DECATUR, Ill. – Millikin University’s MBA Evening Class of 2026 recently demonstrated the power of Performance Learning through capstone presentations that delivered strategic recommendations to local business partners, the Beach House and MLBeFit & RedZone Fitness.
Held on March 11, the presentations highlighted months of research, collaboration and analysis, reinforcing Millikin’s commitment to connecting classroom learning with meaningful community impact.
As part of Millikin’s MBA program, the capstone projects provide students with the opportunity to serve as consultants, working directly with businesses to evaluate operations, identify opportunities and develop actionable strategies.
This year’s projects addressed key challenges in both the hospitality and fitness industries, offering tailored solutions grounded in data and real-world insights.
Strategic Growth for The Beach House
Partnering with The Beach House, a longstanding lakefront restaurant in Decatur, students conducted a comprehensive review of the business’s market position, customer behavior and operational performance.
Their work identified opportunities to enhance year-round engagement, refine brand positioning and better leverage existing assets to drive sustainable growth.
Todd Parker, co-owner of The Beach House, emphasized the value of the collaboration.
“The Beach House has long been a part of the Decatur community, and as we continue to evolve, we saw an opportunity to better understand how our new concept can most effectively serve our guests,” Parker said. “Partnering with the Millikin MBA group provided valuable insight into both our operations and broader community perceptions. Through their efforts, we gathered meaningful data and gained a comprehensive perspective on our business.”
Students developed strategic recommendations to increase customer frequency, address seasonal revenue gaps, and improve operational efficiency by enhancing financial visibility.
“The students quickly developed a strong understanding of our model, helped refine our brand positioning, and delivered thoughtful, actionable recommendations that we are actively implementing,” Parker added. “We are grateful to Millikin University for this partnership and commend the students for their commitment to strengthening the local business community in Macon County.”
Expanding Wellness Opportunities at MLBeFit & RedZone
A second student team partnered with MLBeFit & RedZone Fitness to evaluate potential expansion into new wellness offerings, including reformer Pilates and temperature-based recovery amenities.
Through market research, competitor analysis and community surveys, students identified strong demand for Pilates in the Decatur area and developed a phased plan to introduce the service.
Mike Lambdin, owner of RedZone Fitness, praised the students’ professionalism and impact on the business.
“(The students) were very professional. Their willingness to meet every week with very important information was a huge plus for me,” Lambdin said. “From build-out costs to their demographic results, it made us act quickly.”
The students’ analysis included pricing comparisons across Central Illinois and recommendations tailored to the local market—insights that directly influenced business decisions.
“They also did all of the legwork comparing all of the pricing for all Pilates studios in Central Illinois that encouraged our prices in Decatur,” Lambdin said. “I would definitely recommend anyone to be part of this program as we are now opening our first Reformer Pilates Studio on April 1.”
These capstone projects highlight Millikin’s signature Performance Learning model, where students gain hands-on experience by performing the work of their future careers. By partnering with local organizations, students not only develop advanced business and analytical skills but also contribute to the success and growth of the Decatur community.
