Noonan Sport Specialists Is Powering Alexandria’s Wellness Community 

When Mike Hawes met Dustin Schlichting on their first day at Minnesota State University Moorhead, neither could have guessed that years later they’d be running a thriving fitness and wellness hub in Alexandria. The two studied athletic training and exercise science together, sharing classes, internships, and a vision for helping people move and live better. 

After college, they brought that vision home. In 2007, they opened Noonan Sport Specialists (NSS), a semi-private training facility designed around one idea: personalized strength and support for every individual. Each client receives a custom workout plan guided by a coach who knows their goals, limitations, and strengths. Over time, NSS has grown into a cornerstone of health in the Alexandria community. 

“Our mission is to use fitness as a catalyst to positively impact lives,” said Mike. “For some, that means getting stronger. For others, it’s about feeling confident enough to enjoy life without limits.” 

A Space Designed for Connection 

After 18 years of business, Mike and Dustin found themselves outgrowing their rented space. When they discovered a vacant warehouse on the edge of town—a wide, tall, open building in excellent condition—they saw potential. The space enabled them to expand and consolidate multiple wellness services under one roof. 

Now, alongside their personal and athletic training programs, the building hosts physical therapy and massage therapy. It’s a true one-stop shop for community wellness. 

“It’s great to see someone come in for physical therapy, get stronger, and then transition into ongoing fitness with us,” said Mike. “Or the other way around—if a client feels something coming on, we can send them right downstairs for therapy. It’s seamless.” 

The facility’s design encourages connection, both between services and people. Bright windows, open training floors, and shared spaces foster a sense of community that extends far beyond workouts. 

Community in Action 

That sense of community was most visible during the renovation. Mike recalls the nine months between purchasing and opening the building as both exhausting and deeply moving. 

“We had people showing up every weekend to help—painting, running wiring, cleaning, hauling weights,” he said. “They didn’t have to. They just wanted to be part of it. It was so humbling to see how much this place means to people.” 

Longtime clients, many who’ve trained with NSS for over 15 years, volunteered hours of their time to help the business grow. For Mike and Dustin, the move was about creating a shared home for their NSS family. 

Investing in Local Strength 

To bring their new space to life, our lending team partnered with Mike and Dustin to help fund the building renovation and construction. Our team worked closely with them through each step of the process, ensuring their project could move forward efficiently and sustainably. 

“Working with West Central Initiative felt personal,” said Mike. “They took the time to visit us in Alexandria, see what we were building, and really understand our goals. You could tell they cared about helping us strengthen the community.” 

At West Central Initiative, we know that investing in small businesses means investing in people, relationships, and communities. With their new space, Mike and Dustin are helping Alexandria residents build strength—physically, mentally, and together. 

Learn more about how our loan program and business support can help your venture grow.