Rock from the Heart
Rock from the Heart is an all-volunteer Minnesota-based 501(c)(3) nonprofit that combines physician-led aortic and heart valve disease education with benefit rock concerts to support patients, families, and survivors. It operates Aortic Ed Sessions, the Aortic Fire house band, and an annual signature event, funded by donations, sponsorships, merchandise, and tickets.
- Company typePrivate
- Founded2017
- HeadquartersMinneapolis, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Rock from the Heart does
Rock from the Heart is a Minnesota-based 501(c)(3) nonprofit organization (EIN 84-2009806) founded in 2017 by Pete and Amy Johnson after Pete's aortic valve disease and aneurysm diagnosis in 2015 and subsequent open-heart surgery in 2017. The organization is all-volunteer with no paid staff and operates from Minneapolis with event activity in Minnesota and North Dakota. Its core mission is to educate the public about aortic and heart valve disease, connect diagnosed patients and families with resources, and use the emotional pull of live rock music to drive engagement.
The organization's product portfolio centers on three integrated formats: Aortic Ed Sessions (physician-led educational symposia), benefit concerts built around the in-house Aortic Fire band (composed of heart surgery survivors), and the annual Rock from the Heart Northland signature event that combines all elements (Duluth, Oct 9-10, 2026). Supporting products include a free YouTube educational video library, a survivor blog ("Blogging from the Heart"), an apparel online shop, annual Impact Reports, and a livestreamed symposium option for remote participation. Technology is limited to standard digital distribution tools — YouTube, PayPal, and third-party ticketing platforms — with no proprietary platform or technology stack.
Rock from the Heart's revenue model is donation- and sponsorship-driven. It accepts tax-deductible individual donations via PayPal, sells tiered event sponsorships ranging from $100 (ROCK FAN) to $20,000 (ICON), and earns supplementary income from merchandise sales and ticket revenue. The customer base is segmented across aortic/heart valve disease patients and survivors, families and caregivers, healthcare professionals, general public/music fans, and corporate sponsors. Key partnerships include a flagship presenting sponsorship from Essentia Health, medical expertise contributions from Allina Health Minneapolis Heart Institute physicians (notably Dr. Anil Shah), and referral relationships with the Marfan Foundation, American Heart Association, Global Heart Hub, and Rare Patient Voice.
Rock from the Heart firmographics
Firmographics- Name
- Rock from the Heart
- Legal name
- Rock from the Heart
- Website
- https://rockfromtheheart.org
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rock from the Heart is an all-volunteer Minnesota-based 501(c)(3) nonprofit that combines physician-led aortic and heart valve disease education with benefit rock concerts to support patients, families, and survivors. It operates Aortic Ed Sessions, the Aortic Fire house band, and an annual signature event, funded by donations, sponsorships, merchandise, and tickets.
- Ownership category
- akta.pro rank
Rock from the Heart industry classification
Industry- Product category
- Nonprofit Health Education
- NAICS
- Voluntary Health Organizations (813212)
- akta.pro primary industry
- Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)
Keywords
Where Rock from the Heart is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rock from the Heart business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain, Others
Revenue model
- Donations and Charitable Contributions: As a registered 501(c)(3) nonprofit organization, Rock from the Heart relies on tax-deductible donations from individuals. Donors can make one-time or recurring monthly contributions through PayPal. EIN: 84-2009806.
- Sponsorships: Corporate sponsors support events and initiatives at various tier levels (ICON $20,000, LEGEND $10,000, ROCKSTAR $5,000, HEADLINER $2,500, TOUR MANAGER $1,500, OPENING ACT $500, WEEKEND WARRIOR $250, ROCK FAN $100). Sponsors gain brand visibility and marketing opportunities while supporting aortic health awareness.
- Merchandise Sales: Online shop selling apparel with all proceeds supporting Rock from the Heart education and awareness programs. Newsletter subscribers receive 10% off first purchase.
- Event Tickets: Ticket sales for benefit concerts, Aortic Ed Sessions, Survivor Recognition Dinners, and Rockin' Hearts Pre-Show Parties. Tickets sold through Ticket Tailor and buytickets.at platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | ICON sponsorship tier - $20,000 (FULL) |
| Other | Annual | LEGEND sponsorship tier - $10,000 (2 available) |
| Other | Annual | ROCKSTAR sponsorship tier - $5,000 (3 available) |
| Other | Annual | HEADLINER sponsorship tier - $2,500 (5 available) |
| Other | Annual | TOUR MANAGER sponsorship tier - $1,500 |
| Other | Annual | OPENING ACT sponsorship tier - $500 (unlimited) |
| Other | Annual | WEEKEND WARRIOR sponsorship tier - $250 (unlimited) |
| Other | Annual | ROCK FAN sponsorship tier - $100 (unlimited) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Rock from the Heart product offering
Product offeringCore offering
Rock from the Heart is a 501(c)(3) nonprofit that delivers education and awareness programs for aortic and heart valve disease through physician-led Aortic Ed Sessions, benefit concerts featuring its house band Aortic Fire, and a free YouTube educational video library. The organization sells branded merchandise, hosts survivor recognition events, and connects patients and families with partner healthcare resources. Its signature offering is the annual multi-day Rock from the Heart Northland event combining educational symposiums, survivor recognition dinners, and a benefit concert.
Product overview
Rock from the Heart is a 501(c)(3) nonprofit organization that operates a portfolio of awareness and education programs centered on aortic and heart valve disease. The core offering combines live educational events (Aortic Ed Sessions) with benefit concerts featuring the house band Aortic Fire. The organization provides free educational content through its YouTube video library, publishes annual Impact Reports, and maintains a survivor blog (Blogging from the Heart). The signature annual event is Rock from the Heart Northland, featuring multi-day programming including educational sessions, survivor recognition, and concerts. Additional offerings include an online shop selling merchandise and a volunteer program supporting various organizational functions.
Differentiator
Problem solved
Functional benefit
Brands
- Aortic Fire: Official Rock from the Heart house band, formed by founder Pete Johnson. The band includes other heart surgery survivors who perform at Rock from the Heart events.
Products and services
- Aortic Ed Sessions
- Benefit Concerts
- Rock from the Heart Northland
- Rock from the Heart Shop
- Aortic Fire Band
Quantifiable outcome
- In 2019, nearly 9,904 deaths in the U.S. were attributed to aortic aneurysms and dissections. Awareness and early detection through imaging can save lives.
- +2 more outcomes
Companies that use Rock from the Heart
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Rock from the Heart technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rock from the Heart partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- Essentia HealthflagshipEssentia Health is the presenting sponsor of Rock from the Heart Northland event (October 9-10, 2026 in Duluth, MN). As a major healthcare system, this partnership aligns Rock from the Heart's mission with Essentia Health's cardiac care expertise and community health initiatives.
- TerumocoreTerumo, a medical device company, is listed as a 2026 sponsor. Terumo develops and manufactures medical devices and supplies that may include cardiovascular products, making this partnership relevant to Rock from the Heart's cardiac health focus.
- Members Cooperative Credit UnioncoreMembers Cooperative Credit Union is listed as a 2026 sponsor. As a credit union serving the regional community, this partnership supports community-based awareness and education initiatives.
- The Marfan FoundationcoreThe Marfan Foundation provides resources for patients and families navigating aortic diagnosis through their Resource Center. Rock from the Heart directs visitors to Marfan Foundation resources including free fact sheets, videos, and a Help & Resource Center. The organizations share the mission of aortic awareness.
- Allina Health Minneapolis Heart InstitutecoreAllina Health Minneapolis Heart Institute physicians contribute educational content to Rock from the Heart's YouTube channel. Dr. Anil蛇 Shah (Director, Cardiovascular CT; Director, Advanced Imaging Fellowship) provides aortic disease screening and surveillance education. This partnership provides medical expertise and credibility to educational content.
- Global Heart HubminorGlobal Heart Hub is the first global non-profit umbrella organization of patient organizations to provide a voice for those living with or affected by cardiovascular disease. Rock from the Heart links to Global Heart Hub as a trusted resource partner.
- American Heart AssociationcoreThe American Heart Association's Target: Aortic Stenosis initiative is referenced as a trusted resource. This initiative aims to improve timely diagnosis and treatment of aortic stenosis and adherence to valvular heart disease guidelines. Rock from the Heart directs visitors to AHA resources.
- Rare Patient VoiceminorRare Patient Voice partners with Rock from the Heart to ensure patient voices are heard in healthcare discussions. Built on core values of being a good resource for patients, a good partner to clients, a good employer for staff, and a good citizen in the community.
- Inn on Lake SuperiorminorOfficial lodging partner for Rock from the Heart Northland event. Has secured a room block and discounted rates for attendees at their Canal Park location in Duluth, MN.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rock from the Heart competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Rock from the Heart social profiles
Digital presenceRock from the Heart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rock from the Heart leadership team
Management profileNumber of profiles
Profiles2 records
Rock from the Heart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rock from the Heart M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rock from the Heart
What does Rock from the Heart do?
Rock from the Heart is a 501(c)(3) nonprofit that delivers education and awareness programs for aortic and heart valve disease through physician-led Aortic Ed Sessions, benefit concerts featuring its house band Aortic Fire, and a free YouTube educational video library. The organization sells branded merchandise, hosts survivor recognition events, and connects patients and families with partner healthcare resources. Its signature offering is the annual multi-day Rock from the Heart Northland event combining educational symposiums, survivor recognition dinners, and a benefit concert.
Is Rock from the Heart a public or private company?
Rock from the Heart is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Rock from the Heart founded?
Rock from the Heart was founded in 2017. It employs 1 to 10 people.
Where is Rock from the Heart based?
Rock from the Heart is headquartered in Minneapolis, United States, in the North America region.
How does Rock from the Heart make money?
Four revenue lines are on record. Donations and Charitable Contributions are the primary driver. The others are sponsorships, merchandise Sales and event Tickets.
Does Rock from the Heart have an API?
No public API is recorded for Rock from the Heart.
What industry is Rock from the Heart in?
Rock from the Heart's product category is Nonprofit Health Education. Its primary akta.pro industry code is HLAFACAN, Peer Support, Recovery Coaching & Sober Living Services. Its NAICS code is 813212.