Built From Experience

Behind the Brand of Irish Dance Digital

Irish Dance Digital was created by lifelong Irish dancer, creative strategist, and marketing professional Sammie Swan — bringing together over a decade of experience in marketing, branding, leadership, and business development with a lifelong connection to the Irish dance world.

For the past 10+ years, Sammie has worked alongside entrepreneurs, coaches, and growing brands as a creative and strategic partner — helping businesses refine their messaging, strengthen their presentation, elevate their digital presence, and build systems that support long-term growth. Her work has always gone beyond design alone, acting as a true extension of the businesses and leaders she supports.

She holds a degree in Public Relations and Marketing from DePaul University with a focus on strategic communication, brand positioning, and memorable marketing campaigns. Her professional background also includes leadership training through Keller Williams, marketing and chapter leadership experience with eWomenNetwork, freelance creative & business consulting, and years spent immersed in leadership, communication, and personal development work.

But long before marketing, branding, and business strategy — Irish dance was at the center of her life.

Sammie began Irish dancing in 1996 and trained with Trinity, Tim O’Hare, and Kathy Dennehy. Her competitive career included placements such as 11th at Oireachtas and 23rd at Nationals, along with competing at the All-Ireland Championships and World Championships.

Following her competitive career, she built an extensive professional performance background, including appearances with The Chieftains, performances with the Ottawa Symphony’s Celtic Celebration production, work throughout Chicago’s traditional Irish music scene, and as a lead dancer with Chicago Reel, including a performance at the Hollywood Bowl in Los Angeles.

After retiring from competitive dancing in 2013, Sammie founded SOAR Method Yoga — a mobility, strength, and recovery program designed specifically for competitive Irish dancers — leading workshops and private training with dancers across multiple regions of the United States. She also released an online yoga course for dancers during this time.

Having grown up immersed in the Irish dance world, Sammie understands firsthand the emotional connection families have to their schools, the pride dancers carry, the pressure of competition, the importance of reputation, and the legacy that strong leaders leave behind.

A woman with long brown hair, smiling, wearing a brown jacket with decorative gold and black embroidery, sitting against a plain white background.

Irish Dance Digital was created from the intersection of two worlds: a lifelong connection to Irish dance and more than a decade spent helping businesses grow through strategic marketing, branding, and leadership.

Irish dance has given Sammie some of her closest friendships, greatest adventures, and most meaningful life lessons. It taught her the value of hard work, resilience, community, and striving for excellence while remaining connected to something bigger than yourself.

Today, Irish Dance Digital exists as a way to give back to the community that helped shape her.

By combining modern marketing and business strategy with a genuine understanding of the culture, traditions, and people that make Irish dance so special, Sammie helps schools, businesses, and professionals build brands that feel as strong, memorable, and intentional as the experiences they're creating.

Because it’s not just the trophies people remember…It’s the people, the places, and the feeling of being part of something that mattered.