Building brick by brick is a lightbulb moment for Batavia entrepreneur
A new business on Harvester Avenue is taking an old concept of “brick-and-mortar” and feeding it with some bright thinking, owner Macy Paradise says.
Paradise, a 2003 Batavia HIgh School grad and owner of Paradise Fit in Elba, has branched out to include an all-inclusive facility for kids, adults, seniors and developmentally disabled folks. His logo is a brain inside of a lightbulb to represent a bright idea.
“The goal of this space is to have a more skill-building style,” Paradise said during the grand opening of The Brick Community Enrichment Center on Friday at The Harvester Center, 56 Harvester Ave., Batavia. “The Brick concept comes from an original idea that Joe Mancuso had in 1959, offering kind of a brick and mortar flex-use space for entrepreneurs. We wanted to rebrand that here, this being a flexible space, using it for all sorts of reasons. So we are trying to rebuild the community brick by brick.”
Paradise spoke while taking a short break from his DJ gig at the event. A versatile host of all things music for special events, celebrity debuts and even dance parties for, in this case on Friday, kids aged three to 12. The site’s overall concept was to host group fitness classes for all ages, and that grew into allowing space for skill-building classes, private events and to offer a more affordable rental option for bridal and wedding showers, birthday parties and the like.
Paradise, 37, is a Batavia native who returned after a stints in each of Los Angeles, Calif. and Colorado. While living out west, he frequently returned to host events at the former City Slickers and Billy Goats, plus TF Browns. He also ventured into Erie County to host various entertainment gigs, such as international Electronic Dance Music producer and DJs Barely Alive and Virtual Riot, in Buffalo.
The Brick Community Enrichment Center offers fitness classes from 5 to 7 p.m. Mondays and Wednesdays in May, and Paradise is planning other sessions for young and older alike, and also for people with developmental disabilities. It complements his main business, Paradise Fit, which offers personalized training, coaching, nutrition programs and meals, and an app for support. A personal trainer who also owns and operates the Elba-based fitness facility, Paradise initially started with personal training in Elba, doing one-on-one training sessions with clients. He proudly calls Elba home, having purchased one there in 2019, two years after moving back to Western New York.
Meanwhile, he began to look for a space to do group fitness classes and was also hired as the Harvester Center's marketing director.
“I found this space … and decided to open it up,” he said. “It’s another thing to do in Batavia.”
Top photo: Owner Macy Paradise cuts the symbolic ribbon to his new place, The Brick Community Enrichment Center, during a grand opening dance party Friday at The Harvester Center, 56 Harvester Ave., Batavia. Macy Paradise and partner Nici Johnson show off the logo for The Brick Community Enrichment Center. Photos submitted by Steven Falitico/Genesee County Chamber of Commerce.