just keep livin Foundation

What just keep livin Foundation does

just keep livin Foundation is a 501(c)(3) non-profit organization founded by Matthew and Camila McConaughey, headquartered in Los Angeles, CA, with operational ties to Austin, TX. Its mission is delivered through after-school fitness and wellness programs operating inside inner-city U.S. public high schools, where the foundation provides structured physical-training sessions led by trainers, complemented by nutrition, wellness, and life-skills curricula. The organization currently runs 45 programs across 19 cities in 11 states and serves more than 3,000 students.

The foundation's programmatic stack is built on three layers: direct school partnerships that grant access to facilities and student cohorts, a fiscal-sponsorship network (including the National Health Foundation) that allows local chapters to operate under the foundation's legal and tax-exempt umbrella, and supplementary program lines such as the Greenlights Grant Initiative (launched 2022 to direct rapid-response funding to high-need schools) and the WISE Scholarship Program operated in partnership with the Steele Family Foundation. The technology footprint is minimal; program delivery is human-led and in-person, with no disclosed digital platform, mobile app, or proprietary software product.

The revenue model combines small-dollar individual donations (reportedly ranging from $5 to $1,000), corporate sponsorships, foundation grants, and high-visibility fundraising events. The signature event is the annual "MJ&M" weekend held in Austin, TX, which raised over $11 million in 2023 and $17 million in 2024. Operational staffing is intentionally lean at 1-10 employees, indicating that scale has been achieved primarily through brand leverage, partner networks, and the founders' personal engagement rather than headcount expansion.

Name

just keep livin Foundation

Legal name

just keep livin Foundation

Website

https://jklivinfoundation.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

just keep livin Foundation is a 501(c)(3) non-profit founded by Matthew and Camila McConaughey that operates after-school fitness and wellness programs in inner-city U.S. public high schools, serving 3,000+ students across 19 cities in 11 states.

Ownership category

akta.pro rank

Product category

Youth Wellness and Development Services

NAICS

Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

After-School, Tutoring & Academic Enrichment Nonprofits (BPAGADAC)

Keywords

• Youth wellness programs
• After-school fitness
• Nonprofit youth services
• Physical health education
• Community fitness initiatives

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: The foundation accepts donations from individual supporters through its website. Donation amounts listed range from $5 to $1,000, with options for one-time, monthly, or yearly donation cycles.
2. Annual Fundraising Events: The Mack, Jack & McConaughey (MJ&M) annual fundraiser is a major revenue source. The 2023 event raised over $11 million and the 2024 event raised $17 million over two days.
3. Corporate Sponsorships: Corporate sponsors fund specific schools and programs. Sponsors include American Airlines, Los Angeles Dodgers, Washington Football Team, Academy Sports & Outdoors, and others.
4. Foundation Grants: Partnerships with private family foundations such as the Steele Family Foundation (WISE Scholarship), Brees Dream Foundation, and others provide grant funding for specific programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

The just keep livin Foundation operates after-school fitness and wellness programs in 45 inner-city high schools across 19 U.S. cities, serving more than 3,000 students with structured curricula in exercise, teamwork, gratitude, nutrition, and community service. The foundation also runs the WISE Scholarship for first-generation college-bound students, the Greenlights Grant Initiative for school safety funding, and the annual Mack, Jack & McConaughey (MJ&M) fundraiser.

Product overview

The just keep livin Foundation is a 501(c)(3) non-profit organization that operates as a single unified offering: after-school fitness and wellness programs in inner-city high schools. The core program focuses on exercise, teamwork, gratitude, nutrition, and community service to empower high school students to lead active lives and make healthy choices. Supporting initiatives include the WISE Scholarship Program for academic support, the Greenlights Grant Initiative for school safety funding, and annual events like the Mack, Jack & McConaughey fundraiser and Student Lobbying Day on Capitol Hill. The organization partners with fiscal agents like Boys and Girls Clubs and Woodcraft Rangers for administrative support.

Differentiator

Problem solved

Functional benefit

Products and services

• After-School Fitness and Wellness Programs

Quantifiable outcome

• 81% of students improved or maintained attendance
• +6 more outcomes

Named customers5 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

Partnerships

15 partnerships are on record, tiered core and minor.

• Los Angeles GalaxycoreStrategic or Co-development PartnerLA Galaxy Foundation partnership includes field day events, Community Partner of the match recognition, and check presentations to support JKL programs. Over 50 students and family members from Animo Inglewood and Fremont High attended games.
• Academy Sports & OutdoorscoreGTM or Marketing PartnerAcademy Sports & Outdoors collaborates with Dallas, Austin, and Houston JKL programs for back-to-school shopping experiences. They also treat students from Pinkston and Sunset programs to shopping experiences, providing gear and equipment for students.
• Kevin Love FundcoreStrategic or Co-development PartnerPartnership with NBA player Kevin Love and film director Jarelle Dampier on the Sony Pictures lot. 50 students from Animo Inglewood and ASLA met with Kevin Love for an inspiring mentorship and wellness-focused event.
• CorePower YogaminorStrategic or Co-development PartnerExpanded partnership providing in-studio hot yoga classes in Texas and California. Also includes teacher training opportunities for JKL instructors to enhance program delivery.
• Jimmy Miller FoundationcoreGTM or Marketing PartnerCo-hosts the 8th Annual Beach Day event providing surf instruction, yoga activities, and water hydration support for JKL students. Annual partnership supporting student wellness activities.
• Washington CommandersminorGTM or Marketing Partner20 JKL Ballou students attended the Washington Commanders vs. Cincinnati Bengals Monday Night Football game as special guests.
• KABOOM: Wild About PlayingminorStrategic or Co-development PartnerUvalde students partnered with KABOOM to create a community play space, the 9th play space created for the local community.
• Dare To Live Right (DTLR)minorGTM or Marketing PartnerDTLR community outreach program donated brand new sneakers to John Adams JKL students, aiming to uplift and revitalize local minority communities.
• Just CourtsminorGTM or Marketing PartnerJust Courts donated and installed a new pickleball court at L.B. Landry High School JKL site in New Orleans, providing students with active recreation opportunities.
• Steele Family FoundationcoreStrategic or Co-development PartnerPartnered with just keep livin to create the JKL/WISE Scholarship for freshman students at Animo Inglewood Charter High School. Provides financial support and mentorship for college preparation and career exploration.
• Boys and Girls Clubs (local chapters)coreImplementation/ SI/ Consulting PartnerLocal chapters serve as fiscal agents helping with administration, overseeing budgets, ensuring compliance with local, state and federal laws, providing insurance coverage, and administering payroll.
• Woodcraft RangerscoreImplementation/ SI/ Consulting PartnerServes as fiscal agent in some regions, helping with administration, budget oversight, compliance, insurance coverage, and payroll administration.
• American AirlinesminorGTM or Marketing PartnerCorporate sponsor of JKL programs, listed among current program sponsors.
• Los Angeles DodgersminorGTM or Marketing PartnerCorporate sponsor supporting JKL programs, shown in sponsor logos on impact page.
• Find Your GrindminorGTM or Marketing PartnerCorporate sponsor supporting JKL programs and student development initiatives.

Scale indicators11 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Boys & Girls Clubs of America: National nonprofit providing after-school programming, fitness, and youth development for at-risk students in underserved communities. Directly comparable as a Title 1 school partner delivering out-of-school-time wellness and enrichment programs; also serves as JKL's fiscal agent.
• After-School All-Stars: National nonprofit providing comprehensive after-school programs focusing on academics, health and fitness, and enrichment for underserved youth in Title 1 schools. Closest direct peer to JKL's model — school-embedded, fitness-and-wellness-focused, serving low-income high school populations.
• Communities In Schools: National nonprofit that places staff inside K-12 schools to provide integrated student supports addressing dropout prevention, mental health, and college/career readiness. Comparable mission targeting graduation outcomes and SEL in Title 1 schools.
• City Year: Nonprofit deploying near-peer AmeriCorps mentors inside high-poverty schools to improve attendance, behavior, and course performance for at-risk students. Comparable in-school service delivery model with focus on dropout prevention and student engagement.
• Born This Way Foundation: Celebrity-founded nonprofit co-created by Lady Gaga focused on youth mental health, kindness, and wellbeing. Comparable as a celebrity-led nonprofit addressing youth mental wellness with similar brand-driven GTM and youth-focused programming.
• The Jed Foundation: Nonprofit dedicated to protecting teen mental health and preventing suicide among youth, with school- and community-based programs. Comparable as an education-linked mental health and SEL nonprofit targeting adolescent wellbeing.
• Kevin Love Fund: Foundation of NBA player Kevin Love focused on mental health awareness and youth wellness. Directly comparable as a celebrity-athlete-driven nonprofit addressing youth mental health; also an active JKL partner.
• Big Brothers Big Sisters of America: National nonprofit providing youth mentoring to help at-risk students achieve educational and personal success. Comparable in serving disadvantaged youth with SEL and confidence-building programming, though delivered through 1:1 mentoring rather than fitness programming.

Broad incumbents

• YMCA of the USA: National federation offering after-school programming, youth fitness, and wellness initiatives across thousands of branches. Broad incumbent in the youth wellness/after-school space with overlapping mission but much larger scale and broader programming beyond school-based delivery.
• National 4-H Council: National youth development organization delivering wellness, leadership, and community-service programming through school and club settings. Comparable in combining fitness, life skills, and community service for youth, though with much larger historic footprint and federal/state ties.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jklivinfndn
• YouTubeyoutube.com/channel/UC2s31zTgDUwO07LW3mAWQyg
• Facebookfacebook.com/jklivin
• Instagraminstagram.com/jklivinfoundation/?hl=en

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 just keep livin Foundation