Spiritual Calling | Kingdom Leadership Workshop | October 2026

Meet Gina Roach, CEO of Beatatenbo Companies and longtime champion of people, culture, and kingdom leadership.

Gina has led through organizational seismic shifts, cultural refinement, and executive level challenges that every

leader in this room will recognize. She carries a rare combination of professional rigor, a relational focus that never misses a moment to celebrate

and elevate others, and discernment that clears the path, revealing what becomes possible when a leader sets aside pride

and self-reliance and invites God to restore and direct, enabling the focused pursuit of kingdom purpose. She embodies

what every leader here is pursuing. The courage to surrender, the obedience to move, and the conviction that God belongs in every decision we make.

Please welcome Gina Roach.

[applause]

Hi y’all and welcome to West Texas, Leach, Texas. I just uh I always think about when people hear that they’re

coming to like a workshop or conference here. I just always wonder what your first thought is like. Did you even know where Leach was on the map uh sometimes?

So, we’re just really honored that you would take time uh to travel here and be with us. And y’all are from all over.

And so, I just want to personally say thank you. I’m actually not a Le girl girl. I’m not a West Texas girl. I grew

up about three and a half hours east of here in a town called Witchaw Falls. Texas on the Oklahoma um border.

And I grew up in a very workingclass family. My dad, we were actually military, so uh I grew up at Shepherd

Air Force Base. We lived on base most of my life and then right off base because that’s what military families do. You like to all kind of be together, you know.

And I just remember as a kid uh when we moved off base, we moved on to Randolph Drive because anyway, milit if you’re a military person, you just get that.

Every street we had was named after a military base and so we lived on Randolph Drive and we I lived in a culde-sac and I remember my friend Annie

like she always loved to play with babies and Barbies. That’s what she wanted to do. But when Annie would let

me decide what we were going to do, I would run my own Blockbuster and with my own like toy register and

Monopoly money and that’s what we would do. And I don’t know why a blockbuster.

U maybe it’s because we really had all those VHS tapes that you had to have in the 80s. And so that was kind of the transaction that we could make. And then

when our parents kicked us out of the house and we were in our culdesac, we would ride around on our bikes and I would turn my mailboxes into

drive-thrus. And they were always McDonald’s drive-throughs. We were not a very healthy family. And so, but that’s where transactions would happen. Like I

would put stuff in our mailbox and then she would leave the little Monopoly money and this is what we would do. Um, and I was so giddy to turn 16 and not

just because I could drive. I have a 15 and a halfyear-old right now and she cannot wait for the moment that she can officially have her license, you know,

and her freedom. And I was giddy for that. But I was like most excited to fill out an application for a job at a

little store called Gad Zuks. And some of you are too young to know what that store is, but they were all over the

mall. And that was like the job you wanted. And I had a friend that was a year older than me and she worked there and she’s like, “Hey, we get like 40

applications for every two jobs. So, you need to fill it out as quickly as you can.” And so, the day I turned 16, I

showed up with that application ready to work. And that just kind of tells you a little bit about me. But as I uh grew

older, that wasn’t really something that was celebrated in my life. Actually, I remember in college so many of my

friends were like dreading finishing school because then they had to start work. Uh my I my siblings are all quite

a bit older than me, like 15, 14, and 12 years older. And I remember my sister that’s 12 years older. Um she was like

35 at the time. And she looked at us and she goes, “I just cannot wait to retire.

I’ve just worked so long. I’ve worked so hard.” And I’m looking at my oldest sister and it’s what my kids would say now. I’m like, “Get a load of this guy.”

Like, “What is she talking about?” I mean, I that blew my mind. And it’s because my husband would tell you, if you know me, he’s like, “Gina’s going to

work till the day she dies. Gina loves to work.” But honestly, I didn’t feel like that was something that was good or

admirable or worthy uh most of my childhood because everything around me was telling me that work wasn’t that

wasn’t a good thing. That wasn’t what I was supposed to be excited about. But here’s what happened for me. I opened this book, the book, and I started

learning some things. And this is one of them. And so just right when you open it, the first words in the Bible are this. In the beginning, God what?

He created.

And I’m like, wow, that’s how he started. There’s a lot of things that God could have done first, but in the beginning, God created. And so he he

built things. He made things. God is a worker. I mean, that told me that God is a worker. And it’s like, okay, Gina, in

case you didn’t get it, just a little bit down the way in Genesis 2 two through three, it says this. God is talking about right these healthy

rhythms and and rest and work. And he says on the seventh day, God finished his work. So I don’t have to understand

what it is. He calls it work here that he had done. He rested on the seven day from all his work. You know, and then the third verse he said God rested from

all his work that he had done in creation. Three times talks about work.

God is a worker. And that changes everything for me. But don’t miss what happens to right before this. Was

fascinated by this. You know this is after God has finished making creations on day six. He said he saw everything that he had made and behold it was very good.

God wasn’t just a worker. He delighted in his work. That was pleasant to him.

That was a good thing to him. And I just want you guys to know that as we continue on because that’s kind of the

big picture of the overarching time together. This is important that we know this message. And I told you I grew up

in Witchaw Falls, Texas. This is not u my band that I grew up with, but similar.

And in small Texas towns, they have drill teams. They’re call them dance teams now. Um, but I was on the dance

team. And I was a Burke brunette boom town babe. My husband loves to talk

about that. If you see him this week, you just love to start up a conversation about that. Um, but the part that I

remember about being in that drill team is you have a spot. Just like this individual, everybody has a spot. You have a task. You have a place that

you’re to be. You know, on this count, you need to be passing this person. You need to do this thing. And sometimes in our work, we can get caught up in these

little mundane details that we can miss the bigger picture. And I had to put Mahomes up here because I just left Kansas City. We have our friends from

Kansas City at Arise Homes here [laughter] and got to see Mahomes uh play with the Chiefs. But really, I just want us to remember this this whole

week. This is the overarching theme for us. God is a worker and work mattered to him. And it should signal to us that our

work matters. We should believe this really when we leave here, we should believe it to our toes that our work matters. I would tell you if I could

look at how you spend your time, I would know what is important to you. I could look at your calendar and tell you what’s important and what matters to

you. And so it’s like if we take that and we apply that to God, well, let’s look at how much of his time he spent

working six days resting one. The ratio there is six to one. Do you think that

work is important to God? That tells me it was that work really, really matters to God. But the world has tried to feed

us this lie. And that’s what the enemy does, right? He He makes bad things look good and good things look bad. And I

just don’t want any of us here to believe the lie that the enemy is trying to tell us that work is bad, right? And

leisure is good. That that’s this all happened, right, centuries ago. But we know that work was part of God’s

original design. And as we continue in Genesis, we see this. You know, God forms the man, breathes life into him,

becomes a living creature. And then it says, “The Lord God took the man and put him in the Garden of Eden to work it and

keep it.” You see, work came before the fall. Before sin entered the world, God gave us work. Work was a blessing. It

was a gift that he gave a responsibility uh for man, right? But it says uh in scripture sometimes we think that work

is cursed, but it says the ground is cursed. Work isn’t cursed. Work is a gift that God gave every single one of

us. But this lie has happened uh to the workplace for so long that our work is

secular or separate from God. And I love it that daughter of mine that I said is 15 and a half years old. She’s the one that was in the video going, “I want to

be a cooker and an artist and a singer.” And she hates that video now. Um, she can’t carry a tune in a bucket like her

mom. So, it’s like that wasn’t going to happen.

But we have believed this lie that work is separate from God. And we actually have started to compartmentalize things,

right? like we say, “Okay, well, I’m going to express my faith at home with my family or in church, but not at work.” And even the world is trying to

tell you that you can’t do that. It’s it is telling people that. I mean, this lie is so deep. Um, I will never forget, we

have a biblical teacher on staff, Marcus Murphy. I’ll never forget the one day he shared with us. He said, “You know, a young Hebrew child would have never known the word secular.

That’s not even something that they could have comprehended actually. You know, there there would be no understanding because they knew that nothing was separate from God.

Everything was created by God.

Everything was his. And so, we have to refuse to believe this lie because if it’s all his, then God designed that our

faith would be integrated into every part of what we do, every part of our lives. And so I hope that that is

exciting to you because I once heard a pastor say work isn’t paradise lost. It was actually a part of paradise to begin with. I mean it was in the garden.

Scripture says that in the garden of Eden man got to work. It was such a gift. So it’s just part of paradise. But

as we continue to look at this scripture, there was a moment here during our time at beatenbo companies

where this little word work. It kind of shifted everything for me. That young girl not knowing why I was excited about

working. I’ve had lots of jobs over time and I feel like this was the hinge that opened the door for the why for me. And

it was this little word because in Hebrew that word there for work is called avoda

which in Hebrew simultaneously means work, worship and service. And all of a sudden I’m like it’s illuminated like

now I know why why did I have such a desire for this? Because God put it in me. And so that’s avo. And if you can read Hebrew then there it is too.

But here’s what’s fascinating, that word worship. So go to Pharaoh, say to him, “Let my people go so that they may work

for me. They may serve me. They may worship me.” To God, it was the same.

Maybe you have this one in your home like so many of us. But as for me, in my house, we will aod Lord. We will work for the Lord. We will worship the Lord.

Wow. of and of course man would need three words to say one thing that God uh has to say. But man, that changed

everything for us. All of a sudden, we understood ourselves even more. God is a worker. Work matters. And your work can

be a blessing and it can honor and glorify God. And that’s what we’re going to spend so much time this week talking about. Just really practical things.

Look, we aren’t philosophers. We say this all the time. We’re not academics.

We’re just practitioners. And so we’re going to tell you stories as we go along this week, you know, and that word vocation or vocational ministry was up

there. And sometimes even vocation is just used like as an occupation or maybe a role that somebody is employed in. But did y’all know that the Latin root for

that word is actually vocari, which means to call, right? This implies like a summon or some sort of invitation. And

that’s what this week is for you. It’s an invitation for transformation to do something different. And and that’s why

I’m here to get us started for this week because your work in the marketplace is a spiritual calling. We believe that

wholeheartedly. Do you? And if you don’t, why not? And you got to wrestle with the Lord on that one. Because what

we run AC across most is a misunderstanding that ministry only happens in the churches or like in other places, right?

But look at Jesus’s life. When we look at that, we just see something so different. You know, most of his ministry was in

everyday places. I once heard that the kingdom of God is between your two feet.

So then everywhere you go, there goes the kingdom. And that really was kind of what Jesus did. He was just walking and talking about the kingdom all of the

time. He would be found in fishing boats, um, dinner tables, rows, right, as he’s walking with people, markets.

I remember last year my husband and I, we were in Greece and Turkey getting to walk in the footsteps of the Apostle Paul. And it was fascinating to see that

oftent times, where was Paul? He was in the agora, which was like the city center where market, place, and form

activities happened because that’s how this goes. The kingdom has to show up where the people are. And guys, a lot of those people are in your businesses.

They have to go to work. We have to go to work to sustain our lives, right? To care for our families. They are at work.

I looked this up. The average person will spend more than 80,000 hours at work.

That is 10,328 hour work days in your lifetime.

[snorts]

That’s only if you work 40 hours. Okay, that is a lot of your life. But here’s the beauty for us. It is a lot of

opportunity to love and care and lead people to the king when they’re in our care. So your workplace is not separate

from God. It’s just waiting for him. The people need him. So there is no divide.

You know, everything is spiritual. Rick would always say that everything is spiritual. It’s just by what spirit is it being led, right? And so if you are

led by the Holy Spirit and desire to truly see the kingdom come like right where you’re at, then that means right

there your work is a spiritual and sacred assignment.

God has placed you there on purpose for a purpose. And you probably know that.

But man, he is calling us to rise up. He is calling us to rise up and take new authority. But this doesn’t in any way

diminish the role of the church or bring down the calling of a pastor. And I want to say that so loudly. This is about

inviting up and inviting people into the calling for business leaders, for educators, for nurses, for stayathome

moms. Okay? This is just about inviting us to rise up. It’s not about less church. It’s actually about more church

in more places. My pastor, he understands this so much. You know our church, one of our core values is Mondays matter.

He understands that the church is not confined to a Sunday. It is unleashed on Mondays. Wherever the people are going

becomes unleashed. See, for us, it shows up at 3 p.m. on a Wednesday, right? Or a team huddle on a Friday

morning. And so, he’s just asking us to rise up and step into our spiritual calling.

And the video told us which great voiceovers, great voices on the voiceover, Casey. I really like those two people’s voices. Wink wink.

But Jesus said, and Jesus said, “Seek first about only one thing.” The video tells us that. And

so that’s the kingdom. So if the kingdom was his top priority, we talk a lot about priorities here. Do y’all talk

about those? Like how are we prioritizing things? It’s the most important thing that we’re doing right now. And Jesus said, “Seek first the

kingdom.” That was his top priority. So, shouldn’t it be ours?

And so, for us, seeking the kingdom in our business, this is what it’s meant. I want to just kind of share stories about how that has really happened here for

us. And I would say first, it was surrender, like private surrender followed by a public declaration. This was in 2006.

Um, by the way, you heard we started in ’92. So, this is 14 years after God has even been had a little bit of time here.

He’s been allowed to be here uh in our company. This is in 2006. Rick stands before the company and just says, “Hey, this is God’s thing.

I don’t know what that means, but like I am surrendering it. this is God’s thing and so we’re going to let him lead it

even though I have no idea what that means and he did that man I I’ll tell you um the second part

was pursuit that team started pursuing the Lord like he goes hey we don’t know what that means and so what we’re going

to do is we’re just going to ask God about things big and small we’re just going to ask him what he wants us to do

and that was uh compared to do what they were doing before, which was kind of taking their own agenda and plans and asking God to bless it. Y’all done that before?

We have to repent of still doing that today. But you see, the kingdom isn’t simply like a consideration to go alongside profitability or growth or hiring people or strategy.

It is the overarching priority that helps inform them all. And that’s how we view that here. And as we learn more about the kingdom and continue to pursue

God and his kingdom, it became obvious for us that although we have these what’s that we do, we build homes, we

brew coffee, we deliver building supplies, you know, although we have what we do could change, why we were

doing it should remain the same. an ex our executive group at the time about 10 people. We got together one time and we

said a hundred years from now what do we want people to know about beaten bow companies and then we put that in a purpose

statement because we didn’t want it to change and so that is what we did. We looked back and said, “What does this mean?” If we’re going to continue to advance God’s

kingdom, that’s what we want people to know about us. We want them to know that we loved God. And we tried to listen and

obey, just like that sticky note, um, or one of the sticky notes I saw recently said. Um, so simply put, we’re just a

ministry disguised as a home building company, disguised as a cafe, disguised as a title company. That’s what we do.

But each business has its own what. And so we’re going to define these so that as we’re talking about them as we go, it’s very clear. But your mission is

your what. That is what you do. But your purpose is why you do something. It is

the why behind all of the what that you’re going to do. Because your what can change over time, but your why should remain. Rick Bingbo would always

say, it’s like a backpack. You just carry it with you wherever you go. It’s always with you. And so for us, you can see these are the many whats that we do.

Each of these has their own mission statement because what you do at Elevate

Building Supply is very different than what you’re doing at 92 Bakery and Cafe.

Okay? So what they’re doing is different than missions, but they all are under the covering of one purpose here. And

this is it. to reveal God and his kingdom through our work in the marketplace. It’s why we have kingdom at work. It’s part it’s just part of that.

This is the first filter for us on every decision that our executive team makes.

And so your business or God’s ministry formerly known as your business because you have to surrender it to him if you

want his kingdom to advance should have a purpose far greater than profit.

And now prophet is not a four-letter word around here. It’s not a four-letter word, period. But it’s also not a four-letter word around here. You know,

we know that profit is good. We always say profit is like breath. You need a business needs it to survive. You have

to have profit. But kingdom businesses don’t exist for the sole purpose of profit. And neither do we, right?

Neither do we. But we need it to survive. We need it to survive. We understand it’s a tool in which we get

to use to advance God’s kingdom right here in the marketplace versus just writing a check you know to give for

people to do ministry over there. No, no, no. We are in the ministry business.

So why do you exist? You know what purpose has God given your business in the marketplace? You know because he is

calling you today to make your purpose a kingdom purpose in the market place. I have no doubt about that. That’s why he

brought you here. And you have to question that. And if you have one, I just encourage you to still think about that even more than you have. You know,

making sure that it’s right or right for this season. I’ll never forget about 15 years ago, a tornado ripped through

Joplain, Missouri. Some of you might remember that. And it destroyed something like 4,000

structures in Joplain. Rick Beatenbo was on the board of a ministry at the time and he was traveling there. And when

that happened, two people, the director and one of the board members called him separately and told him, “Hey, Rick, I

think that beatenbo home should come to Joplin, Missouri. They wanted us to help be a part of rebuilding this community that they worked in and loved so much.”

And so, you know, Rick has at this point, right, he’s surrendered. He said, “This is God’s thing.” and he felt like God was telling him to do that because these individuals didn’t know that they

had called. And so he’s like, “Wow, two people called.” And so he talked to his dad, Ron, and they agreed, “Okay, we’re going to start Beat Homes Joplin.” And

so what did he do? He came in to our all company meeting. There’s probably like 50 of us at the time. I don’t know. This room’s a lot bigger than how many

employees were there, I’ll tell you that. But he came to the whole company and he said, “We’re going to Joplain.” And y’all know if you if you’re growing,

right? Growth is fun. It’s exciting. You love that stuff. We all got excited and we started like looking at the community and what do we need to know? How do we market? How do you sell homes there?

What does that look like? I mean that we just got excited and then um they had a call with these two individuals and they got off the

phone and Ron and Rick, I love to hear them tell this story because Ron would say, “Gina, those boys were yawning on that phone when Rick was talking to them

because these were two very entrepreneurial type of people, pioneers.” and Rick’s going and we’re going to give you a laptop and a salary

and a phone and they were dying. That was like death for them. And as business owners and leaders, y’all know, right?

That sounds horrible to you. And uh Ron said, “These bucking broncos are not going to submit to our leadership

style.” And that caused Rick to really kind of go back and think about that and just pray about that. And the Lord just started talking to him and he said,

“Well, Rick, I thought this was my thing.” And he’s like, “Well, it is, Lord.” And he said, “Well, then I want you to give them everything that I have

given you. Freely give to them.” And he’d always say, “Everything, Lord.” And he said, “The Lord didn’t respond.” Because he he had already told him what

he needed to do. And so Rick did just that. you know, he went uh for a week

every month to go visit these individuals and help them start today what we know as Schuber Mitchell Homes.

And do you know I I mean leaders you’ll know but I haven’t had to stand in front of our group yet and go hey I know we promised you growth in this and we’re an

ESOP and so when we grow it benefits you really well too but like by the way actually ch God changed the plans and

instead of us like making anymore we’re going to give it all away and that’s literally what we did.

And down the road, uh, Damon Schubel, I’ll never forget, he called the marketing manager and he said, “Hey, Gina,

uh, he said, “Hey, was talking to Rick, we’re getting ready to sell some homes and, uh, he said to call you, you give

us the website.” I’m like, “Time out.” Uh, let me just rewind the story on the website before he gets the phone call.

About three years into this, we had found this organization. We went to the International Builder Show, which we always do. We saw this guy. He had this

really cool idea for websites, this whole online concierge thing. Cal and Brad know what I’m talking about. We got excited about it and he sold us a bill

of goods and it took a while to get that site and then once we did, the backend was a mess. And look, we believe in price transparency. So, it’s really

important that our pricing is dynamic for our customers. And this website, it just did not have the backend capabilities. So then we had to go get

another group to come in and help us with the backend. That’s like another $60,000 just to do that. By the time we got it all done, it was time for a new

website. And so then we’re like, we got to get rid of that. Scrap that thing. We got to get a new one. And all the while though, we had been using watercolor

pictures. It was like, no, no, no. Like the world’s moved to photo realistic.

And so then we had to get that for every single home and interiors. And then it was like, “We need new photos for our community.” That all to tell you, this

was hundreds of thousands of dollars at this point. And I’m on the other end of this line going, “Hey, Dave.” Yeah, that’s great, Damon. Hey, just give me a

minute. Let me let me uh give you a call back. I pick up the phone. I call Rick and I’m like, “Hey, Rick, this is

strange. Damon just called me and said I’m supposed to give him the website.” Like, I number one, I don’t even know how to do that.

How do you just give somebody your website, you know? And I’m like, I man, I don’t know if you know how much time and money like we’ve spent on this

thing. And I will never forget changed my life. He said, Gina, God told me to give them everything.

So, we’re going to give them everything.

You see, when you have a kingdom purpose, that makes a lot of sense.

And I will tell you leaders that is what happens when you walk this out. It changes things. Your people are watching.

I was listening and I was watching and it changed everything for me in an instant. I had never seen something like that because if I’m honest, all of my

thoughts were, well, if we give them this and if they this, well, what what if we end up in the same markets one day? I mean, everything I was thinking

about was like self-preservation for us, self-p protection for us. And I was walking in absolute fear. But my leader

was walking in complete faith. He knew a God I did not know at the time.

And that changed our story forever. And you know what? That wasn’t the last time he did it. Actually, our friends from Kansas City, they’ve been on the

blessing end and receiving end of that, as well as another home builder in uh the DFW kind of area, you know. And I’m

just telling you that’s how this stuff can practically play out in your work and the people are watching

and my faith grew exponentially because of that one phone call. We gave it all away and it’s been such a blessing. And

what I learned from that too, when you are just open-handed, which is such a kingdom thing, that is God is it’s there’s abundance in the kingdom. And I

learned that there because number one, God didn’t subtract a thing from us.

And it wasn’t just about addition for him. He multiplied things. He has multiplied things through Schuber Mitchell Holmes that we could have never done. We would have limited his impact.

We couldn’t have advanced the kingdom the way that it has. And here’s what’s really sweet.

We both reside on the top 100 homebuilders list.

I mean, they stand on our shoulders, but look at that. Look at what they’re doing.

That’s another one of God’s ministries in the marketplace disguised as a homebuilding company.

Their people are care. I mean, you just get ready. You just get ready for the rest of the week. I don’t want to give you all the all the things that we’re going to talk about, but man, God took

nothing from us. We grew. We grew. We don’t even know how God does this, you know. But as we continue to have the

courage to make our purpose statement, the first thing that we seek, the first thing we think about, the first filter,

God is honored through it. God is honored through it. And so this is just my challenge for you. you know, want you

to invite God to use your work for his purpose and step in to your spiritual calling. And we just pray that you have the courage and the boldness to do that.

You know, right now, here’s what’s fascinating. There is no beaten bow here.

Ron and Rick beatenbo uh Rick passed away in 2023.

Ron passed away eight years or eight months later in 2024 in August of that

year. And so this is what legacy looks like. Now we are the ones stepping up, rising up to the spiritual calling. And God is still calling us to new things.

He is convicting us of new things that we have never done here before. And so I just invite you to do this and watch

what God will do in your business. And so Father, I just lift up every single business in here. God, I thank you for

every role that you have given us. Lord, like you have so many titles.

Rabbi, you know, teacher, shepherd, like God, you have so many titles and not one is better than the other. And so we

thank you for the roles that you have given us to play in the kingdom, God.

And we just I just pray fresh revelation, this fresh fire that just kept coming to me today during our prayer time. Father, we just want this

fresh fire. And we just want to flame things into existence that have just maybe been there just like kindling,

God, for your Holy Spirit to just work during this time. We thank you, God, for the gift of work. We thank you for that each position you’ve called us into and

that um that work is a blessing. And God, would we see it that way? Would we see it as an opportunity that you have

given us to bring your kingdom right where we are? I thank you for this group that has surrendered and committed this

time. They devoted this time, Father, just to be in your presence.

And I know that that honors and glorifies and pleases you so much, Lord.

And so we just say our hearts are open, Father. Our minds are open. We’re here, Holy Spirit, to receive from you this

week. We just bless your name, Lord, in Jesus name. Amen.

[applause]