FOR OVER two decades, Matt and Ashley Davis have built a life defined by faith and a commitment to their family and community. Their marriage, which began in 2003, has grown alongside their deep investment in their community, shaping a life defined by purpose and service.
Their story begins in Lincoln County, where Matt opened his first business, Howell Hill Grocery. At the same time, Ashley worked in the medical field as an office manager and nurse for Dr. Karen Tidmore, Dr. Heath Henbest, and Dr. Karen Williams. Early in their marriage, they encountered a challenge that would forever shape their family: the birth of their twin daughters, Sadie and Josie, at just 29 weeks. The girls spent three months in the neonatal intensive care unit, and despite the demands of their jobs, Matt and Ashley did not miss a single day by their side. In the years that followed, their family grew with the additions of Macie and Reece.
After selling their grocery store in Fayetteville, the couple purchased their first Franklin County business, Davis Market 1. Ashley stepped away from the medical field to help run the store, and for the next 11 years, the family built a reputation for reliability, hospitality, and service. They eventually expanded, purchasing Davis Market 2, which they operated for five years. Though they sold both stores, hoping to slow down, life had other plans. In August 2024, they purchased Winchester Small Engine, following Matt’s family legacy, and soon after, they acquired Mass Appeal Fitness and later Mass Appeal Tanning.
Both Matt and Ashley come from deeply rooted local families. Matt was raised in New Market, Alabama, where he grew up in his parents’ business, Winchester Small Engine — a shop owned by Ray and Carolyn Davis for more than 30 years. Surrounded by grandparents, aunts, uncles, and cousins, he learned the value of community, loyalty, and hard work at an early age. Ashley, born and raised in the Alto and Oak Grove area, grew up near her extended family — grandparents Junior and Tine Smith, parents Phillip and Laura Stephens, siblings Jeremy, Dylan, and Paige, and a close-knit circle of relatives across Franklin County. She always knew she wanted her own children to grow up near the same kind of family support she enjoyed.
The couple’s longstanding investment in local youth is one of the most defining aspects of their story. “Most people do not always have money, but we all have time we can give,” Ashley said.
Matt began coaching Upward basketball when their daughters were 4 years old and has continued coaching recreational, elementary, and travel teams ever since. His study of the game and dedication to his players have shaped the lives of countless young athletes. Many still approach him years later to share memories and express their gratitude. His goal has always been to teach young people that hard work and commitment can open doors, on and off the court.
Their support for young athletes extends far beyond the sidelines. Throughout the years, they have donated money, purchased uniforms, provided transportation, and ensured that underprivileged children in the community had what they needed to participate. During their time coaching at Decherd Elementary, they personally supplied all new uniforms for the basketball teams. Their heart for youth continues today through their partnership with “We Live for Riv,” a ministry that reaches teenagers struggling with mental health, suicidal ideation, and bullying. Mass Appeal Fitness will host biweekly gatherings every other Saturday at 4 p.m., creating a safe space for teens to learn about Christ and find support.
Ashley has also given tirelessly through her volunteer work. Serving on the Decherd PTO, Basketball Backers, and Gator Athletic associations connected her with families and youth across the county, forming lifelong friendships.
“Being part of something that benefits the youth is something we can all do,” she said. “Schools always need help and volunteer time.”
At the heart of every decision they have made are their children: Sadie and Josie, now seniors; Macie, a freshman; and Reece, an eighth grader at Huntland. After years of uncertainty about whether they would ever have children, every moment with them has felt like a blessing. Their children have been involved in each of the family businesses, learning the value of discipline, teamwork, and responsibility.
Running multiple businesses is demanding, but Matt and Ashley have never shied away from hard work. They hope the legacy they leave for their family and employees is one of integrity, generosity, and perseverance. Their faith has been the firm foundation of their lives, and they credit the Lord, along with the support of their church, Oakley Baptist, and pastor Josh and Andrea Henderson, for guiding them through every season.
Today, the Davises continue to invest in their community through the three small businesses they operate. At Winchester Small Engine, they’ve created a place where neighbors can rely on trustworthy service — whether it’s equipment repair, maintenance, or simply honest guidance on what they need.
Their work at Mass Appeal Fitness reflects their commitment to promoting health and connection, offering a space where people of all ages can pursue wellness, take classes, or simply feel supported in achieving their goals. The gym will soon relocate to a new home on Tullahoma Highway, expanding what it can offer to the community.
They also operate Mass Appeal Tanning, a welcoming space where customers can enjoy tanning services, red light therapy, spray tans, and a selection of boutique items. Across each venture, the couple prioritizes relationships, dependable service, and creating places that help the people of Franklin County feel cared for. Through every endeavor, Matt and Ashley Davis remain committed to faith, family, and the community that has supported them for so many years. GN
