University of Health and Performance

What University of Health and Performance does

University of Health and Performance (UHP) is a veteran-exclusive educational institution founded in 2021 by Army veteran and PERFORMIX founder Matt Hesse, headquartered in Bentonville, Arkansas, and operating programs out of an 800-acre campus in the Ozark Mountains near Gentry. UHP delivers immersive three-week in-residence certification programs — Certified Personal Trainer (CPT, aligned to ISSA), Integrative Health Coach (IHC, NBHWC-approved), and Culinary Nutrition Coach (CNC) — alongside a Leader Development Experience for corporate clients and a Patriot Pathway program that pairs veteran training with corporate employer engagement. All programs are unified by a proprietary curriculum framework called The Blueprint, structured around four pillars (Think, Train, Feel, Lead) and codified competencies such as Understand the Human Machine, Train the Kinetic Chain, and Coach Beyond the Reps.

The business model combines federally funded tuition (GI Bill and VR&E Chapter 31 benefits cover tuition and housing for CPT and IHC students), corporate sponsorships and partnerships (flagship sponsors C4 Energy, RAW Protein, Pure Life underwrite scholarships, on-campus facilities, and branded events), B2B revenue from Patriot Pathway where companies pay to send veterans and managers together through training, and placement relationships with fitness employers (LIFETIME, Orangetheroy, Anytime Fitness). Cohort-based, veteran-only delivery is the central pedagogical and brand differentiator, and the company is positioning itself as a workforce-development intermediary between transitioning service members and corporate America.

Distribution is primarily direct through a specialist-led admissions process, augmented by earned media coverage, an annual Veterans Future Festival, veteran service organization partnerships (Green Beret Foundation, Team Red White & Blue), and a heavy corporate sponsorship footprint on campus. The company is privately held and founder-owned, with no disclosed institutional capital, and reports graduate outcomes of 93% exam pass rate and 94% employment rate. Revenue and headcount are not publicly disclosed.

Name

University of Health and Performance

Legal name

University of Health and Performance

Website

https://university-hp.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

University of Health and Performance (UHP) is a veteran-exclusive educational institution delivering three-week immersive certification programs in personal training, integrative health coaching, and culinary nutrition on an 800-acre Arkansas campus, funded primarily by GI Bill benefits and corporate sponsorships.

Ownership category

akta.pro rank

Headquarters

HQ city

Bentonville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. GI Bill Tuition Revenue: UHP is GI Bill approved for CPT and IHC courses. Eligible veterans use Post-9/11 GI Bill benefits to cover tuition and housing costs during the 3-week programs.
2. VR&E (Chapter 31) Funding: Vocational Rehabilitation and Employment benefits accepted for eligible veterans, covering tuition and other expenses for approved programs.
3. Corporate Sponsorships & Partnerships: National brands (C4 Energy, RAW Protein, Pure Life) provide equipment, products, scholarships, and financial support in exchange for brand association and veteran talent pipeline access.
4. Corporate Hiring Partnerships: Companies pay for Patriot Pathway program participation where veterans and managers attend together, creating workforce integration and retention solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

University of Health and Performance (UHP) delivers immersive, three-week in-person certification programs for U.S. military veterans on its 800-acre Ozark Mountains campus in Bentonville, Arkansas. Core offerings include the Certified Personal Trainer (CPT), Integrative Health Coach (IHC), and Culinary Nutrition Coach (CNC) programs, all unified by The Blueprint framework (Think, Train, Feel, Lead). Programs are funded primarily through GI Bill and VR&E benefits, with supplemental corporate-sponsored workforce integration through the Patriot Pathway and corporate Leader Development Experience.

Product overview

University of Health and Performance is a veteran-exclusive education and training institution offering an integrated portfolio of immersive, three-week programs on an 800-acre Ozarks campus. The core offerings include the Certified Personal Trainer (CPT), Integrative Health Coach (IHC), and Culinary Nutrition Coach (CNC) programs—all designed to translate military skills into civilian health and fitness careers. These programs are unified by The Blueprint framework (Think, Train, Feel, Lead), which provides the philosophical foundation for all training. The company also offers the Leader Development Experience for corporate clients and the Patriot Pathway program for workforce integration. All programs accept GI Bill and VR&E benefits and are delivered in-person with cohort-based learning.

Differentiator

Problem solved

Functional benefit

Products and services

• Certified Personal Trainer (CPT) A 3-week immersive on-campus training program that prepares veterans for industry-recognized personal training certification through ISSA, including CPR/AED training and Mental Health First Aid certification. GI Bill approved.
• Integrative Health Coach (IHC) A 3-week immersive on-campus course approved by the National Board for Health & Wellness Coaching (NBHWC) that trains veterans in health coaching techniques, behavior change strategies, and client-centered integrative approaches. GI Bill approved.
• Culinary Nutrition Coach (CNC) A 3-week hands-on program teaching veterans the intersection of nutrition, culinary arts, sustainable food systems, and client coaching, covering four phases: Grow, Prepare, Coach, and Sell.
• Leader Development Experience An immersive experiential leadership program led by former Tier 1 special operations leaders featuring outdoor team challenges, leadership simulations, and activities aligned with the Think, Train, Feel, Lead framework, designed for corporate executives and departments.
• Patriot Pathway A specialized workforce integration program that provides veterans with transformative physical, mental, and leadership development experiences while giving corporations access to skilled veteran talent through immersive training.

Quantifiable outcome

• 93% exam pass rate
• +3 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Green Beret FoundationcoreStrategic or Co-development Partner · 28 August 2025Strategic partnership announced August 28, 2025, aimed at empowering Green Berets transitioning from military service to civilian careers. The partnership centers on UHP's Patriot Pathway program, which serves as a capstone experience for Green Beret Foundation's Next Ridgeline 2.0 Program, combining VA Claims & Benefits, Health and Wellness, Family Support, Financial Readiness, and career guidance.
• Team Red, White & BluecoreStrategic or Co-development Partner · 28 August 2025Partnership announced August 28, 2025, with America's leading health and wellness community for veterans. The partnership empowers veterans through health and wellness education, combining Team RWB's community network with UHP's immersive training programs.
• C4 EnergyflagshipStrategic or Co-development PartnerMasterclass in purpose-driven innovation featuring the C4 Innovation Lab on UHP's campus where veteran students test, study, and help shape next-generation performance products. Veterans gain exposure to product development process while C4 receives field-tested feedback from mission-aligned audience.
• RAW ProteinflagshipStrategic or Co-development PartnerPartnership creates immersive leadership experiences, talent pipelines through The RAW Army, and integrated brand activations on UHP's 800-acre campus. Includes on-site recovery spaces, branded fitness competitions, and flagship RAW DRILL mountain biking event. RAW's investment supports scholarships, veteran placement, and entrepreneurial funding.
• Pure LifeflagshipStrategic or Co-development PartnerPartnership enabled the creation of The Pure Life Culinary Center where veterans learn nutrition, food science, culinary preparation, and health coaching. Pure Life brands all cases with UHP X to demonstrate support for veterans. The ride route and events honor veterans who fought for American freedom.
• LIFETIMEcoreChannel Partner/ Reseller/ DistributorHiring partnership connecting UHP health and human performance graduates directly with jobs in the fitness industry.
• OrangetheroycoreChannel Partner/ Reseller/ DistributorHiring partnership connecting UHP health and human performance graduates directly with jobs in the fitness industry.
• Anytime FitnesscoreChannel Partner/ Reseller/ DistributorHiring partnership connecting UHP health and human performance graduates directly with jobs in the fitness industry.
• Beaver Fit USAminorOthersMedia coverage indicates partnership for building facilities for UHP students to Think, Train, Lead, and Feel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Travis Manion Foundation: Veteran service organization focused on character development and leadership programming for post-9/11 veterans. Comparable to UHP because of its veteran-only cohort model, leadership-development curriculum, and use of immersive in-person experiences to support veteran transition.
• Boulder Crest Foundation: Nonprofit providing immersive, multi-day retreat-based wellness and transition programs for veterans and first responders on dedicated rural campuses. Comparable to UHP's model of using a purpose-built campus for cohort-based, in-residence veteran transformation programming.
• FitOps: Nonprofit that trains military veterans to become personal trainers and group fitness instructors at no cost. Most direct comparable to UHP because it also serves transitioning veterans, focuses on fitness certifications, and shares a similar veteran-to-PT pipeline mission.
• Green Beret Foundation: Nonprofit supporting Green Berets and their families through transition, wellness, and career programs. Directly comparable because it is now a strategic UHP partner and provides the upstream veteran pipeline that feeds into UHP's Patriot Pathway program.

Broad incumbents

• National Academy of Sports Medicine (NASM): Large, established personal training and corrective exercise certification provider serving a broad consumer and professional audience. Comparable to UHP because UHP graduates sit for the same ISSA/NASM-adjacent PT certifications and NASM represents the dominant low-cost online alternative to UHP's CPT program.
• International Sports Sciences Association (ISSA): Online fitness and nutrition certification provider through which UHP's CPT students ultimately test and certify. Comparable to UHP because it is both a feeder to UHP's pipeline and the lower-cost online alternative a prospective veteran student would otherwise choose.
• American Council on Exercise (ACE): Major nonprofit health and fitness certification body offering widely recognized personal trainer and health coach credentials. Comparable to UHP because it sits on the same certification supply chain and competes for the same aspiring personal trainer and health coach students.
• Wounded Warrior Project: Large national nonprofit serving post-9/11 wounded veterans across mental health, career, and wellness programming. Comparable to UHP as a broader incumbent in the same veteran transition and wellness category that UHP targets with its more specialized health/fitness education focus.

Others

• Black Rifle Coffee Company: Veteran-founded consumer brand with a mission-driven veteran-hiring ethos and broad media reach. Comparable to UHP as an ecosystem peer: its former VP of Media (now UHP CMO) and its veterans-focused hiring brand directly overlap UHP's target audience and partner universe.

Emerging players

• Team Red, White & Blue: America's largest veteran wellness community, focused on connecting veterans through physical and social activity. Comparable to UHP because it addresses the same veteran transition and health-and-wellness mission and is now an explicit UHP strategic partner (announced August 2025).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/university-of-health-performance
• Facebookfacebook.com/universityofhealthandperformance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 →

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