Project 2 Heal

What Project 2 Heal does

Project 2 Heal is a 501(c)(3) nonprofit organization founded in 2011 and headquartered in Waxhaw (Charlotte area), North Carolina, that operates a purpose-bred Labrador Retriever breeding and early-development program to supply service dog training organizations. The organization is the only nonprofit in the U.S. dedicated to the husbandry and nurturing of world-class Labrador Retriever puppies for service work, producing puppies with a 75-80% placement success rate versus an industry average of ~8.33% for shelter-sourced dogs. Its core technical methodology combines pedigree analysis and health testing of sires/dams with Early Neurological Stimulation (ENS), Early Scent Introduction (ESI), and Volhard Puppy Aptitude Testing, followed by a two-tier Started 4 Service (S4S) pre-training program (Tier 1: 2-3 months basic training at $3,000; Tier 2: 5-8 months advanced training at $8,000+). Puppies are donated to 30+ ADI-accredited partner service dog training organizations nationwide that serve veterans with PTSD, children with special needs, and adults with disabilities; the organization has donated over 350 puppies since founding.

The organization is funded primarily through donations and charitable contributions, including the Army of Healing Pawtners monthly recurring program, individual puppy and litter sponsorships, employer matching gifts, and corporate sponsorships (20+ named partners including Wells Fargo, JP Morgan, USAA, Duke Energy, Sunbelt Rentals, and the Gary Sinise Foundation). Revenue is supplemented by fee-for-service S4S program contributions ($3,000-$10,000 per dog), corporate Stress Down Day visits, annual fundraising events (Pints 4 Pups raised $46K+ in 2026 and $40K+ in 2025; Putt for Pups: The Lucas Memorial Tournament), the Paws for a Child campaign ($54,576 raised in 2026 against a $30K goal), and Career Change Dog adoption fees. Go-to-market is community-led and event-driven, with demand generation through puppy raising volunteer networks, corporate wellness partnerships, content marketing, and peer referral within veteran and disability communities. The organization holds a 4-Star Charity Navigator rating, a SHARE Seal 2026, and is led by Founder/President Charlie Petrizzo with a small 1-10 person team including Director of Training Cian Savage and a volunteer-amplified operational model that leverages hundreds of puppy raisers and chaperone families.

Name

Project 2 Heal

Legal name

Project 2 Heal

Website

https://project2heal.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Project 2 Heal is a Charlotte, NC-based nonprofit that breeds, nurtures, and donates purpose-bred Labrador Retriever puppies to 30+ ADI-accredited service dog training organizations for veterans, children with special needs, and adults with disabilities.

Ownership category

akta.pro rank

Product category

Service Dog Breeding and Training Nonprofit Services

NAICS

Voluntary Health Organizations (813212), Veterinary Services (54194)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Service dog breeding
• Purpose-bred labradors
• Nonprofit animal welfare
• Assistance dog preparation
• Volunteer puppy fostering

Headquarters

HQ city

Waxhaw

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit, Project 2 Heal's primary revenue stream is individual and corporate donations. The organization accepts one-time and recurring monthly donations (Army of Healing Pawtners program), employer matching gifts, and tribute gifts in memory or honor of loved ones. Major donor programs include naming/sponsoring individual puppies, sponsoring full litters, and general mission support.
2. Started 4 Service (S4S) Program Fees: The S4S program generates revenue by asking partner organizations for a contribution of $3,000–$10,000 per dog depending on the dog's age and level of training (basic Tier 1: $3,000; advanced Tier 2: $8,000). A 5% platform transaction fee applies to online payments. These fees help cover the costs of breeding, raising, and training the dogs. Certified checks are accepted to avoid the transaction fee.
3. Stress Down Day Corporate Donations: Corporate Stress Down Day visits request a donation from host companies in exchange for 1.5–3 hour puppy visits. These contributions fund the breeding, training, and donation of puppies to partner service dog organizations. The program serves major corporations throughout the Charlotte area.
4. Annual Fundraising Events: Annual events including Pints 4 Pups (beer tasting/fundraiser) and Putt for Pups: The Lucas Memorial Tournament (charity golf tournament) generate significant donation revenue. Pints 4 Pups 2025 raised over $40,000; Pints 4 Pups 2026 raised over $46,000.
5. Career Change Dog Adoption Fees: When dogs are released from the service dog program (career change), proceeds from their sale or adoption go directly to funding Project 2 Heal's work serving veterans, children with special needs, and adults with disabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Project 2 Heal is a 501(c)(3) nonprofit that purpose-bred Labrador Retriever puppies, applies Early Neurological Stimulation (ENS), Early Scent Introduction (ESI), Volhard aptitude testing, and a Diabetic Alert Dog imprinting protocol, and donates the puppies to ADI-accredited service dog training organizations. The Started 4 Service (S4S) program offers partner organizations pre-trained puppies or young dogs at $3,000–$10,000 per dog depending on tier, and the organization also places select dogs directly with individuals in the local Charlotte community.

Product overview

Project 2 Heal is a nonprofit organization operating a single unified service offering: breeding, nurturing, and donating world-class Labrador Retriever puppies to become service dogs for veterans, children with special needs, and adults with disabilities. The core product is purpose-bred puppy donation supplemented by the Started 4 Service (S4S) Program with two training tiers, a Puppy Raising Program using volunteer foster families, the Stress Down Days corporate wellness initiative, and specialized Diabetic Alert Dog Training. Additional programs include Career Change Dogs placement, Litter Care volunteer opportunities, Paws for a Child campaign, and the Army of Healing Pawtners monthly donor program. Since 2011, the organization has donated over 350 puppies to more than 30 service dog training organizations nationwide with a 75-80% success rate.

Differentiator

Problem solved

Functional benefit

Brands

• P2H: Abbreviated name used for Project 2 Heal
• Started 4 Service (S4S)
• Army of Healing Pawtners
• Paws for a Child
• Stress Down Days
• Putt for Pups
• Pints 4 Pups

Products and services

• Labrador Retriever Service Dog Puppies (Donated) Purpose-bred Labrador Retriever puppies nurtured from birth using ENS, ESI, Volhard aptitude testing, and the organization's Diabetic Alert Dog imprinting protocol, then donated to ADI-accredited partner service dog training organizations nationwide. These puppies achieve a 75–80% service dog success rate versus approximately 8.33% for shelter dogs.
• Started 4 Service (S4S) Program A two-tier fee-based pre-training program for partner service dog training organizations. Tier 1 provides 2–3 months of basic puppy training (puppies placed at 4–5 months) at $3,000 per puppy. Tier 2 provides 5–8 months of advanced obedience training with hundreds of hours of professional training and public access skills (dogs placed at 8–10 months) starting at $8,000. The contribution range is $3,000–$10,000 per dog depending on age and training level; a 5% platform transaction fee applies to online payments, with certified checks accepted to avoid the fee.
• Diabetic Alert Dog Training Specialized training in which puppies are imprinted from birth to recognize and respond to high and low blood sugar scents, enabling them to alert diabetic handlers before glucometer readings indicate issues. The imprinting protocol begins during nursing and continues through advanced training.
• Career Change Dog Adoption Placement program for dogs released from the service dog pipeline (career changes). Dogs not advancing in service training are adopted as Therapy Dogs, Facility Dogs, or family companions; proceeds from adoption fees go directly to funding Project 2 Heal's work serving veterans, children with special needs, and adults with disabilities.
• Stress Down Days (Corporate Wellness Visits) Corporate wellness program in which Project 2 Heal brings puppies to host workplaces for 1.5–3 hour visits. Companies donate in exchange, supporting employee morale and providing puppies with socialization. 2024–2025 partners include Wells Fargo, Sunbelt Rentals, Duke Energy, Charlotte Football Club, Lockton Companies, Robinson Bradshaw, and others in the Charlotte, NC area.

Quantifiable outcome

• 75–80% service dog placement success rate for purpose-bred Labrador puppies vs. ~8.33% (1 in 12) for shelter dogs
• +5 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Metrolina Association for the BlindminorStrategic or Co-development Partner · 23 November 2022Partnership announced November 2022. Project 2 Heal's training team socializes puppies at Metrolina Association for the Blind facilities, providing exposure to diverse environments while supporting the organization's mission.
• K9s for WarriorscoreStrategic or Co-development PartnerThe largest provider of service dogs to veterans in the United States. K9s for Warriors receives donated puppies from Project 2 Heal for training and placement with veterans. Yellowstone litter puppies including 'Rosie' (formerly 'Kota') were sent to K9s For Warriors to be puppy raised by a student at Texas A&M University.
• Fidos for FreedomcoreStrategic or Co-development PartnerProject 2 Heal's longest-running partnership. Fidos for Freedom has received 33 puppies from Project 2 Heal with 32 placed as service dogs (90% success rate). The organization trains and places service and hearing dogs with veterans, children, and adults. Diane Bernier serves as Executive Director and is herself a recipient of a Project 2 Heal hearing dog. Wheeler and Kayce from the Yellowstone litter were placed with Fidos for Freedom.
• Dogs for Better LivescoreStrategic or Co-development PartnerADI-accredited service dog training organization receiving donated puppies from Project 2 Heal for training and placement with individuals in need.
• RI Service DogscoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. ADI accredited or actively pursuing accreditation as required by Project 2 Heal's partner vetting process.
• Continuing the MissioncoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal, with a mission aligned to serving veterans and other individuals with disabilities.
• MK9 Service DogscoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Part of the organization's network of more than 30 vetted partner organizations.
• Paws EffectcoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Part of the 30+ partner organization network.
• Paws and AffectioncoreStrategic or Co-development PartnerPennsylvania-based service dog training organization that received Franklin and Libby (formerly Rip and Teeter) from the Yellowstone litter. Receives donated puppies from Project 2 Heal for training and placement.
• New Life K9scoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Part of the 30+ partner organization network.
• California Service Dog AcademycoreStrategic or Co-development PartnerCalifornia-based service dog training organization receiving donated puppies from Project 2 Heal.
• Canines for ServicecoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. ADI accredited as required by Project 2 Heal's partner standards.
• K94 LifecoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Part of the 30+ partner organization network.
• Hero DogscoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Part of the partner network.
• BluePath Service DogscoreStrategic or Co-development PartnerService dog training organization receiving donated puppies from Project 2 Heal. Featured as a corporate sponsor and partner in Project 2 Heal's sponsor recognition.
• Liberty Dogs USAminorStrategic or Co-development PartnerColby and Beth from the Yellowstone litter were placed with Liberty Dogs USA, where they are being evaluated as potential future breeding dogs. If selected, their puppies would return to Project 2 Heal's program.

Scale indicators16 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• K9s For Warriors: The largest US provider of service dogs to veterans; Project 2 Heal is a direct puppy donor to K9s For Warriors. Highly comparable mission (PTSD/mobility service dogs for veterans) and overlapping recipient base.
• NEADS World Class Service Dogs: ADI-accredited service dog organization training dogs for veterans, children, and adults with disabilities; comparable mission and recipient mix to Project 2 Heal's downstream partner network.
• BluePath Service Dogs: Project 2 Heal partner organization providing service dogs primarily for children with autism; comparable ADI-accredited training/placement model and overlapping donor footprint.
• Paws With A Cause: National nonprofit training service dogs (including for veterans with PTSD) and accrediting its own breeding program — directly comparable end-to-end service dog mission with national footprint.
• Dogs for Better Lives: ADI-accredited Oregon-based service dog organization and Project 2 Heal partner that places dogs with individuals with disabilities — directly comparable partner/training profile to P2H's distribution network.
• Freedom Service Dogs: Colorado-based ADI-accredited service dog organization training dogs for veterans and others with disabilities — comparable mission, recipient mix, and partner role to Project 2 Heal.
• Fidos for Freedom: Project 2 Heal's longest-running partner; a Maryland-based nonprofit training service and hearing dogs. The 90% success rate with P2H puppies is a benchmark outcome for comparable service dog training organizations.

Broad incumbents

• Guide Dogs for the Blind: Established nonprofit running its own purpose-bred guide dog program (primarily Labrador Retrievers and Goldens) — comparable purpose-bred breeding model but focused on guide/mobility work, with national scale and large endowment.
• Canine Companions for Independence: Largest US nonprofit service dog organization, operating its own in-house breeding program (including Lab/Golden crosses) and training service dogs for veterans, children, and adults with disabilities — directly comparable mission to Project 2 Heal but at substantially greater scale.

Others

• Assistance Dogs International (ADI): Industry accreditation body whose standards govern Project 2 Heal's partner vetting requirements; comparable as the ecosystem/standards-setting organization that defines the addressable service-dog partner universe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xyoutube.com/channel/UC1bY9g_kYTsASESqvwXn8cg
• YouTubeyoutube.com/channel/UC1bY9g_kYTsASESqvwXn8cg
• Facebookfacebook.com/project2heal
• LinkedInlinkedin.com/company/project2heal
• Instagraminstagram.com/project2heal

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Project 2 Heal