The STR Optimization Mindset with Michael Sjogren
05/26/25 • 54 min
In this episode of Radical Hospitality, Zeke Freeman sits down with Michael Sjogren—CPA-turned-hospitality entrepreneur, founder of Short-Term Rental Secrets, and co-founder of STR WealthCon, the world’s largest host-driven short-term rental conference. Michael shares his powerful origin story—from navigating his son’s rare health condition to leaving corporate life and building a real estate empire with 90+ properties and boutique hotels.
But this episode isn’t just about real estate—it’s about optimization. Michael breaks down his signature approach to building systems that let you stop trading time for money, avoid burnout, and play the game at the CEO level. Whether you're just starting or scaling fast, this conversation is filled with game-changing advice on co-hosting, RevPAR, investor relations, boutique hotel strategy, and how to build wealth through strategic hospitality.
Key Topics Covered:
- Michael’s personal journey from CPA to STR mogul
- How a health crisis became the catalyst for freedom
- The CASPER framework for building scalable STR businesses
- Why most people create another job (and how to avoid it)
- RevPAR over ADR: how real pros optimize revenue
- The shift from short-term rentals to boutique hotels
- How to think like an asset manager, not a property manager
- The power of mastermind rooms and leveling up your network
- STR WealthCon 2025: what’s new and what to expect
Notable Quotes:
“There are three ways to play this game: the player, the coach, or the owner. The goal is to become the owner—and optimize your time, your team, and your freedom.”Resources & Links:
- Connect with Michael on Instagram: @mike.sjogren
- Learn more at: shorttermrentalsecrets.com
- STR WealthCon 2025 Tickets: strwealthconference.com
Connect with Zeke Freeman:
Instagram: @zekefreeman_rootarchitecture and @rootarchitecture
YouTube: @rootarchitecture
Facebook: @RootArchitectureandDevelopment
LinkedIn: Zeke Freeman
X/Twitter: @zfreemanroot
Ready to get started with your hospitality project?
https://root-ad.com/
Get in Touch: Stay connected with the Radical Hospitality podcast for more episodes exploring the intersection of architecture, design, and unforgettable guest experiences.
Follow, Rate & Review:
If you enjoyed this episode, please subscribe, leave a review, and share it with your network! Your support helps us continue delivering conversations with industry leaders redefining hospitality.
In this episode of Radical Hospitality, Zeke Freeman sits down with Michael Sjogren—CPA-turned-hospitality entrepreneur, founder of Short-Term Rental Secrets, and co-founder of STR WealthCon, the world’s largest host-driven short-term rental conference. Michael shares his powerful origin story—from navigating his son’s rare health condition to leaving corporate life and building a real estate empire with 90+ properties and boutique hotels.
But this episode isn’t just about real estate—it’s about optimization. Michael breaks down his signature approach to building systems that let you stop trading time for money, avoid burnout, and play the game at the CEO level. Whether you're just starting or scaling fast, this conversation is filled with game-changing advice on co-hosting, RevPAR, investor relations, boutique hotel strategy, and how to build wealth through strategic hospitality.
Key Topics Covered:
- Michael’s personal journey from CPA to STR mogul
- How a health crisis became the catalyst for freedom
- The CASPER framework for building scalable STR businesses
- Why most people create another job (and how to avoid it)
- RevPAR over ADR: how real pros optimize revenue
- The shift from short-term rentals to boutique hotels
- How to think like an asset manager, not a property manager
- The power of mastermind rooms and leveling up your network
- STR WealthCon 2025: what’s new and what to expect
Notable Quotes:
“There are three ways to play this game: the player, the coach, or the owner. The goal is to become the owner—and optimize your time, your team, and your freedom.”Resources & Links:
- Connect with Michael on Instagram: @mike.sjogren
- Learn more at: shorttermrentalsecrets.com
- STR WealthCon 2025 Tickets: strwealthconference.com
Connect with Zeke Freeman:
Instagram: @zekefreeman_rootarchitecture and @rootarchitecture
YouTube: @rootarchitecture
Facebook: @RootArchitectureandDevelopment
LinkedIn: Zeke Freeman
X/Twitter: @zfreemanroot
Ready to get started with your hospitality project?
https://root-ad.com/
Get in Touch: Stay connected with the Radical Hospitality podcast for more episodes exploring the intersection of architecture, design, and unforgettable guest experiences.
Follow, Rate & Review:
If you enjoyed this episode, please subscribe, leave a review, and share it with your network! Your support helps us continue delivering conversations with industry leaders redefining hospitality.
Previous Episode
Inside Azul Fuego: How a Family Rebuilt a Restaurant—and a Dream
Today, we’re coming to you straight from Azul Fuego with the incredible family behind its transformation—Levy, Ligmar, and Arturo.
In this episode, they open up about how they turned a longtime neighborhood restaurant into a vibrant, welcoming new space. You'll hear the full story of Azul Fuego’s rebirth: from buying the business back in 2006, to rolling up their sleeves for a full renovation, and building a restaurant that feels like home for the community.
We dive into:
- The family’s deep roots in the restaurant industry
- Why quality ingredients and genuine hospitality matter more than anything
- How they curated a standout tequila selection without overwhelming guests
- The unexpected hurdles (and surprises) during the renovation
- What they learned about permits, planning, and patience
- Their advice for anyone dreaming of opening or renovating a restaurant
Plus, they share their favorite dishes and the parts of the new space they’re most proud of—from the lively bar to the clean, inviting atmosphere.
Whether you're a foodie, an entrepreneur, or someone who loves hearing about passion projects coming to life, this episode will inspire you.
Connect with Zeke Freeman:
Instagram: @zekefreeman_rootarchitecture and @rootarchitecture
YouTube: @rootarchitecture
Facebook: @RootArchitectureandDevelopment
LinkedIn: Zeke Freeman
X/Twitter: @zfreemanroot
Ready to get started with your hospitality project?
https://root-ad.com/
Get in Touch: Stay connected with the Radical Hospitality podcast for more episodes exploring the intersection of architecture, design, and unforgettable guest experiences.
Follow, Rate & Review:
If you enjoyed this episode, please subscribe, leave a review, and share it with your network! Your support helps us continue delivering conversations with industry leaders redefining hospitality.
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