"THE ROCK" Church

What "THE ROCK" Church does

"THE ROCK" Church, operating as Rock City Church, is a non-profit evangelical Christian ministry headquartered at 2545 Valleydale Rd, Birmingham, Alabama. Founded in 2009 by Pastor Michael McClure Jr. with 18 attendees at the Fairfield Civic Center, the church now operates three Sunday services (8AM, 9AM, 11:30AM) and runs a full-stack ministry ecosystem: Rock City Kidz (6 months to 5th grade), Rock City Youth (middle/high school), daily digital devotional DEVO Energy, midweek All Access discipleship, City Life small groups, The 12 volunteer teams, the Pathway To Purpose onboarding course, and three annual conferences (YTH, Worship, Marriage). Pastor Mike Jr.'s nationally recognized gospel music career (28 Stellar Awards, Dove wins, 4x Stellar Artist of the Year in 2025) functions as the ministry's primary brand engine and audience-acquisition channel.

The ministry is supported by an off-the-shelf technology stack rather than proprietary systems: a Squarespace CMS website (therockcity.org), Church Center for event registration and forms, YouTube for live streaming under @RockCity_TV, MobileAxept for mobile/text giving, and a Shopify-powered merchandise storefront. Distribution is hybrid — one physical campus supplemented by global digital reach via YouTube, Instagram (pastormikejr, _she_rocks), SMS keyword "ROCNATION," and downloadable digital resources such as the P2P workbook.

The business model is donation-funded: revenue derives entirely from voluntary tithes and offerings, with giving channels spanning in-service collection, online/MobileAxept giving, and SMS giving. The church does not publish financial figures. Customer base is individual congregants (general community, seekers, men, families, youth) rather than enterprise clients, and growth is described in source material as "thousands added each year," with the ministry branded as one of the fastest-growing in the United States.

Name

"THE ROCK" Church

Legal name

The Rock City

Website

https://therockcity.org

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Rock City Church is a Birmingham, Alabama-based non-profit evangelical ministry founded in 2009, offering weekly Sunday worship, age-specific children's and youth programs, daily digital discipleship, and seasonal conferences funded by congregational tithes and offerings.

Ownership category

akta.pro rank

Product category

Religious Services / Church Ministry

NAICS

Religious Organizations (8131), Religious Organizations (81311), Religious Organizations (813110)

SIC

Services-Social Services (8300)

akta.pro primary industry

Local Congregations & Worship Communities (Churches, Mosques, Temples, Synagogues) (BPAGAJAA)

akta.pro secondary industries

Faith-Based Social Services & Community Outreach (Food Pantries, Shelters, Counseling) (BPAGAJAG), Faith-Based Education & Formation (Seminaries, Religious Schools, Catechesis) (BPAGAJAD)

Keywords

• Church worship services
• Youth ministry programs
• Digital discipleship content
• Community small groups
• Christian conferences

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Tithes and Offerings: The church generates revenue through voluntary tithes and offerings from congregants, with giving options including text giving (TEXT ROCNATION TO 28950), online giving through MobileAxept platform, and in-person giving during services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Rock City Church provides weekly Christian worship services, multi-generational ministry programs (children, youth, adults), digital daily discipleship content, volunteer teams, community life groups, spiritual growth courses, baptism services, and seasonal faith conferences. Offerings are delivered in-person at the Birmingham, Alabama campus and online through YouTube streaming and digital devotional channels, supported by tithes and offerings from congregants.

Product overview

Rock City Church offers a unified ministry platform consisting of weekly Sunday worship services, digital discipleship programs (DEVO Energy), volunteer team opportunities (The 12), community life programs (City Life), and age-specific ministries (Rock City Kidz for children, Rock City Youth for students). The church also provides structured spiritual growth through Pathway To Purpose (P2P) courses and midweek ALL ACCESS discipleship experiences. Seasonal conferences including YTH Conference, Worship Conference, and Marriage Conference provide focused transformational events. An online merchandise store complements the physical ministry offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Rock City Kidz: Children's ministry for ages 6 months to 5th grade, equipping children with knowledge of the love of God
• Rock City Youth
• DEVO Energy
• The 12
• City Life
• All Access
• Pathway To Purpose (P2P)

Products and services

• Sunday Worship Services Weekly Christian worship services featuring powerful worship music and life-changing messages, held three times on Sundays at the Birmingham campus, with simultaneous children's and youth programming. Designed for congregants, seekers, and visitors.
• Rock City Kidz Sunday children's ministry program for ages 6 months through 5th grade, equipping children with knowledge of God's love, love for people, and making a difference. Services run simultaneously with adult services.
• Rock City Youth Youth ministry community for middle school and high school students focused on belonging, believing, and becoming who God created them to be, delivered through Youth Group Nights and seasonal events.
• DEVO Energy Daily digital devotional and discipleship experience delivered Monday through Friday at 7:21am CST via text and social media, designed to deepen the prior Sunday's message and foster community conversation.
• ALL ACCESS Midweek Discipleship Midweek discipleship experience helping attendees grow deeper in faith, engage in real conversations, and build meaningful community beyond Sunday services.
• Pathway To Purpose (P2P) Spiritual growth course for new believers and new members that establishes foundations for abundant life, freedom, and purpose at Rock City, including a downloadable workbook.
• City Life Community program helping people thrive in relationships, work, health, and faith through dynamic events, meaningful outreach, and life-giving groups.
• The 12 (Volunteer Team) Volunteer serving program connecting members to serve in areas including greeting guests, community service, children's ministry, and creative functions, turning faith into action.
• Baptism Baptism ministry for individuals who have repented of sins and are ready to publicly declare their faith in Jesus Christ, with online registration via Church Center.
• YTH Conference Seasonal faith-filled conference for students focused on identity, belonging, leadership, and living out faith in everyday life.
• Worship Conference Conference designed to align worship culture, intensify God encounters, and equip worship teams to create environments for experiencing God's presence.
• Marriage Conference Transformational conference focused on strengthening marriages through spiritual growth, emotional health, and practical communication tools.
• Rock City Merch Store Shopify-based online merchandise store selling Rock City branded apparel and accessories.

Quantifiable outcome

• Church planted in 2009 with 18 people, growing to thousands added annually

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Expansion highlights5 records

Direct peers

• Gateway Church: Large Texas-based multisite church with flagship conferences and pastoral personality-driven brand; comparable in growth narrative, conference IP, and digital outreach.
• Relentless Church: John Gray-led African-American majority megachurch with a music-and-pastor-driven brand, multiple services, and a focus on community outreach - very close analog to Rock City's positioning and audience.
• Church of the Highlands: Largest church in Alabama, headquartered in Birmingham. Most direct local peer in geography, size band, and target demographic; competes for the same Birmingham-area attendees and uses a comparable multi-campus, small-group model.
• Elevation Church: Steven Furtick-led multisite church known for high-growth trajectory, digital streaming, and a strong pastoral brand - structurally similar to Rock City in being pastor-driven, fast-growing and digitally savvy.
• New Birth Missionary Baptist Church: Large Atlanta-area Black Pentecostal/charismatic megachurch; comparable denomination-adjacent audience, multi-generational ministry programming, and conference-led growth model.
• Fellowship Church: Ed Young-led multisite church with digital-first DNA and live-streamed services; directly comparable in using streaming, text-to-engage, and creative services to reach unchurched audiences.

Broad incumbents

• North Point Ministries: Andy Stanley-led multisite network in Atlanta; comparable operating model (multiple adult/children environments, strategic teaching emphasis) and similar growth-through-discipleship positioning.
• Saddleback Church: Long-standing California megachurch known for Purpose Driven model, conferences, and church-planting network - comparable scale, governance and multi-program ministry portfolio.
• Lakewood Church: Joel Osteen-led megachurch in Houston with one of the largest weekly attendances in the U.S. and a global broadcast reach; comparable scale and television/digital distribution model to The Rock City's aspirations.

Emerging players

• Bethel Church: Redding, CA-based charismatic megachurch with strong worship-music and conference IP (Bethel Music, WorshipU); directly comparable in marrying a worship-music brand with pastoral authority.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@RockCity_TV/streams

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about "THE ROCK" Church