Last week I went to Detroit for a She Runs It mixer (a non-profit supporting women in the marketing, media, and tech industries), and decided to stop by the newly-renovated Michigan Central Station. After a self-guided walk-through with a Yellow Light coffee and half dozen donuts in hand, I left inspired and eager to explore ways to get more involved in the Michigan Central community (ways that don't involve becoming the number one buyer of birthday cake donuts).
This building has long been my favorite in the Detroit area. Even as it sat abandoned for over 35 years, every time I would drive past it I'd marvel at its beauty, full of broken windows and in complete decay, wishing I was brave enough to jump the barbed wire fence and take some photos inside. Its glory days predate my own existence, when it served as a major hub for rail travel in Michigan, especially during the Great Migration.
In 2018 Ford Motor Company purchased the building to renovate it. It reopened in June of 2024 as part of a 30-acre technology and culture hub that now serves as a symbol of optimism for Detroit's future—one of possibility and innovation.
"This is a place where we will help create the future and ensure Detroit and the region remain the center of mobility. We will build on the idea that innovation is driven by the intersection of different perspectives and my own belief that a company should not exist unless it is making people's lives better." - Bill Ford
Growing up 60 miles south in Toledo, I've always had a soft spot in my heart for Detroit. It was the closest city, so my friends and I began heading north for concerts, food, baseball and hockey games as soon as we learned how to drive. Even after living decades in cities like New York, London, and Los Angeles, I get so excited to see this kind of progress and investment in Detroit's future. Not only is the remodel beautiful, but the collective vision of this community and its priorities is inspiring.
Many of the businesses at Michigan Central are a great example of using business as a force for good, and are united by these guiding principles:
Build the future of mobility
Foster innovation
Create an inclusive and authentic place
Celebrate heritage and legacy
Make decisions that improve equity
These guiding principles are clear in the strategic partnerships with those who share a similar vision. Aside from being home to organizations like The Boys and Girls Club of Southeast Michigan, these are just a few businesses I learned about who also call Michigan Central home that left me saying "heck yes!"
Originally founded in Brooklyn, Newlab has expanded to Michigan Central to support startups working on sustainable and equitable mobility solutions. By providing world-class facilities, prototyping labs, testing sites, regulatory support, and connections to funding, they help speed up research, development, and collaboration in areas like electrification and aerial technology.
As of January 2025, just 1.5 years after its launch, Newlab is already home to 130+ startups and 750 individual members. More than 40% of these businesses are based outside of Michigan, having moved parts of their work to Detroit to be part of the Michigan Central ecosystem. 47% of the current startups have female, African American, or Latino founders or leaders, which is crucial in paving the way for new perspectives in innovation and technology.
Black Tech Saturdays While researching businesses at Michigan Central, I came across a jaw-dropping stat that really put things in perspective: In the first half of 2024, Black founders received just 0.3% of the nearly $79 billion in venture funding that went to U.S. startups—which was also a decline from the previous year. Michigan Central is working to change that by partnering with Black Tech Saturdays (BTS), an organization dedicated to building a more inclusive tech industry for Black professionals. So far, BTS has supported over 15,000 participants, generated millions in revenue, and helped secure $10M+ in funding for Detroit entrepreneurs. Together, they’re breaking down funding barriers, creating jobs, and shaping policies to better support diverse founders nationwide.
Google's Code Next is dedicated to building a more diverse generation of tech innovators. This free computer science education program provides Black, Latin, and Indigenous high school students with the skills, mentorship, and hands-on experience they need to break into the tech industry. By fostering creativity, confidence, and real-world coding expertise, Code Next is opening doors to new career paths while also building a stronger, more diverse talent pool for Michigan's startups and established tech companies.
Femology Headquartered at Michigan Central, Femology is a community and platform that provides everything women founders need to rise, thrive, and make their mark on the world. They're on a mission to change the fact that less than 3% of high-growth, women-led startups receive proper funding. Through mentorships, funding opportunities, and a strong support network, they’re working to level the playing field for women in business.
JustAir
This startup is helping communities across the country breathe cleaner, healthier air. Their technology puts real-time air quality data into the hands of environmental justice leaders, resident groups, governments, public health advocates, and industries who are working towards cleaner air for all. By making this information more accessible, JustAir is empowering people to take action, drive policy change, and create healthier communities at every level.
Electreon Electreon is leading the charge (literally) when it comes to wireless EV charging. As a global innovator in this space, they've set up their U.S. headquarters at Michigan Central, where they've also worked with the city of Detroit to build the country's first public inductive-charging roadway. Before scaling across the U.S., this roadway serves as a testing ground to perfect wireless charging that enables electric vehicles to charge while they drive, paving the way for a cleaner transportation future in a country reliant on cars.
These are just a few of the businesses we discovered last week, and we couldn't be more inspired by the forward-thinking momentum coming out of Michigan Central. With Goodera operating from Toledo for part of the year, we’ll be spending plenty of time up north—supporting, collaborating, and drawing inspiration from these incredible businesses and entrepreneurs.
If you would like to share any other inspiring businesses we should be aware of, even if it's your own, send us a note at sayhi@gooderacreative.com! We love connecting with like-hearted founders and brands, and helping in whatever way we can.
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