For Detroit native Jordan Smith, the path to entrepreneurship began with a personal loss and a newfound sense of purpose. At 15, while exploring marketing in high school, he lost his grandmother to breast cancer.
“It woke me up,” he says. “I realized fitness wasn’t just about sports. It was about living a longer, healthier life and helping others avoid similar losses.”
That early clarity guided him through high school and into Michigan State University, where he pursued a marketing degree. But the traditional corporate path never fit. Instead of internships and corporate roles, he channeled his energy into a personal passion: fitness.
At 19, he launched Nxt Level Fitness, a brand built around the idea that “fitness is more than a brand. It’s a mindset, a lifestyle, asking ourselves every day, what can we do to reach our next level.”
The journey began online, offering virtual coaching and workout plans. As the pandemic shifted how people accessed fitness, Jordan expanded into in-person training at local facilities.
“It was about refining each group of clients, growing my community and staying open to opportunities,” he recalls.
Over time, his entrepreneurial vision grew alongside his brand.
In April 2025, Jordan took possession of his first brick-and-mortar space in Detroit and transitioned the business into Just Elevate Fitness Club. The rebrand reflected a philosophy of continual growth.
“When you reach your next level, you ask yourself, now what? The answer is just elevate.”
By July, the space was fully built out and ready to welcome the community.
Critical to that success were partnerships and resources provided by local organizations including TechTown Detroit, Michigan Black Business Alliance, Black Leaders Detroit, ProsperUs Detroit and Motor City Match. Jordan also contributed to NEI’s MI Small Business Helper platform, suggesting a consolidated list of active grants to make funding easier for entrepreneurs.
“It’s now a core part of the platform, giving people access to resources without needing to connect with multiple organizations,” he says.
Now, months into operating Just Elevate, he is focused on growth, creativity and retention.
“We’ve learned what works, what classes people love and how to engage our community. Our goal is to scale thoughtfully while showing gratitude to those who have supported us from the start.”
For other Detroit entrepreneurs just starting their journey, his advice is simple: “Don’t wait. Take that first step. Plant the seeds, water them and tend to them. Success comes from showing up every day and committing to growth.”
Through personal loss, self-discovery and the support of local organizations, Jordan Smith has transformed a passion into a thriving business, proving that purpose, perseverance and community can elevate not just fitness but life itself.