From a Bridgeport-based mobility manufacturer to a community credit union serving Michigan’s Great Lakes Bay Region, students from the DeVos Graduate School of Management at Northwood University partnered with 10 businesses and nonprofit organizations this academic year to provide research, analysis, and recommendations to help each organization move forward.
Fifty-one students participated in the fieldwork initiative, supporting organizations in the Great Lakes Bay Region and elsewhere in Michigan, including Amigo Mobility International, United Bay Community Credit Union, Midland Area Wellbeing Coalition, West Midland Family Center, Farm Bureau Insurance of Michigan, Greenspire Schools, Firm Foundation Physical Therapy, Morphite Boards, Bogey’s Indoor Golf, and Jet’s Pizza.
Each year, students enrolled in Northwood’s Accelerated MBA program are divided into consulting teams. Under the guidance of DeVos faculty and advisers, the teams work directly with participating organizations to understand their opportunities and challenges, conduct fieldwork and deliver recommendations grounded in their graduate business education.
“These fieldwork projects represent the kind of immersive learning that defines the DeVos experience,” said Kennedy Shea, assistant dean at the DeVos Graduate School and co-advisor to the 2025-26 fieldwork teams. “Our students are not only learning how to evaluate real business challenges and communicate strategic recommendations; they are contributing meaningful work to organizations that help drive the economic and social vitality of the Great Lakes Bay Region and communities throughout Michigan.”
One of the projects that stood out this year involved Amigo Mobility International, which is headquartered in Bridgeport, Michigan, and worked with DeVos students Emma Trombly, Hattie Veenkant, Katrina Ness, Peyton Laughner, and Nicholas Catania.
The project came at a pivotal time for Amigo, a Michigan manufacturer founded in 1968. As company leaders evaluated future growth opportunities, they had already identified a particular market as a potential area of expansion but had not yet completed much of the groundwork research needed to move forward.
“We were looking to launch some new products within various markets for Amigo, and I thought it would be a great opportunity to collaborate with the university and get a different perspective,” said Product Manager Samantha Taylor. “Honestly, the timing was perfect.”
Company leaders were actively engaged throughout the Amigo project, beginning with an initial kickoff meeting and tour of the company’s headquarters. After considering several possible directions for their work, the student team identified a strategic focus that allowed them to examine a growth opportunity and evaluate how Amigo could build upon its existing strengths while adapting to a new market.
The project aligned particularly well with the DeVos fieldwork practicum, which emphasizes strategy during the first portion of the student consulting engagement and marketing during the second. With access to information provided by Amigo and research resources available through Northwood, the students developed competitive market intelligence and prioritized recommendations designed to help inform the company’s next steps.
“Amigo was a particularly strong example of what can happen when an organization and a student consulting team come to the table with a shared commitment to thoughtful, transparent collaboration,” said Patrick McElgunn, director of the Northwood University Idea Center and co-advisor to the 2025-26 fieldwork teams. “Amigo’s leadership provided the context and access the students needed to conduct deep analysis, and our students fully leveraged their classroom learning and Northwood’s research resources. The result was a body of work that gave the organization valuable market intelligence and practical recommendations to consider as it evaluates future opportunities.”
For Amigo Mobility President Jordan Thieme, the students’ work exceeded expectations and helped accelerate the company’s plans, including the creation of a new management-level position connected to the company’s growth strategy.
“It almost felt like hiring a consulting company,” Thieme said. “Their work really drove us — a large reason we are hiring for that new role is because of the work the students did, and it got us excited to pursue that market even harder. We already had this market in our roadmap, but the students accelerated our process by probably a year.”
Taylor said the students stood out from the beginning because of their professionalism, curiosity and preparation.
“From day one, their professionalism stood out,” Taylor said. “The way they came on-site, engaged with us and showed curiosity about who we are as a company and what we offer was impressive. They asked questions throughout the initial tour to really understand Amigo, and I could tell they took the project seriously.”
Another strong fieldwork partner was United Bay Community Credit Union, which Shea said stood out because of its clear mission, active community presence, and deep commitment to the members it serves.
“As students interviewed members, visited branches and engaged with UBCCU’s leadership team, they saw firsthand why people choose the credit union for their financial services,” Shea continued. “In a market where many financial products are similar, trust, brand, and personal experience matter tremendously. UBCCU gave our students the access, responsiveness and insight they needed to conduct meaningful analysis, and the students responded with creative recommendations, detailed action plans, and practical resource estimates to help the credit union continue growing its youth segments.”
Vice President of Marketing and Development Kerri Singley said the students’ analysis offered a fresh and valuable perspective on UBCCU’s marketing efforts within the communities it serves.
“Their work validated our current strategies while introducing new ideas and insights that have strengthened our approach to member engagement and community outreach,” Singley added. “I appreciated the structured approach of research and analysis the students utilized for the project. They delivered insights and recommendations that were both relevant and actionable for our credit union. They went as far as to connect us with University resources to match their recommendations. I’m very glad we were chosen to be a project for this class.”
For students, the projects provide an opportunity to move beyond case studies and apply business principles in real organizations where their recommendations can have meaningful consequences.
“Fieldwork challenges students to listen carefully, identify what an organization truly needs and develop recommendations that are practical, research-driven and clearly communicated,” McElgunn said. “That experience builds confidence and business acumen while reinforcing the responsibility our graduates have to use their talents in service of others.”
Extending Northwood’s Impact Beyond the Classroom
The DeVos fieldwork initiative is one way Northwood University delivers value to Michigan businesses, nonprofit organizations and communities.
An independent economic impact study found that Northwood added an estimated $211.8 million to the economy of the Great Lakes Bay Region and $879.3 million to Michigan’s economy in fiscal year 2022-23. The study also found that Northwood’s impact supported more than 10,000 jobs statewide.
“Northwood’s impact is visible in the skilled graduates we develop, the businesses and organizations we serve, and the communities strengthened by those relationships,” said Vice President of Enrollment and Strategic Partnerships Dr. Matthew Bennett. “The DeVos fieldwork projects are powerful examples of America’s Free Enterprise University putting education into action to advance innovation and prosperity because our students are not just studying business strategy — they are delivering meaningful insight and real-world value to organizations throughout the Great Lakes Bay Region and beyond.”
Other 2025-26 fieldwork teams included:
• Midland Area Wellbeing Coalition: Skylar Beall, Carson Guttovz, Piper Barnhart, Delanie Gale, Adam Thomas and Nolan Rick
• West Midland Family Center: Aidan McWayne, Arthur White, Jenna Houserman, Josh Getz and Luke Mattar
• Morphite Boards: Avery Smitz, Mackenzie Howell, Riley Hacker, Claire Dudek and Haiden Wilburn
• Farm Bureau Insurance of Michigan: Dylan Menge, Evan Baker, Michael Shutman, Maeve St. John and Carly Boyd
• Greenspire Schools: Ethan Ward, Julian Lewis, Emma Kamps, Calvin Barash and Korbin Kovac
• Jet’s Pizza: Trinity Burtch, Morgan Bryce, Quinn McCann, Jacob McDaniel and Julian Lee
Organizations are matched with DeVos fieldwork teams each fall. Businesses and nonprofit organizations interested in being considered for a future fieldwork partnership can contact Kennedy Shea at or visit devos.northwood.edu/mba-fieldwork-consulting/
