From Passion to Profit: How Spanish and Go Revolutionized Language Learning

I spoke with pioneers in the immersive language learning sector, the dynamic couple and founders of Spanish and Go—or at least one half of the duo, Jim Fricker II. Jim began his journey as a music producer in 2010, then had the overwhelming desire to travel the world and learn a new language. By some lovely twist of fate, he chose Spanish, which led him to his now-wife and co-founder, May Larios Garcia, a Mexican English and Spanish teacher.

The two went on to create a multi-channel business that consists of a YouTube channel, a podcast, a blog, and an immersion retreat that teaches people Spanish while immersing them in the culture. All of this information can be found on their Squarespace website. Follow along this interview to learn more about how they began their business, what advice they have for new business owners, and to hear their incredible story.

Jim and May’s story began with Jim needing to learn Spanish, through a language-learning website. He started learning Spanish with May, which eventually led to her inviting him to Mexico to meet her. “And so, I went down to Mexico, for the first time I was leaving the country by myself,” Jim said. “We had a fantastic experience. She not only taught me Spanish and culture but also showed me around her country.” May, a language teacher, and Jim, a music producer, realized they could start a business that provides this experience for others.

This led the duo to begin crafting a podcast, which wouldn’t meet the light of day at first. Jim explained that after doing their research, the e-commerce world was raving about YouTube. They shifted focus to YouTube, managing to grow from zero to 160,000 subscribers. Now aiming for 200,000 subscribers for 2023, they have also hit an impressive 10 million views on their YouTube channel in under seven years.

Jim said, “With the Spanish and Go YouTube channel, I remember just getting to 100 subscribers; that was like, wow, we got a hundred people following us. Then it was 1,000, then 10,000, and then 100,000. All of those little milestones were huge for us.” He noted that YouTube allowed them to repurpose content into audio for podcasts and text for blogs, enhancing their reach.

Jim’s top tip: steer clear of trying to be a YouTube personality. “Focus on the content you create and provide to your audience.” The goal is to be a resource that people seek out, consume, and implement into their lives. He emphasized building a reputation as a reliable resource that encourages repeat visits.

Working with your significant other can be tricky, Jim noted, but they found a balance. Jim explained that they got married, went through immigration to bring May to the States, and saved up money to test their business idea. “May is responsible for the language and cultural content, while I handle technical aspects like website management, audio, and video production, marketing, and email funnels.”

When asked about Squarespace, Jim shared that it has been crucial for building their brand. He said, “We learned early from travel conferences that converting your audience to a newsletter is vital.” The website helped them grow their email list significantly, offering free resources in exchange for sign-ups.

Jim appreciated Squarespace’s flexibility and ease of creating content, products, updating inventory, and adding discount codes. However, he noted that one downside was the slow load speeds, even after optimizing images and content. This limitation is inherent to the provider’s capabilities, not their efforts.

Regarding whether he regrets using Squarespace, Jim was unsure. While having full control on a WordPress blog might have been better, he acknowledged that starting with Squarespace was simpler for their small team. His advice: delegate tasks early and establish an organized SKU system for inventory.

The future for Spanish and Go remains bright, with plans to visit all 21 Spanish-speaking countries, continue innovating content on their podcast, and reach their goal of 200,000 YouTube subscribers. Jim and May also aim to provide high-quality learning resources for their blog readers.

If you’re interested in learning Spanish authentically, Jim and May offer friendly guidance through their various channels. Their accomplishments are impressive, especially considering the close-knit nature of their team.

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