Powered By Grace is a faith-driven fitness facility in Flint, Michigan founded by Jeanetta Malone and Miquel Castillo on the belief that taking care of your body, mind, and spirit is one connected journey.
CHALLENGE
Powered By Grace had something most gyms don’t: a community that actually shows up for each other. Members stayed not just for the workouts but for the people, the accountability, and the values woven into every corner of the space. But that energy wasn’t translating online. The social presence felt disconnected from the in-person experience, content leaned heavily on one area of the gym, and the warm, inviting atmosphere that made the facility special was largely invisible to anyone who hadn’t walked through the door.
Beyond visibility, the gym was facing a conversion gap. Regular visitors were showing up on day passes consistently but not committing to membership, and there was no structured system to turn that habit into a decision. Without a referral program, a clear pricing strategy, or a content direction tied to growth, the brand’s strongest asset, its community, wasn’t being used as the growth engine it could be.
SOLUTION
We started by showing up in person, spending time inside the facility to understand what made the space feel the way it did and where the gap between the in-person experience and the online presence was widest.
From there, we conducted a competitive analysis of the local fitness market, identified the storytelling gap none of Powered By Grace’s competitors were closing, and built a brand positioning centered on faith, community, and belonging rather than equipment or price. We developed four detailed audience personas, including a day-pass regular discovered through TikTok who needed just the right nudge to commit, giving the team a sharper lens for both content and conversion conversations.
We then built a comprehensive 90-day marketing and content roadmap anchored by a three-pillar content strategy, a platform-specific approach across Instagram, TikTok, and Facebook, a phased action plan, and a reporting framework tied to the metrics that matter most to the business.
As part of the roadmap, we developed a set of practical initiatives designed to carry Powered by Grace from brand consistency to membership growth:
- A content system built around three pillars, member highlights and community spotlights, gym skits and culture content, and faith and motivation, giving the owners a repeatable weekly rhythm they can run independently without outside production support.
- A videography strategy mapping all captured footage across content pillars and phases, so the brand entered Phase 1 with a ready library of reels, testimonials, and B-roll rather than starting from zero.
- A pricing restructure designed to close the gap between casual day-pass visitors and committed members, introducing a new group-class-only membership tier and updated day-pass rates that make the value of joining clear.
- A referral and run club incentive program that turns existing members and community participants into a consistent source of new sign-ups, with tracking built in from day one so conversions can be measured.
- A community partnership strategy extending Powered by Grace’s reach across Genesee County through aligned organizations, church partners, and grassroots events that bring new people into the space firsthand.
- Filming guidance woven throughout the plan to ensure social content consistently reflects the warmth, greenery, and welcoming energy of the physical space, not just what’s convenient to shoot.
“What people see online now feels like what they feel when they walk through our door. That shift changed everything for us.”
Jeanetta Malone, Co-Founder, Powered by Grace
RESULTS
Powered by Grace now has the direction, tools, and content foundation to turn its strongest asset, its community, into its most powerful growth channel. The 90-day roadmap gives both owners a clear path to new members, with every initiative designed to work together. The pricing and referral structures remove the friction that was keeping regular visitors from committing. The content system ensures the brand shows up consistently and authentically across every platform. And the community partnership strategy positions the gym as a trusted wellness hub across Genesee County, not just a gym on a block in the city. By placing the community at the center of the strategy, Powered by Grace is positioned to grow into the space it was always built to be.
