What Heroic Hearts Project does

Heroic Hearts Project is a 501(c)(3) nonprofit organization founded in 2017 by Army Ranger veteran Jesse Gould following his personal healing experience with ayahuasca therapy. Headquartered at 105 West 125th Street in Harlem, New York, the organization facilitates structured access to psychedelic therapy programs — primarily ayahuasca, psilocybin, and MDMA — for U.S. military veterans suffering from PTSD, traumatic brain injury, and service-related trauma. It extends programming to veterans' spouses and families through the Hope Project, addressing secondary trauma within veteran households.

The organization does not develop proprietary technology. Its core service architecture is a curated network of vetted domestic (Oregon-licensed psilocybin service centers) and international (Peruvian ayahuasca retreat centers including Ayahuasca Foundation, La Medicina, and Soltara) retreat partners, combined with mandatory preparation coaching, the ceremonial experience itself, and post-retreat integration support. Service delivery is supplemented by a research layer comprising multi-institution collaborations with Imperial College London's Centre for Psychedelic Research, UT Austin Dell Medical School, and University of Colorado Boulder, plus a Maya PBC-led outcomes data capture protocol announced in September 2022.

Heroic Hearts Project operates as a donation-funded nonprofit with no disclosed revenue, no venture or private equity investment, no commercial pricing model, and no fee-for-service contracts. Its go-to-market is a hybrid of earned media (60 Minutes, CNN, New York Times, PBS/KVIE including a 2023 Emmy-winning ViewFinder episode), founder-led podcast appearances, veteran community word-of-mouth, and federal advocacy. The Healing Breakthrough arm, led by Marine Corps veteran Juliana Mercer, executes legislative engagement, including support for the Veterans Health Administration Novel Therapeutics Preparedness Act (S.4220) introduced by Senator Tim Sheehy and co-sponsored by Senators Gallego and Duckworth — positioning the organization as a potential first-mover in federally enabled veteran psychedelic access.

Name

Heroic Hearts Project

Legal name

Heroic Hearts Project Inc.

Website

https://heroicheartsproject.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Heroic Hearts Project is a 501(c)(3) nonprofit founded in 2017 that connects U.S. military veterans and their families with vetted psychedelic therapy retreats (ayahuasca, psilocybin, MDMA), supported by preparation, integration coaching, research collaborations, and federal VA access advocacy through its Healing Breakthrough arm.

Ownership category

akta.pro rank

Product category

Veteran Psychedelic Therapy Services

NAICS

Emergency and Other Relief Services (624230), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Humanitarian Health & Emergency Medical Relief NGOs (HLAJAKAE)

akta.pro secondary industry

MHPSS & Trauma-Informed Support for Displaced Populations (BPADAHAJ)

Keywords

• Veteran psychedelic therapy
• PTSD treatment programs
• Psychedelic retreat programs
• Military family support
• Psychedelic-assisted therapy

Headquarters

HQ city

New Smyrna Beach

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, Others, Technology or R&D

Revenue model

1. Donations and Contributions: As a 501(c)(3) nonprofit organization, Heroic Hearts Project relies primarily on donations from individuals, corporations, and foundations to fund their operations and provide program scholarships to veterans.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Heroic Hearts Project is a 501(c)(3) nonprofit that facilitates access to psychedelic therapy programs — primarily ayahuasca, psilocybin, and MDMA-assisted retreats — for U.S. military veterans with PTSD, traumatic brain injury, and service-related trauma. Programs are delivered through a vetted network of domestic and international retreat centers and are paired with structured pre-retreat preparation and post-retreat integration support. Complementary offerings include the Hope Project for military spouses and families, federal policy advocacy through Healing Breakthrough, and collaborative research with academic institutions.

Product overview

Heroic Hearts Project is a nonprofit organization offering a portfolio of services centered on psychedelic-assisted therapy for veterans and their families. The core offering consists of structured psychedelic retreat programs (primarily ayahuasca and psilocybin ceremonies) in partnership with licensed retreat centers, supplemented by the Hope Project for spouses and families. The organization also operates Healing Breakthrough, its federal advocacy arm, and partners with academic institutions on research programs studying treatment efficacy for PTSD and traumatic brain injury. Preparation and integration support services are provided to maximize therapeutic outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• Veteran Psychedelic Retreat Programs Structured psychedelic healing programs (primarily ayahuasca and psilocybin retreats) designed for U.S. military veterans with PTSD and service-related trauma, pairing ceremonial experiences with preparation and integration support through vetted partner retreat centers.
• Hope Project (Spouses & Families) Programs designed for military spouses and family members of veterans to address secondary trauma and support family-wide healing through psychedelic-assisted therapy and integration support.
• Healing Breakthrough (Federal Advocacy) Federal policy advocacy service focused on expanding access to psychedelic therapies within the VA healthcare system through legislative efforts and regulatory engagement, led by Executive Director Juliana Mercer.
• Research Programs Collaborative research initiatives with academic institutions including Imperial College London, UT Austin Dell Medical School, and University of Colorado Boulder studying the effects of psychedelic group ceremonies on veterans with PTSD and traumatic brain injury.
• Preparation & Integration Support Pre-retreat preparation and post-retreat integration coaching delivered to veterans and family members participating in HHP programs, intended to maximize therapeutic outcomes and support lasting behavioral change.

Quantifiable outcome

• 80% of veterans experience significant improvement after participating in just one psychedelic program
• +1 more outcomes

Named customers7 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

19 partnerships are on record, tiered core and minor.

• Maya PBCcoreStrategic or Co-development Partner · 1 September 2022Partnership announced in Global News Wire to establish advanced data capture protocols for veterans seeking psychedelic treatments, enabling better tracking of treatment outcomes.
• Beckley RetreatscoreStrategic or Co-development PartnerAs part of the Beckley ecosystem, Beckley Retreats bridges the latest scientific research with ancient wisdom traditions to create rich experiences for participants. They work with co-founder Amanda Feilding, dubbed the 'Queen of Psychedelics' by Forbes, The Economist, and The Financial Times.
• Imperial College London - Centre for Psychedelic ResearchcoreStrategic or Co-development PartnerResearch partnership to study the effects of psychedelic group ceremonies on veterans with traumatic brain injury, combining HHP's veteran-focused programs with ICL's academic research expertise.
• University of Texas Dell Medical SchoolcoreStrategic or Co-development PartnerPartnership with UT Austin's center for psychedelic research and therapy, contributing to the evidence base for psychedelic treatments for PTSD, depression, and anxiety in veteran populations.
• University of Colorado BouldercoreStrategic or Co-development PartnerResearch collaboration contributing to studies on psychedelic therapy outcomes and treatment protocols for veterans.
• The Mission WithincoreStrategic or Co-development Partner6-week clinical psychedelic program for veterans that pairs online therapy, coaching, preparation, and integration with a 4-day in-person medicine retreat. Both organizations share the mission of veteran healing through psychedelic-assisted therapy.
• Ayahuasca FoundationcoreChannel Partner/ Reseller/ DistributorProvides ayahuasca and Shipibo tradition plant medicine ceremonies in Peru, offering holistic healing of body, mind, and spirit through ancestral traditions and plant spirit wisdom.
• La MedicinacoreChannel Partner/ Reseller/ DistributorAyahuasca retreat center in the Peruvian Amazon partnered with the Shipibo tribe, offering transformative retreats specifically dedicated to veteran healing with ancient traditions and modern therapeutic practices.
• InnerTrek PortlandcoreChannel Partner/ Reseller/ DistributorOregon-licensed Center for Psilocybin Services offering professionally facilitated psilocybin care in Portland, part of Oregon's regulated psilocybin program.
• Bendable TherapyminorChannel Partner/ Reseller/ Distributor501c3 nonprofit dedicated to enabling access to modern and clinically proven mental health therapies, providing ongoing education, training, and support for community and mental health professionals.
• Fireside ProjectminorStrategic or Co-development PartnerNonprofit focused on education and harm reduction around psychedelic substance use, known for their 24/7 integration hotline supporting challenging psychedelic experiences with veteran-specific support.
• Onaya ScienceminorStrategic or Co-development PartnerResearches ayahuasca and Amazonian plant medicines in partnership with Indigenous healers, has worked with HHP to study the impact of ayahuasca retreat programs on veterans with combat trauma.
• Chacruna InstituteminorStrategic or Co-development PartnerNonprofit promoting reciprocity in the psychedelic community, advancing psychedelic justice, and supporting protection of sacred plants and cultural traditions.
• Angel Flight WestminorOthersProvides free transportation for veterans to medical appointments or therapeutic treatments, supporting access to HHP programs.
• PsychableminorChannel Partner/ Reseller/ DistributorKetamine-assisted therapy company with buy-one-give-one program partnership supporting veterans who cannot afford treatment.
• Healing BreakthroughcoreStrategic or Co-development PartnerFederal advocacy arm of Heroic Hearts Project, advancing policy to expand access to evidence-based mental health treatments for veterans. Led by Executive Director Juliana Mercer, Marine Corps veteran.
• Senator Tim Sheehy (R-MT)coreOthersNavy SEAL veteran Senator who introduced the Veterans Health Administration Novel Therapeutics Preparedness Act (S.4220) to prepare the VA for emerging mental health treatments including psychedelic therapies.
• Senator Ruben Gallego (D-AZ)coreOthersMarine Corps veteran and co-sponsor of the Veterans Health Administration Novel Therapeutics Preparedness Act.
• Senator Tammy Duckworth (D-IL)coreOthersArmy National Guard veteran and co-sponsor of the Veterans Health Administration Novel Therapeutics Preparedness Act.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Beckley Retreats: Psilocybin-assisted therapy retreat operator that is already a strategic partner of HHP. Directly comparable psychedelic retreat delivery model with co-founder Amanda Feilding's research pipeline feeding program design.
• Veterans Exploring Treatment Solutions (VETS): Nonprofit that connects veterans with alternative and psychedelic therapies (including ibogaine and ayahuasca) for PTSD and TBI. Closest direct peer to HHP — same target population, same therapeutic modality, similar donation-funded nonprofit structure.
• The Mission Within: Veteran-focused nonprofit running a 6-week clinical psychedelic program combining online therapy with an in-person medicine retreat. Same target population and similar mission; explicitly listed as an HHP partner and direct service competitor.
• Multidisciplinary Association for Psychedelic Studies (MAPS) / Lykos Therapeutics: Pioneer in psychedelic-assisted therapy research with explicit focus on MDMA-assisted therapy for veteran PTSD. Overlaps with HHP on target population, clinical evidence base, and federal policy advocacy, but operates as a research and drug-development organization rather than a retreat-facilitating nonprofit.

Broad incumbents

• Compass Pathways: Publicly-listed leader in psilocybin therapy development for treatment-resistant depression. Comparable at the modality and evidence-building level; broader therapeutic focus but could enter veteran PTSD indications and compete for research and donor mindshare.
• Wounded Warrior Project: Largest US veteran service nonprofit with multi-billion-dollar fundraising scale. Not a psychedelic-therapy peer, but the dominant incumbent in the veteran mental-health advocacy and program-delivery space, with the donor relationships and federal access to absorb psychedelic programming if it chose to.
• Iraq and Afghanistan Veterans of America (IAVA): Leading post-9/11 veteran advocacy nonprofit with strong federal policy presence. Comparable on policy-advocacy model and veteran constituency, though focused on a broader policy agenda rather than psychedelic therapy specifically.

Emerging players

• Fireside Project: Nonprofit offering a 24/7 psychedelic peer-support hotline including veteran-specific support. Complementary rather than directly competitive, but operates in the same veteran-psychedelic support ecosystem and is a listed HHP partner.
• Psychable: Ketamine-assisted therapy company with a buy-one-give-one program for veterans. Adjacent modality (ketamine rather than classical psychedelics) but explicitly partners with HHP and serves the same veteran population seeking alternative mental-health treatments.

Others

• Chacruna Institute: Nonprofit promoting reciprocity, cultural protection, and ethical practice in the psychedelic community. Listed HHP partner; not a direct competitor but an adjacent ecosystem player influencing cultural legitimacy and policy debates relevant to HHP's programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Heroic Hearts Project