Military Makeover with Montel

What Military Makeover with Montel does

Military Makeover with Montel is a privately produced television series that renovates the homes of honorably discharged and active-duty U.S. military veterans and their families. Founded in 2014 and headquartered in Deerfield Beach, Florida, the show is owned and produced by BrandStar and airs on Lifetime TV and the American Forces Network, reaching both mainstream cable audiences and U.S. military personnel stationed worldwide. Hosted by Montel Williams — a former Marine Corps and Navy officer with nearly 22 years of service — alongside co-host Art Edmonds and designer Jennifer Bertrand, the series has completed 40+ veteran home renovations across the United States and is currently in its 45th season. The core product is a reality-format TV program documenting room-by-room home transformations, supported by sub-properties including Operation Career (veteran employment content), Local Edition (regional community engagement), and a content library of style guides and full episodes.

The underlying technology stack is conventional television production: video capture, editing, and broadcast/streaming distribution rather than software, AI, or proprietary platforms. Distribution is multi-channel: linear broadcast via Lifetime TV and the American Forces Network, plus free streaming on MilitaryMakeover.tv and cross-promotion through BrandStar's affiliated lifestyle shows (The Balancing Act, Designing Spaces, Inside the Blueprint, BELatina TV, Access Health). The company monetizes exclusively through B2B channels — television advertising, corporate sponsorship tiers (Flagship, Annual, Regional, Minor), and in-kind vendor partnerships — and has no direct consumer pricing model. Veteran families receive renovations at no cost, with materials and labor supplied by corporate sponsors including GE Aerospace, Fujitsu General, Jersey Mike's, Junk-King, WGU, Dave & Buster's, and Patrick Industries. The nonprofit Purple Heart Homes provides mission alignment and veteran services across all 50 states.

Go-to-market is event-driven: veteran families are recruited through an online application and nomination process, with eligibility criteria (home ownership built 1985 or after, honorable discharge or active duty, prior deployment) gating participation. The company's value proposition rests on the credibility of its host, the legitimacy conferred by Purple Heart Homes' nonprofit partnership, and the cumulative content library across 45 seasons. The 2024 CBS Family Film and TV Award for Outstanding Reality Show and the Selfless Service Award (Montel Williams, 2024) are the primary third-party validations.

Name

Military Makeover with Montel

Legal name

Military Makeover with Montel

Website

https://militarymakeover.tv

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Military Makeover with Montel is a privately produced reality television series on Lifetime TV that renovates homes for U.S. military veterans and their families. Produced by BrandStar, it is monetized through corporate sponsorships and TV advertising, and is currently in its 45th season.

Ownership category

akta.pro rank

Product category

Television Production and Home Renovation Programming

NAICS

Motion Picture and Video Production (51211)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Housing Rehabilitation, Weatherization & Home Repair Grant/Loan Programs (FSALAKAJ)

akta.pro secondary industry

Veterans & Military-to-Civilian Transition Programs (EDAAAOAH)

Keywords

• Home renovation television
• Reality tv series
• Veteran support programming
• Home makeover show
• Television production

Headquarters

HQ city

Deerfield Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Television Advertising Revenue: The show airs on Lifetime TV and American Forces Network, generating revenue through television advertising and broadcast licensing arrangements.
2. Corporate Sponsorship: Corporate sponsors (annual partners, presenting sponsors, GTM partners) pay for brand integration, product placement, and marketing exposure throughout episodes and across the show's digital platforms.
3. Vendor Partnerships: Home improvement vendors, contractors, and product companies participate by providing materials and services for renovations in exchange for brand visibility and association with the show's mission.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Military Makeover with Montel is a reality television series that produces and broadcasts complete home renovation episodes for U.S. military veteran families. Hosted by decorated veteran Montel Williams, the show features room-by-room renovations, landscape makeovers, and full interior overhauls for honorably discharged or active duty veterans who own their homes and have been deployed. The show airs on Lifetime TV and the American Forces Network, with content also distributed via its own streaming platform MilitaryMakeover.tv, and is funded through television advertising, corporate sponsorships, and home improvement vendor partnerships.

Product overview

Military Makeover with Montel is a single unified TV series platform that produces home renovation content for military veterans. The core offering is the main show on Lifetime TV featuring room-by-room home renovations, complemented by the Operation Career sub-series for veteran employment support and the Local Edition for regional community engagement. The show organizes content into episodic family transformations, style guides, and category-specific segments covering home improvement, energy efficiency, health, financial advice, outdoor living, and technology. Produced by BrandStar, the show features designer Jennifer Bertrand and co-host Art Edmonds alongside host Montel Williams.

Differentiator

Problem solved

Functional benefit

Products and services

• Military Makeover with Montel (Main TV Series) Award-winning home improvement TV series that renovates the homes of military veterans and their families to honor their service and sacrifice. The show features room-by-room renovations, landscape makeovers, and provides support through community partnerships. Aired on Lifetime TV and the American Forces Network, with free streaming on MilitaryMakeover.tv.
• Operation Career Special series segment focusing on helping military veterans transition from service to civilian careers by profiling organizations offering educational and employment opportunities.
• Local Edition Community-driven extension of the main series that brings the mission of supporting veterans and military families to a regional level, focusing on uplifting stories, impactful renovations, and community engagement.

Quantifiable outcome

• 40+ veteran families helped with home renovations across the United States
• +1 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor, core, flagship, annual and regional.

• Montway Auto TransportminorGTM or Marketing Partner · 25 November 2025Montway Auto Transport partnered with Military Makeover to support U.S. military families through a TV segment highlighting the company's services and commitment to veterans. The segment features the Linn family, illustrating dedication to serving military households, especially during relocations. Montway promotes its military discount and benefits through the program.
• Service ExpertsminorGTM or Marketing Partner · 10 September 2024Residential HVAC and plumbing services company headquartered in Richardson, Texas partnered with Military Makeover for the 40th season home renovation for Sergeant Kevin Jones in Duncanville, TX. Provided a top-of-the-line water heater for the Jones family home. Many employees are veterans and the company supports military community programs including Hiring Our Heroes.
• Purple Heart HomescoreStrategic or Co-development PartnerOfficial nonprofit partner of Military Makeover. Purple Heart Homes, co-founded by combat-wounded veterans, serves service-connected disabled and senior veterans across all 50 states through home repairs, renovations, and housing assistance programs. They are a key sponsor from day one through the reveal of each veteran home.
• BrandStarcoreStrategic or Co-development PartnerProduction company behind Military Makeover with Montel. A BrandStar Original show produced at 3850 N Powerline Rd, Deerfield Beach, FL 33073. BrandStar handles all production, marketing, and distribution of the series.
• GE AerospaceflagshipGTM or Marketing PartnerPresenting sponsor for Season 35 of Military Makeover. GE Aerospace joined to help surprise deserving veteran families with house renovations and backyard makeovers of their dreams.
• Fujitsu GeneralannualGTM or Marketing PartnerAnnual partner providing HVAC solutions including mini-splits for extra cooling. Featured in multiple seasons providing energy-efficient climate control solutions for veteran homes.
• Junk-KingannualGTM or Marketing PartnerAnnual partner providing junk removal and cleanup services for renovation projects. Helps veteran families clear clutter and prepare homes for makeover.
• Western Governors University (WGU)annualGTM or Marketing PartnerAnnual partner supporting Military Makeover and Operation Career segments. WGU provides education opportunities for transitioning veterans, featuring top-of-the-line technology for home office setups.
• Jersey Mike's SubsannualGTM or Marketing PartnerOfficial 'Fueling the Makeover' sponsor. Provides food and refreshments for cast, crew, and veteran families during renovation filming.
• Dave and Buster'sannualGTM or Marketing PartnerAnnual partner providing entertainment experiences for veteran families featured on the show.
• Patrick IndustriesregionalGTM or Marketing PartnerIndiana-based partner that worked with Military Makeover for multiple seasons, including the Stupar family makeover in Michigan City, IN. Provided home renovation materials and support.
• VerizonminorGTM or Marketing PartnerPartner in Verizon Samsung $1,000 e-certificate sweepstakes celebrating America's 250th. Gifting two $1,000 Samsung e-certificates to military community members through the Military Makeover platform.
• Lifetime TVcoreChannel Partner/ Reseller/ DistributorPrimary broadcast television network for Military Makeover with Montel. Airing Season 45 premiere on March 26, 2026 at 7:30 a.m. ET.
• American Forces NetworkcoreChannel Partner/ Reseller/ DistributorBroadcast network bringing Military Makeover to U.S. military audiences and their families stationed worldwide, expanding reach to military communities globally.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Shed Media (Warner Bros. Television): Unscripted/reality production company under Warner Bros. producing cable reality content. Comparable as a division producing repeatable lifestyle formats that are sold into ad-supported cable networks with multi-season renewals — the same fundamental business Military Makeover operates.
• Half Yard Productions: Independent unscripted production company producing lifestyle, home, and design content for cable networks. Closely matches Military Makeover's boutique scale, lifestyle-with-purpose format, and reliance on brand integrations as a meaningful revenue pillar.
• Magilla Entertainment: Independent unscripted/reality TV production company behind lifestyle and home-related formats (including home renovation and design competition shows). Most comparable as a privately held production firm building sustainable reality franchises with sponsor-friendly content categories — analogous in business model to Military Makeover's lifestyle-with-mission structure.
• Sharp Entertainment (ITV Studios): Long-running New York reality and lifestyle TV production house, now part of ITV Studios. Directly comparable as a producer of sponsor-friendly unscripted programming with similar revenue mix (network licensing + brand integrations) and similar production scale (~100+ employees).
• High Noon Entertainment: Producer of lifestyle, design, and competition reality content for cable networks. Directly analogous as a mid-sized production house packaging recurring lifestyle formats with corporate integration and brand-partner revenue — the same revenue mix Military Makeover depends on from Lifetime, GE Aerospace, Fujitsu, and others.
• Inside the Blueprint: BrandStar-affiliated TV series covering construction, infrastructure, and design. Comparable as another BrandStar-produced home improvement format monetized through corporate sponsorships and corporate integration on cable/streaming.
• Original Productions: Non-scripted production company behind military/defense-adjacent documentary series (Ice Road Truckers, Deadliest Catch). Most comparable veteran/military-adjacent content franchise with similar Long-form documentary style and cable network distribution model.
• Designing Spaces: Sister BrandStar lifestyle TV show focused on home improvement and design editorial. Operates within the same parent company, distribution infrastructure, and sponsor ecosystem as Military Makeover, making it the closest intra-portfolio comparable for production economics and audience overlap.
• The Balancing Act: Long-running BrandStar lifestyle TV series targeting women and families with home, health, and lifestyle segments. Sister show within the BrandStar portfolio sharing broadcast footprint, sponsor roster, and production methodology with Military Makeover.

Broad incumbents

• Cineflix Productions: Global independent content producer and distributor with a sizable unscripted catalog. Broader incumbent comparable operating across multiple cable/scripted verticals but with a reality programming arm that mirrors Military Makeover's network-licensing-plus-sponsorship revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=7aHFbV15W00
• LinkedInlinkedin.com/company/military-makeover
• Xx.com/MilitaryMkover
• Facebookfacebook.com/MilitaryMakeover

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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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 Military Makeover with Montel