Madison Square Nutrition is known throughout Morgan County for offering lower-calorie beverages, including specialty drinks, shakes, and smoothies.
The small business has been at 111 W. Jefferson St. in downtown Madison since its 2020 opening.
The shop is located near multiple restaurants and city walking trails. The company is also close to regional and tourist attractions and is gaining popularity among both groups.
Owner Reagan Nelson decided to open the shop shortly after graduating from the University of Georgia in 2020. Her graduation happened during the COVID-19 pandemic, so she had to think about what to do for work.
“I had to make a decision about what I wanted to do,” said Nelson. “During COVID, you know, everything was shut down.”
According to Nelson, she visited a similar shop in another town before establishing her business. She decided to start it up in Madison because she wanted to live in a smaller town, and her husband grew up there.
“I fell in love with the product, and I fell in love with the environment,” she said. “And I just wanted something healthier and healthy alternatives.”
Nelson found the opportunity to rent out her current location when a small business, Madison Produce, moved out of the unit to a more prominent location across the street.
“I had a lot of friends growing up here, so we just looked around. And this [spot] was available,” she said. I was like, this is perfect. It’s historic, plain, cute, right on the square. So, I talked to the landlord.”
Despite opening in the middle of the pandemic, Nelson found the first day of business to have a successful turnout. She believes many community members wanted healthier options, helping increase the turnout on the first day of business.
“We had blocked out the windows [of the shop], so I think people were excited to see what was coming,” she said. “On our first day, we had over 300 people.”
At the beginning of the summer, Nelson decided to add smoothie bowls to the shop’s menu. She liked the idea of this addition and believes the bowls are “more filling” than the meal replacement shakes already provided in the shop.
“I just wanted to offer something new for summer that would be fun,” she said. “I was honestly surprised with how much they took off. People love them, and they seem to keep coming back for them.”
As one of the many small business owners in Morgan County, Nelson has enjoyed being part of the community. She believes the downtown area has dramatically developed since her four years in business.
“I love it. I think it is like the ideal place, and I’m very happy that I ended up in Madison,” she said. “[Downtown Madison] has flourished and opened up, which helps because it brings more people in.”
As a small business owner, Nelson finds it essential to support fellow local shops and tries to contribute whenever possible. She believes the many businesses in town have kept the community running.
“A lot of stuff in Madison is historic, has been here, and is locally owned. And so, it is super important to give back so that all of that can stay thriving,” she said. “Without small businesses, our town would not be able to thrive.”