LHF: Hi Etan. Thank you for participating in our Member Spotlight. Tell me a little about yourself?
Etan: I’m the publisher of Veronica Lane Books, which I’ve been running since 1992. We publish a wide range of books—children’s books, fiction, autobiographies, cookbooks, art books, and more. My journey into publishing actually started with my own children’s book. I spent about 15 years trying to get it published through traditional channels—agents, editors, publishers—and it was a very frustrating process. The first book, meanwhile, became a bestseller, even though it was rejected by so many publishers and agents and editors. I did find one kind of crazy drunken Dutch publisher in Hollywood one night in a ballpark. A strange story, but he decided that he loved my book and he was going to publish it. Eventually, the book did get published, and it was a hit. When I ran into challenges again with my second book, I decided to take matters into my own hands and publish it myself. From there, I continued writing and publishing, and now I’ve written 16 books in my “What Is” children’s series, which are published in over 20 languages. Over time, other people started coming to me asking for help with their own books, and that’s how my publishing company grew. Today, I work directly with authors, helping them develop, edit, and publish their work. I also do ghostwriting for clients who want to tell their story but don’t have the time to write it themselves.
LHF: What inspired your children’s book series?
Etan: My 7 year old niece many years ago asked me, What is God?” These are real questions that children think about but don’t always get the chance to explore deeply. So, I decided as a writer to try to answer that question for a child. That lead me to
writing the entire ‘What is?’ series of books.
LHF: What do you enjoy most about your work?
Etan: There are a lot of aspects I enjoy. One of the biggest is working with children and visiting schools around the world. I’ve been invited to schools in the U.S., India, China, Germany, and Mexico, which has been an incredible experience. I also really enjoy helping other authors bring their ideas to life. Many people come to me with a book they’ve been holding onto for years, and helping them finally publish it is very rewarding. And I love language—words, ideas, storytelling. My wife and I both share that passion, so it’s something that’s part of both my work and my personal life.
LHF: How did you get involved with Loggerhead Fitness?
Etan: I was actually invited by Rick to teach a meditation class there for about a year. I’ve practiced yoga and meditation for many years, so it was a great opportunity to share that with others in the community.
LHF: What do you like most about Loggerhead Fitness?
Etan: I really appreciate the atm
osphere. It’s very personal and welcoming. Rick is present and involved, and the staff is friendly, which makes a big difference. It’s not like some of the larger gyms where everyone is just in their own world. There’s a strong sense of community, and that’s something my wife and I really value. We also train with Joey once a week, and he’s been great.
LHF: What do you do when you’re not working or writing?
Etan: We live right on the beach, so my wife and I spend a lot of time enjoying the ocean. I also love cooking—I’ve worked as a chef in the past and still cook regularly at home. We enjoy traveling, trying new restaurants, and watching documentaries. And honestly, we keep each other entertained—my wife and I both love language and ideas, so we’re always having interesting conversations.
LHF: Do you have any words of inspiration you would like to share?
Etan: If you’re working on something creative, like writing a book, the most important thing is discipline and consistency. Even setting aside 30 minutes a few times a week can make a huge difference.
Also, don’t feel limited by rules or expectations. As a writer or artist, there really are no restrictions. Be original, trust your perspective, and let your imagination guide you. And most importantly, stay open. When you’re open to opportunities and connections, things tend to fall into place in ways you might not expect.
