What mikeroweWORKS Foundation does

The mikeroweWORKS Foundation is a 501(c)(3) nonprofit organization founded in 2008 by Mike Rowe, the host of Discovery Channel's "Dirty Jobs," to address the U.S. skilled trades workforce gap. The foundation operates what it describes as the largest trade scholarship program in the country, awarding work-ethic-based scholarships ranging from $600 to $25,000 to individuals pursuing training in skilled trades including welding, electrical, plumbing, HVAC, machining, automotive, aviation, and diesel technology. Since inception it has distributed more than $11 million across over 2,600 scholarships to recipients in all 50 states, and in 2026 scaled its annual scholarship pool to $10 million.

The foundation generates revenue exclusively through donations, corporate sponsorships, and government grants. Its 2026 funding stack includes a $10 million partnership with the U.S. Department of Defense for the Build Freedom Initiative, a $10 million Google.org grant for AI skills training of manufacturing workers and Work Ethic Scholarships, and an extensive roster of corporate supporters including BlackRock, Lowe's, Wells Fargo, Koch, Fisher Global Foundation, Ferguson, Ford Philanthropy, and Moen. Donations are accepted via website (Stripe), PayPal, Venmo, stock, check, and affiliate programs (Amazon Smile, eBay Giving Works, Walmart Spark Good), and scholarship applications are processed digitally through the International Scholarship and Tuition Services platform.

The foundation operates with a lean 1-10 person staff from Santa Monica, California. Distribution is primarily digital, powered by Mike Rowe's media platform, a state-by-state PR campaign currently active in Texas, Michigan, and Pennsylvania, social video storytelling, and corporate partner co-marketing. Its S.W.E.A.T. Pledge (Skills and Work Ethics Aren't Taboo) functions as both a scholarship eligibility requirement and an advocacy differentiator versus grades- or need-based scholarship programs.

Name

mikeroweWORKS Foundation

Legal name

mikeroweWORKS Foundation, Inc.

Website

https://mikeroweworks.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

mikeroweWORKS Foundation is a 501(c)(3) nonprofit operating the largest U.S. trade scholarship program, awarding $10M annually to skilled trades trainees selected on work ethic rather than grades.

Ownership category

akta.pro rank

Product category

Workforce Development

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321), Educational Support Services (6117)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Scholarship & Fellowship Foundations and Trusts (EDADAHAC)

akta.pro secondary industries

Education Grantmaking Foundations (BPAGAKAK), Scholarships, Grants & Education Benefits Administration (Financing-adjacent) (FSAKAEAM)

Keywords

• Skilled trades scholarships
• Workforce development programs
• Vocational training funding
• Trade education advocacy
• Nonprofit scholarship services

Headquarters

HQ city

Santa Monica

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, Technology or R&D, Others

Revenue model

1. Donations and Charitable Contributions: The foundation generates revenue through individual donations, corporate sponsorships, and grants from foundations and government entities. The foundation accepts one-time, monthly, and yearly donations through its website via credit card, PayPal, Venmo, stock donations, check, and affiliate programs (Amazon Smile, eBay Giving Works, Walmart Spark Good). The foundation has also received a $10 million partnership from the US Department of Defense for the Build Freedom Initiative.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The mikeroweWORKS Foundation provides work ethic-based scholarships to individuals pursuing training in skilled trades such as welding, plumbing, electrical, HVAC, construction, machining, automotive technology, aviation technology, commercial driving, and diesel technology. Scholarships range from $600 to $25,000 for two-year programs or less at accredited schools, with $10 million awarded annually. The foundation supplements scholarships with state-by-state PR campaigns (currently in Texas, Michigan, and Pennsylvania) that advocate for skilled trades careers and drive scholarship applications.

Product overview

The mikeroweWORKS Foundation operates a scholarship platform centered on the Work Ethic Scholarship Program as its core product, which awards up to $10 million annually in work ethic-based scholarships for vocational training in skilled trades. This core program is complemented by state-specific PR Campaigns in Texas, Michigan, and Pennsylvania that raise awareness about skilled trades careers while driving scholarship applications. The S.W.E.A.T. Pledge serves as both an advocacy tool and eligibility requirement, embodying the foundation's message that work ethic matters. Together, these offerings form a unified workforce development initiative connecting training funding with perception-changing advocacy.

Differentiator

Problem solved

Functional benefit

Products and services

• Work Ethic Scholarship Program The foundation's primary offering providing work ethic scholarships to people pursuing training in skilled trades including welding, plumbing, electrical, HVAC, construction, machining, automotive technology, aviation technology, commercial driving, diesel technology, and other in-demand trade professions. Awards $10 million annually in scholarships ranging from $600 to $25,000 for two-year programs or less at accredited schools. Recipients are selected based on work ethic rather than grades, with over 2,600 scholarships awarded to date.
• State PR Campaign A targeted, state-by-state public relations initiative to reshape perceptions about skilled trades careers. Currently active in Texas, Michigan, and Pennsylvania, the campaign pairs awareness building with the Work Ethic Scholarship Program to connect hardworking individuals with real opportunities in each state.
• S.W.E.A.T. Pledge A pledge that scholarship applicants must sign, representing Skills and Work Ethics Aren't Taboo. Serves as the foundation's advocacy message about work ethic and a requirement for scholarship eligibility.

Quantifiable outcome

• Over 2,600 scholarships awarded and $11M+ distributed to skilled trades recipients
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

One partnership is on record.

• US Department of DefenseflagshipStrategic or Co-development Partner · 2 July 2026$10 million partnership to launch the Build Freedom Initiative focused on domestic defense manufacturing workforce development. The U.S. Department of War (defense industrial base) is directing investment to mikeroweWORKS Foundation to provide scholarships for Americans pursuing careers in skilled trades. Program aims to unite government, industry, and educational institutions to close America's skills gap and bolster manufacturing capacity for national security.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Per Scholas: Nonprofit providing tuition-free technology and skilled-trades training to adults from underserved communities. Directly comparable as a workforce-development training and placement nonprofit serving similar employer and job-seeker segments.
• Year Up: Workforce development nonprofit that provides training and pathways to careers for young adults, including technical and skilled trades roles. Directly comparable as a US-based nonprofit focused on connecting underemployed young adults with employer-backed career opportunities.
• SkillsUSA: National nonprofit serving middle-school, high-school, and college students preparing for careers in trade, technical, and skilled-service occupations. Comparable as a US-based skilled-trades advocacy and workforce-pipeline organization with similar employer and student audiences.
• Home Builders Institute (HBI): National nonprofit that trains Americans for careers in residential construction trades. Directly comparable as a scholarship and training provider focused specifically on skilled trades workforce development.
• National Fund for Workforce Solutions: National nonprofit network that invests in and advances skilled workforce solutions for lower-wage workers. Comparable as a US workforce-development funder with corporate and philanthropic partners advancing skilled-trade career pathways.
• The Manufacturing Institute: Nonprofit affiliate of the National Association of Manufacturers focused on workforce development to close the US manufacturing skills gap. Directly comparable as a Google.org co-grantee and partner organization addressing skilled-trade workforce shortages.
• NPower: Nonprofit that offers free technical and professional training to military veterans and young adults from underserved communities. Comparable mission, target population, and tuition-free scholarship-driven model.

Emerging players

• Genesys Works: Nonprofit that provides high-school students from underserved communities with technical-skills training and corporate internships. Comparable as a youth-focused workforce-development nonprofit, though more oriented to white-collar corporate pathways than MRWF's trades focus.
• Opportunity@Work: Nonprofit focused on expanding access to skilled jobs for workers without four-year degrees through the STARs (Skilled Through Alternative Routes) framework. Highly comparable mission around skills-based hiring and trades career advancement.

Others

• Jack Kent Cooke Foundation: Large US scholarship foundation that awards multi-year scholarships to high-achieving students. Comparable as a major US private scholarship foundation, though its focus is on academic merit and higher education rather than trades.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mikeroweworks
• YouTubeyoutube.com/@mikeroweworks/videos
• Facebookfacebook.com/mikeroweworks
• LinkedInlinkedin.com/company/mikeroweworks-foundation
• Instagraminstagram.com/mikeroweworks

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

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M&A

Investments

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

Frequently asked questions about mikeroweWORKS Foundation