The SWELL, a new hub for women entrepreneurs, officially launched its Seattle space on October 6, 2026, with 53 members less than 10 weeks after opening, GeekWire reported. Founded by Sally Revell, the organization operates out of the SURF Incubator in downtown Seattle and focuses on bootstrapping rather than venture capital pressure.
Revell created The SWELL following a 25-year career in marketing leadership at companies such as Google, Amazon Web Services, Philips, and Intuit. According to GeekWire, the deaths of her parents in 2024 served as a catalyst for her to transition into independent consulting, during which she recognized a lack of in-person professional community for mid-career women founders.
Structure and Membership Details at SURF Incubator
The SWELL charges a $200 monthly membership fee that grants access to the shared physical workspace at SURF Incubator Monday through Friday. The organization centers its operations on three distinct pillars: a shared workspace, a supportive framework for bootstrapping, and programming tailored to women’s schedules. Daytime sessions are structured to leave evenings open for caregiving and personal obligations, complemented by integrated midday meditation breaks.
Membership is currently capped at 75 participants, and Revell is exploring the creation of a virtual program to expand reach. The hub features weekly founder “hot seats” where members collaborate on business challenges.
Survey data gathered from participants reveals that 40% of members resigned from corporate positions to launch their ventures, while 30% were laid off. The cohort possesses a median of 17 years of professional experience, with 60% stating they have no intention of returning to the corporate sector. Additionally, 100% of the current members incorporate artificial intelligence into their business operations.
Women launch 44% of new businesses nationwide
The launch of The SWELL aligns with a wider national trend of women-led entrepreneurship. Data from the payroll and HR platform Gusto indicates that women launched 44% of new businesses in the prior year. Researchers from the Rutgers Center for Women in Business note that mid-career women frequently leave traditional employment because corporate roles fail to align with their needs, values, and caregiving realities.
Seattle has a documented history of ventures supporting women leaders, most notably The Riveter. Launched in 2017 as an investor-backed co-working space, The Riveter closed its physical locations in 2020 during the COVID-19 pandemic before pivoting to a digital platform. Other regional entities include the investment fund Graham & Walker, the e-commerce platform TheWMarketplace, and Intentionalist.
Revell partners with Formidable Media and Founder Institute
Revell has established collaborations with multiple local and national entities. The SWELL is partnering with Formidable Media, a Seattle-based organization that assists women nationwide in promoting their enterprises. Nicole Doyle, leader of the Founder Institute’s Pacific Northwest cohort, designed a custom accelerator program specifically for SWELL members slated to kick off in January.
The SWELL costs $200 monthly for 75 members
What is the monthly cost to join The SWELL?
Membership costs $200 a month, which includes weekday access to the physical co-working space located at SURF Incubator in downtown Seattle.
How many members does the hub accommodate?
The SWELL is currently capped at a maximum of 75 members, having reached 53 members less than 10 weeks after its initial opening.
What professional background do the members possess?
Participants have a median of 17 years of work experience, with 40% having resigned from corporate roles and 30% having experienced layoffs prior to launching their current ventures.
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