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Every Business is a School, and Every Journey Must Have a Beginning…

The Third Road was born out of a profound recognition: not every young adult thrives on the traditional paths of education and career. For too long, these conventional routes have left countless individuals feeling disconnected, disenfranchised, and without a clear sense of purpose. Worse, many young adults who choose a traditional college education become saddled with student loan debt, and never have the opportunity to use the degree they’ve paid so dearly for.  

The Third Road offers an alternative—a transformative journey designed to empower young people to dream boldly, achieve meaningfully, and contribute profoundly. By blending innovation, empathy, and a clear structure, we’ve created a roadmap that guides individuals through seven critical milestones, helping them unlock their potential and shape their futures with confidence.

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The Journey…

The journey to create The Third Road began with a bold question: What if we could offer young adults a different path—one that meets them where they are and equips them to go further than they ever imagined? 

What started as a vision to reimagine education and opportunity soon evolved into a comprehensive, milestone-driven framework designed to empower students to not only dream but to act on those dreams. Along the way, we faced challenges that tested our resolve: refining the seven stages to ensure they were both transformative and practical, crafting a curriculum rooted in real-world application, and the ability to assist educators at the high school level to build partnerships that aligned with our values. Each obstacle only strengthened our commitment. Today, The Third Road stands as a testament to years of research, collaboration, and an unshakable belief in the potential of every young adult to chart their own course.

The Journey Continues…

At its core, The Third Road has become far more than the simple two semester program Chris Groote was originally inspired to build with Jen Swiney – it’s an educational system to empower millions of young adults, services and tools like CTEsoft to support educators in Work Based Learning (WBL) and Career and Technical Education (CTE), and a movement to bring opportunity to young men and women from all walks of life. It is our commitment to empower young adults to dream, achieve, and thrive, regardless of the obstacles they face. By rethinking traditional pathways and focusing on the individual’s unique journey, The Third Road creates opportunities for self-discovery, growth, and purpose. Our mission is to equip every participant with the tools, mindset, and resilience to succeed not just in their careers, but in life. As we look to the future, we remain dedicated to expanding our reach, partnering with schools and communities, and shaping a new generation of leaders, innovators, and change-makers who are ready to build lives of meaning and impact. The Third Road is about creating a legacy of possibility, where every business is, indeed, a school. 

Chris Groote

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Jen Swiney

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Chris Groote 

Chief Executive Officer and Co-Founder

Chris Groote is an international speaker, author, the founder of the entrepreneurial training company Elk Mountain Concepts, and the former CCO of MiSyte.com, an international digital marketing company known for empowering and teaching entrepreneurship and inspiring “small business owners” to become “entrepreneurs” in every sense of the word. 

After two decades in corporate management, Chris found himself exasperated by the incredible lack of vision and service being provided to clients and set out on his own path to creating business systems that work, marketing and sales strategies that actually worked, and successful companies and brands that were impacted by his coaching and business systems.  Over the last decade, Mr. Groote has been fortunate to work with thought leaders in the entrepreneurial space, such as Michael E. Gerber, as well as many other leaders in the business and marketing arena, such as Sharon Lechter, Ryan Deiss, and Loral Langemeier.

At the beginning of 2024, Mr. Groote began to focus on the challenges inherent in not only teaching entrepreneurship, but implementing entrepreneurship among young adults who may not have had access to one simple truth:  In America, business ownership represents the single fastest way for anyone to ensure their success in the world today. 

More importantly, Mr. Groote realized that entrepreneurship can be taught, in an effective, foundational manner that can inspire growth in every demographic, regardless of race, color, creed, and especially, with no college degree or previous experience.  Partnering with a leader in the educational and career training field, The Third Road soon became a reality, and the students of this school – a school like no other in the world – not only learn business theory, they truly embrace entrepreneurship, opening their own businesses as a part of the year long curriculum. 

As someone who has truly embraced a visionary idea on inspiring and teaching young adults how to easily build a Great, Growing Company, Chris understands how important it is for the young business leaders to have trusted partners who can help them bring their own visions to life.

Jen Swiney

Chief Education Officer and Co-Founder

Jen Swiney brings a lifetime of experience in education and career training for young adults to the table in her role as the Chief Education Officer (CXO) and co-founder of The Third Road.  

After years of serving in an administrative role across several districts, Mrs. Swiney recognized a gap in resources available for educators and young aspiring entrepreneurs. This insight and collaboration with her co-founder and business partner led to the development of The Third Road, where students gain access to a comprehensive system that equips them with the tools and knowledge needed for success. Jen’s previous roles as an educator and employment consultant have further honed her ability to connect with diverse audiences, ensuring that each participant receives personalized support tailored to their unique aspirations.

Prompted by her observations of the modern educational system in America and its focus on college preparation at all costs, Mrs. Swiney began implementing personalized initiatives for students more than a decade ago in her classes and the positive results became a catalyst for developing the best practices used today in The Third Road’s curriculum. Drawing on her extensive experience in education and a dedication to nurturing student potential, Jen works closely with her team at The Third Road to provide hands-on support and guidance, helping shape the next generation of business leaders.

Mrs. Swiney holds an Educational Specialist degree from Lincoln Memorial University and a Master of Science in Educational Psychology from the University of Tennessee, thus blending her academic expertise with practical experience. Today, she is committed to creating a supportive environment and program for young entrepreneurs, fostering innovation, and inspiring the leaders of tomorrow through her work in designing, building, launching, and growing The Third Road.