What Project Echelon does

Project Echelon is a registered 501c3 non-profit organization founded on April 1, 2016 by Eric Hill and Eric Beach, headquartered in Waukesha, Wisconsin. The organization operates two functional branches: a member services branch that delivers direct support to veterans (mentorship, equipment grants, race-fee assistance, gym memberships, and training camps) and a public-facing branch, Project Echelon Racing Team, which fields a UCI Continental professional cycling team that achieved UCI Continental status in 2023 and is now among the top domestic teams in North America. Its product surface includes the veteran mentorship program, equipment grants, the annual Gran Fondo in Oro Valley/Marana (Arizona), The Long Ride Home long-distance fundraising ride, and ancillary merchandise (Pro Shop via Birdworx, Performance Gear via Jakroo).

The organization's business model is donation- and sponsorship-driven rather than commercial. There are no products or services sold to customers; veterans receive support at no cost, and funding flows from individual donors, corporate sponsors (across Gold/Silver/Bronze tiers including Bio-Tech Pharmacal, Trace-A-Matic, GoodLife, and Jakroo), and event revenue. Sponsorship dollars directed to the racing team carry a stated target of allocating approximately 22% to veteran programs, with the balance funding racing operations, travel, kit, and marketing. The stated go-to-market relies on the cycling team as a public relations and marketing platform, supported by earned media, social, email, and annual community events rather than paid advertising.

There is no proprietary technology platform, software product, or AI/ML capability. Service delivery to veterans is conducted through direct outreach, personal referrals, community events, and coaching relationships. The organization has no disclosed funding rounds, no parent company, and no subsidiaries, and remains independently operated under the co-founders' leadership.

Name

Project Echelon

Legal name

Project Echelon

Website

https://projectechelon.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Project Echelon is a 501c3 non-profit founded in 2016 that supports veterans through endurance-sport mentorship, equipment grants, and community events, and operates a UCI Continental professional cycling team as its public awareness platform. It is funded by individual donations, corporate sponsorships (with ~22% of racing sponsorship directed to veteran programs), and events such as the annual Gran Fondo and The Long Ride Home.

Ownership category

akta.pro rank

Product category

Veteran Support Services (Non-profit)

NAICS

Spectator Sports (71121), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Tour Operators (56152)

SIC

Services-Membership Organizations (8600), Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industries

Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges) (MPAKAIAG), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Veteran mentorship programs
• Endurance sports training
• Professional cycling team
• Nonprofit veteran services
• Fundraising endurance events

Headquarters

HQ city

Pewaukee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Corporate and Private Donations: Project Echelon is a registered 501c3 non-profit. Donations from individuals and corporations are directed to veteran support programs including equipment grants, race fee assistance, gym memberships, training camps, and mentorship outreach. All donations are used purposefully and responsibly to support the mission.
2. Sponsorship of Project Echelon Racing Team: Sponsorship dollars for the Project Echelon Racing Team (the public relations and marketing branch) are used to supplement race entry fees, travel, social media marketing, promotion of special events, and activities that build moral and financial support for the non-profit veteran programs. The team aims to donate approximately 22% of sponsorship dollars to veteran programs.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Project Echelon is a registered 501c3 non-profit organization that supports veterans and service members through structured endurance-sport mentorship programs, providing coaching, equipment grants, race-fee support, gym and training-camp access at no cost to participants. The organization also operates a UCI Continental Professional Cycling Team that serves as a public-facing platform to raise awareness and sponsorship funds for veteran mental and physical wellness programs. Supplemental offerings include the annual Gran Fondo community ride, the multi-day "Long Ride Home" fundraising initiative, and branded merchandise sales through partner storefronts.

Product overview

Project Echelon is a non-profit organization comprising a veteran mentorship program and a UCI Continental Professional Cycling Team. The core offerings include a structured mentorship program connecting veterans with coaches for physical activity and self-discovery, equipment grants for cycling and fitness gear, and the Project Echelon Racing Team which serves as the public relations arm competing at elite levels. Supplementary offerings include the annual Gran Fondo non-competitive cycling events, The Long Ride Home fundraising initiative featuring long-distance rides for veteran mental health awareness, a Pro Shop for branded merchandise, and Performance Gear through partner Jakroo. The organization operates as two branches: Project Echelon (member services working directly with veterans) and Project Echelon Racing Team (marketing and public engagement).

Differentiator

Problem solved

Functional benefit

Products and services

• Project Echelon Veteran Mentorship Program A structured mentorship program that pairs veterans with coaches and peer support to build emotional intelligence and achieve personal growth through endurance sports; each veteran entering the program is matched with a coach who develops a personal relationship to identify unique barriers to physical activity and self-discovery.
• Project Echelon Racing Team A UCI Continental Professional Cycling Team that promotes Project Echelon's veteran mission through elite-level competitive cycling, using its platform to educate, equip, and empower veterans.
• Equipment Grants Program Donation-funded grants that provide veterans with cycling and fitness equipment including bicycles, indoor trainers, jerseys, running shoes, race fees, USA Cycling/Triathlon memberships, gym fees, class fees, and TrainingPeaks subscriptions.
• Project Echelon Gran Fondo Annual non-competitive group cycling event hosted in partnership with the Pima County, Arizona communities of Oro Valley and Marana (Purple Heart Towns), bringing together veterans, athletes, and supporters for community rides while raising awareness and funds for the veteran mission.
• The Long Ride Home A long-distance endurance-cycling fundraising initiative raising awareness and support for veteran mental health, with a flagship 2,200km Pacific Coast ride from Portland, Oregon to Coronado, California.
• Pro Shop (Team Merchandise) Online storefront selling Project Echelon branded cycling apparel and gear, hosted on the third-party Birdworx platform, that allows supporters to purchase team merchandise to support the non-profit's mission.
• Performance Gear (Custom Cycling Kits) Custom branded cycling kits and performance apparel including the PE Vanguard line, available through partner Jakroo for team members and supporters.

Quantifiable outcome

• 22% of sponsorship dollars donated to veteran programs
• +2 more outcomes

Named customers1 record

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

21 partnerships are on record, tiered core and minor.

• Bio-Tech PharmacalcoreStrategic or Co-development PartnerBio-Tech Pharmacal is a veteran-owned company headquartered in Fayetteville, AR, providing high-quality nutritional supplements (tri-salts, vitamin D, melatonin) to Project Echelon Racing athletes. The partnership is one of the organization's longest-standing, entering its sixth season. As a Gold Sponsor, Bio-Tech's support aligns with Project Echelon's mission, and Dale Benedict, the owner, is a 93-year-old veteran.
• GoodLife (GoodLife Brands / GoodLife Nutrition)coreStrategic or Co-development PartnerGoodLife provides clean, functional nutrition products including electrolytes, carbohydrates, protein powders, and high-quality meats (Certified Piedmontese, Wixter Seafood) to Project Echelon Racing athletes. During training camps in Tucson, AZ, GoodLife provided daily meals. The partnership aligns with Project Echelon's focus on physical and mental health and reintegration after military service.
• Trace-A-MaticcoreStrategic or Co-development PartnerTrace-A-Matic is a precision machining company headquartered in Brookfield, WI with operations in Houston, TX, operating over 140 CNC machining centers across more than 300,000 square feet. Founded in 1968, the company serves aerospace, defense, medical, and cycling industries. CEO Thorsten Wienss leads the company's alignment with Project Echelon's mission to equip and empower veterans. Trace-A-Matic is a Gold Sponsor.
• VCP (Veteran Claims Paid)coreStrategic or Co-development PartnerVCP leads the healthcare industry in procuring payment to private providers for treatment of American Veterans. The VCP Foundation has become a cornerstone of Project Echelon's ability to serve veterans. The partnership, which originated from a conversation at a coffee shop, includes philanthropy and volunteerism through the VCP Foundation. Eric Hill, Co-Founder and Race Director, described the Foundation's commitment as pivotal.
• The Dirt Therapy Project (Veterans Future Foundation)coreStrategic or Co-development PartnerThe Dirt Therapy Project (TDTP), a program of the Veterans Future Foundation, promotes mental and physical well-being through mountain biking. The partnership provides Project Echelon veterans with additional mountain biking experiences, community events, rides, and outdoor activities. This partnership continues Project Echelon's growing presence in NW Arkansas.
• Rusty Dogs of WarminorStrategic or Co-development PartnerRusty Dogs of War, led by CEO Caleb Cline (US and World Champion in ultra-distance cycling and adaptive bike disciplines), advocates for using endurance sports as a tool for challenged athletes and disabled veterans. A collaborative documentary is in production, and meetups along the Race Across America (RAAM) route are planned. The partnership aims to change the Paralympic landscape and promote inclusivity in cycling.
• Trident CoffeeminorGTM or Marketing PartnerTrident Coffee is a veteran-owned company supporting The Long Ride Home initiative by hosting Checkpoint 22 in Coronado and creating a limited edition Long Ride Home Cold Brew. The partnership extends beyond product support to creating moments of connection around veteran mental health.
• Oro Valley and Marana (Pima County, Arizona)coreGTM or Marketing PartnerBoth Oro Valley and Marana are designated Purple Heart Towns committed to honoring veterans. The communities host Project Echelon's annual Gran Fondo (third consecutive year in 2025) and serve as the organization's preferred winter training destination. The partnership aligns cycling, wellness, and veteran recognition in the scenic Arizona desert.
• JakroocoreGTM or Marketing PartnerJakroo provides custom Project Echelon Vanguard cycling kits (performance apparel) worn by the team and veterans in programs. Jakroo's e-commerce storefront hosts the Project Echelon Performance Gear store.
• GarminminorGTM or Marketing PartnerGarmin provides navigation, awareness, and ride data technology for The Long Ride Home journey (Portland, OR to Coronado, CA, July 7-19, 2026), enhancing rider safety and tracking progress throughout the 2,200km route.
• SILCAminorGTM or Marketing PartnerSILCA has built premium cycling tools, pumps, sealants, and maintenance products for over a century. Their support helps keep The Long Ride Home journey moving reliably, ensuring every mile is ridden with confidence.
• TailfinminorGTM or Marketing PartnerTailfin's innovative storage systems provide carrying capacity and organization needed for The Long Ride Home's 13-day journey down the Pacific Coast, allowing efficient travel with essentials close at hand.
• California BicycleminorGTM or Marketing PartnerCalifornia Bicycle provides mechanical support, maintenance, and trusted advice for The Long Ride Home, preparing the Chapter2 Toa bike for the demands of the Pacific Coast route.
• SD Velo MechanixminorGTM or Marketing PartnerSD Velo Mechanix, led by mechanic Matt, provides mechanical support for The Long Ride Home, keeping the bike rolling through the 13-day, 2,200km Pacific Coast journey.
• GOODLIFE NutritionminorGTM or Marketing PartnerGOODLIFE Nutrition provides hydration, carbohydrates, and recovery support for The Long Ride Home's 13 consecutive days and 2,200km along the Pacific Coast.
• City Lights Brewery of MilwaukeeminorGTM or Marketing PartnerCity Lights Brewery of Milwaukee announced a multi-year partnership with Project Echelon, providing support for the organization's events and mission.
• SwiftwickminorGTM or Marketing PartnerSwiftwick partnered with Project Echelon to support veterans, providing compression and performance socks for the team and veteran programs.
• BuyCycleminorGTM or Marketing PartnerBuyCycle partnered with Project Echelon on the Valor for Veterans initiative to support a veteran bicycle grant program, helping veterans access equipment for cycling.
• SarisminorStrategic or Co-development PartnerSaris partnered with Project Echelon for virtual cycling events and community engagement, including blog features on cycling for change and cycling changing lives. During the COVID-19 pandemic, Project Echelon ran virtual races on Zwift with Saris's support.
• Fox 5 San Diego / KUSIminorGTM or Marketing PartnerFox 5 San Diego/KUSI covered The Long Ride Home initiative, featuring stories about Navy veteran Brandon Van Baggen's 2,200km ride to raise awareness for veteran mental health.
• Navy OutreachminorGTM or Marketing PartnerNavy Outreach covered The Long Ride Home initiative, highlighting the journey of a Chula Vista resident supporting naval community and veteran mental health awareness.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• The Mission Continues: Veteran-focused nonprofit that runs service-based leadership and community impact programs with a physical-fitness component. Comparable as an emerging peer in the veteran-cause space that competes for corporate cause-marketing budgets.
• Team Rubicon: Veteran-led nonprofit that deploys veterans into disaster response and community service. Operates a parallel veteran-identity-through-service model and increasingly incorporates physical-fitness programming, making it a comparable adjacent peer.

Direct peers

• Challenged Athletes Foundation: Nonprofit that provides grants and mentorship to athletes with physical challenges, including Para-cycling. Comparable to Project Echelon through its adaptive/Para-cycling overlap (Rusty Dogs of War partnership) and grant-based equipment support model.
• Best Buddies Racing: U.S.-based competitive cycling program operated alongside the Best Buddies International nonprofit for people with intellectual and developmental disabilities. Structurally analogous to Project Echelon — a cause-driven nonprofit that runs a competitive cycling team as its awareness and fundraising platform.
• Ride 2 Recovery: Veteran-focused nonprofit that delivers cycling-based rehabilitation programs, multi-day challenge rides, and adaptive cycling — directly comparable to Project Echelon's Gran Fondo, Long Ride Home, and equipment-grant programming for veterans.
• Team Red White Blue: 501c3 veteran-focused nonprofit that uses endurance sports (running, cycling, swimming) as the vehicle for veteran mental health and community connection — the closest mission and operating-model analog to Project Echelon, though without a professional racing-team branch.

Broad incumbents

• Disabled American Veterans: One of the largest U.S. veteran service organizations, providing benefits assistance, transportation, and community programs. Operates as a broad incumbent in the same veteran-support funding environment as Project Echelon's non-profit arm.
• USA Cycling: National governing body for competitive cycling in the U.S. and the sanctioning organization for Project Echelon Racing's UCI Continental license. A broad incumbent that sets the competitive framework the racing team operates within.
• Wounded Warrior Project: One of the largest U.S. veteran-focused nonprofits, offering physical and mental health programming, employment transition, and community engagement. Represents a much broader portfolio than Project Echelon and competes for the same corporate veteran-cause sponsorship dollars.

Others

• Homes for Our Troops: Veteran-focused nonprofit that builds specially adapted homes for severely injured post-9/11 veterans. Not a cycling peer but a thematically adjacent veteran-support nonprofit that competes in the same corporate cause-marketing arena.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/project-echelon

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Project Echelon