Michigan Fitness Foundation

What Michigan Fitness Foundation does

Michigan Fitness Foundation (MFF) is a 501(c)(3) private nonprofit founded in 1994 and headquartered in Lansing, Michigan, that operates as the fiscal home for the Michigan Governor's Council on Physical Fitness, Health and Sports. The organization delivers a portfolio of physical literacy, nutrition, active transportation, and community wellness programs across all 83 Michigan counties, leveraging a network of 2,200 partner sites that reach approximately 4.6 million residents. Its customer base spans K-12 schools, mission-driven nonprofits, SNAP-Ed eligible populations, and Michigan communities more broadly.

MFF's core products are EPEC Moves, an evidence-based K-5 physical literacy curriculum delivered via epecmoves.org and aligned with SHAPE America National Physical Education Standards (rebranded from EPEC PLAY in 2024), and EPEC Works, an integrated support services suite offering Administrative Backbone, Fiscal Stewardship, and Evaluation & Impact services to mission-driven organizations. The foundation also administers Safe Routes to School grant programs (Mini Grants up to $15,000 and Major Grants up to $300,000 per school), operates as a State Implementing Agency for SNAP-Ed in partnership with the Michigan Department of Health and Human Services, and runs signature events including the Labor Day Mackinac Bridge Run, Bike and Roll to School Day, and Walk to School Day.

MFF's revenue model is a hybrid of government grants and contracts (federal and state pass-through funding for Safe Routes to School via MDOT and SNAP-Ed via MDHHS), grant administration services, event registration and merchandise fees (including a Printify print-on-demand storefront launched in 2024), and professional services through EPEC Works. Curriculum access is offered on a freemium basis, with Michigan educators receiving a free one-year subscription to EPEC Moves K-5 Foundational Units. Distribution is primarily direct-to-schools and direct-to-nonprofits, complemented by self-serve digital curriculum access, community grantee channels for SNAP-Ed, and event-based e-commerce.

Name

Michigan Fitness Foundation

Legal name

Michigan Fitness Foundation

Website

https://michiganfitness.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Michigan Fitness Foundation is a 501(c)(3) nonprofit founded in 1994 that delivers the EPEC Moves K-5 physical literacy curriculum, EPEC Works support services for nonprofits, Safe Routes to School grants, and SNAP-Ed nutrition programming across all 83 Michigan counties, reaching 4.6 million residents through 2,200 partner sites.

Ownership category

akta.pro rank

Product category

Physical Literacy Education and Community Health Services

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940), Voluntary Health Organizations (813212), Community Food Services (624210)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Physical literacy curriculum
• School grants administration
• Nutrition education programs
• Active transportation initiatives
• Mission-driven support services

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Government Grants and Contracts: MFF receives federal and state funding including MDOT-administered Safe Routes to School programs and USDA SNAP-Ed programming through the Michigan Department of Health and Human Services. This forms the core operational funding for their physical activity and nutrition education initiatives.
2. Event Revenue: The Labor Day Mackinac Bridge Run is a signature fundraising event that draws runners from across Michigan, the nation, and international destinations. Revenue comes from event registration fees and associated merchandise sales through a pop-up store.
3. Grant Administration Services: MFF administers Mini Grants (up to $15,000 per school) and Major Grants (up to $300,000 per school for infrastructure) for Safe Routes to School, as well as Michigan Trails Fund grants ($1.3 million awarded to 7 projects leveraging $15.5 million in matching funds).
4. EPEC Works Support Services: EPEC Works provides integrated support services including Administrative Backbone, Fiscal Stewardship, and Evaluation & Impact services to mission-driven organizations. Organizations engage one service or integrate all three for comprehensive support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Michigan Fitness Foundation is a 501(c)(3) nonprofit that delivers the EPEC Moves K-5 physical literacy curriculum and provides the EPEC Works integrated support service (Administrative Backbone, Fiscal Stewardship, Evaluation & Impact) for mission-driven organizations. It also administers Safe Routes to School grants, SNAP-Ed nutrition and physical activity programming, Michigan Trails Fund grants, and signature statewide events including the Labor Day Mackinac Bridge Run. The foundation operates a partner network of 2,200 sites reaching 4.6 million Michigan residents across all 83 counties.

Product overview

Michigan Fitness Foundation operates as a nonprofit organization delivering a portfolio of interconnected physical literacy and health programs across Michigan. The core offerings include EPEC Moves, an evidence-based K-5 physical education curriculum aligned with national standards; EPEC Works, an integrated support services system for mission-driven organizations; and Safe Routes to School grant programs. The foundation also manages signature events including the Labor Day Mackinac Bridge Run and Bike/Walk to School Day celebrations, alongside SNAP-Ed nutrition education programming, Promoting Active Communities tools, and the Governor's Fitness Awards program.

Differentiator

Problem solved

Functional benefit

Brands

• EPEC Moves: Physical literacy curriculum for K-5 physical education, formerly known as EPEC PLAY, aligned with SHAPE America National Physical Education Standards.
• EPEC Works
• Safe Routes to School
• SNAP-Ed at Michigan Fitness Foundation

Products and services

• EPEC Moves K-5 Physical Education Curriculum An evidence-based digital physical literacy curriculum for K-5 physical education, featuring a progressive skill development model with Foundational Units, Seasonal Adventures, and Specialized Movement Units that build competence, knowledge, and skills for lifelong physical activity. Sold to schools and districts nationally and gifted free one year to Michigan educators.
• EPEC Works Integrated Support Services An integrated suite of three services — Administrative Backbone Services, Fiscal Stewardship Services, and Evaluation & Impact Services — sold to mission-driven nonprofits and community organizations to strengthen operations, financial integrity, and measurable outcomes.
• Safe Routes to School Mini Grants Grant funding of up to $15,000 per school (up to $120,000 for applications covering eight or more schools) for active transportation programming such as walking school buses, bike mechanics clubs, bike trains, and related activities. Awarded to public, charter, or non-public K-12 schools, school districts, and 501(c)(3) nonprofits with approved school partnerships.
• Safe Routes to School Major Grants Grant funding of up to $300,000 per school for infrastructure (crosswalk updates, multi-use pathways, sidewalks, traffic calming, signage) and up to $15,000 per school for programming non-infrastructure funds. Awarded to K-12 schools, districts, and qualifying 501(c)(3) nonprofits.
• Labor Day Mackinac Bridge Run An annual 4.3-mile running event across the Mackinac Bridge held on Labor Day, the only running event held on the iconic Mackinac Bridge. Generates revenue through event registration fees and a pop-up merchandise store using the Printify print-on-demand platform.
• Bike and Roll to School Day Annual statewide event held each May encouraging K-12 students to bike and roll to school. In 2025, 195 schools were registered and over 57,000 Michigan students participated; Michigan ranked third nationally for participation.
• Walk to School Day International event held each October celebrating walkable communities. Over 300 Michigan schools participate annually with thousands of students, coordinated through MFF's Safe Routes to School program.
• SNAP-Ed Programming Supplemental Nutrition Assistance Program Education providing nutrition education and physical activity programming for SNAP-eligible Michigan populations, including Community Impact Grants and the Michigan Farm to Family CSA pilot program. Delivered at no cost to eligible organizations.
• Governor's Fitness Awards Annual awards program recognizing Michigan communities, organizations, and individuals who inspire healthy choices through physical activity and nutrition.
• Michigan Trails Fund Grants Private grant funding for regional non-motorized recreation trail projects across Michigan, with grants designed to leverage matching public funding for trail connectivity.
• Promoting Active Communities (PAC) Online Tools Online tools used by communities to review current practices and enhance active living through built environments, policies, and programs, helping communities create vibrant, active places for all residents.
• Michigan Moves Month Statewide initiative held each May to encourage Michigan residents to be more physically active.

Quantifiable outcome

• 195 schools registered for Bike and Roll to School Day 2025, up from 142 in 2024
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered major, minor, core and flagship.

• Michigan Beef Industry CommissionmajorGTM or Marketing Partner · 1 January 2024Presenting sponsor for the 20th Anniversary Labor Day Mackinac Bridge Run. Collaborated to create first official recipe for the event - Fresh Coast Beef Kabobs featuring Michigan-grown vegetables.
• Johns Hopkins Bloomberg School of Public HealthminorOthers · 1 January 2023MFF Evaluation Program Manager Jacob Cutler selected as 2023 Bloomberg Fellow through the Bloomberg American Health Initiative, focusing on food systems for health.
• Michigan Civil Services CommissioncoreStrategic or Co-development Partner · 1 January 2018Partnership for Safe Routes to Health, an AmeriCorps program initiated in five Michigan communities. Members' service focuses on physical activity and nutrition for residents in each local community.
• Michigan Department of Agriculture and Rural DevelopmentminorStrategic or Co-development Partner · 1 January 2012Partnership announced in 2012 for Pure Michigan Fitness Series, promoting physical activity and healthy eating across the state.
• Partnership for a Walkable AmericacoreStrategic or Co-development Partner · 1 January 1997International organization that initiated Walk to School Day in 1997 and Bike and Roll to School Day in 2012. MFF promotes these events in Michigan through the Safe Routes to School program.
• Michigan State University (MSU)coreStrategic or Co-development Partner · 1 January 1995MFF contracted with MSU 1995-1998 to develop the EPEC curriculum that eventually became the Exemplary Physical Education Curriculum. Continued collaboration on research and program development.
• Michigan Governor's Council on Physical Fitness, Health and SportsflagshipStrategic or Co-development Partner · 1 January 1992Established by Executive Order 1992-5 to improve health and increase physical activity among Michigan residents. MFF was created in 1994 to serve as the fiscal home of the Council, advancing its policies and programs. The Council is appointed by the governor to two-year terms.
• Michigan Department of Transportation (MDOT)coreStrategic or Co-development PartnerMDOT administers the Safe Routes to School federally legislated program, with MFF managing the program. MDOT provides resources and planning assistance to participating schools for Bike and Roll to School Day and Walk to School Day events.
• Farm Bureau Insurance of MichiganmajorGTM or Marketing PartnerPartnership since 1998 to promote the All Children Exercise Simultaneously (ACES) event in Michigan schools. Sponsors ACES & B2SD Poster Contest with bicycle prizes and supports Walk to School Day events.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Action for Healthy Kids: National nonprofit focused on school-based health and physical activity programs; directly comparable to MFF's EPEC Moves curriculum and Safe Routes to School work, but operates nationally rather than in a single state.
• Playworks: National nonprofit that delivers structured physical activity and play programs in schools, mirroring MFF's K-5 physical literacy curriculum focus; both organizations target school-aged children and physical literacy outcomes.
• Girls on the Run International: Nonprofit delivering curriculum-based running and physical activity programs to K-8 youth; comparable nonprofit mission, school-based delivery model, and event-driven engagement (5K events).
• Alliance for a Healthier Generation: National nonprofit advancing school-based physical activity and nutrition programming; directly comparable to MFF's SNAP-Ed nutrition education and physical activity work targeting schools.
• Michigan Nonprofit Association: Statewide association providing capacity-building, fiscal sponsorship, and administrative support services to Michigan nonprofits; directly comparable to MFF's EPEC Works services but operating at state-association scale.

Broad incumbents

• SHAPE America: National professional association for health and physical educators whose National Physical Education Standards MFF's EPEC Moves is aligned with; not a direct competitor but the standards-setting body that defines the curriculum space.
• YMCA of the USA: National nonprofit operating community-based fitness, wellness, and youth programs; comparable nonprofit mission around community health and youth physical activity, though broader in scope than MFF.
• National Recreation and Park Association: National nonprofit advancing parks, recreation, and active living; comparable mission around community physical activity and active living infrastructure, with broader national scope than MFF.

Emerging players

• Food Research & Action Center (FRAC): National anti-hunger nonprofit focused on SNAP and federal nutrition programs; comparable SNAP-Ed delivery and nutrition education work, but at federal advocacy scale versus MFF's state-implementation focus.

Regional players

• Special Olympics Michigan: Michigan state program of Special Olympics providing year-round sports training and athletic competition for individuals with intellectual disabilities; operates in the same Michigan geography and physical activity space as MFF, but specialized to adaptive sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@michiganfitnessfoundatio5915

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Michigan Fitness Foundation