Meet Tanner Friesen

We were lucky to catch up with Tanner Friesen recently and have shared our conversation below.

Alright, so we’re so thrilled to have Tanner with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

My work ethic comes from my parents. My dad’s a North Dakota cowboy, and growing up on a ranch, I watched him work long, physical days in the heat—and then still find the energy to coach the local soccer team at night. My mom has the same drive. She was always the first one in and the last one to leave. They showed me that no matter what you’re doing, you give it everything you’ve got.

That stuck with me. I’ve carried that mentality into everything I do—whether it’s building Vanta, Secret Disco, or launching new ideas. I’ve learned that to really stand out, you have to outsmart and outwork everyone else. I bring strategy, creativity, and grit to the table, and I don’t stop when things get hard—that’s when I double down.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

Right now, I’m building a few things that blend community, creativity, and culture in unique ways.

First, there’s Vanta—the first rooftop soccer field in Texas, right here in downtown Austin. We run pickup games every night of the week, along with leagues, tournaments, and community events. It’s more than just soccer—it’s about creating an unforgettable experience in a space that feels unlike anything else. Our goal is to build an epic, tight-knit community at a space that’s gone viral—and we’re getting ready to expand to some exciting new cities this year.

Then there’s Secret Disco, which started as a party and evolved into a full-on movement. It’s become Austin’s Worst Kept Secret over the last four years, working with nearly every venue and local DJ in town. What makes it special is the way we combine music, nightlife, and now even fitness and sport in a way that feels fresh and unexpected. We’ve got major plans in motion—ramping up our events, launching sports/fitness programming, and building toward a one-of-a-kind festival experience in 2026. We’re also experimenting with a new format that puts the spotlight on local talent in an exciting, disruptive way.

At the end of the day, I love creating experiences that feel different—whether it’s on a rooftop soccer field, at a packed dance floor, or somewhere completely unexpected. Everything I do is rooted in community, aesthetic, and making people feel like they’re part of something special.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

For me, the three most impactful qualities have been hard work, creativity, and authenticity.

Hard work is foundational. Things will get hard—guaranteed. I’ve hit so many walls where I knew most people would give up, and that’s exactly where I’ve made the most progress. The ability to just keep going, to push through when it’s uncomfortable or uncertain—that’s where the real growth happens.

Creativity is the differentiator. Especially in industries that are full of repetition and copycat ideas, your creativity is what sets you apart. I’m always asking: how can this be different? How can this be more fun, more unique, more elevated? If you can consistently bring something fresh to the table, people will notice—and they’ll come back for it.

And then there’s authenticity. I’ve seen too many people try to mold themselves into what they think their brand should be—chasing trends, buzzwords, or aesthetics that don’t actually reflect who they are. The truth is, people can spot inauthenticity from a mile away. When you’re real—when your brand is an honest extension of yourself—it not only resonates deeper, it also makes the whole journey more sustainable and way more enjoyable.

My advice? Outwork everyone, create boldly, and stay true to who you are. That combo is unstoppable.

Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?

Shoe Dog by Phil Knight had a huge impact on me. Most people think Nike was a success from day one—but it was the exact opposite. Everything that could go wrong, did. What inspired me most was Phil Knight’s persistence and creativity. No matter what challenges came up, he found a way through. He was relentless.

One of the wildest parts? Even the name “Nike” was a last-minute decision—he didn’t even like it at first. But he kept moving forward. That mindset really stuck with me: you don’t need to have it all figured out on day one. You just need the vision, the grit to keep going, and the creativity to adapt along the way. That book reminded me that every great brand starts as a scrappy idea—and the real magic is in how you build it.

Contact Info:

• Instagram: @friese_tag @secretidsco.society @vantaathletics

Image Credits

All my photos