Go Red For Women
Go Red for Women is the American Heart Association's signature nonprofit initiative, launched in 2004 to raise awareness, fund research, and drive community engagement around cardiovascular disease in women across all life stages.
- Company typePrivate
- Founded2004
- HeadquartersDallas, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Go Red For Women does
Go Red for Women is the American Heart Association's signature women's health initiative, established in 2004 to address cardiovascular disease awareness, clinical care gaps, and research underrepresentation in women. The initiative operates a comprehensive digital platform at goredforwomen.org, available in English and Spanish, offering medically reviewed content on heart disease risk factors, symptoms, prevention, and survivorship; risk-assessment tools (Know Your Numbers); a CPR training module tailored to women; and a multi-program community ecosystem spanning the Class of Survivors storytelling initiative, local Go Red Luncheons, the Circle of Red philanthropic circle, the Red Dress Collection fashion event, and the Woman/Teen of Impact award program. Revenue is generated through donations (via mygiving.heart.org), merchandise sales through the ShopHeart e-commerce storefront, and corporate sponsorships anchored by CVS Health as the named national sponsor — not through priced services or products. The initiative targets women across all life stages, from young adulthood through pregnancy, postpartum, perimenopause, and menopause, with content and programming adapted to each stage.
Underlying technology centers on the AHA Precision Medicine Platform, a cloud-based research infrastructure that hosts the Research Goes Red longitudinal dynamic registry and enables global medical researchers to request participant data, run analyses, and submit manuscript proposals through a structured workflow. Go Red for Women holds federally registered trademarks including the Red Dress™ symbol, Go Red for Women®, National Wear Red Day®, and the Heart-Check Certification mark — the last of which is a rule-based nutritional certification applied to food products meeting AHA criteria for saturated fat, trans fat, sodium, and related requirements. The Heart-Check mark creates a commercial co-branding channel with food manufacturers. Marketing and distribution are executed through a multi-platform social presence (Facebook, Instagram, X, TikTok, YouTube, LinkedIn, Pinterest, Threads), an e-newsletter, the ShopHeart storefront, awareness campaigns (National Wear Red Day), and earned media through AHA's newsroom. The initiative also promotes the AHA's first-ever clinical guideline on cardiovascular-kidney-metabolic (CKM) syndrome, extending programmatic reach into a broader cardio-metabolic vertical.
Go Red For Women firmographics
Firmographics- Name
- Go Red For Women
- Legal name
- American Heart Association, Inc.
- Website
- https://goredforwomen.org
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Go Red for Women is the American Heart Association's signature nonprofit initiative, launched in 2004 to raise awareness, fund research, and drive community engagement around cardiovascular disease in women across all life stages.
- Ownership category
- akta.pro rank
Go Red For Women industry classification
Industry- Product category
- Nonprofit Health Awareness and Education
- NAICS
- Voluntary Health Organizations (813212)
- akta.pro primary industry
- Women's Health & Life-Stage Wellness Education (Fertility, Pregnancy, Menopause) (EDAAAHAI)
Keywords
Where Go Red For Women is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Go Red For Women business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Donations and Philanthropy: Go Red for Women raises funds through direct donations, Circle of Red membership giving, Wear Red and Give campaigns, memorial gifts, and planned giving. Donors contribute through the mygiving.heart.org portal and at events.
- Merchandise Sales (ShopHeart): The initiative sells branded merchandise including the Red Dress Collection, Go Red tees, bracelets, brooches, CPR training kits, and other awareness items through the ShopHeart.org e-commerce storefront, with proceeds supporting the mission.
- Corporate Sponsorships: National and local corporate sponsors (CVS Health as the named national sponsor, and others listed as sponsors, supporters and alliances) provide financial support, in-kind contributions, and co-marketing arrangements.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Go Red For Women product offering
Product offeringCore offering
Go Red for Women is a nonprofit health awareness and education initiative of the American Heart Association that delivers medically reviewed cardiovascular health information, risk assessment tools, and community resources for women. It runs fundraising events, a longitudinal women's cardiovascular research registry (Research Goes Red), survivor storytelling programs, and CPR training resources, while also selling branded merchandise through the ShopHeart e-commerce storefront to support its mission.
Product overview
Go Red for Women is the American Heart Association's signature women's initiative launched in 2004, operating primarily as an educational health platform rather than a software product. The initiative provides a unified digital ecosystem of health information resources, research participation opportunities, community engagement programs, and e-commerce capabilities. The core platform delivers educational content about cardiovascular disease in women through the main website, supplemented by the Research Goes Red program offering a longitudinal registry for cardiovascular research studies. Community programs include Go Red for Women Luncheons, STEM Goes Red, Circle of Red philanthropy, Woman/Teen of Impact awards, and the Red Dress Collection fashion event. Health management tools include Know Your Numbers for risk assessment, Go Red Get Fit for physical activity, and a Recipes Resource for heart-healthy eating. Additional offerings include Hands-Only CPR Training, the ShopHeart e-commerce store for branded merchandise, the Go Red for Women Newsletter for ongoing updates, and the Heart-Check Certification program for identifying nutritionally approved food products.
Differentiator
Problem solved
Functional benefit
Products and services
- Go Red for Women Website (goredforwomen.org) Primary digital platform providing medically reviewed cardiovascular health educational resources, risk assessment information, and community engagement tools for women in English and Spanish.
- Research Goes Red Open-source longitudinal dynamic registry that collects survey data from women participants to expand knowledge of cardiovascular disease and support new research studies focused on women's heart health. Researchers can access the data via the AHA Precision Medicine Platform.
- ShopHeart E-commerce Storefront E-commerce storefront selling Go Red for Women branded merchandise including Red Dress Collection items, apparel, bracelets, brooches, pins, pamphlets, shirts, and CPR training kits to raise awareness and fund the mission.
- Class of Survivors
Quantifiable outcome
- Nearly 45% of women ages 20+ are living with some form of cardiovascular disease, underscoring the scale of the health threat the initiative addresses.
- +2 more outcomes
Companies that use Go Red For Women
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Go Red For Women technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Go Red For Women partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CVS HealthflagshipCVS Health is the named national sponsor of the American Heart Association's Go Red for Women movement. CVS promotes the initiative through CVS.com, retail locations, and co-marketing campaigns to reach CVS customers and employees with heart health awareness messaging. The partnership positions CVS as a health destination supporting women's cardiovascular health.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Go Red For Women competitors and assessment
Company assessmentDirect peers
- American Cancer Society: Comparable U.S. health-disease awareness nonprofit operating signature campaigns (e.g., Relay for Life), combining donor philanthropy, corporate sponsorship, research funding, and survivor community programming on a similar scale and model.
- WomenHeart: National nonprofit dedicated specifically to women living with heart disease, providing survivor networks, education, and advocacy. Direct overlap in mission, target audience, and program design (peer support, awareness, policy advocacy).
- Susan G. Komen Foundation: Women's-health disease awareness brand operating the iconic pink ribbon alongside events, Race for the Cure fundraising, and corporate partnerships. Closest structural analog in women's cause marketing, donor activation, and merchandise revenue.
- March of Dimes: Maternal and women's health nonprofit running signature campaigns, research funding, and community programs. Overlaps with Go Red for Women on pregnancy and maternal cardiovascular health content and on the donor-philanthropy plus corporate-sponsorship revenue model.
- American Heart Association: Parent organization that operates Go Red for Women as its signature women's initiative. Same mission focus on cardiovascular health, shared brand equity, shared donors, and shared research infrastructure including the Precision Medicine Platform that hosts Research Goes Red.
- Million Hearts (CDC): Federal initiative co-led by CDC and CMS to prevent cardiovascular events through clinical and community interventions. Closest peer on cardiovascular focus and guideline-driven prevention messaging, though government-led rather than nonprofit-funded.
- HealthyWomen: Independent nonprofit providing women's health education, policy advocacy, and community resources across life stages including pregnancy and menopause. Overlaps directly with Go Red for Women's education and risk-awareness mission while operating at a smaller scale.
Broad incumbents
- American Lung Association: Established U.S. health nonprofit running awareness campaigns, research funding, and advocacy on lung disease. Comparable scale, multi-channel fundraising, and community events; differs in clinical focus but mirrors the chronic-disease awareness nonprofit playbook.
- American Diabetes Association: Major U.S. health nonprofit focused on diabetes prevention, research funding, and patient education. Highly comparable operating model (donor philanthropy, signature events, research grants, awareness campaigns) and a directly relevant comorbidity given the CKM syndrome framework Go Red for Women now promotes.
- National Kidney Foundation: Health nonprofit focused on kidney disease awareness, research, and patient education. Increasingly relevant peer given that the new CKM clinical guideline promoted by Go Red for Women explicitly bundles kidney disease with cardiovascular and metabolic conditions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks2 records
Key highlights7 records
Customer concentration
Go Red For Women social profiles
Digital presenceGo Red For Women financial estimates
Financial estimateRevenue estimate
Valuation estimate
Go Red For Women leadership team
Management profileNumber of profiles
Go Red For Women funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Go Red For Women M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Go Red For Women
What does Go Red For Women do?
Go Red for Women is a nonprofit health awareness and education initiative of the American Heart Association that delivers medically reviewed cardiovascular health information, risk assessment tools, and community resources for women. It runs fundraising events, a longitudinal women's cardiovascular research registry (Research Goes Red), survivor storytelling programs, and CPR training resources, while also selling branded merchandise through the ShopHeart e-commerce storefront to support its mission.
Is Go Red For Women a public or private company?
Go Red For Women is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Go Red For Women founded?
Go Red For Women was founded in 2004. It employs 1,001 to 5,000 people.
Where is Go Red For Women based?
Go Red For Women is headquartered in Dallas, United States, in the North America region.
How does Go Red For Women make money?
Three revenue lines are on record. Donations and Philanthropy is the primary driver. The others are merchandise Sales (ShopHeart) and corporate Sponsorships.
Who are Go Red For Women's main competitors?
Direct peers on record are American Cancer Society, WomenHeart, Susan G. Komen Foundation, March of Dimes, American Heart Association, Million Hearts (CDC) and HealthyWomen. Broad incumbents are American Lung Association, American Diabetes Association and National Kidney Foundation.
Does Go Red For Women have an API?
No public API is recorded for Go Red For Women.
What industry is Go Red For Women in?
Go Red For Women's product category is Nonprofit Health Awareness and Education. Its primary akta.pro industry code is EDAAAHAI, Women's Health & Life-Stage Wellness Education (Fertility, Pregnancy, Menopause). Its NAICS code is 813212.