Fifteen years ago, a simple but powerful mission was born: “Help the good guys do more good.”
Choose901 is so woven into Memphis life now that it’s easy to forget how it started. For many, especially younger Memphians, it might feel like it’s always been here, like part of the city’s DNA. But the truth is that it took a whole lot of vision, hustle, and heart to build. Every post, every campaign, every tee was created with one goal in mind: to lift up Memphis and the people who call it home.
You may know Choose901 as your go-to spot for good vibes, city pride, and can’t-miss Memphis moments. But here’s something you might not realize:
Choose901 is a campaign of City Leadership—a Memphis-based nonprofit.
That’s right! Every heartwarming headline, every community connection, every moment of Memphis magic shared through Choose901 exists because City Leadership was brave enough to dream big for this city.
Our campaigns aren’t random projects; they’re all created, developed, and nurtured under the City Leadership umbrella. They exist because a nonprofit organization believed in Memphis, invested in leaders, and chose to amplify every ounce of good happening around us.
THE NONPROFIT BEHIND THE MOVEMENT
When we started in 2010, City Leadership was just a small team with a big vision. With just three full-time employees (and a lot of hustle), we set out to serve Memphis leaders, nonprofits, and neighborhoods.
Fast-forward 15 years—and what began as project-based consulting has grown into a movement touching thousands of lives.
Here’s just a glimpse at the milestones that made us:
- 2010: City Leadership launches to “Help the good guys do more good.”
- 2012: Choose901 is born, helping Memphians invest and enjoy their lives in the 901.
- 2013: Teach901 rolls out to support the heroes teaching our kids.
- 2015: Choose901 Merch hits the streets—giving Memphians fresh ways to rep the 901.
- 2016: Serve901 builds a bunkhouse, hosting thousands of volunteers ready to serve.
- 2017: Choose901 Alumni launches to help grads thrive long after the diploma.
- 2019: Give901 introduces a new way to invest directly into programs that support Memphis teachers, schools, and mentors. .
Each campaign, each project, each step forward—it’s all been about building a city that grows, improves, and loves harder every day.
WHAT’S NEXT?
Today, we look back with gratitude—but we also look forward with excitement. City Leadership is just getting started. The next chapter is full of even bigger dreams, deeper impact, and a stronger community spirit.
We believe Memphis deserves the best—and with your help, we’re going to keep showing up, keep building leaders, and keep believing in this incredible city.
