04/02/2026
Our first Easter at FitMe, Marifran and I went in early and hid eggs all over the club. On equipment. In lockers. Tucked into exercise mats hanging on a wall. You get the idea.
Later, we brought the boys in—and they went on an all-out Easter egg hunt through a place that, at the time, was still not even a year old.
It’s a simple memory. But it’s one I’ve come to appreciate more over the years.
Because this is what small businesses really are.
They’re not just places that provide a service. They become part of the fabric of a community. They carry the fingerprints of the people who built them, and the lives that unfolded inside them.
And that’s what feels like it’s slowly being pushed aside.
How many car washes does Rockford need? How many coffee shops? How many gyms for that matter?
At some point, it’s not about serving a community—it’s about saturating it. Deeper pockets move in. Prices drop just long enough to clear the field. And when the dust settles, those same prices don’t stay low for long. The laws of supply and demand remain in full effect.
But what disappears in the process is harder to measure.
The businesses that donated to local charities silent auctions. Knew your name. Stayed open late because someone needed help. Made decisions right here—not in a corporate office somewhere else.
You can feel the difference. And once it’s gone, it’s not easily replaced.