Helping young entrepreneurs discover, build upon the possibilities
Making a difference
May 18, 2026
STURGEON BAY – A new tenant is quickly filling the former First Impressions Hair Studio space at 1009 Egg Harbor Road, Suite 111 – a move The Business News highlighted in its May 4, 2026 issue – which will bring a new type of wellness-focused business to the area.
Owner Dallas Nichols said the new business – Positive Sensory – will offer a sensory-friendly gym and wellness center for all ages.
“[The] sensory gym and wellness center [is being] designed to support any individual, of all ages, who can benefit from sensory-friendly environments or movement,” the 23-year-old, who will be running the business alongside his mom, Kathy, said.
Nichols said the goal is to create a welcoming, inclusive space where individuals can regulate emotions and movement, build confidence and develop social and everyday life skills in a fun, supportive setting.
“We will have ball pits, tube lights, sensory chairs, projectors, tactile walls, trampolines, suspended swings, over-under tunnels, slides, stuff like that,” he said. “It’s meant for therapeutic relief and regulation.”
Nichols said they are targeting a June or July opening, following demolition and remodeling.
He said they’re working with a sensory equipment specialist to optimize the space.
First venture
Just a year out of college, Nichols said this marks his first business venture.
A Sturgeon Bay native, he said he graduated from St. Norbert College with a degree in business administration, with a concentration in human resources, where he also played football.
Though he chose to stay in Green Bay after graduation, Nichols said he didn’t find the opportunities appealing.
He said he briefly took a sales job but quickly realized it wasn’t the right fit.
At Kathy’s suggestion, he said he began exploring opportunities in Sturgeon Bay, first looking at established companies before shifting his focus to potential untapped markets.
Nichols said the experience helped clarify what he did – and didn’t – want in a long-term career.
He said Kathy works with children, and he also worked with kids at summer camps during high school.
Nichols said that shared experience – along with research – led them to create Positive Sensory.
“It took eight-plus months of planning and vigorous meetings with other people asking what they would think, talking to families asking if this is a need…,” he said. “Everyone thought it was a wonderful idea.”
Nichols said before he knew it, the idea had taken shape and Positive Sensory was on its way to becoming a reality – especially when the Egg Harbor Road location became available.
Looking ahead
As the remodel moves forward and the gym prepares to open, Nichols said he hopes to have a positive impact on the community “that helped raised” him.
“I can’t even express how amazing this feels,” he said. “I’ve always dreamt of being a business owner and then coming back to my hometown to do something meaningful that could affect a lot of people’s lives in a positive manner, especially in the health and wellness industry.”
As a former athlete and lifelong lover of fitness, Nichols said “to be able to do something to help other people is something I’ve always dreamed of – it couldn’t be more surreal.”
Nichols said the opportunity is even more meaningful because he gets to do it with Kathy.
“It was always just my mom and me growing up, so to do something like this with her is another cherry on top,” he said.
Nichols said a website is still in the works, but Positive Sensory can be found on Facebook, Instagram and TikTok.
“Everything we plan on doing and sharing will be on all of the social media [platforms],” he said.
Nichols said updates on the remodel and opening timeline will be shared on social media, along with behind-the-scenes progress as the space comes together.
The Business News will revisit Nichols and his mom after opening for a closer look inside.
