Veterans and Everyday Heroes

What Veterans and Everyday Heroes does

Veterans and Everyday Heroes (V-EH!) is a Canadian not-for-profit organization (NFP Number: 7083873RC0001) headquartered in St. Thomas, Ontario, that delivers acts of kindness to veterans and first responders experiencing mental and physical wellness challenges. The organization was founded by Captain (ret'd) Andrew Gough, a Canadian Armed Forces veteran and medically retired Police Sergeant diagnosed with C-PTSI in 2015, and serves active-duty and retired Canadian Armed Forces members alongside a broad first-responder base including correctional officers, peace and police officers, firefighters, paramedics, nurses, and 9-1-1 operators. Its core offerings include financial assistance grants for wellness-promoting items, service dog funding and grants, mental health advocacy, peer support, and resource navigation; CAMH-cited research indicates 36.7% of municipal/provincial officers and over half of RCMP officers report current mental illness symptoms, versus 10% in the general population, framing the addressable need.

The organization runs no proprietary technology platform; its digital surface consists of a website (v-eh.ca) powered by the ShopLondon.ca e-commerce platform, an online merchandise (Swag) store, donation intake via e-transfers to [email protected] and the Zeffy QR-code platform, and social media presence across Facebook, X, Instagram, Pinterest, YouTube, LinkedIn, Trip Advisor, and Yelp. Annual fundraising events form a central pillar of operations, including the Ontario Comedy Festival (next scheduled for June 13, 2026 at Eddie Bush Memorial Arena in Collingwood), Evening of Heroes galas, and Day of Heroes community gatherings.

Revenue is generated entirely through donations, a six-tier corporate sponsorship program (Diamond $25,000+, Platinum $10,000-$24,999, Gold $5,000-$9,999, Silver $2,500-$4,999, Bronze $1,000-$2,499, and Friend of V-EH $1-$999), merchandise sales, and partnership income via a co-branded arrangement with Railway City Brewing. The organization maintains a referral and resource ecosystem with partners spanning crisis support (Boots on the Ground), cannabis therapy (Spectrum Therapeutics, Canna Connect, Mendo Cannabis), veteran mental health (Can Praxis, CAVSS), physical wellness (Resilience Through Fitness), and companion animals (Pets 4 Vets), with a sub-brand (OurHeroes Travel) extending into travel services.

Name

Veterans and Everyday Heroes

Legal name

Veterans and Everyday Heroes

Website

https://v-eh.ca

Company type

Private

Operating status

Operating

Short description

Veterans and Everyday Heroes (V-EH!) is a Canadian not-for-profit headquartered in St. Thomas, Ontario, that delivers financial assistance, service dog grants, mental health advocacy, and peer support to veterans and first responders across Canada, funded by donations, corporate sponsorships, merchandise, and annual fundraising events.

Ownership category

akta.pro rank

Product category

Veteran and First Responder Nonprofit Support Services

NAICS

Civic and Social Organizations (8134), Voluntary Health Organizations (813212), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

Keywords

• Veteran support services
• First responder wellness
• Charitable fundraising events
• Nonprofit financial assistance
• Service dog grants

Headquarters

HQ city

St Thomas

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: The organization accepts e-transfers to [email protected] and QR code-based donations through Zeffy platform. Donations from the general public form the core of their funding for veteran and first responder support programs.
2. Corporate Sponsorships: Corporate sponsorship program with tiered levels: Diamond ($25,000+), Platinum ($10,000-$24,999), Gold ($5,000-$9,999), Silver ($2,500-$4,999), Bronze ($1,000-$2,499), and Friend of V-EH ($1-$999).
3. Merchandise Sales (Swag): Sale of branded merchandise through their online store to generate revenue while promoting awareness.
4. Railway City Brewing Partnership: Partnership with Railway City Brewing for branded products that support the organization's mission.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Veterans and Everyday Heroes (V-EH!) is a Canadian not-for-profit that performs acts of kindness for veterans and first responders in need of support to achieve or maintain mental and physical wellness. It delivers financial assistance grants for wellness-related needs, service dog funding, peer support and educational resources on OSI/PTSI, community events such as the Ontario Comedy Fest and Evening of Heroes galas, and an OurHeroes Travel service, all provided at no cost to qualifying beneficiaries and funded through donations, corporate sponsorships, and merchandise sales.

Product overview

Veterans and Everyday Heroes (V-EH!) is a non-profit charity that operates as a collective kindness initiative rather than a technology product company. The organization offers a portfolio of support services including financial assistance requests for wellness needs, service dog support grants, mental health resources for OSI/PTSI, and community events such as the Ontario Comedy Fest, Evening of Heroes, and Day of Heroes. Additional offerings include a travel service (OurHeroes Travel), merchandise store (Swag), and corporate sponsorship program with tiered funding levels from $1 to $25,000+. The organization is powered by ShopLondon.ca platform but does not offer a distinct software product or platform.

Differentiator

Problem solved

Functional benefit

Brands

• OurHeroes Travel: Travel services offered for veterans and first responders.
• Railway City Brewing

Products and services

• Assistance Support Request Financial assistance program for first responders and military members in need of support to promote or maintain wellness, providing grants for various wellness-related needs.
• Service Dog Support Program Program that secures full or partial funding for service dogs for veterans and first responders diagnosed with conditions that could be helped by a service dog, providing grants for training or purchase of certified service dogs.
• OurHeroes Travel Travel services specifically designed for veterans and everyday heroes, offering support and experiences for this community.
• Mental Health Support Services Support services for veterans and first responders dealing with Operational Stress Injuries (OSI) and Post-Traumatic Stress Injuries (PTSI), including educational resources and community support.
• Swag Store Online merchandise store offering branded items supporting the veterans and everyday heroes cause.
• Corporate Sponsorship Program Annual corporate sponsorship program with tiered levels (Diamond $25,000+, Platinum $10,000-$24,999, Gold $5,000-$9,999, Silver $2,500-$4,999, Bronze $1,000-$2,499, Friend $1-$999) to support organizational initiatives.

Quantifiable outcome

• According to CAMH research cited on the OSI page, 36.7% of officers with municipal or provincial services and just over half of RCMP officers reported current symptoms of mental illness compared to 10% in the general population.

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

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

• Mad Hatter IndustriesmajorStrategic or Co-development PartnerMad Hatter Industries is owned by Captain Corey Hatt (CD), who is featured on the V-EH team page. The partnership includes Gold level corporate sponsorship and shared mental health advocacy mission. Mad Hatter Industries focuses on raising mental health awareness and preventing suicides in communities.
• Pets 4 VetsmajorStrategic or Co-development PartnerReferral partner for veterans seeking companion animals versus service dogs. V-EH recommends Pets 4 Vets for those looking for companion animals rather than certified service dogs.
• Boots on the GroundmajorStrategic or Co-development PartnerMental health crisis support partner. V-EH directs individuals in crisis to Boots on the Ground's 24/7 toll-free helpline (1-833-677-2668) for immediate support.
• Spectrum TherapeuticscoreStrategic or Co-development PartnerCannabis therapy provider partner supporting veterans and first responders with alternative treatment options for mental health conditions.
• Can PraxiscoreStrategic or Co-development PartnerVeteran-focused therapeutic services partner providing mental health support and programs for veterans dealing with operational stress injuries.
• Canna ConnectcoreStrategic or Co-development PartnerCannabis therapy and wellness partner connecting veterans and first responders with cannabis-based treatment options.
• CAVSS (Canadian Armed Forces Veterans Safety Society)coreStrategic or Co-development PartnerPartner organization dedicated to veteran safety and support services, working alongside V-EH to serve the veteran community.
• Mendo CannabisminorStrategic or Co-development PartnerCannabis retail partner providing products and potentially funding for veteran wellness programs.
• Resilience Through FitnesscoreStrategic or Co-development PartnerFitness-focused partner helping veterans and first responders build physical resilience as part of their mental health and wellness journey.
• Railway City BrewingmajorGTM or Marketing PartnerLocal brewery partnership for branded products that support V-EH's mission. Railway City Brewing sells community support merchandise through their online shop with proceeds benefiting V-EH programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canadian Armed Forces Veterans Safety Society (CAVSS): Existing V-EH strategic partner; dedicated veteran safety and support organization with comparable mission scope. Functions as both a peer and a referral/referral-back partner in the same Ontario ecosystem.
• Soldier On: Canadian Armed Forces-affiliated charitable organization supporting veterans' mental and physical wellness through sport, recreation, and rehabilitation. Directly comparable target audience (ill/injured CAF members and veterans) and wellness-focused delivery model.
• True Patriot Love Foundation: Canadian national charity funding programs for military families and veterans, with a focus on mental health and family wellness. Operates similar corporate-sponsorship-driven fundraising model and grants funds to frontline service providers.
• Support Our Troops Foundation: Official charitable arm of Canadian Forces Morale and Welfare Services. Funds wellness, mental health, and family-support programs for serving members and veterans — overlapping donor base and beneficiary population with V-EH.
• Wounded Warriors Canada: Canadian national charity providing mental health programs and support to veterans and first responders. Closest direct peer to V-EH in mission, target beneficiary base, and donation/fundraising model, though at significantly larger scale.

Broad incumbents

• Wounded Warrior Project: Largest US veteran-services nonprofit providing mental health, physical wellness, and long-term support programs. Operates a much larger and broader peer-support model relevant to scaling V-EH's approach beyond Canada.

Emerging players

• PTSD Association of Canada: National nonprofit focused specifically on PTSD/OSI awareness, education, and peer support — overlapping core beneficiary use case (Operational Stress Injuries, PTSI) with V-EH but more narrowly scoped.
• Helmets to Hardhats Canada: Canadian nonprofit connecting military veterans and first responders to civilian career opportunities. Adjacent in target population and wellness/resilience framing, though focused on employment rather than direct mental-health services.

Regional players

• Camino Wellbeing + Mental Health (formerly CMHA Waterloo Wellington): Ontario-based mental-health services provider serving first responders, veterans, and agricultural communities. Comparable peer-support and counselling model in the same Ontario regional context.
• Canadian Mental Health Association (CMHA) - Middlesex Branch: Regional mental-health services and advocacy organization based in the same London/Middlesex, Ontario geography as V-EH. Awards the Champion of Mental Health honor and is a natural institutional peer for community-level mental-health fundraising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Instagraminstagram.com/{{bizInfo.contact.instagram}}
• Pinterestpinterest.com/{{bizInfo.contact.pinterest}}
• YouTubeyoutube.com/{{bizInfo.contact.youtube}}
• LinkedInlinkedin.com/{{bizInfo.contact.linkedin}}

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 Veterans and Everyday Heroes