Greater Fayetteville Business Journal - March 22, 2024 Issue

Deconstructing the gender gap in the construction industry

While construction may be a historically male dominated industry, times are certainly changing. Leslie Groves, Division President for Dream Finders Homes in Fayetteville, is leading by example that when you keep your options open there’s no limit to what you can do.

Groves went to work for Ralph and Linda Huff at H&H Homes as a design studio director in 2012 after previously working in public bidding and then in restoration. She played an integral part in helping to get all of H&H Homes’ markets opened.

Stephanie Meador

PHOTO PROVIDED BY LESLIE GROVES

Leslie Groves has served as Division President of Dream Finders Homes since June of 2022.

THE BEST CHOICE:

COMMUNITY SCHOOLS WITH EVERYTHING YOUR CHILD NEEDS.

A COMPLETE EDUCATION TO CREATE A WELL-ROUNDED AND SUCCESSFUL PERSON.

Your partner for success. We educate all children while serving the individual interests, goals and needs of each child and family. We are committed to making sure each child gets personal attention, keeping families informed and seeking their input as partners in their child's education.

Choices to fit the education to your child. We know that one size doesn’t fit all. Our Choice Programs provide educational approaches that help families fit their child’s education to their interests and the ways they learn best.

Great teachers no matter where you go. At every one of our schools in every neighborhood, you’ll find skilled, caring and dedicated educators who will build strong relationships with your child and bring out their potential.

Everything your child needs.

Rigorous academics, positive relationships, a focus on the whole child and the support every child needs to succeed—Cumberland County Schools builds pride in children in ways that make a community proud.

JANUARY UNEMPLOYMENT

UNITED STATES

JAN. 2024: 4.1%

UP FROM JAN. 2023: 3.9%

HARNETT COUNTY NOV. 2024: 4.1%

DOWN FROM NOV. 2023: 4.2%

NORTH CAROLINA

JAN. 2024: 3.6%

DOWN FROM JAN. 2023: 3.8%

HOKE COUNTY NOV. 2024: 4.6%

DOWN FROM NOV. 2023: 4.9%

CUMBERLAND COUNTY JAN. 2024: 4.8%

DOWN FROM JAN. 2023: 5.2%

MOORE COUNTY NOV. 2024: 3.6%

DOWN FROM NOV. 2023: 3.7%

FAYETTEVILLE MSA

JAN. 2024: 4.8%

DOWN FROM JAN. 2023: 5.1%

SAMPSON COUNTY NOV. 2024: 3.7%

DOWN FROM NOV. 2023: 3.8%

Source:

ROBESON COUNTY JAN. 2024: 5.2%

DOWN FROM JAN. 2023: 5.6%

RALEIGH MSA NOV. 2024: 3.2%

SAME AS NOV. 2023: 3.2%

STATE SALES TAX COLLECTION JANUARY

4424 Bragg Blvd, Fayetteville, NC 28303 910-240-9697 bizfayetteville.com

PUBLISHER

Marty Cayton martyc@bizfayetteville.com

EDITOR

Faith Hatton faithh@bizfayetteville.com

ASSISTANT EDITOR

Stephanie Meador stephaniem@bizfayetteville.com

CONTRIBUTING WRITERS

Kate Griffin

Diana Hansen

Thomas Manning

Jenna Shackelford

Rachel Townsend

Eddie Velazquez

CONTRIBUTING WRITER

MARKETING CONTENT Stacie Borrello

CONTRIBUTING DESIGNER

Samantha Lowe samanthal@bizfayetteville.com

ACCOUNT MANAGER

Marshall Waren marketing@bizfayetteville.com

ACCOUNTING

Priscilla Nelson billing@bizfayetteville

The Greater Fayetteville Business Journal is published twice a month throughout Fayetteville and the Cumberland County region. News related to the region’s business sector is posted daily at bizfayetteville.com.

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PUBLISHER'S NOTE

What a magnificent month of March!

What an impactful month March is! We get to honor the women in our lives throughout the month of March, and more specifically on March 8 for International Women’s Day. We also get to celebrate the beginning of new life in spring which coincidentally is the day I am writing these comments! March madness has certainly not disappointed North Carolinians this year either, especially Wolfpack fans!

With so much heaviness in the world, it’s very nice and even therapeutic, to think about all the good things that are happening around us.

In this issue, we continue to celebrate women in business, and we are proud to do so. Their accomplishments stand out.

My wife and I have raised two girls of our own and we know firsthand the struggles our girls have experienced over the years trying to fit a mold that our culture, and sometimes even their own family, might have unintentionally placed on them. (I am still learning as a parent - even with adult children!) I had a recent conversation with another

friend who was sharing some of his experiences with me. The outcome of our conversation was a consensus that women are so much better than us guys in so many ways!

I’m just glad the good Lord has given me the opportunity to be married to one of these beautiful people! And also for us to have had the opportunity to raise two beautiful women and continue to participate in their lives, helping them see that they are equal but also very different, and the value that they bring to their Creator, their place in this world, their dad, their mom, our family, and their current and future families are immeasurable and irreplaceable.

One other aspect that’s especially exciting about this March is the fact that we get to celebrate the Easter holiday early this year. I am well aware that some people get a little uncomfortable when there are conversations about religion. I certainly don’t want to make anyone feel uncomfortable, but I believe it is very relevant to bring up Jesus Christ in a month where we both honor women and celebrate His resurrection from the dead!

Many theologians and historians talk about the great many civil enlightenments that Jesus taught about and lived in many aspects. A great example of this was His treatment of women. In all four gospels, you see Jesus, elevating women, including women, and even appearing to women, first after his resurrection. In fact, many scholars agree that if the resurrection account were false, most assuredly women would not have been “written in” as the first eyewitnesses, since during this time their testimonies were not considered valid or reliable.

But Jesus saw their value and made sure that their value was clear to those around Him. So much so that there is example after example of Jesus elevating the value of women. If Jesus did this (and still does), guys, we should too!

God bless you and yours!

Griffin

Finding learning solutions

FAYETTEVILLE LEARNING EXPERT KATHRYN COX SHARES HER DEDICATION TO EDUCATION SERVING AS THE NEW VP OF LEARNING SOLUTIONS

It is a season of growth for Linchpin Solutions, Inc. as they welcome in their new Vice President of Learning Solutions, Kathryn Cox.

Cox has been developing training and education programs for customers for over 30 years, building up her impressive list of related qualifications and experience including serving as an AP Instructor in North Carolina both virtually and in person, serving as Executive VP of Defense and Space Manufacturing company ACLA, LLC and more before moving to her current position at Linchpin Solutions, Inc.

Linchpin Solutions Inc., is a leading provider of integrated product support services for defense and federal markets. Established in 2014, Linchpin Solutions Inc. is an SBA 8(a) Certified and Service-Disabled Veteran-Owned Small Business (SDVOSB) firm that provides tactical C5ISR services and solutions for federal and commercial clients. Linchpin Solutions’ areas of expertise include integrated product support/logistics services, help desk solutions, training and curriculum development and professional services.

Cox has been with Linchpin Solutions for five months and specializes in distributed learning and training programs.

“When we are looking at new projects, whether it’s an e-learning project or a mobile application or a virtual reality (VR) design, people understand that I’m dedicated to the project,” said Cox. “And I am going to bring together a team that’s going to execute at the best level that we can.”

With so many different vendors to choose from, Cox is the person connecting all of them together and providing solutions, so customers get what they need. She also oversees a pipeline of multiple contract opportunities with customers.

“The art of possibility…What I mean by that is, my favorite part of the job is listening to the needs of a customer and helping them design the solution that is going to give them the best value for the budget they have and that might mean augmented reality (AR) or VR, it might mean a mobile application, but we want to take advantage of everything

Kathryn Cox Vice President Learning Solutions

... my favorite part of the job is listening to the needs of a customer and helping them design the solution that is going to give them the best value for the budget they have..

Ms. Cox is an accomplished professional with over 35 years of leadership, operational and academic experience. Her work includes managing government contracts and overseeing internal and external professional and educational development programs for federal, Department of Defense (DoD) and commercial customers.

that’s available and come up with something that’s really going to make a change,” said Cox.

Although she grew up in Pensacola, Florida, through the military and eventually to prioritize connections to family, Cox relocated to Fayetteville. A paragon of reliability and a trusted member of the Fayetteville community, Cox works to make an impact outside of her position at Linchpin Solutions.

“[I have] felt really engaged in this community, with a lot of different organizations in this community so it’s become my home and I’m lucky enough that I’m able to work from here,” said Cox. “I was actually asked to join the Board of Directors for the Fayetteville Cumberland County Economic Development Corporation about five years ago and that’s what I call my ‘extracurricular.’ That’s where I give back to Fayetteville.”

Cox’s extensive background in teaching and her masters’ degrees impart a particular expertise in her specialization, ensuring that customers get the highest quality education programming for distributed learning.

“I work with other industries in Fayetteville and Cumberland County, with the community colleges, with Fayetteville State University and with Methodist University, to find opportunities to help our community grow by not only bringing business to Cumberland County, but also helping businesses in Cumberland County get the resources they need and providing jobs for people who live here,” shared Cox.

Ever cognizant of other people’s organizations, Cox values people first and partners up with individual contacts.

“I am currently looking for ways

to expand where we can provide the most appropriate learning solutions for our customers so part of what I do is look for new opportunities,” said Cox. “But mainly what I’m doing is bringing together contacts to work on specific programs. I’ll reach out to collaborators at different companies who have specialized skills as a small business. Teaming up is very important to us, so it's very important to know people within the industry.”

Ever the teacher, Cox takes eminent gratification in assisting the youth of the business community.

“You know what’s my proudest accomplishment? Working with young people in the industry,” said Cox. “Helping them grow their careers and expanding that expertise outward and I know that’s kind of a crazy thing but mentoring young people, bringing them in, teaching them, helping them become better at their skill [or] job, better professionals—that’s probably what I find most rewarding.”

Cox always goes the extra mile to bring only the pinnacle of professional and effective work to customers through her position at Linchpin Solutions and beyond.

“Where I’m at today is an accumulation of the amount of experience that I bring, everything that I’ve done. Everything that you do is going to help you be better at the next thing you’re working on,” said Cox.

Above all, Cox emphasizes being thorough, and taking your time in education and life in general.

This much-needed approach is all too refreshing in a culture forcing celerity which often costs quality.

It is no surprise that Cox’s outlook, combined with her unrivaled professionalism, work ethic and relative experience ensures only the highest standards of excellence in her work and for customers.

“Slow down, take it one step at a time. It’s a long game. Success takes time and perseverance,” said Cox. “Those fast winds, they don’t last that long. They take time, and you’ve got to allow it to build.”

PHOTO PROVIDED BY KATHRYN COX

•

• Allow the use of small personal fans or overhead

thermostat set higher.

• Educate employees on Time-of-Use, encouraging them turn off lighting and equipment they don’t need during Peak Hours, and perform non-urgent, high energy-use tasks before 3:00 pm. or after 7:00 p.m.

• Schedule non-essential equipment to run during Off-Peak Hours. When possible, schedule required equipment to run sequentially (not concurrently) during Peak Hours.

Time of Use Rates to work

for-non-residential-customers/ See Business Conservation Resources for more ways to save.

>> By Stephanie Meador

From MAKERS, page 1

In 2020, H&H Homes was acquired by Dream Finders Homes.

Over the years, Groves was promoted to different roles until she became Division President in June of 2022.

“I never thought that I would be in the position that I’m in. Never. You know, I could see myself somewhere in like middle management because that’s kind of how I came in when I was first offered the position with H&H, but division president was never something that I saw on the horizon for myself,” remarked Groves.

“The faith that the upper management had in me and saw in me really gave me the drive to want to prove that they did not make the wrong decision through my career and it paid off for me,” stated Groves.

Groves’ connection to her community and experience helped set her up for success as she prepared to lead bigger picture operations.

“I feel like even though I am a national builder now, that because I’m local to this market and I'm very versed in this market that I still can give this hands on attention while still delivering a corporate product or a corporate expectation.”

Groves is the only woman serving as division president throughout Dream Finders’ 20 markets.

“In other national builders you do see a good bit of female division presidents, but they still are few and far between. And I think it’s just because construction wasn't something that women as a whole was ever really geared to, or pushed to, years ago… I will say, for me personally, I felt thankful and grateful and blessed that they were giving me the opportunity, but it did cause me to work really hard to make sure that I didn’t let anybody down,” shared Groves.

ability to juggle her many responsibilities as a working mother both when she was just getting started and now as she navigates her leadership position.

Groves plays to her own strengths sharing that her perspective has given her a new way to view working in the industry.

“

In addition to working hard for Dream Finders, Groves works hard for her family too.

“It’s just your women in construction are few and far between. So yes, I put in a lot of hours to deliver. [But also] I’m still a mother, I’m still a wife…” shared Groves.

Running a division that closed 434 houses last year while taking care of a family is no easy task. Groves emphasized that the support of her husband was crucial in her

There’s so many women out there that are kicking tail with the things that they do… So don’t limit yourself, keep your doors [open], your options open. Go for it, don’t settle...”

— Leslie Groves Division President, Dream Finders Homes

“I personally feel that women can sometimes see the bigger picture and can sympathize a little more, and that may be looked upon negatively, but I do think that women can sympathize a little more with people’s concerns or issues, and I think that that has played in my favor, over the years,” stated Groves.

While breaking into a male dominated field as a young woman can seem like a daunting task, Groves offered some advice to young professionals looking to follow a similar path to her own.

“There’s so many women out there that are kicking tail with the things that they do…So don’t limit yourself, keep your doors [open], your options open. Go for it, don’t settle. Work hard, and I think things will come to fruition for you, and they very much have for me. And the door opened for me when I went to work for Ralph and Linda,” shared Groves.

As Groves nears the two year anniversary of her promotion to division president, she has several goals in mind for herself and her team moving forward.

“This year is the year that I want to dive in, stick to our processes,

deliver a better experience for our buyers and [provide] my employees and my team members, as I consider them, an enjoyable place for them to be and to work. So this year is about processes for me and delivering a better experience for our buyers,” stated Groves.

Groves operates under the belief that everyone deserves a pleasant building and buying experience and her intention is to fulfill that with her team.

“I have my hands in just about every small detail. And I don’t think you can improve your processes unless you know the process. So I like to know my department and know a little bit about what each one of them do, because without that you can’t improve. You can’t come in flying 30,000 feet above everybody, you’ve got to be in there with them, working along with them so you can see where you can make things better. So I’m very hands-on with them,” explained Groves.

To learn more about Dream Finders Homes and the team Leslie Groves is helping lead to success, visit www. dreamfindershomes.com/new-homes/ nc/fayetteville/.

PHOTO PROVIDED BY LESLIE GROVES

Under Groves’ leadership her division closed 434 homes last year.

ACHIEVERS

FSU’s Lloyd College announces associate dean and department chair appointments

Fayetteville State University’s Lloyd College of Health, Science and Technology announced appointments for two positions: Associate Dean of the School of Nursing and Chair of the Department of Biological and Forensic Sciences Department.

JENNIFER JOHNSON EDWARDS, DNP, has been appointed Associate Dean of the School of Nursing and DANIELLE GRAHAM, PH.D., has been appointed Biological and Forensic Sciences Department Chair.

Edwards’ educational experiences include a Doctor of Nursing Practice from the University of Alabama Tuscaloosa, a post-master's Certificate in Women's Health Nurse Practitioner from UNC Chapel Hill, a master's degree in Community Health Nursing (Direct Care Role) from East Carolina University and a bachelor's degree from Barton College. Her academic experience includes teaching across the curriculum in both undergraduate and graduate education as well as various leadership and administrative roles. Edwards' clinical practice experience prior to academia is in public health, specifically in the care of women and children.

Graham, associate professor of microbiology, earned her bachelor’s degree in Biology from Fayetteville State University in 2011 and completed her doctoral degree in Microbiology and Immunology at the University of Arkansas for Medical Sciences in 2015. Prior to joining FSU, Dr. Graham was selected for a competitive NIH-funded IRACDA post-doctoral fellowship at UNC-Chapel Hill, focusing on extensive pedagogical training and valuable teaching experience alongside research.

Since joining FSU in fall 2017, Graham has been actively involved in teaching a range of undergraduate courses and fulfilling administrative responsibilities.

Greater Sandhills Chamber of Commerce announces leadership changes

With the end of the two-year ten-

bizfayetteville.com

What are you and your peers achieving? Have you reached a new goal? Have you acquired another business? Maybe your business has a new hire you would like to highlight.

Greater Fayetteville Business Journal wants to hear from you and your business to shine a spotlight on your accomplishments. To nominate someone for GFBJ’s Achievers section, email editor@bizfayetteville.com with the subject line “Achiever.”

ure of the inaugural leadership team, the Greater Sandhills Chamber is proud to announce the installation of new Executive Officers.

The GSC recently welcomed DEVON NEWTON as Board Chair, LYNNDORA THOMPSON as Vice Chair and MARY JACKSON as Treasurer.

The Chamber shared that their success is based on the works of those who came before them and offered many thanks to their previous Board Members for their contributions to the Chamber.

They also shared that they are especially grateful for the hard work of the outgoing Executive team who were at the helm of their 2022 launch and guided their growth for the past two years: Taneshia Kerr-President, Nisla Love- Treasurer and Brandon Hall-Secretary.

The Chamber also offered their thanks to Taneshia Kerr for her tenure as President of the Greater Sandhills Chamber and continued participation as a Board Member alongside continuing Ex- Officio members Mayor Kia Anthony and Mayor Pro Tem Sona Cooper.

Governor appoints Dr. Toni Stewart to State Health Coordinating Council

Cumberland County Board of Commissioners Vice Chairwoman DR. TONI STEWART has been appointed by Gov. Roy Cooper to serve on the

North Carolina State Health Coordinating Council. The council is responsible for developing an annual State Medical Facilities Plan, which is approved by the governor and runs from Jan. 1 – Dec. 31.

The basic principles of the State Medical Facilities Plan are to promote cost-effective approaches, expand health care services to the medically underserved and encourage quality health services.

“I’m grateful for Gov. Cooper’s appointment and his confidence in me to help serve this vulnerable population,” Stewart said in a press release. “I have a heart to serve our most vulnerable citizens and I believe my involvement on the board of CREST (Cumberland Residential & Employment Services and Training), Cape Fear Valley Hospital, as well as my experience caring for my aging mother, has given me a different perspective on care and facilities. My goal is to be an effective member of this committee.”

Stewart was elected to the Cumberland County Board of Commissioners as a District 2 representative in 2020. She previously served as Vice Chairwoman in 2022 and Chairwoman in 2023. Stewart currently serves on the Cape Fear Valley Hospital System Board of Trustees and Social Services Board.

Methodist University’s Donna Pelham earns 2024 Educator Award

One of Methodist University’s most established faculty members received recognition for her aboveand-beyond efforts in the classroom.

The Fayetteville-Cumberland Human Relations Commission recently awarded MU’s DONNA PELHAM – chair of Business Administration, Management and Marketing and professor of Accounting and Business Administration – with its 2024 Educator Award. The prestigious award was one of only eight handed out to the community during the organization’s annual awards ceremony.

Pelham, who has taught business law, employment law and accounting classes at Methodist University for 16 years, is grateful for the honor.

“I’m humbled by the support and recognition of the Fayetteville-Cumberland Human Relations Commission, Methodist University and the local community,” said Pelham in a press release. “I endeavor to educate students who are mindful of the challenges regarding diversity, equity and inclusion that we continue to face in our society. My hope is that because of that awareness, Methodist University graduates will be better prepared to address human and civil rights issues within their workplaces and communities.”

For more than a decade, each semester, Pelham welcomes guest speakers from the U.S. Equal Employment Opportunity Commission and the Fayetteville Police Department to address discrimination and harassment in the workplace along with community and police relationships, respectively.

Pelham also creates a classroom atmosphere that cultivates respect and tolerance by allowing students to have raw and open dialogue during class. Many students leave Pelham’s classes knowing more about each other’s perspectives and experiences, which is vital considering Methodist University was ranked as the No. 1 most diverse university in North Carolina (2021-22 and 2022-23).

She regularly encourages students to participate in various programs hosted by MU’s Office of Diversity, Equity and Inclusion, such as the monthly “Lunch and Learn” presentations and events such as last year’s production of “Blood Done Sign My Name” and “Community Conversations with Jane Elliot.”

Edwards

Newton Thompson

PHOTO PROVIDED BY METHODIST UNIVERSITY MU’s Donna Pelham (center) pictured with Cumberland County Commissioner Chairman Glenn Adams (center left), City of Fayetteville Mayor Mitch Colvin (center right) and other city representatives during the 2024 Human Relations Awards.

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Jackson

Stewart

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Bank.

Coaching excellence

FREEMAN ACADEMY FOUNDER GENIQUE FREEMAN REFLECTS ON HER PAST, PRESENT AND PLANS FOR GROWTH AND EXPANSION IN THE FUTURE

Fayetteville resident, business owner and entrepreneur Genique Freeman has spent over 17 years in service to others as an advocate and entrepreneur providing education and training globally to individuals and groups from all walks of life and industries to include military, nonprofit, mental health providers, emerging leaders, executives and more.

Starting as a mental health supervisor in 2003, Freeman has continued to grow and develop her skills helping people in different capacities. She has been a social worker with economic services, director of community engagement and a victim advocate with the military population along with successfully owning and running her own business in Haymount, G’nique’s Spa Services. However, that development didn’t stop and along with their experiences from the public sector, she’s now utilizing those skills in the private sector after founding the Freeman Coaching Academy in 2016.

“I always knew that I wanted to be a business owner. I’ve been an esthetician for 20 years and over the last 14 years, I’ve had my spa business. I started to pursue coaching because I have a background in mental health, human service and advocacy. I love working with people, I love engaging people, empowering them in different capacities and I feel like it's a natural thing for me,” shared Freeman.

For Freeman, education is vital and it all started with the proper certifications and meeting every requirement necessary, achieving her MBA in Management and Entrepreneurship and undergraduate degrees in Sociology and Marketing as a start.

“I researched to find out what type of coaching I wanted to do, how I can be held accountable. There’s some people that just say, ‘Oh, I'm a coach’ and they just go online and get a certificate. I wanted to be held accountable for that. And so I researched it and then started pursuing my coaching business within the last seven years,” shared Freeman.

That need for accountability led to Freeman acquiring coaching credentials as a Professional Certified Coach and Assessor (PCC) through the International Coach Federation (ICF), a Board-Certified Coach (BCC) and

of the Academy’s coaching classes and continuing education training.

Freeman Coaching Academy has a growing list of clientele which includes notable names such as Google, Dell, NASA and the Federal Aviation Administration. She shares that she continues to grow as more companies find out about the Academy.

“Some people have reached out to me on LinkedIn, some people have reached out to me just from me working with other clients, but I would have to say mostly through LinkedIn and from referrals and just approaching different businesses myself,” shared Freeman.”

Genique Freeman Owner/Founder Freeman Coaching Academy

Knowing that I'm able to have a unique opportunity to be part of people's progress and a part of their journey in their life, I consider it an honor. It's rewarding to see that I'm effective in something that I enjoy doing and I'm able to do it in the capacity that I want to do it in. I'm able to help people and to see their growth and there's no limits to it.

a National Board-Certified Health and Wellness Coach (NBC-HWC).

“For me, coming from an education background I wanted it to be something where there’s a code of ethics, there’s certain protocols that you have to do in order to be credentialed. So I have over 2700 hours of personal coaching. I have over 250 hours of coaching education and then I also had to be mentored for over 20 hours. And then I had to submit tapes to say, ‘Hey, this is my coaching style’ and it had to be evaluated by master coaches that are already a part of the ICF to say, ‘Yes, she is following protocol’ and then I'm held accountable with those

certifications,” shared Freeman.

All of those certifications come together in the Freeman Coaching Academy where her expertise as a coach, facilitator and leader excels through all the coaching, education and training services it provides.

Services offered include corporate training, mentoring to meet ICF requirements, business consultations, health coaching, coaching certifications, continued education and more.

Freeman works with three independent contractors who are also credentialed and following the same accountability measures held by ICF. These contractors work with Freeman to meet the needs and demand

While Freeman Coaching Academy provides a majority of services online following the COVID-19 pandemic, the goal is to start leaning into more in person local appearances whether it be training, courses or motivational speaking engagements with local organizations.

“This year, I really want to be intentional about doing a lot more things locally. I do work virtually with people that are in different countries in different cities and states, but I want to work more locally with different businesses that may be able to utilize my services,” shared Freeman. “I really love speaking engagements. People will ask me to come in and be a guest speaker and it's customized based off of whatever the organization is looking for.”

Freeman shared that no matter what the need may be of the local business community, she is more than ready to step up to provide her services and lend a hand.

“Knowing that I’m able to have a unique opportunity to be part of people’s progress and a part of their journey in their life, I consider it an honor. It’s rewarding to see that I'm effective in something that I enjoy doing and I’m able to do it in the capacity that I want to do it in. I’m able to help people and to see their growth and there's no limits to it,” concluded Freeman.

Find out more about the services and programs offered by Freeman Coaching Academy online at www.freemancoachingacademy.com.

PHOTO PROVIDED BY GENIQUE FREEMAN

Genique Freeman has a notable foundation working with people from all walks of life. Her human services career began in 2003 as a mental health supervisor and has developed to include a social worker with economic services, director of community engagement and a victim advocate with the military population.

>> By Eddie Velazquez

CARY BASED OPTIMAL BIO IS CONTINUING TO GROW AND EXPAND PRACTICE LOCATIONS UNDER THE LEADERSHIP OF “SHE.E.O.” TYLAR BRANNON HEALTHCARE

Optimal Bio for optimal health

Tylar Brannon, the chief executive officer of Bioidentical Hormone Replacement Therapy (BHRT) company Optimal Bio, wants her patients to be healthy.

Optimal Bio treatments specialize in replacing identical molecules that the body produces to be able to metabolize hormones. The dosage is tailored to the patient’s blood work and can help deal with struggles Brannon says people face daily.

“No matter if they're 25 or 65, male, female, people can suffer from fatigue, brain fog, trouble sleeping, anxiety, depression, and trouble concentrating,” Brannon said. “So really, these are symptoms that we see across the board that people may think are normal, because they're common, but they're not.”

The goal of Bioidentical Hormone Replacement Therapy is to balance the body’s hormones, bringing them to the optimal levels your system was initially designed to maintain. Brannon shared that BHRT can also help with preventative care.

“As we age, our hormones decrease, but because of environmental factors, our hormones decrease at a much quicker rate these days,” she noted.

for granted.

“I think you should always just learn from whoever you're in the room with and you should also be confident in your role,” she said. “You’re there for a reason and I think that is very key.”

In terms of advice Brannon would give young women forging a path toward leadership in business, she said first they have to learn how to be a servant leader.

“If you are asking your team to do something, you also have to lead by example. That's the biggest thing to start with,” she said. “It’s all about hard work. You can't be a leader without hard work. You always have to keep learning.”

Leaders, Brannon added, are also always looking for their next learning opportunity.

Bottom: At only 33 years old, Tylar has proven herself to be more than impressive in her time as CEO. Her business has become her passion, and she works to improve the quality of her company for employees and patients alike.

It’s all about hard work. You can't be a leader without hard work. You always have to keep learning.”

— Tylar Brannon CEO, Optimal Bio “

“If our hormones are balanced, at an optimal range, they act as preventative care. This can protect people from dementia, from heart attacks and osteoporosis, and it helps clean out inflammation in our body, which is the root cause of many diseases.”

As a young woman CEO, Brannon has always focused on her preparation and education. The North Carolina native has a law degree and a masters in business administration, both of which have prepared her for a life where she uses analytical critical thinking skills daily since even before becoming CEO of Optimal Bio in 2018.

“I believe the more education [you have] the more you are able to think critically, which is so important,” she said. “Even just say, going back to high school, we were taught to engage in public speaking, we wrote a thesis and had a panel who asked questions about our work. Education for me is really going back to fundamentally us thinking differently, thinking critically, asking questions,

and being able to communicate. That has played a huge role in my career.”

Even back then, Brannon said she had already identified a passion for leadership. Brannon played soccer, performing game in and game out as a central midfielder -- a role that typically dictates the pace of play and the direction of attack.

“Soccer really was fundamental in creating my leadership abilities through challenges, structure, discipline and teamwork,” she said. “I really believe that sports help people create structure for themselves, especially in the business world.”

For Brannon, companies could learn a thing or two about the structure of a sports team.

“I believe if companies were run like sports teams, they would be very successful,” she said. “You have all people going for a common mission, working as a team. You have people from all walks of life chasing that fundamental, hard work, that discipline. You know you're gonna have challenges but that’s why you practice, right?”

As a woman leading a company in the medical field, Brannon says she wants to relish the opportunities she has been given by not taking them

“We’re the only company in the country that only specializes in hormones,” she said. “But we want to continue digging into the education component of this industry. We are actually creating a wellness program to inform people about the impact hormones have in people’s lives.”

As a company, Brannon shared that Optimal Bio is mission driven.

“Every person at Optimal Bio truly believes in what we do, which makes a huge impact. As a society, we're getting sicker. We think it's normal for people to have brain fog or not feel the best because others can feel like that sometimes too. But it is not fine. We want people to understand that you can feel good and make people think about preventative care,” she said.

Brannon’s vision for the company in the short term is to open 10 locations. So far, the company has eight clinics; four in North Carolina, two in South Carolina, one in Virginia, and an upcoming location in Texas. She also has her sights set on Florida and wants to expand into the area soon.

To learn more about Optimal Bio and their mission, you can go online to www.optimalbio.com.

PHOTOS TAKEN BY SARAH MORREL PHOTOGRAPHY

Top: Based in Cary, NC, Optimal Bio currently has four established locations across North Carolina, including one in Southern Pines, NC.

BIZ LEADS

Reader’s Guide

BizLeads is a collection of information gathered from greater Fayetteville courthouses, state government offices and information websites. The listings are intended to help the business community find new customers and stay on top of happenings with current customers, vendors and competitors.

New Corporations lists firms from the Greater Fayetteville Business Journal region that were recently incorporated in the State of North Carolina.

CUMBERLAND

COUNTY

James Corcoran

DDS PA

705 Keystone Court

Fayetteville

Agent: James Corcoran DDS

SheDesiresFaith LLC

318 Laketree Blvd

Spring Lake

Agent: Monalisa

Marie Christian

Hear t 2 Heart

Independent Education Consulting Ser vices LLC

4860 Veasey Mill

Dr Wade

Agent: Symone

Detriest Groover

Cloud Creek Enterprises LLC

1929 PINEVILLE

DR

Hope Mills

Agent: BRENT

ARNOLD

Santiago's Landscaping & Maintenance LLC

1830 Owen Drive

Suite 10-1

Fayetteville

Agent: Annette

Acosta

Ar tist Refined LLC

5604 Nessee St.

Fayetteville

Agent: Melanie Winstead Waithe

US Appliance Inc.

100 Hay Street Ste 503

Fayetteville

Agent: Abundant

Change Is Now LLC

607 Ar rowood Rd.

Fayetteville

Agent: Alexis Loretta Lett

Haymount Body Mechanic LLC

916 Hay St Bldg A

Fayetteville Agent: Casey Cathleen Benander

StayPolished_2020LLC

447 Rollingwood circle

Fayetteville

Agent: Mercedes Badger

Swiss Three L.L.C.

840 Sumner Drive apt 20

Fayetteville

Agent: Andrew Amory Haines

Kool Runnings Auto Body Shop LLC

218 Tolar Street

Fayetteville

Agent: Latisha Jackson

True Story Entertainment LLC

2300 Foster Gwin Lane

Fayetteville

Agent: Dwayne Deonte Williams

2100 Gray Goose Loop

Fayetteville

Agent: Kariem B

Bronson

Hubbard and Teachey Investments of Wilmington LLC

2848 Skye Drive

Fayetteville

Agent: Nancy

Living Consulting Corporation LLC

PAULETTA CHARMAIN

THOMPSON INC

5232 Grays Creek Church Rd

Hope Mills

Agent: Pauletta

Charmain Thompson

JM Networks LLC

3688 Pioneer Drive

Hope Mills

Agent: Jaime K

Mace Sr

Fayetteville Concrete LLC

100 Hay St FL 5

Fayetteville

Agent: Jonathan Wemple

KAREN CAIN

INSURANCE SERVICES INC.

2305 Bayside Drive

Fayetteville Agent: Karen H

Cain

Dental Professional Institute LLC

4200 Morganton Road Ste 304

Fayetteville Agent: Zita Henry

Parker Tree Enterprises LLC

Tobacco Island M Inc

2504 Murchison Rd

Fayetteville

Agent: Edrees Al

Zoakari

Infinity Speech PLLC

6308 Anise Lane Stedman

Agent: Elizabeth

Hubbard Teachey

Anna Dell Doula L.L.C.

339 D Street

Spring Lake Agent: Anna Dell Lucia

Royal Services LLC

1340 Snowy

Egret Dr.

Fayetteville

Agent: Faithe

Smith-Redic

MOCASTA EMPIRE INC.

115 Old Gate Rd

Fayetteville Agent: Blanca Tablada

Fashioned In Royalty LLC

249 Old Farm Rd

Fayetteville

Agent: Cierra Shawnice

Searight

Suited2ser ve LLC

6921 Kizer Dr

Fayetteville

Agent: Keyon Havner

Nor th South

Brewing of Fayetteville Inc.

2061 Loganberry

Dr.

Fayetteville

Agent: James D

Orlando

Fayetteville

Baker Dasher

All American Land Management LLC

7250 Sandcastle Ln

Linden

Agent: James Brian Smith

JayKay Creamery LLC

156 Foch Street

Fayetteville

Agent: Karissa Desirae Goodman

jwatson cleaning service LLC

461 Tartan Ct Fayetteville

Agent: Jared

Watson

GREER ENTERPRISES LLC

627 WAKEFIELD

DR

Fayetteville

Agent: CHARLES

GREER

2 Daughters & A Son INC

3710 Morganton Rd

Fayetteville

Agent: Alvita

Graham McNeill

Reel Relaxation LLC

2330 Cumberland Gap Drive Apt. 103

bizfayetteville.com

Agent: Stephanie Gay Patton

Rico Mungin's Life Celebration Services LLC

111 Lamon Street Ste. 135 Fayetteville

Agent: Rico Beasley - Mungin

Monee'Z LLC

5075 Morganton Rd STE 10C

Fayetteville

Agent: Kadesha M Thompson

V ivid Vixen Beauty Company

815 Hope Mills Rd Fayetteville

Agent: Brianna Y Jones

A.I.R. Installation & More LLC

4944 Robin Street

Fayetteville

Agent: Rodney Johnson

Studio SM2 LLC

231 Stonebriar Circle Apt 205 Spring Lake

Agent: Jesus S Martinez

Fogg Realm Games LLC

305 W illborough Ave

Fayetteville

Agent: Christopher Allen DiFoggio

Strickland Farms Homeowners Association Inc.

2148 Page Road Stedman

Agent: Jennifer K Fincher

Totally Baked L.L.C.

6246 Esau Street

Linden

Agent: Amber Nicole Ratley

Change Construction LLC

139 NANTAHALA DR

Linden

Agent: Sean Smith

Gemini Rentals LLC

5075 Morganton Rd #1323

Fayetteville

Agent: Desmond Smith

Ger maniRose LLC

330 Confidence Ct Apt C

Fayetteville

Agent: Brandie R Tate

V and T Towing

Roadside Assistance LLC

5075 Morganton Rd St 10C

Fayetteville Agent: LaToya

Michel Cade

Stoney Point Properties LLC 3805 Little John Ct Fayetteville

Agent: Amy Chouinard

PGI Greys Creek LLC

2136 Cedar Creek Road

Fayetteville

Agent: Daniel C. Terracciano

Desired Proper ty Management LLC

603 Quality Road

Fayetteville

Agent: Felicia Brown

Sassy Classy Senior Hair Care L.L.C.

2216 Murchison Road

Fayetteville Agent: Tonia Nash

Whisper Homes LLC

324 N. McPherson Church Road

Fayetteville Agent: Jennifer K

Fincher

Nourish Nation Limited Liability Company

6616 Brookstone Lane Apt 204

Fayetteville Agent: Laura Thomas

226Afro Retail LLC

1845 Bluffside Dr

Fayetteville

Agent: Koukibe

Gaston Dongo

Damu Upload Trucking LLC 4840 Old Field Rd

Fayetteville Agent: Eddie Anderson

Legacy Health Solutions L.L.C.

980 Ken Hancock Ln

Stedman Agent: Jonathan Daniel Hancock

Izora's Flora L.L.C.

67 Provider Circle

For t Liberty

Agent: Ykeshia Johns