In the West Michigan Is Going Places series, we are talking with local business owners and community leaders about their successes and challenges and highlighting the resources available in the West Michigan business community.
In this interview, we spoke with Robin Burns of Family Business Alliance, a member-driven organization with a mission to create a connected community of successful family businesses across West Michigan, fostering peer learning, and authentic relationships.
RM: Tell us a little about what your organization does and how it got started.
Robin Burns: What began 20 years ago as a small initiative of a few family business leaders has become a thriving, independent organization: Family Business Alliance (FBA). FBA is a member-driven nonprofit founded on the principal that family businesses are stronger together when they share and learn from one another.
Through peer support and expert-facilitated programing, FBA fosters meaningful connections between family business professionals and addresses the unique challenges of leadership, governance, and succession planning.
FBA exists for the entrepreneurs who took the leap, the leaders committed to guiding both their people and their families forward, and those who are ALL IN on building something that endures for generations.
How has your organization changed since you first started out?
Robin Burns: Membership has grown to include nearly 200 family-owned businesses in West Michigan. In recent years, we have expanded to include multi-session programming, where subject matter specialists lead focused discussions, introduce research-based frameworks, and support meaningful peer exchange. While these programs have grown in depth and structure, they remain rooted in what matters most: meaningful peer learning and shared experience.
Originally focused in Kent County, we now serve family businesses across Muskegon, Ottawa, and Kalamazoo counties.
What makes you passionate about what you do?
Robin Burns: Family business has shaped my life from an early age. As a child, I spent summers bussing tables and filling in shifts at my parents’ restaurant. After college, I later became “married in,” taking another seat at the family business table as a supporting spouse. Across each chapter, I’ve witnessed firsthand the dedication, sacrifice, and long-term commitment it takes to fuel an entrepreneurial dream, support a family, and honor a legacy.
I believe deeply in the power of family businesses to create lasting impact and economic stability—not only for the families and employees they support, but for the entire West Michigan community. Family enterprise is more than a reflection of hard work; it is where values are passed down, relationships are strengthened, opportunities are created, and stewardship guides decision-making.
The work of family business leaders matters—to our economy, our neighborhoods, and to everyone who calls West Michigan home. I am honored to support these leaders and to serve as Director of Family Business Alliance.
What’s your approach to customer service and connecting with the community?
Robin Burns: “Seek first to understand, then to respond” is at the core of my approach to customer service. Taking the time to truly understand the experiences and perspectives of the person in front of you allows you to respond with purpose and impact. Only then can you offer meaningful support.
At times, your willingness to listen and respond thoughtfully builds trust and establishes you as a reliable resource. When deciding how to engage within a community, consider your availability. Visibility paired with genuine engagement creates lasting connections. The experiences you gain are ultimately shaped by the effort you invest.
How do you plan to grow or adapt your organization for the future?
Robin Burns: To sustain and strengthen the vital network of family-run organizations across West Michigan, we will continue to expand our outreach to include Muskegon, Ottawa, and Kalamazoo counties. We aim to ensure that family businesses throughout the region have access to meaningful connections, trusted resources, and peer-driven learning.
Are there any local organizations or networks that have been particularly helpful for you in building your business?
Robin Burns: As an independent affiliate of the Grand Rapids Chamber, we are part of a broader network of professionals deeply committed to strengthening West Michigan businesses and our community. As colleagues, united by a shared dedication to the region, this relationship provides valuable operational support and meaningful opportunities for collaboration.
Our local partner organizations play a vital role in our mission by delivering meaningful insight, education, and resources through workshops and programs. Their partnership strengthens the families and enterprises we serve, ensuring our members have access to trusted expertise across every stage of their journey.
