Celebrating Small Business & Big Wins at the 2025 Ally Challenge

September 3, 2025

Behind Your Design brings 55 small businesses together to champion the tournament and community

The 2025 Ally Challenge presented by McLaren returned to Warwick Hills Golf & Country Club August 19–24, and what a week it was. From thrilling playoff finishes to unforgettable concerts, the tournament once again proved why it’s one of the region’s premier events. For Behind Your Design, the excitement started long before the first tee shot—we were honored to spend the summer coordinating the Small Business Campaign that brought together 55 incredible businesses from Frankenmuth to Troy.

Small Business, Big Impact

Each participating small business played a unique role in spreading the word and building excitement leading up to tournament week. Through social media posts, posters, flyers, life-sized cutouts of Sam Hunt and Dustin Lynch, email blasts, special events, and more, these businesses kept the momentum alive all summer long.

This year also featured a brand-new social media contest where businesses competed for behind-the-scenes media passes or front-of-stage tickets to the tournament concerts. The winners showcased creativity, community pride, and true tournament spirit:

  • Feather N Fin (Swartz Creek): This ice cream shop customized their menu around the tournament and even crafted a special dessert for champion Stewart Cink called Everything but the Stewart Cink. In a storybook ending, Stewart himself stopped by on Saturday night to meet staff and patrons.
  • SugarHigh Bakery (Frankenmuth): Known for their whimsical creations, the bakery designed a stunning array of Ally Challenge–themed sweets, from macarons and marshmallows to cookies, candy, and a centerpiece cake featured in the clubhouse. On media day, they surprised Stewart Cink with custom cookies made just for him.
  • Serendipity Spa of Linden: This innovative spa integrated the tournament into nearly every aspect of their summer—from colorist training classes to bar classes, yoga in the beer garden, and even a putting contest for clients.
  • Southern Lakes Parks & Recreation: This community-driven organization tied the tournament into local happenings including the farmers market, concerts in the park, and their flagship ArtWalk, which drew nearly 8,000 people to downtown Fenton.

Together, these businesses showed how local partnerships can bring energy, creativity, and heart to a world-class sporting event.

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Tournament Week Highlights


Tuesday – Pairings Party

The week officially teed off Tuesday evening with a Cuban-themed Pairings Party. Guests enjoyed putting contests, flavorful food, themed beverages, and even a cigar bar—setting the tone for a lively week ahead.

Thursday – Women of Influence Luncheon

Thursday brought one of the most inspiring events of the week: the Women of Influence Luncheon. Behind Your Design hosted several clients, and I was especially proud to see longtime friends Joanie O’Sullivan-Butler of John P. O’Sullivan Distributing and Andrea Brimmer of Ally Financial featured on the panel. Afterward, Erin Stone led an exclusive behind-the-scenes tour of the tournament’s hospitality spaces, giving guests a glimpse into the premium experiences available.

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Friday – Folds of Honor & WAR Concert

Friday began on a patriotic note with the Folds of Honor Breakfast and national anthem before play commenced. Later in the day, five chambers of commerce came together for a lively networking happy hour, with each chamber receiving 50 tickets to bring members out to the course. As play concluded, tournament goers gathered for a special performance by WAR—who brought five decades of iconic music to the stage. I was lucky enough to meet the band after their incredible show.

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Saturday – Hospitality Tours, Charity Challenge & Concert

Saturday was jam-packed with excitement. While Ian volunteered for his fifth year as a standard bearer, Matt and I teamed up with Hanna to give hospitality tours for clients considering skyboxes for the 2026 tournament. In the afternoon, the High School Charity Challenge gave local students the chance to compete in sports-themed contests with celebrity coaches—including my friend Andrea Brimmer, who proudly represented Fenton High School.

After play wrapped, the energy shifted to the driving range where Sam Hunt and Dustin Lynch took the stage for an unforgettable concert under perfect summer skies. The night concluded with a spectacular drone show that lit up the sky.

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Sunday – Small Business Celebration & Championship Finish

Sunday was the perfect finale. We hosted the Small Business Celebration in the Skybox on 17 Green, where campaign partners gathered to watch the action unfold. Ian continued his tradition as a standard bearer, this time with my parents watching proudly from the gallery.

The competition reached a thrilling climax as defending champion Stewart Cink went head-to-head with Ernie Els in a playoff. With skill and poise, Stewart secured the victory, becoming back-to-back Ally Challenge Champion.

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Looking Ahead to 2026

The 2025 Ally Challenge was about so much more than golf. It was a week of community, connection, and celebration—one that shined a spotlight on the incredible small businesses that make our region special. Behind Your Design is grateful for the opportunity to help bring this vision to life alongside Erin Stone, Director of Business Development and Community Engagement, and her talented interns Hanna Jankowski and Freddy Kopolow.

Mark your calendars: the 2026 Ally Challenge presented by McLaren returns August 27–30. Even better, it won’t overlap with the Crim Festival of Races, so expect an even bigger community turnout. We can’t wait to see you on the course!

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