i love you, bro Project

What i love you, bro Project does

The "i love you, bro Project" is a Utah-based 501(c)(3) nonprofit organization founded approximately in 2020 by Joe Tuia'ana, focused on men's mental health and suicide prevention. The organization primarily serves adult men in Utah through free peer-based support programs and licensed clinical services, operating in a category where male suicide rates and unmet mental health needs among men are core positioning themes.

Its core offerings include "Courage to Bro" — weekly in-person men's support groups operating across approximately 15 Utah cities; "Let's Grow Bro" — monthly mental health workshops; "You and Me Bro" — one-on-one counseling with telehealth availability; "I Love You Sis" — a parallel program for women; "Forged Through Fire" — an annual firewalk fundraising event; and the "LiveOn Suicide Prevention Playbook" — a 10-episode, 5-minute-per-episode Instagram-delivered course with reach outside Utah. The organization has no proprietary technology platform, no app, and no digital infrastructure beyond Instagram-hosted content delivery. Program delivery relies on approximately 24 facilitators and a clinical board that includes licensed mental health professionals holding CMHC, MSW, LMFT, and SUDC credentials.

The organization is funded entirely through donations and corporate sponsorships, with all services provided free of charge to participants. It maintains a partnership ecosystem with established mental health institutions including the Huntsman Mental Health Institute, the 988 Lifeline, NAMI, AFSP, the Utah Department of Health and Human Services, LiveOn Utah, and Intermountain Healthcare. External recognition includes the 2022 Fab40 award and a 2024 Honorary Interfaith Chaplain designation for its founder.

Name

i love you, bro Project

Legal name

i love you, bro PROJECT

Website

https://iloveyoubroproject.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The "i love you, bro Project" is a Utah-based 501(c)(3) nonprofit providing free men's mental health support groups, workshops, counseling, and suicide prevention programs across 15 Utah cities plus a digital Instagram-delivered course.

Ownership category

akta.pro rank

Product category

Men's Mental Health and Suicide Prevention Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

akta.pro primary industry

Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

akta.pro secondary industry

Meditation Retreats, Workshops & Immersive Programs (HSADAJAF)

Keywords

• Men's mental health support
• Suicide prevention services
• Peer support groups
• Community mental health
• Counseling and workshops

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Donations and Fundraising: As a 501(c)(3) nonprofit organization, the i love you, bro Project generates revenue through charitable donations from individuals and corporate sponsors. The organization also holds an annual Firewalk fundraiser event called 'Forged Through Fire' for men's mental health and suicide prevention.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The i love you, bro Project is a 501(c)(3) nonprofit that provides free men's mental health and suicide prevention services, including weekly in-person peer support groups across 15 Utah cities, monthly clinical workshops, free one-on-one counseling (on-site and TeleHealth), and a women's program. It also offers an Instagram-based suicide prevention micro-course and an annual firewalk fundraiser, all delivered at no cost to participants.

Product overview

i love you, bro Project is a 501(c)(3) nonprofit organization offering a suite of mental health programs for men and women. The core offerings include: Courage to Bro (weekly in-person support groups across 15 Utah locations), Let's Grow Bro (monthly mental health workshops taught by clinical professionals), and You and Me Bro (free one-on-one counseling). The organization also provides I Love You Sis workshops for women, the annual Forged Through Fire firewalk fundraiser event, and the LiveOn Suicide Prevention Playbook delivered via Instagram. All programs are free to participants and focus on suicide prevention, men's mental health, and personal development through connective evidence-based programming.

Differentiator

Problem solved

Functional benefit

Brands

• Courage to Bro: Weekly in-person support groups for men held across Utah locations including West Jordan, Provo, American Fork, Ogden, Salt Lake City, Roosevelt, Kaysville, Eagle Mountain, Heber City, Logan, Lehi, West Valley City, Tooele, Pleasant Grove, and Spanish Fork
• Let's Grow Bro
• You and Me Bro
• I Love You Sis
• Forged Through Fire
• LiveOn Suicide Prevention Playbook

Products and services

• Courage to Bro

Quantifiable outcome

• 55% of men in groups admit to using humor to hide what is really going on inside
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Huntsman Mental Health InstitutecoreStrategic or Co-development PartnerCommunity resource partner providing mental health expertise and resources for the organization.
• 988 LifelinecoreStrategic or Co-development PartnerNational suicide prevention lifeline featured prominently on the organization's crisis support page as a referral resource.
• NAMI (National Alliance on Mental Illness)coreStrategic or Co-development PartnerCommunity resource partner, one of the largest mental health organizations in the United States.
• AFSP (American Foundation for Suicide Prevention)coreStrategic or Co-development PartnerCommunity resource partner, leading nonprofit organization dedicated to suicide prevention.
• Utah Department of Health and Human ServicescoreStrategic or Co-development PartnerState government partner providing public health resources and support for mental health initiatives.
• Utah Suicide Prevention Coalition (USPC)coreStrategic or Co-development PartnerLocal coalition partner focused on suicide prevention efforts in Utah.
• LiveOn UtahcoreStrategic or Co-development PartnerPartner for the LiveOn Suicide Prevention Playbook - world's first Instagram-based suicide prevention course.
• Intermountain HealthcaremajorStrategic or Co-development PartnerCommunity resource partner providing behavioral health services and resources.
• Youth Impact IncmajorStrategic or Co-development PartnerCommunity partner that the organization collaborates with for service activities, including hosting Christmas party events for kids.
• New Beginnings Counseling CentercoreStrategic or Co-development PartnerProvides venue for support groups in West Jordan and American Fork locations.
• Koru WellnesscoreStrategic or Co-development PartnerProvides venue for support groups in Lehi location.
• Red Willow Counseling & RecoverycoreStrategic or Co-development PartnerProvides venue for support groups in Salt Lake City location.
• NRE Real Estate GroupcoreStrategic or Co-development PartnerAdvisory board member Troy Hodell donates office space for West Jordan support groups.
• Big O Tires - South JordanminorGTM or Marketing PartnerSponsor - owned by board member Clint Trujillo. Provides financial support.
• GameDay Men's HealthminorGTM or Marketing PartnerSponsor providing venue for Pleasant Grove support groups.
• PC PlumbingminorGTM or Marketing PartnerSponsor that has funded therapy sessions for men in the program.
• Aspire Counseling NetworkminorStrategic or Co-development PartnerSponsor partner.
• Red Willow CounselingminorStrategic or Co-development PartnerSponsor partner providing mental health services support.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Man Therapy: Men's mental health initiative using humor and digital tools to reach men at risk. Directly comparable by target audience (men), suicide prevention focus, and use of unconventional digital channels.
• Movember Foundation: Global nonprofit singularly focused on men's mental health and suicide prevention. Most directly comparable organization by mission, fundraising model (community-led donations and signature events), and target demographic.
• American Foundation for Suicide Prevention (AFSP): Leading national nonprofit dedicated to suicide prevention. Directly comparable by suicide-prevention mission, donations-based funding, and community-outreach model; i love you, bro lists AFSP as a community partner.
• HeadsUpGuys: Men's mental health and depression resource developed at the University of British Columbia. Directly comparable in focus on male-specific mental health programming and digital content delivery.

Broad incumbents

• 988 Suicide & Crisis Lifeline: Nationwide suicide-prevention crisis service operated by SAMHSA and partner centers. Broader incumbent providing crisis intervention that i love you, bro references as a referral partner.
• NAMI (National Alliance on Mental Illness): Largest U.S. grassroots mental health organization with affiliate support groups across the country. Broader incumbent covering mental health generally; i love you, bro lists NAMI as a community partner.
• Jed Foundation: Nonprofit protecting youth and young adult emotional health and suicide prevention. Comparable in mission space (mental health/suicide prevention nonprofit) but with broader institutional partnerships and national scope.
• Talkspace: Public online therapy platform with B2B2C partnerships through health plans and employers. Adjacent provider of mental health services that competes for corporate wellness and individual therapy dollars.

Emerging players

• Hope for the Day: Nonprofit using music, art, and storytelling for mental health and suicide-prevention outreach. Comparable in combining peer-led programs, content-driven outreach, and events with donations-based funding.
• Brother, You're on My Mind (Omega Psi Phi): Mental health awareness initiative from Omega Psi Phi Fraternity targeting men of color. Comparable focus on men's mental health stigma and community-based support, though channeled through fraternal structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/iloveyoubroproject
• Facebookfacebook.com/iloveyoubroproject

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 i love you, bro Project