The Origin of GeeWay: What Is The GeeWay Movement?

The GeeWay Movement is a legacy sub-brand, born from the ashes of loss and resurrected by divine purpose into something far greater.

It’s a story of grief and darkness transformed into light, and a mission to make sure no name, pain, nor purpose gets buried with the ones we lost.

Every piece in this collection carries a name, a spirit, and a story. This is where GeeWay began…

When Gerard “Gee” Keelen passed away, those who loved him began saying “GeeWay” not just as a phrase, but as a way of honoring him. It embodied his spirit, character, and the way he lived life. This was more than just words, it was a tribute, a reflection of the impact he left on all of us. What started as a simple saying became something much deeper and more meaningful.

God had a bigger plan in store. He blessed me with a vision and a purpose, giving me the privilege of creating something deeply personal and turning it into a source of inspiration for others. Before Gee’s passing, he always supported my dreams. He believed in me and encouraged me to follow my dreams and help me pursue a business. Little did I know, the dream I had would evolve into a brand that carried his legacy, tying his memory to something far greater than I could have imagined. What began as just Beyond Genetix, expanded into The GeeWay Movement- a sub-brand and a legacy grounded in resilience, hope, and purpose.

The responsibility of bringing GeeWay to life was heavy, but it was a weight I carried with gratitude. I was entrusted by God with preserving Gee’s spirit and deciding how it would be shared and presented to the world. The logo, adorned with angelic wings, represents the essence of Gee’s spirit and the profound love he left behind. Every element was thoughtfully designed to honor his legacy, reflecting the depth of his impact and the power behind the movement carrying his name. This wasn’t just about building a brand, it was about building a legacy that would ensure his name and his light would live on.

I’ve poured my heart into this because I know the pain of losing someone you love and the weight of regret and grief. But I’ve also learned the beauty of transforming that pain into purpose. As I poured myself into this project, GeeWay became more than just a saying… it became a lifestyle, a purpose, and a reflection of the values Gee embodied. I realized I wasn’t just creating a movement, I was living it. The business Gee dreamed of helping me pursue had grown into something bigger, something tied to his memory. Every step I’ve taken with GeeWay feels divinely aligned, as if this path was meant to honor both him and the lives we hope to touch.

When I think of Gee and the profound impact he had on everyone around him, I feel a deep sense of responsibility. This movement isn’t just for him, it’s for the countless people who need a light in their darkness. It has become a beacon of hope for those who feel lost, alone, or in need of support. Whether through the brand itself or promoting mental health awareness, the movement seeks to remind people that they are seen, heard, and valued. The GeeWay Movement is my way of saying, “You matter. Your life matters.”

Every step I take with The GeeWay Movement is guided by love. Love for Gee and love for every soul this movement was created to reach. I know Gee would be proud of what this has become. And even though he’s not here physically, I feel his presence in all success and every life this movement touches.

The GeeWay Movement is a promise, a promise to honor the life of Gerard Keelen and a promise to continue making an impact in the lives of others through the brand. It’s more than a movement. It’s a legacy.