The Swanson Companies, headquartered in Murfreesboro, Tennessee, represent a remarkable example of a family-owned enterprise that has successfully diversified its operations while steadfastly adhering to its Christian faith and values. The biblical principle of 1 Peter 4:11, “In all that you do, bring glory to God” has been their guide for 90 years. In addition to their business endeavors, the family members behind Swanson Companies are dedicated to giving back to the community. They actively participate in volunteering and sponsoring family and Christian-based organizations, reflecting their vision to contribute positively to society. Today, Swanson Companies encompass a diverse range of businesses, including Swanson Christian Products, Swanson Developments, Swanson Realty, and others.
For more than 90years, the Swanson family has expanded its business interests into a multifaceted conglomerate, all the while maintaining a commitment to glorifying God. Under the stewardship of founder Clifford and Lucille’s son, Joseph Sr. and his wife Flo, grandchildren and great-grandchildren contribute to the thriving family of the companies, showcasing the ongoing commitment and innovation that spans into the fifth generation. Currently, 14 family members work in various positions.
Diversification and Expansion
In the Swanson Companies, Swanson Realty focuses on real estate services; Swanson Commercial Construction specializes in commercial building projects; Swanson Christian Products continue the legacy of manufacturing and distributing a wide range of Christian products globally; and Mid-TN Expo serves as a venue for various events in Middle Tennessee.
What originated as an humble dream in a Wilcox, Pennsylvania store’s attic has blossomed into a suite of diverse companies, serving a global clientele. Swanson Developments has been instrumental in shaping the commercial landscape of Middle Tennessee for over 50 years. The company specializes in developing, leasing, renting, and building properties with a portfolio that includes nearly 3 million square feet of commercial space and over 1,000 acres of raw land ready for development. Such mixed-use developments as Kingdom Crest, Kingdom Ridge, The Gateway Village, Victory Station, and Providence Pointe, offer a blend of residential, retail, and office spaces designed to foster community growth. In recent years, the company has undertaken such significant projects as developing in Murfreesboro a $3.6 million facility for a British manufacturing company.
Clifford Swanson: The Dream
How does a family business launch, grow, develop, and thrive through 90 years of ups and downs and relocations? Long-range vision? Yes. A firm foundation? No doubt. Goals? Yes. Family commitment? Yes. Solving challenges? Yes. Harmony? Yes. Endurance? Yes. Divine leadership? Most definitely.
Joseph Swanson continues the dream his father, Clifford Swanson, envisioned in 1935: a family business rooted in Christian principles and family values. By 1951, Clifford relocated his flourishing enterprise and family to St. Petersburg, Florida. Twelve years later, in 1963, he passed the reins of the business to his youngest son, Joseph, who subsequently relocated the operation to Murfreesboro, Tennessee, closer to their customer base. Rapid growth necessitated an expansion. Joseph strategically selected a site on Park Avenue, constructing a facility double the required size and leasing part of it to another local business. This move marked the inception of Swanson Developments in 1968, which would later become a partnership known as Swanson Developments, LP in 2000.
Joseph Swanson Sr.
Serving with the President, Vice President, and Chief Operating Officer in the family business is the Chairman of the Board, Joseph Swanson Sr. He consults with and provides guidance for theFamily Management Team.
The elder Swanson relates his significant challenges over the years that surface in “being tactful, compassionate, understanding, and aware of family concerns while still training the business element” of the company. His best business practice has been and continues to be meeting these challenges “with lots of prayer and open communication.”
Swanson’s greatest pleasure is “seeing the LOVE that the family members share with each other as they work toward common goals—both spiritual and material. Leading through personal example to show and share my faith both within and outside the business is my principal goal.”
Joe Swanson Jr.
Now serving the family business as CEO Global, managing all real estate business, Joe Jr. has faced significant trials over the years, too. Among them are the necessary but often challenging rules and regulations. Developing, following, and overseeing them can be tedious, but without them, the companies could become chaotic. Joe’s guidance style “meets the protocols and procedures head on.”
Under Joe’s leadership, the company ventured into real estate and development. Swanson Realty is committed to providing personalized real estate services and assisting clients in buying, selling, or building new homes. With extensive resources and expertise, Swanson Realty aims to make the real estate experience exceptional for clients. The mission is to help individuals build their futures and turn their dreams into reality through professional service and personal relationships.
Joe Jr. relishes the family part of the business, too. “As I work in this business, seeing and working with my children gives me the great pleasure.” Joe observes his family showing and sharing their faith while Joe, himself, expresses his faith “by action and fruit and prayer and communion in company meetings and in one-on-one encounters.”
Adam J Swanson
Serving the family business as President of Swanson Christian Products Company and Vice President of Swanson Developments, Adam advances new relationships and new products with Asian merchants, some of their larger vendors. The companies offer over 3,000 products, including Christian gifts, novelties, toys, and apparel and cater to bookstores, gift shops, and novelty stores worldwide.
An important component of the family’s missions’ work revolves around Bibles. Adam explains, “We have sent over 80,000 Bibles to China, mostly to rural churches. We are in partnership with the Chinese Christian Church, and each Bible, made in China, has an official, legal stamp. We currently work with the church of China to add gifts to what we have already offered through the church.”
A significant challenge Adam has faced in his President and Vice President capacities is “knowing what products the market needs and then being able to communicate that to designers and manufacturers here in the United States and abroad.” Those challenges have resulted in several business endeavors that “did not go well, and after several years, had to be sold. At times we owned a John Deere dealership, a Harley Davidson dealership, a couple of used cars dealerships, and, finally, a new Buick Olds Pontiac GMC dealership. For various reasons none of these initiatives were profitable, and we had to sell them.
“During the 1985 economic turn down, we also owned a floor in the city center high-rise in Murfreesboro. We couldn’t lease it under those severe economic times and had to hand it over to a bank rather than go bankrupt. My dad never thought bankruptcy was the right thing to do, so he gave up the property instead.
“Of course, over the years we’ve made mistakes where we’ve needed to apologize and ask forgiveness of customers, family members, and employees. Forgiving those who take advantage of us is another huge factor in running these businesses. The path isn’t always smooth—we continue to learn and are far from perfect. I ask the Lord for godly wisdom and insight into whatever comes and whatever all our communities need.”
Adam, too, expresses his love for family: “I get great pleasure from being able to work with my family as well as from setting the direction of our product lines and messages that will be coming. Traveling with my team members is quite satisfying.”
Even in unplanned situations, Adam and his team share their faith “within and outside the business through the Christian gifts and novelties that display love on every product.” There’s also a QR code on many products that lead customers to www.comeask.org to explore more about the Christian theme on the item. “We also have weekly prayer and scripture reading with those employees who want to participate.”
Carmel Swanson Tritschler
Describing herself as the “Go-To person for day-to-day tasks that others cannot perform,” Carmel serves the family business as Chief Operating Officer, Swanson, Inc. dba Swanson Christian Products. Carmel explains “I direct and support our CEO’s short and/or long-term visionary plans, taking them from ideas into resalable or actionable completed tasks.”
Carmel also works with analysts, CEOs, and finances “to monitor, review, and create plans from financial and product performances into current and future attainable results.” That emphasis entails “delegating and supporting responsibilities and team actions, conducting staff performance reviews, and encouraging activities for a positive work family.” Additionally, she “encourages team members toward safety for the benefit of each other and the company.”
Speaking realistically, Carmel says, “a significantly challenging part of my responsibilities is seeing the tasks piling up. It’s difficult to hire and empower enough qualified, engaged, and teachable associates to take some of the load. Sometimes, it takes moment-by-moment whispers, asking the Holy Spirit to guide and open my eyes to see and my ears to hear and to supply His strength to accomplish the work. Often, I just get alone and pray.”
Despite the piles of work and challenges, “great pleasure in working in this family business comes through opportunities to share Christ inside and outside the walls, the freedom to pray when someone asks, and the opportunity to share and teach and encourage spiritual growth opportunities with my work family. The fact that we are publishing the truth to be shared with the world; that I am free to make mistakes and share or apologize when needed; and the fact that I know I am transformed through these experiences help me learn how to improve. I’m free to share words of encouragement and be available and willing for God’s Holy Spirit to work in and through me. It’s not always pretty, clean, or easy, but transformation is worth it.”
Debby Swanson Kirk
Debby plays a major role in the workings of the family business: President of Swanson Properties, Inc—the general partner of Swanson Developments, LP; COO and Human Resources of Swanson Developments, LP; and one of the owners of Swanson Inc., dba Swanson Christian Products.
“Juggling the many hats of the family business and remaining engaged with my immediate family has significantly challenged me over the years. Purposing not to bring business home with me and to only address phone calls and emails at home has been a long learning process. It took a few years to master it. Our family has always been close, so getting to see most of them at work is a great reward. Sharing our faith with each other and the broader communityis a blessing.I intentionally try to express love, kindness, patience, and gentleness with all our team members at Swanson Developments, LP. I frequently pray for our tenants and their businesses.
“My husband and I have been active members of Christian Motorcyclists Association for the past 25 years. We have served as state leadership for the past six years. Our mission is to reach the motorcycling community for Christ, serving them and allowing God to use us to reach the community—one heart at a time.”
A Legacy Rooted in Christ
The Swanson Companies exemplify how a family business can successfully diversify and expand while remaining firmly anchored in faith and community values. Their journey from a small Christian products company to a multifaceted enterprise serves as an inspiring testament to the power of combining business acumen with unwavering Christian principles—faith-driven entrepreneurship. For decades the Swanson family has functioned with the belief that success is not measured in financial gain alone but in lives impacted and in faithfulness to God’s calling. Today, through Swanson Christian Products, the Swanson family’s influence extends beyond Murfreesboro, Tennessee, with a real estate portfolio spanning multiple states into a global reach.
Most importantly, through all their growth, one thing remains constant—their faith in Jesus Christ and to the 1 Peter 4:11 principle, “In all that you do, bring glory to God.”
Sheila Moss. Author of Living to Matter: Jesus Converses with Mothers, Singles, and the Weary and Broken; international publications from teaching Bible and Christian ethics in Africa, Ukraine, Venezuela, and England.
