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ELEVATEHUSTLE & MOTIVATEBEYOND THE HARDWOODSpace Coast Small Business Coalition Volume 1, Issue 1 Spr 2025The founders of the Space Coast Small Business CoalitionPARTNER SPOTLIGHTChat with LJ Merritt, Owner &Operator Soap Studios LLC, Cocoa FlMagazineInterview with Dr. Jumaine Jones,NBA Hall of Fame Inductee Mental Health AdvocateFounder & CEO, Beyond theHardwood.EVENTS YOU DON’T WANT TO MISS Message
IT TAKES HUSTLE, IT TAKES HEARTLet’s Elevate...TogetherDear Visionary,The Space Coast Small Business Coalition (SCSBC) is a 501(c)3, built by entrepreneursfor entrepreneurs at every level of their journey. Every page of Elevate Magazine is atribute to the bold, the brilliant, and the ones who build. But this is more than amagazine it’s a movement powered by entrepreneurs, community members, andbusiness leaders just like you.This issue’s theme, Hustle and Motivate is a rally cry for resilience, and yoursponsorship helps make it all happen.Where Your Sponsorship Dollars Go:Printing & Distribution Highlighting Small Businesses Entrepreneur Spotlights & ScholarshipsSupport for The LAB: A Launch and Innovation HubEvent Access & Vendor OpportunitiesPrograms that support Workforce Development Upskill ActivitiesHow else can you contribute: You can submit an article for approvalShare the magazine on your social media outletsWhen You Sponsor, You’re Saying:“I’m not just watching the change—I’m investing in it.”This isn’t just about an ad. It’s about alignment. It’s about showing up for somethinggreater.Email support@thescsbc.org for more information.Let’s hustle. Let’s motivate. Let’s Elevate—together.
0304TABLECREATOR’S LETTERBEYOND THE HARDWOOD09THE FUTURE IS NOW: WHYBUSINESS OWNERS AREWINNING WITH AI1418HUSTLE & MOTIVATEPARTNER SPOTLIGHTOF CONTENTSWhat happens when an idealeaves the group chatInterview with Dr. JumaineJones, Founder and CEO ofBeyond the Hardwood, Inc.Get to know Mr. LJ Merritt,Owner and Operator of SoapStudios LLC
LETTERCREATOR'SWelcome to the inaugural issue of ElevateMagazine. This moment is more than just pagesand print; it is purpose, power, and proof thatsmall beginnings, when nurtured by bold visionand collective heart, can lead to extraordinaryoutcomes.CREATOR03 ELEVATE MAGAZINEWhether you are starting your business, scaling new heights, or pivotingwith purpose, we hope Elevate meets you like a good friend cheeringand advocating for your journey, reminding you that you are not alone,and calling you higher.The SCSBC was created to promote networking, resource sharing,education and collective community engagement among members.Elevate is the natural extension of that mission, our platform tohighlight the brilliance and resilience of those who fuel our localeconomy with passion and grit.Inside these pages, you will find stories that inspire, strategies thatstrengthen, and spotlights that shine on the unsung heroes, the beautyprofessionals, chefs, brand builders, start-ups and believers whoremind us daily that success comes from perseverance, not perfection.Gloria L. WeatherspoonA special thank you to our volunteer editors, Keyona Campbell, DetrishRoberts & Alesha Stallings, we would not have been able to do thiswithout you. Your guidance and support were instrumental inpublishing this first issue.
HUSTLE AND MOTIVATEWhat Happens when an idea leaves the group chat?Editorial StaffPhotos by: Bianca J. PhotographyELEVATE MAGAZINE04They build. They bridge. They birth movements that shift landscapes.That is exactly what happened with the Space Coast Small BusinessCoalition (SCSBC), a people-first powerhouse created by changemakerswho refused to let small business owners remain an afterthought.Born from an enthusiastic conversation among community leaders,SCSBC quickly became a full-force network built on collaboration,education, and empowerment. This coalition did not just notice the gapin resources and support for entrepreneurs they became the solution. Their mission is to create a future where access is universally availableand every entrepreneur has the opportunity to succeed, including thosewho overlooked. In just 45 days, these visionary founders transformed agroup chat into a movement, launching publicly with the Catalina WineMixer, a high-impact event led by co-founder Brian Goins. Since then,SCSBC has been all about action, offering mentorship, forming strategicpartnerships, and curating future experiences like AMPLIFIED thatelevate and energize local entrepreneurs.SCSBC is not chasing clout, they are chasing impact. Every workshop,program, and partnership reflect their belief that small businessesdeserve big support. They are not waiting for seats at the table—theybuilt a new room. One where visionaries, creatives, and everydaydreamers can connect, grow, and win—together.Now, it is time to meet the founders behind this powerful shift onFlorida’s Space Coast.
Gloria Weatherspoon, a retired Air Force ChiefMaster Sergeant is a Social Architect born andraised in Philadelphia Pennsylvania. She is apassionate leader, and a dedicated advocate forsmall businesses. She is also the owner and operatorof Space Coast People Solutions, a premier learningand development company focused on theintentional growth and development of C-suiteexecutives and aspiring leaders. She leverages herextensive experience to create supportivecommunities where businesses and individualsthrive, creating lasting impact and sustainablegrowth within her beloved community of Cocoa,Florida.GLORIA WEATHERSPOONDirector, Strategy & ExecutionELEVATE MAGAZINE05DETRISH ROBERTSDirector, Operations & CommunicationDetrish Roberts is a visionary entrepreneur anddevoted community advocate. She holds a Master ofScience in Human Resources Management and aBachelor of Arts in Criminal Justice. She has a strongfoundation for her cross-sector work in both businessand community service. She is the Founder andExperience Curator of Show Stopper 360, a purpose-driven brand offering immersive photo and videoactivations that transform events into joyful,unforgettable experiences. With over a decade ofexperience in social services, Detrish has been aconsistent champion for underserved and vulnerablepopulations, including at-risk youth, children in fostercare, and families navigating economic hardship.
Zechra Williams is a 3x award-winning celebrityhairstylist, brand strategist, and founder of BawseyBrand, a consulting firm specializing in personalbranding and image development for professionalsand creatives. She blends beauty with purpose,helping clients align how they show upauthentically. She is also the founder of BeyondBeYoutiful Inc., a nonprofit focused on healing,mentorship, and empowerment for girls and womenthrough curated storytelling and communityservice. Zechra uses her creative vision and deeproots in the community to spotlight entrepreneursand foster connection, confidence, and growthacross Brevard County.ZECHRA WILLIAMSDirector, Community Engagement & DevelopmentELEVATE MAGAZINE06KERNISHIA FLORENCEDirector, Community Engagement and OutreachKernishia Florence is an accomplished chef,entrepreneur, and community leader. As the founderand executive chef of The Brunch Chic, she’s knownfor redefining luxury brunch with her signature flair—blending comfort food, creativity, and purpose. Since2021, Kernishia has grown her brand into a thrivingculinary experience, offering private chef services,catering, and a dynamic food truck presence acrossCentral Florida. Her brunch-inspired dishes, includingfan-favorite tacos, turn every event into a celebrationof flavor and joy. Kernishia is deeply committed toservice, providing meals to families in need, partneringwith nonprofits, and creating events that uplift hercommunity.
Brian Goins is a visionary leader, entrepreneur, andcommunity advocate committed to building strongerconnections across Brevard County. A proud UCFalum and former Knights football player, Brian bringsthe same discipline and teamwork from the field intoevery facet of his leadership. As General Manager ofABC Land Clearing & Development since 2007, he’sled regional projects with precision and purpose.Brian is the founder of MyCity Events, creatingnetworking experiences like the Catalina Wine Mixerthat unite professionals and amplify communitycollaboration. Brian’s heart for mentorship shinesthrough his work with the Raider Quarterback Cluband his role as a football coach at Rockledge HighSchool. BRIAN GOINSDirector, Relationship Development & Community StrategyELEVATE MAGAZINE07LATASHA WILLIAMSDirector, Strategic Community PartnershipsLatasha “Tasha” Williams is a powerhouseentrepreneur and community builder. With over 25years in hospitality, she turned uncertainty intoopportunity by launching Cocktails 2 You, a mobilebartending brand known for unforgettable serviceand signature style. What began as deliveringcocktails to friends during the pandemic, quicklyevolved into a thriving enterprise serving thousandsat events across the Space Coast. Tasha’s events aremore than just stylish; they’re soulful, crafted withcare, and delivered with excellence. She’s aconnector of people and purpose, and a voice forresilience and collaboration, proving that with heartand hustle, anything is possible.
Romaeo Williams is a creative, entrepreneur, andcommunity advocate leading RW Photography &Media LLC, a dynamic media company based inBrevard County. Known for his captivating sportsaction, real estate, food, and branding photography,he uses his lens to tell powerful stories that inspire,influence, and elevate. From sideline shots tocorporate campaigns, his precision and passion turneveryday moments into bold narratives. Withexpanded services like live streaming, he ensuresbrands and events connect with audiences inimpactful ways. Romaeo pairs his artistry withadvocacy, helping local businesses grow throughcreative visibility and strategic programming. ROMAEO WILLIAMSDirector, Programs & InitiativesELEVATE MAGAZINE08
BEYOND THE HARDWOODDR. JUMAINEJONES09ELEVATE MAGAZINEBY DR. GLORIA WEATHERSPOON | EDITOR-IN-CHIEF, ELEVATE MAGAZINENBA HALL OF FAME INDUCTEE AND MENTAL HEALTHADVOCATE OPENS UP ABOUT THE SILENT STRUGGLESATHLETES FACE, HIS POWERFUL JOURNEY FROM IDENTITY TOPURPOSE, AND HOW HIS NONPROFIT, BEYOND THEHARDWOOD, IS RESHAPING HOW COMMUNITIESUNDERSTAND HEALING, RESILIENCE, AND LIFE BEYOND THEGAME.
YOU CAN’T WIN IN LIFEIF YOU ARE LOSING INSILENCE10ELEVATE MAGAZINEIn honor of Men’s Mental Health Awareness Month, we had the honor of sitting down with Dr. JumaineJones, whose story is both gripping and grounding. Jumaine, born and raised in the City of Cocoa, had aphenomenal career where he achieved what onlythe top 1% players achieve in their lifetime. Thisachievement is the title of Hall of Fame InducteeJumaine is a passionate mental health advocate andproud member of the Space Coast Small BusinessCoalition.This wasn’t just an interview, it was a soul-centeredconversation. I asked the kind of questions mostpeople are too afraid to ask: What happens whenthe spotlight fades? Who are you when the jerseycomes off? And how do you find healing after a lifebuilt on performance?Jumaine answered with raw honesty and wisdomthat only comes from walking through the fire anddoing the work. His journey from silence toadvocacy, is exactly the kind of story we need moreof in our communities.Because Beyond the Hardwood isn’t just anonprofit; it’s a movement. In these next few pages,we invite you to lean in, read with intention, thinkdeeply, and learn from a man who turned his paininto purpose and is now holding the door open forothers to do the same.Jumaine speaks withunwavering transparencyabout the mental weightmany athletes silentlycarry. Years of counselinghelped him begin to healand rediscover who hewas beyond the athlete.That journey of self-work,painful, raw, andredemptive, inspired hiscommitment to creatingsafe spaces. “My advice toan inspiring athlete wouldbe to try to be the bestversion of yourself in allaspects of your life.Always try to leaveeverything better than itwas before, starting withyourself.”
11ELEVATE MAGAZINEFor many athletes, the roar of the game becomes a haunting silence.But for Dr. Jumaine Jones, that silence became sacred ground, a placeof reckoning, restoration, and rebirth. Basketball wasn’t just thegame I loved; it was thebandage I wrappedaround the childhoodpain I never addressed.After disappearing from public viewfor three years, Jumaine began facingthe trauma that had always traveledwith him, quietly tucked behind histitles, his trophies, and his talent. “Ithought I was depressed becausebasketball ended, but really, I wasusing it to escape my childhoodtrauma. Healing took the same kindof work ethic it took to make it to theNBA.” He shared.The grit and determination that led toa successful NBA career is that samegrit that allowed Beyond theHardwood to take shape and becomea resource for mentorship and lifeWhat started as a quiet battle with depression after an eight-year NBAcareer and eight years playing overseas became the foundation forsomething far greater: Beyond the Hardwood, a non-profit movementdedicated to redefining mental health, identity and wholeness in theathletic community. When the final buzzer sounds and thecrowds fade, what happens next?
skills training to athletes of all ages making thetransition out of sports.“Your ‘why’ is your business plan. When life getscloudy, go back to it…fortune 500 companieswant athletes because we know what pressure,failure, and comeback feels like.”“Basketball was only aband-aid. Once the ballstopped bouncing, Ihad to face the traumaI’d been dribbling pastmy whole life.”ELEVATE MAGAZINEThat’s exactly what Jumaine did and one of themost innovative tools he created is the MentalPerformance Journal, a resource to helpathletes manage stress, identify trauma, andreconnect with their “why.” The journal includesstories from athletes and offers stressmanagement, and purpose discovery activitiesthrough writing. With the release of his 2ndjournal. Dr. Jones focuses on resilience andgrowth, which will greatly enhance mentalperformance by having each journal focus onthe total mental health and wellness of thereader. He is just as passionate about young athletes ashe is about entrepreneurs. Jumaine hostsannual retreats that reshape the attendeesidentity beyond sports. It draws parallelsbetween athletic discipline and businessresilience, teaching skills like adaptability, focus,coachability, and self-care.12
13ELEVATE MAGAZINEFor Dr. Jumaine Jones, it was the beginning of adeeper calling to build something beyond thehardwood. From Full Court Press for Awarenessin Philadelphia to the annual Mamba Day Campand the Sixth Man Tournament Jumaine isshowing up not as a star but as a servant. His story is not just a redemption arc. It’s arevolution for every young dreamer who thinksthe scoreboard defines them. His message isclear: greatness isn’t just measured by wins; it’srevealed by how we rise, how we heal, and how wehelp others do the same. So, to every athlete, coach, parent, andentrepreneur reading this, take this as yourreminder: “You are more than what you produce.You are more than the game. And healing? That’sthe real championship.”“The end goal was to be able to come home togive back to my community. Now that I am retired,I am in a wonderful place in my life. What bettertime than now?” To learn more about this Impactful organization orto support the mission, please take a moment tovisit www.beyondthehardwood.orgWhat happens after the highlight reel ends?“Basketball gave meidentity, but healing gaveme purpose. The legacy Iwant to leave is simple:You’re not alone. Do thework, and we’ll be rightbeside you. No judgment.Just love and support.”
THE FUTURE IS NOW: WHY BUSINESS OWNERSARE WINNING WITH AIAs a woman who’s coached leaders, launched companies, and built brandsfrom the ground up, I know firsthand how heavy the load can get. You're thestrategist, the marketer, the customer service rep, the HR manager andsometimes the janitor too. But what if I told you AI could help you breatheagain?In this issue of Elevate, we give you 6 reasons why you should be using AI ifyou aren’t already. So let’s unpack the real, relatable benefits of AI andwhy every business owner should be paying attention.We’re standing on thethreshold of a new era, onewhere artificial intelligence(AI) isn’t just for SiliconValley tech giants; it’s foreveryday dreamers, doers,and difference-makers.Entrepreneurs, this is yourmoment. If you’re running abusiness, AI isn’t a far-offluxury it’s the game-changing tool already withinyour reach. And it’stransforming everything. 14ELEVATE MAGAZINEEDITORIAL STAFF
Time is your most non-renewable resource. AI can handle your repetitivetasks; emails, appointment scheduling, data entry, while you stay focusedon the vision.Think of tools like ChatGPT for writing proposals, Canva’s AI for designingcontent, or QuickBooks AI for financial forecasting. They don’t just speedthings up—they free you up. That’s freedom to think, dream, and lead withintention.1. TIME FREEDOM15 ELEVATE MAGAZINEGone are the days of guessing what your customers want. AI-poweredtools like Google Analytics, HubSpot, and even Instagram’s insightsplatform can tell you exactly how your audience engages with yourcontent, your products, and your brand.This means you’re not just running your business—you’re leading withprecision.2. SMARTER CUSTOMER INSIGHTSMarketing used to be a full-time job. Now? AI can help you write yournewsletters, automate your social media posts, and even test whichimages get more clicks.But here’s the best part: AI doesn’t replace your voice—it amplifies it. Withthe right strategy, your message will still be you, just more consistent andfar-reaching.3. MARKETING ON AUTOPILOT
16 ELEVATE MAGAZINEWhether you’re a boutique owner, a consultant, or a chef—your clientswant to feel seen. AI helps make that possible. From chatbots that answerquestions 24/7 to Customer Relationship Management (CRM) systems that track birthdays and preferences, personalization is no longer just anice touch—it’s your competitive edge.And you don’t need a six-figure budget to do it.4. PERSONALIZED EXPERIENCESAI gives you access to real-time data that helps you move with confidence.Imagine knowing which product is selling fastest, which post drove themost traffic, or when to hire your next team member—all withoutguesswork. Tools like Notion AI, Trello’s automation, or even Microsoft Excel’s new AIplug-ins can give you that edge—today.5. MAKING BETTER BUSINESS DECISIONSOne of the biggest fears entrepreneurs have is scaling their business andlosing their magic. But AI allows you to grow in a way that’s sustainable.By automating the grind, you make room for the grace—to mentor yourteam, serve your clients with excellence, and actually enjoy the life you’rebuilding.6. SCALING WITHOUT LOSING YOUR SOUL
THE FUTURE IS NOW: LET’S BE CLEAR: AI DOESN’T REPLACE YOUR GIFT,IT ELEVATES ITAs entrepreneurs, we’ve always had to find away to do more with less. AI isn’t here toerase that hustle. It’s here to honor it. Tosay: You don’t have to carry it all anymore.So whether you're building a beauty brand,leading a nonprofit, launching a consultingfirm, or running a brick-and-mortar, AI isyour partner in elevation.The tools are here. The time is now, and youdon’t have to be tech-savvy; you just haveto be open to embrace new technology. Because when you combine your purposewith the right tools, you don't just run abusiness. You build a legacy.So go ahead. Embrace the innovation. Trustyour intuition. And let AI help you show upbigger, bolder, and more brilliant than everbefore.17ELEVATE MAGAZINE“THE FUTURE OFAI IS NOT ABOUTREPLACINGHUMANS, IT'SABOUTAUGMENTINGHUMANCAPABILITIES.”— SUNDARPICHAI, CEO OFGOOGLE
SPACE COAST SMALL BUSINESS COALITIONPARTNER SPOT LIGHTLJ Merritt, Owner & Operator,Soap Studios LLCELEVATE MAGAZINE18
Capturing More Than Moments: TheHeart and Legacy Behind Soap StudiosStep into any frame created by Soap Studios, andyou’ll find more than a photo—you’ll encounter afeeling. A moment frozen in time, yes, but also aheartbeat, a memory, a reflection of someone’struth. Behind the camera is an artist who doesn’tjust snap images he tells stories. Stories thatbreathe, connect, and resonate long after theshutter clicks.Soap Studios was born not from a business plan,but from a legacy. “It all started with music inchurch,” the founder shares. “I started playingdrums when I was five, and by fourteen, I was onthe piano. Music was my first love—it taught mehow to feel.” That love for rhythm and expressionlaid the foundation for what would later become acreative calling. As he explored the world of tech, video editing andcameras joined his creative toolbox. But it was thename Soap (Son of a Preacherman) that sealed thestudio’s identity. “It stuck after my dad passed in2010. It’s a tribute to him, and a reminder of who Iam and what I represent.”That same authenticity pours into every frameSoap Studios delivers. The goal? To make peoplefeel. Creating those moments takes more than skillit takes connection. Each session begins with aconversation, not a camera. “I want to know whoyou are, what you care about, and what story youwant to tell,” he says. “From there, I create a spacewhere you can just be yourself. That’s when thereal magic happens—when people feel seen, itshows in every shot.”“Whether it's joy, confidence,love, or reflection, I want theemotion in the photo to hitbefore you even process theimage. If someone feels seen orunderstood, then I’ve done myjob.”ELEVATE MAGAZINE19
And that vision doesn’t stop once the photos aretaken. Storytelling continues in the editing room,where every adjustment is intentional. “It’s not justabout color or lighting—it’s about shaping anarrative. I want each photo set to feel cohesive,emotional, and true to the subject.”But beyond the artistry, beyond the visuals, is amission. “I want Soap Studios to leave a legacy ofauthenticity and empowerment,” he shares. Soap Studios stands as a beacon where creativitymeets purpose, and where every shot whispers, youmatter, you’re seen, you’re enough. In a world that often favors the curated over thereal, Soap Studios chooses truth. It choosesconnection. It chooses legacy. And in every image,it invites us all to see ourselves a little more clearlythrough the eyes of a Son of a Preacherman.“This is about more thanjust taking greatpictures. It’s abouthelping people tell theirtrue stories andencouraging othercreatives and smallbusiness owners to trusttheir voices.”ELEVATE MAGAZINE20
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