Larry Schwimmer has been practicing astrology since 1976 and is based in San Francisco, California. He trained at the House of Sagittarius in Chicago and Guiding Star Astrology in Mill Valley, supplemented by private study with established practitioners. He holds a B.S. in Marketing from Northern Illinois University. Before focusing on astrology full-time, he built a multi-million dollar food company in Chicago before age 30 and has worked as a corporate executive, consultant, and lecturer. He has appeared on NBC's TODAY Show and has produced, written, and hosted his own programme on PBS. He has been featured in Time Magazine, US News and World Report, and The Washington Post. His consulting firm Astrodecision.com uses planetary cycles analysis to counsel individual and corporate clients on timing for personal, marketing, financial, and political decisions, with a client base that has included politicians, presidents of major corporations, and an MLB baseball team. He holds National Association of Securities Dealers licenses and a Real Estate License alongside his astrological practice.