Martin Truex Jr. Foundation

What Martin Truex Jr. Foundation does

The Martin Truex Jr. Foundation is a 501(c)(3) nonprofit organization founded in 2007 by NASCAR Cup Series champion Martin Truex Jr. and Sherry Pollex, headquartered in Mooresville, North Carolina. The foundation's stated mission is to raise awareness, boost advocacy, and generate financial support for underfunded cancer initiatives specific to childhood and ovarian cancers. It operates through three primary revenue streams: individual and corporate donations (including the MTJF Superhero recurring membership and in-honor-of gifts with a $25 minimum), event-based fundraising, and merchandise sales via ShopMTJF.org and the AmazonSmile program.

The foundation's core offerings are signature fundraising events and direct grants to healthcare partners. Catwalk for a Cause (annual since 2010) has raised over $5 million cumulatively by pairing children with cancer with NASCAR drivers on a runway, while Karting Against Cancer (annual at GoPro Motorplex) has raised over $130,000 in four years. Programmatic impact is delivered through named healthcare facility investments, including the SherryStrong Integrative Medicine Oncology Clinic at Novant Health Weisinger Cancer Institute (opened November 2020) and the Martin Truex Jr. Foundation Children's Emergency Department at Novant Health Huntersville Medical Center (opened August 2022). A $750,000 transformational gift also supports integrative medicine and pediatric cancer programs at Atrium Health's Levine Cancer Institute and Levine Children's Hospital.

The foundation is led by Martin Truex Jr. (President), Executive Director Lisa Backer, and a Board of Directors including John Hondros (Treasurer), Stoke Caldwell, Jeremy Scott, Janet Godfrey, and Brooke Faw. Corporate sponsors include Toyota, Bass Pro Shops, Wells Fargo, Auto-Owners Insurance, and Clean Juice. The organization operates with 1–10 employees, relies on event-driven go-to-market execution, and reaches constituents primarily through its website, social media channels, and direct NASCAR community engagement. In 2023, the SherryStrong initiative spun off as an independent 501(c)(3), continuing collaboration on Catwalk for a Cause while pursuing its own ovarian cancer and integrative medicine programs.

Name

Martin Truex Jr. Foundation

Legal name

Martin Truex Jr. Foundation

Website

https://martintruexjrfoundation.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

The Martin Truex Jr. Foundation is a 501(c)(3) nonprofit founded in 2007 by NASCAR champion Martin Truex Jr. that raises awareness and funding for underfunded childhood and ovarian cancer initiatives through signature events and named healthcare facility grants in North Carolina.

Ownership category

akta.pro rank

Product category

Charitable Cancer Support Services

NAICS

Grantmaking Foundations (813211), Voluntary Health Organizations (813212)

akta.pro primary industry

Health & Medical Research Grantmaking Foundations (BPAGAKAL)

akta.pro secondary industry

Private Foundations (BPAGAKAA)

Keywords

• Childhood cancer support
• Ovarian cancer awareness
• Cancer fundraising events
• Pediatric emergency care
• Nonprofit healthcare grants

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Others, Operations, Marketing or Sales, Personnel

Revenue model

1. Donations and Fundraising: The foundation raises funds through individual donations, corporate sponsorships, and event-based fundraising. Recurring monthly giving is encouraged through the Superhero membership program. In-honor-of donations are accepted for special occasions with a $25 minimum.
2. Merchandise Sales: The foundation operates an online merchandise store (ShopMTJF.org) selling apparel, accessories, and limited-edition items like bobbleheads and mini helmets. Proceeds support childhood and ovarian cancer initiatives.
3. Amazon Smile Program: Amazon donates 0.5% of eligible purchases when customers select Martin Truex Jr. Foundation as their charitable organization through AmazonSmile.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Martin Truex Jr. Foundation is a 501(c)(3) nonprofit charitable organization that raises awareness and funding for underfunded childhood and ovarian cancer initiatives. It generates revenue through signature fundraising events (Catwalk for a Cause, Karting Against Cancer, Let Hope Shine), recurring donor memberships, corporate sponsorships, an online merchandise store, and AmazonSmile donations, and channels funds into healthcare facility construction and pediatric cancer programs.

Product overview

The Martin Truex Jr. Foundation is a charitable organization that operates primarily through fundraising programs and healthcare facility support rather than a traditional product platform. Its core offerings include signature events (Catwalk for a Cause, Karting Against Cancer), a recurring donation membership program (MTJF Superhero), an e-commerce merchandise store (ShopMTJF.org), and the Amazon Smile charitable giving program. The foundation also provides direct support to healthcare facilities including the Martin Truex Jr. Foundation Children's Emergency Department at Novant Health Huntersville Medical Center and the SherryStrong Integrative Medicine Oncology Clinic at Novant Health's Weisinger Cancer Institute.

Differentiator

Problem solved

Functional benefit

Products and services

• Catwalk for a Cause Annual signature fundraising gala held since 2010 in Charlotte, NC where children with recent cancer diagnoses are paired with NASCAR drivers to walk the runway. Individual tickets and corporate sponsorships are sold to attendees and supporters.
• Karting Against Cancer Annual go-kart racing fundraiser held at GoPro Motorplex in Mooresville, NC. Race fans compete as drivers (individual entries at $200) or teams (up to 6 drivers per team at $1,000) with NASCAR drivers participating in the competition.
• MTJF Superhero Program Recurring monthly giving membership program that provides VIP perks including a membership t-shirt, annual autographed holiday ornament, exclusive news and updates, and merchandise discounts to supporters of childhood and ovarian cancer initiatives.
• ShopMTJF.org Online Store Online merchandise store selling apparel, accessories, and limited-edition items including bobbleheads ($30 unsigned / $50 autographed) and mini helmets autographed by Martin Truex Jr. and Sherry Pollex ($60). Proceeds support childhood and ovarian cancer programs.
• In-Honor-Of Donations Tribute donation program that allows supporters to make a donation in honor of a loved one for special occasions with a $25 minimum. Honorees can be notified via email or mail at the donor's request.

Quantifiable outcome

• Over $5 million raised for cancer initiatives through Catwalk for a Cause since 2010
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Sherry Strong FoundationcoreStrategic or Co-development Partner · 23 February 2024Formerly part of MTJF as SherryStrong, the Sherry Strong Foundation became a separate registered 501(c)(3) in 2023 and now collaborates with MTJF on Catwalk for a Cause. Founded to carry on Sherry Pollex's legacy and educate/raise funds for integrative medicine oncology programs across the country.
• The Dale Jr. FoundationmajorGTM or Marketing Partner · 22 September 2021Collaboration on the inaugural 'Let Hope Shine' event presented by Good Sam to honor cancer fighters during Childhood Cancer Awareness Month. Dale Earnhardt Jr. and Martin Truex Jr. both made appearances at Cornelius Road Park in Mooresville, NC.
• NASCAR FoundationmajorGTM or Marketing Partner · 22 August 2020Partnership on the Nominate a Cancer Hero Program with over 40 drivers from NASCAR Cup, Xfinity, and Gander RV & Outdoors Truck Series. Proceeds support the Martin Truex Jr. Foundation Children's Emergency Department and integrative therapies for cancer patients.
• Clean JuiceminorStrategic or Co-development Partner · 27 March 2020Partnership during COVID-19 to deliver fresh, immune-boosting juices to healthcare workers at Novant Health and Atrium Health. Initial $1,000 donation from MTJF with matching anonymous donor pledge; over 600 juices delivered.
• Auto-Owners InsurancemajorGTM or Marketing Partner · 1 January 2019Long-time supporter of Catwalk for a Cause. Created 500 limited-edition bobbleheads for Martin's 500th Cup start and mini helmet campaign. Employees have donated to have names printed on car hood; company matches employee contributions.
• Novant HealthcoreStrategic or Co-development Partner · 1 January 2018$1.2 million gift to build the Martin Truex Jr. Foundation Children's Emergency Department at Novant Health Huntersville Medical Center (opened August 2022) and the SherryStrong Integrative Medicine Oncology Clinic at Novant Health Presbyterian Main (opened November 2020).
• Atrium HealthcoreStrategic or Co-development Partner · 1 January 2018$750,000 transformational gift to support integrative medicine programs at Levine Cancer Institute and pediatric cancer programs at Levine Children's Hospital.
• ToyotamajorGTM or Marketing PartnerSponsor of Martin Truex Jr.'s No. 19 Toyota Camry for Joe Gibbs Racing. Featured as logo partner on website. Represents primary NASCAR Cup Series sponsorship that enables foundation visibility.
• Bass Pro ShopsmajorGTM or Marketing PartnerPrimary sponsor on the No. 19 Toyota Camry. Featured as logo partner on website. Long-standing supporter of foundation activities.
• GoPro MotorplexminorOthersMooresville, NC karting venue hosts the annual Karting Against Cancer event. Provides racing facilities for the foundation's signature fundraiser.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Susan G. Komen Foundation: Large-scale cancer nonprofit (breast cancer focus) with race/walk-style fundraising events. Compares on celebrity-amplified event fundraising and national grantmaking infrastructure, but different cancer focus.
• St. Jude Children's Research Hospital (ALSAC): Largest pediatric cancer treatment and research institution in the U.S. Comparable mission focus (childhood cancer), but at vastly greater scale and as a direct treatment provider rather than purely a grantmaker.

Direct peers

• Rally Foundation for Childhood Cancer Research: Grassroots childhood cancer research nonprofit funding researchers and families. Comparable mission (underfunded childhood cancers), community-event-driven fundraising, and grantmaking model.
• Alex's Lemonade Stand Foundation: Major pediatric cancer research and family support nonprofit. Closely comparable mission (childhood cancer grantmaking, family programs) and beneficiary segments, though at national scale with broader fundraising channels.
• National Pediatric Cancer Foundation: National nonprofit funding pediatric cancer research and clinical trials. Overlaps directly on childhood cancer grantmaking, hospital partnerships, and event-driven fundraising model.
• Kyle Busch Foundation: NASCAR driver Kyle Busch and Samantha Busch's nonprofit focused on children's health, oncology outreach, and family support. Closely comparable celebrity-athlete model, child-cancer focus, and NASCAR ecosystem ties.
• The V Foundation for Cancer Research: Celebrity-founded cancer research/awareness nonprofit (founded by Jim Valvano). Directly comparable grantmaking model for cancer research, including pediatric and high-need cancers, with national scale and event-driven fundraising (e.g., Dick Vitale Gala).
• The Dale Jr. Foundation: Founded by NASCAR driver Dale Earnhardt Jr., focused on children's health/welfare causes. Directly comparable motorsport-celebrity nonprofit with joint events (Let Hope Shine) and similar Mooresville, NC regional footprint.

Emerging players

• Hyundai Hope on Wheels: Automaker-NASCAR sponsor-funded pediatric cancer research grant program. Directly comparable NASCAR-tied corporate philanthropy for childhood cancer, but structured as a corporate-funded initiative rather than a foundation.
• The NASCAR Foundation: NASCAR's own charitable arm (children's health, education). Direct partner and collaborator with MTJF (Nominate a Cancer Hero) and serves a substantially overlapping NASCAR community and donor pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MTJFoundation
• Facebookfacebook.com/MTJFoundation
• YouTubeyoutube.com/MTJFoundation
• LinkedInlinkedin.com/company/mtjfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Martin Truex Jr. Foundation