July 1 at midnight Pacific time and the event’s room block at the beautiful Limelight Hotel adjacent to the University of Colorado campus closes on Thursday, July 2. The backup room block at the nearby Moxy Hotel closes on July 13, and all registration ends on Friday, July 24, 2026.
SWAY | LIVE is not your typical retirement industry event. It’s a lot more hands-on than you may be used to, and any past SWAY | LIVE attendee will tell you that’s a good thing. Attendees don’t just sit and listen—they are repeatedly encouraged to get involved in discussions and take part in many interactive sessions.
And it is all about teaching you how to build your personal brand.
“Here is the thing about your personal brand. It is not your firm’s brand. In an industry merging and rebranding around us every quarter, the logo on your business card could change next week,” Fitts said in an email this week reminding people about the impending deadlines. “The brand called ‘you’ is the one asset that travels with you. It is yours to keep. So maybe it is yours to invest in?”
Fitts added that she has never reached a new level alone. “Neither has anyone I admire. At each evolution in my career, at each pivot in my world, the question was always the same. Am I responsible for who I am becoming, or am I waiting on a permission slip that may never come?”
Fitts says SWAY | LIVE Boulder is for leaders and innovators ready to amplify their personal brand, deepen their influence, and connect with a community that sees your potential and champions your boldest ideas.
Every session is designed to spark something real. “You won’t just learn frameworks, you’ll discover your voice. You won’t just network, you’ll find your people. You won’t just attend, you’ll transform,” the event’s website states.
Day 1 starts off with a (sold out) VIP experience sunrise adventure, followed by an opening welcome from Fitts and keynotes from Anne Bonney and Amanda Dixon followed by an opening reception.
Day 2 features keynotes focused on various aspects of personal branding from Sam Osborne, Johanna Walker, Raeanne Lacatena, Freddy Mendoza and Fitts before the evening concluding with the SWAY Spotlight led by Jay Washington featuring stories of connection and courage from seven different attendees.
Day 3 features musician and storyteller Peter Katz talking about turning moments into momentum; a trio of 30-minute sessions from Michael DeLon, Johanna Walker and Lia Bliss; followed by a one-hour session hosted by Erika DeBlasi titled, “Visibility in Real Life: A Panel of Your Peers.”
A focused program, Sunday afternoon through Tuesday evening, Aug. 2-4 at the Limelight Boulder. “Purpose as the energy source behind your personal brand, your leadership, your influence. Come as the CEO of you,” Fitts concludes.
Registration for SWAY | LIVE Boulder can be completed here.
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