Community Breakdown: Groove

NYC Gatherings and a new podcast episode

I am excited to share the next Community Breakdown with the one and only Taylor Harrington, the Head of Community at Groove! Here we go with Taylor!

1. You started working at Groove 3 years ago, what was the company like then? And what is it like now?

When I joined Groove in June 2021, we had just 23 beta testers on the platform—mostly friends, family, and investors. The app had just launched, and it was the earliest of early days! Looking back at screenshots now is pretty funny—the app was super bare-bones. The core experience was there—you could tap a button and join a co-working session with up to three other people from around the world. The structure was a few minutes to say hello, get to know each other, and set intentions at the start, 50 minutes to focus, and a few more minutes to close the accountability loop and hear how it went. That hasn't changed, but back then, you couldn’t even message anyone, customize your profile, see other Groovers’ profiles, etc. It was literally one button (see screenshot below!).

But honestly, that simplicity was the perfect starting point. It gave us a blank canvas to listen to our community members and build around what they truly needed—tools to focus better and feel connected while working from home. 

Fast forward to today, Groove has blossomed into a rich, values-based community full of people who are doing work and living life in sync with who they are. It’s a place where folks who work from home building projects they truly care about, come together to cheer each other on—whether they're running their own businesses, dialing up their passion projects, and/or making bold moves like relocating to a new city or country. Everyone’s journey looks different, but there’s something really special about being seen and supported by people who also embrace doing things their own way. 

That’s been the goal all along. When Groove started, Sruli and Josh asked, “How can we recreate the feeling of working with friends but at home?” I think we've nailed that magic. 

The next step? Growing this community to impact even more lives and help others realize that living in sync with who they are, no matter how unconventional, is not only possible but powerful.

Also, it’s worth noting…I hated work-from-home before Groove. I believed working from home to live a lifestyle that felt so me shouldn’t come at the cost of having supportive, creative humans around me every day. So, selfishly, I’m SO glad Groove exists and has evolved into what it is today—I needed this!

2. Grooved rolled out a new pricing model in early 2024, what was that like for you as Head of Community?

When Groove rolled out the new pricing model in early 2024, it was a significant moment for me as Head of Community. Transitioning from a free beta to a paid model naturally meant getting clearer about who our community and its value.

What truly blew me away was that over 80% of our active beta members decided to jump into a paid membership! It meant a lot that people lept into the next phase with us (and we offered them a sweet deal to do so!).

In many ways, this movement to paid made my job easier. I could focus on the committed members who were prepared to pay for the value and had a clear need for Groove in their lives.

The rollout itself felt like a celebration! Our community and team had all worked toward this moment of bringing Groove to the world—it was so special to see everyone rally around it. Instead of members dreading the transition (suddenly they’d be charged something they were previously getting for free!), they were excited about it. On launch day, we hosted a sweet Zoom party where I asked everyone what they’d imagine if we were celebrating in person. The chat lit up with ideas—disco balls, punch bowls, glitter tuxedos, and Earth, Wind & Fire tunes playing in the background! It was infectious to witness everyone’s excitement and creativity for this new chapter.

Moving to a paid model really just opened up greater learning opportunities and experiments with more action moments along the journey. For example, when someone chooses to opt out of their free trial, it’s an opportunity for me to be curious and understand what they were expecting out of their experience. 

This new structure also created a sense of urgency for members to explore the Groove experience, knowing their free days were limited—before we just didn’t have that with a free community.

3. Who are your core customers these days and how do they typically find out about Groove?

We’re a community full of sweet humans from around the globe, living life in sync with who they are. Groovers are:

• Super passionate about doing work that matters to them.

• Unboxable—they can’t describe themselves in a neat little sentence!

• Shakers who refuse to settle for “normal.”

• Intentional about how they spend their time.

• Creatively wired (heyyy, neurodivergent brains!). 🧠🌈

We really celebrate those who dare to ditch the traditional path. Stepping off the beaten track isn’t easy, but settling for a life that doesn’t light you up, isn’t a risk Groovers are willing to take. Finding your groove in life when you don’t have a clear map for what’s next isn’t a solo endeavor, we treat it as a collective movement. We’re all about building a supportive community where we share the ups and downs, cheer each other on, and inspire one another to keep going.

Groovers typically find us through LinkedIn, word-of-mouth, partnerships, and good ol’ marketing experiments (we love testing!). We JUST launched a podcast, referral/affiliate program, and a city-based growth strategy in Atlanta (see this group pic from one of the ATL meet-ups).

4. You have been very active on LinkedIn recently. What’s the story behind that?

The shift to LinkedIn started about a year and a half ago when Josh and I were thinking about how to amplify what Groove stands for. We had been inspired by the book Change by Damon Centola, which talks about how real transformation happens in dense networks where people hear about something new multiple times and get that social validation before jumping in. The examples in his book really reinforced for us a community (very human) approach was needed for our community-driven product to grow and scale. 

LinkedIn became the perfect place for us to share who we are, what we stand for, and really start building awareness around the identity of a "Groover." People have always loved seeing the dynamic between Josh and me—we used to do these voicemail experiments on our blog where we’d send voice notes back and forth. People would tell us it was so unique and fun to see teammates communicate that way, so we’ve tried to bring that same energy to our LinkedIn posts. I actually think we’re going to bring them back starting later this month. Sign up here for an update.

Every time I write, I see it as an opportunity to connect with at least one person who might resonate with what we’re building. And honestly, it’s become a really special space for me to learn more about myself too. What’s great about LinkedIn is that it’s allowed us to weave in posts about Groove, our podcast, and what we stand for in a very human and thoughtful way. Plus, the ripple effect of sharing has been incredible—people are curious, they reach out, and it’s created this real sense of connection.

It’s funny because there’s been this big shift from Twitter (or X, I guess!) to LinkedIn over the last year and a half, and it’s been fun to experiment and show up differently. What’s most important to me is that everything I do, whether on LinkedIn or anywhere else, feels human, thoughtful, and full of care. That’s what makes this whole journey so fulfilling.

5. How do you compare being Head of Community at an early stage startup vs some of your other community building experiences?

I’m in several communities with fellow community builders, and I find it fascinating how the role varies from company to company. For me, being Head of Community at Groove has been unique because I’m the first full-time hire at a community-based startup. Our founders, Josh, Tova, and Sruli deeply value community since it’s the core product, influencing every aspect of what we do.

When I was searching for a new role 3+ years ago, I knew I wanted to build a community for entrepreneurial-minded people who valued a well-rounded life, where work wasn’t everything. I was drawn to folks who wanted their days to light them up and who thrived in environments where they were supported, celebrated, and encouraged to be themselves. What I didn’t realize until going through the interview process was how differently this shows up at various companies, especially larger ones. At bigger organizations, community teams often struggle because leadership doesn’t prioritize community work unless it’s at the core of the business. This can be frustrating, especially during times of economic uncertainty, where proving the value of community becomes more challenging, and these teams are often some of the first to face layoffs.

At Groove, it’s the opposite. Everyone here understands that community is the heartbeat of the business. As I said in my first email ever to Josh, Groove’s CEO and co-founder, the opportunity to build something from day one, to be thoughtful about the experience and constantly test and iterate, was “music to my ears”. That’s where my magic lies—in creating human connections and surprise and delight moments that leave a lasting impact.

A big difference I’ve noticed in this role is that, while I’m Head of Community, everyone on the team wears the community hat. Josh is focused on it from an operational and visionary standpoint, Tova is handling it from a design and research perspective, and Sruli is building the product to support the community. It’s incredible to be part of a team where community is everyone’s priority. I feel really fortunate to be a part of this team.

I’ve always thrived in environments that are anything but traditional. Before Groove, I worked with best-selling author, Seth Godin, on a team of just six full-time. My career has always blended community and marketing, and that’s something I’ve carried into my role at Groove. Even though my previous role was more marketing-focused, that strategic mindset has been crucial to how I build and grow the community at Groove. I’m writing copy, communicating with members, and shaping how we connect with our audience.

Outside of work, I also love hosting gatherings, but that’s a completely different ball game. There are definitely similarities in how I approach things, but designing a 2-hour event is not the same as building a community where people feel a strong sense of identity and participate on a daily or weekly basis. Still, both experiences are rooted in making sure people feel valued, connected, and like they’re part of something meaningful.

6. I respect how you set boundaries. You are either “hell yeah I am in” or a “no” in many situations. What has it been like setting boundaries as Head of Community?

Setting boundaries as Head of Community has been hard AND key for my well-being.

I learned early on that I can’t do it all. Back in college, I had a moment where I had overcommitted to too many things, which led me to a breaking point, sitting in my dorm room overwhelmed. That experience taught me the importance of using a clear filter for what I say “yes” to and what I let go of. That’s when I embraced my “hell yes” or “hell no” approach.

As Head of Community at Groove, the same concept helps me protect my time and energy. Community work can be so all-encompassing, and I often get requests for coffee chats or help from members of our community. While I love connecting with people, it’s just not possible to say yes to everything without sacrificing the quality of the work I’m doing or my own well-being.

That’s where my “No, but” strategy comes in. If I can’t commit to something—like a 30-minute virtual coffee chat—I’ll offer an alternative: “I can’t do a call right now, but here’s a LinkedIn post I wrote that answers your question!” or “Send me your question and I’ll reply with a quick voice note!”

This approach lets me set clear boundaries while still providing value. It’s a win-win because I’m able to stay focused on what matters most while helping others in a way that doesn’t drain my energy.

Ultimately, it’s about knowing my limits and being mindful of where my time is best spent. Whether it’s community work, my personal goals, or saying “hell no” to opportunities that don’t align—it’s all about prioritizing what lights me up and allows me to show up as my best self.

7. Is there anything else you want to share about hosting events virtually or IRL, the community manager role profession, building a membership based community, or anything else about your role at Groove?

I'm super excited about the big plans we have for Groove in the coming months, especially our new groups feature! This will empower community leaders (maybe some of the sweet humans reading this! 🤭) to bring their existing members into Groove for free co-working in a dedicated space. Imagine your members connecting and co-working together in real-time, no matter where they are in the world!

As a community leader myself, I know how challenging it can be to drive engagement for scheduled events while trying to stay at the center of it all. Having worked with altMBA and Akimbo (where I met David!) before Groove, I understand the struggle when a workshop or cohort ends and there’s no easy way for members to keep engaging. 

That's why I'm obsessed with this concept for communities. With Groove, members can hop into on-demand co-working sessions whenever they need to tackle tasks—whether it's wrapping up a project, practicing a keynote, writing an email sequence, or even scheduling doctor appointments. 

If you're looking to help your community connect organically every day without it taking up your time, Groove is a fantastic solution—and free for community leaders and their members! (for members who want to access the wider Groove community, they can pay for the monthly or annual members). If you're curious about it, feel free to email me at taylor@groove.ooo.

And that’s a wrap, thank you so much Taylor!

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NYC Gatherings: check out my NYC Gatherings calendar for fun gatherings to attend in NYC!

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🎧 Podcast Episode

This week’s Hot Pod Podcast Mixer episode is called Pivot Points: Personal Tales of Change. A few friends answered and discussed the prompt “what is something that changed you?” You will hear stories about projects, relationships, cities and more. Enjoy!

Create a great day,

David Nebinski, who had an amazing September! How about you?