Midland Athletic Company, owned by Martin and Jennifer Vega, is a retail fitness store that provides elite products for people to perform at their top level in whatever they do. With high-level customer service, they sell all products promoting adult fitness, such as tennis shoes, athletic apparel, and bicycles. Midland Athletic Company also holds events to promote health, family, and giving back in Midland. Their goal is to build a community of fit and healthy partners, from newbies to professional athletes, and have fun while doing it. The owners first came to the UTPB-SBDC in July 2019 for assistance in developing a business plan. They returned in 2021 for disaster assistance. In October 2022, they again contacted the UTPB-SBDC for help creating a business plan and entered the Midland Entrepreneurial Challenge. They worked with their consultant to write a business plan narrative, review market research, and create a three-year financial projection. They submitted the business plan to the judges and were ultimately one of the winners, earning $100,000 in the contest.