SWAG Custom Rides Restoring Rides and Lives
By Robin Vinci | Editor at October 23, 2023 | 8:15 am | Print
New Britain is home to many great businesses. Soon it will be able to add to it’s repertoire a business that is also a reality TV series.
SWAG Custom Rides held a ribbon cutting ceremony last week at it’s Stanley Street location welcoming residents to see just what all the excitement is about.
John Muratori, president and founder of SWAG, said the businesses mission is two-fold.
“Restoring vehicles while transforming lives,” he said.
SWAG is a non-profit organization that restores, customizes and fabricates vehicles. It also takes a team of industry professionals and teams them up with troubled individuals and recovering addicts to educate and teach them life skills.
SWAG has developed its own custom educational curriculum called “Fuel LT” which incorporates both vocational and entrepreneurial courses while supporting life transformation, mentorship, counseling and life principles.
The company recently moved to New Britain from Cheshire and is in the process of signing with a television station for the 2016 debut of the reality show “Custom Rehab”.
“Today for us marks a milestone for the organization.” said Muratori. “We kind of believe there are no little dreams here. Everything we dream can come to pass.”
Muratori said the shop is fueled with an atmosphere of transformation.
“Many of our clients hang out here all the time,” said Muratori. “We are a one of a kind business and we are looking to be a model in the 21st century. Prosperity is the fruit of the mission and not the goal of the mission.”
Muratori said he came to the City because he was sold on Mayor Erin Stewart and New Britain. He said it is a City that can help his business thrive and grow.
SWAG came out of a small garage and now is in a building ten times it’s size. It was 1,500 square feet and is now 15,000 square feet.
“Every time I mentioned we are coming to New Britain I heard people say, ‘great Mayor’, ‘smart Mayor’, ‘Mayor who thinks outside the box’,” said Muratori. “We are so proud to be part of this.”
“When I first heard there was another car shop coming into New Britain I rolled my eyes and said ‘are you kidding me?’,” said Mayor Stewart. “I thought another car shop with crappy cars hanging out in front being a blight to our neighborhood. Was I so wrong!”
Stewart said transforming lives means this business is in the right community.
“The City is so excited to be a partner with SWAG,” said Stewart. “We are looking forward to what the future holds for you.”
Bill Carroll, business development director, said when he was spoke with Muratori he saw sincerity and passion.
“A lot people in New Britain have that,” said Carroll. “We are so pleased and blessed to have him here for the City and for changing lives.”
The SWAG Market Place displays the corporate logo of every sponsor. It is looking to create long term beneficial relationships with sponsors. If you are interested in becoming a sponsor or getting more information on SWAG Custom Rides call 860-2225-SWAG or go to www.swagrides.com.
