Unlocking Success: Insights from Two Dynamic Entrepreneurs 🚀


In a recent interview, we had the opportunity to chat with two inspiring individuals who are making waves in their respective industries. Ethan Hartzell, founder of Two Twelve Training, shared his journey from the insurance industry to coaching and consulting agency owners. Caleb Roche, the mastermind behind Club Creative, discussed his background in market analytics and the importance of data-driven marketing strategies.

Ethan’s Journey into Building Two Twelve Training:

  1. Unexpected Entry into Insurance:

    • Ethan stumbled into the insurance industry in 2012 through a referral from a mortgage lender.
    • Within three weeks, he recognized his talent and passion for the field.
  2. From Sales Agent to Entrepreneur:

    • With a background in real estate and automotive, Ethan excelled in sales and became a top agent in his region.
    • Moved into management and training roles, reaching the pinnacle of his career but realized the potential beyond working for one location.
  3. Entrepreneurial Pursuit:

    • Recognizing the digital age’s opportunities, Ethan decided to venture out on his own.
    • Embraced the value of reciprocity, focusing on giving without expecting immediate returns.
    • Believes in the fundamental principle that ethical giving leads to success, quoting Zig Ziglar’s philosophy.
  4. Sales Philosophy:

    • Views himself as a top-tier salesperson, emphasizing the importance of self-belief.
    • Consistency, persistence, and a customer-centric approach are key to success in insurance sales.
  5. Training Approach:

    • Advocates selling insurance based on value rather than price.
    • Focuses on identifying client pain points and providing comprehensive, educational value.
    • Offers free training sessions on TikTok and Instagram while building a curriculum for a comprehensive digital course catalog.

Caleb’s Path to Club Creative:

  1. Early Achievements in Academia:

    • Caleb, admitted and graduated at a young age, holds a master’s degree and entered the workforce with a focus on market research.
  2. Corporate Experience:

    • Worked with a major quick-service restaurant chain, conducting market research for brands like Arby’s, Dunkin’ Donuts, and Buffalo Wild Wings.
    • Gained insights into consumer behavior and decision-making processes.
  3. Entrepreneurial Venture:

    • Founded Club Creative as a boutique consulting firm, initially serving local clients and later expanding to a global scale.
    • Focuses on providing marketing consulting services with an emphasis on data-informed decision-making.
  4. Market Analytics Expertise:

    • Caleb highlights the significance of market analytics in understanding consumer preferences and optimizing marketing strategies.
    • Currently manages over a million dollars in ad spend, translating to a substantial impact on campaign effectiveness.

Why Market Analytics Matters:

  1. Informed Decision-Making:

    • Market analytics empowers businesses to make data-informed decisions, avoiding subjective biases.
    • Enables a deep understanding of consumer behavior and preferences.
  2. Optimizing Campaigns:

    • Essential for optimizing advertising campaigns, ensuring they resonate with the target audience.
    • Prevents costly mistakes in areas such as pricing, messaging, and design.
  3. Tailoring Strategies:

    • Allows businesses to tailor marketing strategies based on real-time data, leading to more effective and efficient campaigns.
    • Particularly crucial for industries with diverse client bases.

Club Creative’s Consultation Approach:

  1. Client-Centric Philosophy:

    • Positions Club Creative as the opposite of a traditional sales-focused entity.
    • Focuses on ensuring clients are well-informed, providing guidance based on their specific needs.
  2. Free Consultation Offer:

    • Offers free consultations, allowing potential clients to discuss their challenges and explore solutions.
    • Emphasizes the importance of tailoring the conversation to meet the client’s objectives.
  3. Informative Sessions:

    • Willing to share insights and trends during consultations, even if clients are not seeking immediate services.
    • Prioritizes transparency and education in all interactions.


The journeys of Ethan Hartzell and Caleb Roche highlight the power of self-belief, innovation, and a commitment to providing value. Whether in the insurance industry or the realm of marketing analytics, their stories serve as inspirations for aspiring entrepreneurs. As they continue to make strides in their respective fields, their emphasis on ethical practices and client-centric approaches sets a commendable standard for success.

Connect with Ethan Hartzell:

Connect with Caleb Roche and Club Creative:

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