Meet the Creative Force Behind Soul88 & Civic Change in Memphis
Meet Courtney McNeal, a civic innovator, consultant, and founder of Soul88, a Memphis-based wellness concept rooted in movement, style, and community. Image: Whittney Lucas
Courtney McNeal is in the business of making things happen. In her role at Innovate Memphis, she brings together community partners to solve real, on-the-ground challenges across the city. Outside of that work, she consults with brands on how to connect more meaningfully with their audiences. And if that weren’t enough, she’s also the founder of Soul88, a growing wellness concept rooted in strength, style, soul, and connection. Get to know the woman behind it all!
What inspired you to launch a consulting practice?
I think it came down to wanting to merge the work I do professionally with some of the ideas and aspirations I’ve always had. Consulting gave me the space to be more creative and explore that in a way that felt aligned. I’ve always had an entrepreneurial spirit, and at a certain point, I wanted to test it out for myself.
What do you think businesses get wrong when it comes to connecting with their audiences?
Businesses don’t always fully understand that real connection doesn’t happen within their four walls. Traditional retailers, especially, can struggle with this. Whether it’s achieving goals, building your network, or increasing sales, you have to go beyond your space and meet people where they are. And that goes beyond sending mailers or offering promo codes.
It requires creativity, intentionality, and genuine engagement. People want to feel seen, not marketed to. The businesses that do this well create experiences and moments that invite people in, rather than just trying to push something out.
Can you tell us about the concept of Soul88?
Soul88 is an elevated wellness brand for people who value intentional, curated experiences. At its core, it’s about creating immersive spaces where people can connect with themselves and others through movement, energy, and shared experience. It goes beyond a traditional health and fitness session and is designed to feel curated, expressive, and centered around community.
The concept is built on a few key pillars: strength, style, soul, and connection. It’s about reminding people of their power, giving them space to express themselves, and creating environments where they feel seen and aligned.
What sets Soul88 apart in the wellness space?
Soul88 blends wellness with experience. It’s not just about physical movement; it’s about how people feel when they walk into the space. The energy, the music, the aesthetic, and the overall intention behind it all matter.
The community aspect goes beyond just who shows up. It’s also about the connections being created. In less than six months, I’ve built meaningful relationships with guests, supporters, brands, and partners. I’ve connected individuals who are pursuing their own entrepreneurial endeavors with partners so they can collaborate and grow. That’s a big part of what Soul88 represents.
What inspired you to open the Soul88 space?
Honestly, it started with a feeling. For over six years, I have been creating and hosting free fitness experiences in partnership with the Memphis River Parks Partnership. They were always well attended and meaningful, but even from the beginning, I found myself going beyond just fitness. I was bringing in live elements, like a saxophonist playing hip hop and Memphis favorites during yoga, or a live band and vocalist during sessions at Mud Island.
Over the years, those moments kept evolving. Each event became more elevated, more intentional, more immersive. At a certain point, I had to ask myself, if I am already doing this, what would it look like to fully lean into it?
How do you approach designing a Soul88 experience?
A lot of times, ideas come to me instantly. I can be in a space, see a brand, or connect with a partner, and immediately start visualizing what an experience could look and feel like. It is very intuitive for me.
But what guides that intuition is alignment. I pay close attention to energy, timing, and the feeling I get around people and opportunities. I truly believe some of these ideas are God-given, and I trust that.
Once that vision is clear, I move into refining it. I think through the full experience. The environment, the flow, the sensory details, the partnerships, and how everything connects back to how we want people to feel. I always ask, does this feel intentional and elevated, and does this make people feel seen?
From there, it becomes about execution. Bringing the right partners to the table, aligning on the vision, and making sure every detail supports the overall experience.
What makes you say “yes” to a collaboration?
I look for partners who are open to new ideas and willing to create something that feels fresh and intentional. I am especially drawn to collaborators who are making an impact in the community or have a genuine desire to. My work is very mission-driven, so I naturally look for partnerships that serve a bigger purpose.
I think about partnerships as part of a larger ecosystem. How do we create something beautiful while also supporting local talent, local businesses, and the people around us? When a collaborator is open, community-minded, and excited to build something with intention, that is when the partnership really works.
What do you hope people take away from a Soul88 experience?
I want people to feel seen — not just externally, but for who they are internally — and to feel connected. A lot of people come in not knowing anyone, and leave having formed real connections.
At one of the ballet workshops, two guests were talking and laughing, and I assumed they had come together. When I asked, they said they had just met there. That moment meant everything to me, because that’s what it’s all about.
I want people to walk away with that feeling. Not just that they attended something, but that they experienced something meaningful.
Switching gears, what is one thing people are surprised to learn about you?
People are usually surprised to learn that I am actually shy. I create spaces for connection, and while I do well with public speaking, I am definitely nervous on the inside. It is a funny balance, but I have learned how to step into it when needed.
What is a small daily ritual that brings you joy?
Before I do anything, as my feet touch the floor, I say, “Thank you, God.” This is before any devotionals, walks, etc. Rolling out of bed, giving instant thanks every morning.
What’s the best advice you’ve received and from whom?
My mother told me, “Do you.” It may sound simple, but it has guided so much of my life. To me, it means living authentically, trusting myself, and not allowing outside opinions to limit what I know I am capable of.
LIGHTNING ROUND!
Favorite “hidden gem” in Memphis? Napa Cafe
Bucket list vacation destination? The Amalfi Coast
Your favorite wardrobe staple? Definitely my Python Tecovas cowboy boots. I love pieces that make a statement without trying too hard, and those always do it for me.
Three things you’re never caught without? Lip gloss, water, my laptop, or my ReMarkable notepad.
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Gaye Swan
As a professional writer of over 20 years, Gaye is an avid traveler and enjoys highlighting food, culture, and attractions around the South. While Gaye is passionate about life in Memphis, she grew up in Meridian and is still a Mississippi girl at heart.