Fitness Entrepreneurs Find Business Center Perfect Fit
For decades, the City of Superior has been defined by its working waterfront and the enduring strength of its industrial heritage. However, as the city navigates a pivotal era, marked by the transformative $1.8 billion replacement of the Blatnik Bridge, a new narrative of economic resilience is taking shape.
At the center of this evolution is the Development Association, a guiding force that has helped emerging entrepreneurs take that next step. By providing strategic funding and affordable office space, the DA is ensuring that Superior and Northwestern Wisconsin does not just survive the coming infrastructure shifts but emerges with a more diverse and vibrant commercial core.
The heartbeat of this movement is found within the walls of the three business incubators located in Superior’s downtown. These hubs have become a sanctuary for a wave of local entrepreneurs who are redefining what it means to do business in the Northwoods. Most recently, the Development Association has been involved in providing support and office space to health and wellness-related businesses. The three new establishments include Mojo Message, Rooted in Wellness and The Strength Factory.
Jenice Meyer, assistant executive director of the Development Association, said they are excited about these fitness-related businesses providing another service to the community. She added that all three of these entrepreneurs offer something unique for Superior and Douglas County.
“These are wonderful businesses with visionary owners that fit a particular niche in our community,” Meyer said.
Jim Caesar, executive director of the Development Association, agrees. He said the more diverse offerings they are able to provide within their business office spaces, the more opportunities it helps create to collaborate with and grow together.
Mojo Massage and Wellness
Mojo Massage and Wellness owner Wendy Miller said the biggest reason she started her journey to a wellness business was due to some unexpected life-changing events.
“I needed to find a way to financially provide for myself in a bigger way,” Miller said. “I was over 50, and it was very difficult to find employment.”
Miller added that her daughters were really instrumental in suggesting the “massage therapist idea.” She said she had always been interested in alternative/holistic/wellness concepts.
Miller said a couple of life changes shaped her current entrepreneur path. In the late 1990s, Miller became a Level I & II Reiki practitioner.
“I really clicked with alternative modalities to wellness,” Miller said. “I had to use some for my own health issues. So, with a lot of coaxing from my oldest daughter, I agreed to visit Lake Superior College and, ‘just take a look at the Massage Therapy Program.’”
By the time Miller left that day, she was enrolled in the course. Upon graduating from the program, she worked in a couple of spa environments in Duluth and Superior. One of the best aspects of the course at LSC was having to write up a business plan for their graduation project. Miller said that was a very valuable endeavor and that she was able to submit that plan immediately for financial help.
“A great deal of work was done by having that ready,” Miller said. “All the steps kind of fell into place from there.”
Then came another change.
“I was diagnosed with Rheumatoid Arthritis,” Miller stated. “I was going to need to manage my physical well-being and energy on my own terms. I thought the best way to do this was to have my own business. Being from Superior (she was born and raised here), I really wanted to be located here. To be a part of my community.”
Miller said she chose the name of her business, Mojo Massage, because one of the definitions of the word Mojo – it is finding magic in what we do.
“I definitely could see that magic in massage,” Miller said. “That a person could simply use their hands to help a person dealing with say, a very bad headache, for example, was magical to me.”
Miller has been in business for 11 years now and loves her work. It is a natural fit for her, as she uses meditation in her personal life as well.
A long-time resident of the business center, Miller has been involved with the Development Association since 2014. She was there before Caesar became the executive director, and since he took over, Miller has appreciated all the support.
“It has been a wonderful opportunity and fell into place as did many things on my business journey,” Miller said. “The center has provided me a home for my business and I could not have done it without them, as well as the Entrepreneur Fund that helped me financially get started.”
Miller said she has gained clients through the years from being in proximity to other businesses. She added that she also is looking forward to working with both Caesar and Meyer in 2026 to further grow her business.
Wellness Philosophy
According to Miller, wellness is multi-dimensional and a purposeful intent and focus. It encompasses the physical, emotional, and spiritual wellness of a person. This involves balancing mind, body and spirit, an ongoing process that never stops.
“I try to convey in my business, how all of these components are connected to each other. If something is off with our emotions, we are going to feel it in our body and in our spirit. If I can help with one aspect feeling better, that, in turn, will flow over into the other components. If I can’t help with something, I will definitely advise you to seek out help from another source,” Miller said.
Wisconsin requires licensing from the state in order to practice massage therapy. Miller said she made a vow that she would provide an ethical, safe and healthy massage practice.”
Miller said there is the stigma out there of massage being connected to the sex trade. She stated it is insulting to get calls from people asking for those kinds of services. A legitimate therapist has spent thousands of dollars, years of their life, and time and energy training in this field, according to Miller.
To find out more about Mojo Message, check out www.mojomassagesuperior.com.
Rooted in Wellness
Jessica Karpinske is a health and wellness entrepreneur, originally from South Dakota, who developed her interest as a social worker in the medical clinic setting.
“During that time, I worked with many people who were taking a lot of medication to manage their chronic health conditions, and I always thought there had to be a better way to take care of our health,” Karpinske said. “I wanted to work with people in a way that helped them need their health insurance less.”
Karpinske views wellness as an overall state of health and vitality, not just the absence of disease. She said it includes our physical, mental and spiritual health. Without one, we don’t have the others.
“I aim to help clients build a state of wellness that focuses on longevity instead of quick fixes or the latest fads,” Karpinske said, adding that the name of her business, Rooted In Wellness, refers to growing strong roots of healthy behaviors and habits.
“This allows us to flourish in all the other areas of our lives and be healthy throughout life even as we age,” she said.
When Karpinske first started her business, there was not a physical location. During that time, she would travel around to client’s homes for personal training, along with using a friend’s gym space. Eventually, she realized that she needed a home.
“I needed a container for my business to run more effectively and to grow,” Karpinske said. “That’s when I found the place where I am today. I could see that having a space to house my business and teach classes would help create the feel that I wanted to promote for my client’s health and wellness experience.”
That space? It is the Superior Business Center. Karpinske said a friend had a gym in the same building and would use that location from time to time. When the friend moved out seven years ago, she moved in.
However, Karpinske said she did not make the move without some reservations. A big obstacle for any entrepreneur is the ability to afford space for their business. She said rent can be pricey, especially when you’re just starting. Thankfully, Kapinski said the Superior Business Center and Development Association made it possible for her to have a nice, affordable space to operate her business.
“It has been wonderful working with Jim (Caesar) and the Development Association,” Karpinske said. “I appreciate being able to rent space in the Superior Business Center and having Jim’s support when needed. I am forever grateful for this.”
Business Model
Rooted in Wellness offers classes and events that are open to everyone, regardless of previous experience with mindfulness, holistic health or fitness. Karpinske said she attempts to teach in a way that is relatable and offers extra guidance so that anyone can follow along and experience the benefits of these classes. She added that these concepts are becoming more popular and mainstream these days, and that it is a great location for those she serves. Having lived here for the last 23 years, she and her family enjoyed all the Twin Ports has to offer and is pleased to stay here and grow her wellness business in Superior.
“I know my clients are so happy to have opportunities for growth and learning in the community instead of having to travel further,” Karpinske stated.
To learn more about Rooted in Wellness, check out www.rootedinwellnessduluth.com.
The Strength Factory
Kelly Kellar said having a location for her business in Superior was not so much of a strategic choice as a personal one. When two facilities she had been instructing closed, she watched people lose more than a place to work out.
“They lost a sense of community,” Kellar said.
At the same time, Kellar was involved in a veteran-focused program she said had a profound impact on people’s lives. That sense of community and not wanting that support to disappear, drove her to becoming an entrepreneur in Northwestern Wisconsin.
“Opening my own space became about preserving connection and creating a safe, inclusive environment where anyone, regardless of background or starting point, could show up, train and work toward becoming their best self,” Kellar said.
The Strength Factory is designed to be more than a place to work out, according to Kellar. It is a supportive space where people are encouraged to move at their own pace, reconnect with their “why,” and build both physical strength and meaningful community.
Kellar admitted that her dream was born out of necessity. She saw how strongly her friends, family and the wider community rallied behind her idea of opening her own space. With the guidance of a close friend, Kellar launched an Indiegogo campaign, and together the community helped raise $23,000 in startup capital, exceeding their goal.
“That level of support made it clear this wasn’t just my vision — it was something people believed in,” Kellar said. “That experience became the foundation of The Strength Factory and is why staying community-minded will always be central to what we do.”
However, Kellar said with many new entrepreneurs, there were a few bumps in the road. She is thankful for the support of the Development Association , who she credits for being instrumental in keeping The Strength Factory open over the years.
Kellar said during some of the most challenging moments of the business, Caesar played a critical role.
“Just a few months after opening and in the midst of COVID I faced significant obstacles that could have easily ended the business,” Kellar recalled. “Jim (Caesar) took the time to meet with me, understood both the challenges and the vision, and ultimately brought The Strength Factory under the umbrella of the Development Association. His belief, guidance and willingness to advocate made a lasting difference, and I can say with certainty that the business would not be here today without his support.”
Being in a supported space from the Development Association has reinforced the value of entrepreneurship rooted in community, Kellar said, even if collaboration has not always been formal. She points to one meaningful partnership that has grown organically with Karpinske. “Together, we’ve hosted peer support groups for CASDA and other survivors of traumatic life events in the past, creating a space where movement, support, and healing can coexist,” Kellar said.
Kellar said she is excited for the future in also working with Meyer at the Development Association and with fellow entrepreneurs in the same building. She added that being in close proximity will help foster shared understanding, encouragement, and a sense of collective purpose that has positively influenced how she approaches her work.
Wellness Concepts
Kellar said she tries to introduce wellness concepts in a way that feels accessible and practical rather than intimidating. In Superior and Douglas County, that means meeting people where they are and focusing on real-life application. Whether that is helping someone understand how stress affects their body, encouraging intentional movement, or creating space for mindfulness without labeling it as something unfamiliar. Kellar added that by weaving these ideas into classes, conversations and community programming, wellness becomes something people experience naturally, not something they feel pressured to adopt.
“I define wellness as learning to truly listen to what your mind and body need, without the noise of expectations or trends,” Kellar said. She added that for many people, this starts with physical goals like weight loss or building strength. Along the way, they often discover they were really seeking connection, confidence or a sense of belonging.
To find out more about the Strength Factory, visit www.strengthfactorysuperior.com.
