What Rock Cf Foundation does

Rock CF Foundation is a Detroit-based 501c nonprofit organization founded in 2007 by Emily Schaller, herself diagnosed with cystic fibrosis at 18 months. The organization supports people living with cystic fibrosis through a three-pillar programmatic framework: CF Longevity (career, financial, and whole-body health resources including the Bowman Brothers Trade School Scholarship capped at $2,500 annually and the Kicks Back running-shoe distribution program); CF Journeys (storytelling via the Rock CF Blog and Boltcast/Endure More short-form video series); and Experiences (fundraising events such as the Rivers Half Marathon, Thunder Bay Thriller cycling event, and Hike 2 Breathe). The foundation explicitly serves both patients who qualify for CFTR modulator breakthrough treatments and the approximately 10% of the CF population who do not, positioning itself around the transition from survival-mode CF management to long-term thriving.

The foundation operates with a lean team of two core staff (Founder/Director Emily Schaller and Programs + Marketing Manager Trevor Holowaty) supported by a seven-member volunteer Board of Directors. Its operating geography is concentrated in Michigan, though programs such as Kicks Back and the Bowman Brothers Scholarship accept applicants from across the U.S. Revenue is generated through three primary streams: donations and fundraising (one-time and recurring giving with preset tiers of $10, $250, and $500 plus custom amounts and a 3% fee-coverage option); event registration fees through RunSignUp and BikeReg; and direct-to-consumer e-commerce merchandise sales across an apparel and accessories catalog priced $2-$65. Long-tenured operational partners include RUNdetroit (shoe distribution since 2014) and event sponsors Vertex Pharmaceuticals, Viatris, Athleta, Lifelong, and MANS.

No proprietary technology platform underpins the foundation's operations; its digital infrastructure consists of a Squarespace-hosted website, blog, email newsletter, and social media channels. Since 2014, the Kicks Back program has distributed over 1,900 pairs of running shoes, and the foundation reports a community "thousands strong," though no revenue, donor counts, or program enrollment metrics are publicly disclosed. The organization's competitive position rests on community trust, founder credibility, and durable institutional partnerships rather than technology moats.

Name

Rock Cf Foundation

Legal name

Rock CF Foundation

Website

https://letsrockcf.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Rock CF Foundation is a Detroit-based 501c nonprofit founded in 2007 that supports people with cystic fibrosis through scholarships, running-shoe donations, wellness programs, community events, and digital storytelling.

Ownership category

akta.pro rank

Product category

Cystic Fibrosis Patient Advocacy Nonprofit

NAICS

Grantmaking Foundations (813211), Voluntary Health Organizations (813212), Grantmaking and Giving Services (81321)

akta.pro primary industry

Private Foundations (BPAGAKAA)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL), Scholarship & Fellowship Foundations and Trusts (EDADAHAC)

Keywords

• Cystic fibrosis support
• Patient advocacy programs
• Nonprofit community events
• Chronic illness wellness
• Disease awareness media

Headquarters

HQ city

Detroit

HQ country

United States

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 and Fundraising: One-time and recurring donations from individual donors, corporate sponsors, and community supporters. Donation options include one-time, weekly, monthly, quarterly, and annual giving. Also includes fee coverage donations ('Cover the Fee' option at 3%).
2. Merchandise Sales: E-commerce sales of branded apparel and merchandise including shirts, hoodies, hats, accessories, and race gear. All proceeds support CF programs.
3. Event Registration: Registration fees for running races, cycling events, hikes, and social events. Race caps include 800 for half marathon, 300 for 15K, 500 for 5K.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Rock CF Foundation is a Detroit-based 501c nonprofit that supports people living with cystic fibrosis through a three-pillar model: CF Longevity (scholarships, career/financial resources, wellness), CF Journeys (storytelling via blog, Boltcast and Endure More video series), and Rock CF Experiences (signature fundraising fitness events including Rivers Half Marathon, Thunder Bay Thriller, and Hike 2 Breathe). Concrete programs include the Kicks Back running shoe donation program (over 1,900 pairs distributed since 2014), the Bowman Brothers Trade School Scholarship (up to $2,500 per recipient annually), and the Ignite Mental Wellness initiative. Merchandise sales through the Rock CF Shop fund the programs.

Product overview

Rock CF Foundation is a Detroit-based 501c nonprofit organization dedicated to helping people with cystic fibrosis thrive through a multi-faceted portfolio of programs and merchandise. The organization operates three core programmatic pillars: CF Longevity (providing tools for career, finances, and whole-body health), CF Journeys (sharing community stories through blogs and video series), and Rock CF Events (fundraising fitness events). Key programs include the Kicks Back shoe donation program, Bowman Brothers Trade School Scholarship (up to $2,500 annually for trade school), Ignite Mental Wellness (meditation and wellness resources), and Boltcast & Endure More video series. The foundation sells CF-inspired merchandise through its Rock CF Shop, including apparel (shirts, hoodies, tank tops), accessories (hats, buffs, beanies, totes), and specialty items (stickers, posters, mugs, face masks). All proceeds from events and merchandise sales support the foundation's programs for the CF community.

Differentiator

Problem solved

Functional benefit

Products and services

• CF Longevity Program
• Kicks Back
• Bowman Brothers Trade School Scholarship
• Ignite Mental Wellness
• CF Journeys
• Boltcast & Endure More Video Series
• Rivers Half Marathon, 15K & 5K
• Thunder Bay Thriller Cycling Event
• Hike 2 Breathe
• Rock CF Shop Merchandise

Quantifiable outcome

• Over 1,900 pairs of running shoes distributed to CF community since 2014
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 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 core, supporting and minor.

• RUNdetroitcoreStrategic or Co-development Partner · 1 January 2014Partnership with local running store RUNdetroit for Kicks Back shoe distribution program. RUNdetroit has been the Kicks Back partner since 2014, helping distribute over 1,900 pairs of running shoes to the CF community.
• Missi CheniersupportingOthersLocal CF caregiver and certified yoga therapist who leads periodic Mindful Meditation sessions via Zoom and develops mental wellness exercise tutorials ('daily emergency breaks') for social media.
• BOCO GearsupportingStrategic or Co-development PartnerPartnership with BOCO Gear to produce custom Rock CF branded face masks, including the 65 Roses Face Mask and Tattoo Logo Face Mask products.
• Vertex PharmaceuticalsminorGTM or Marketing PartnerEvent sponsor for Rivers Half Marathon. Vertex develops breakthrough CFTR modulator treatments for cystic fibrosis.
• AthletaminorGTM or Marketing PartnerEvent sponsor for Rivers Half Marathon.
• LifelongminorGTM or Marketing PartnerEvent sponsor for Rivers Half Marathon.
• ViatrisminorGTM or Marketing PartnerEvent sponsor for Rivers Half Marathon. Viatris is a pharmaceutical company serving the CF community.
• MANSminorGTM or Marketing PartnerEvent sponsor for Rivers Half Marathon.
• Holiday Inn Express WoodhavenminorOthersRecommended hotel partner for out-of-town event participants near Grosse Ile, Michigan (15-20 min from shuttle lots).
• Grosse Ile Pilot HouseminorOthersRecommended accommodation and venue partner for event participants, located in Grosse Ile, Michigan.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• National Organization for Rare Disorders (NORD): Umbrella nonprofit advocating for patients with rare diseases including cystic fibrosis. Comparable patient advocacy positioning for a small CF-focused foundation, though NORD serves all 7,000+ rare diseases rather than a single condition.
• EveryLife Foundation for Rare Diseases: Rare disease patient advocacy nonprofit focused on policy and access. Comparable patient-advocacy role for a small disease-focused nonprofit serving a rare condition community.

Broad incumbents

• Make-A-Wish Foundation: Major nonprofit granting wishes to children with critical illnesses including CF. Comparable model of providing experiences and support to patients with serious conditions; Rock CF board President Steve Dowd works at Make-A-Wish Michigan.
• Crohn's & Colitis Foundation (Team Challenge): Major health nonprofit with endurance event fundraising programs (Team Challenge) similar in model to Rock CF's Rivers Half Marathon and Thunder Bay Thriller. Comparable disease-specific patient advocacy plus event-based fundraising approach.
• Cystic Fibrosis Foundation: The largest U.S. nonprofit dedicated to cystic fibrosis, funding research that led to CFTR modulators and providing patient support. Direct disease-peer to Rock CF but operating at vastly greater scale with broader mission including research, drug development, and policy advocacy.
• Leukemia & Lymphoma Society (Team In Training): Major health nonprofit that uses endurance event fundraising (marathons, cycling, hikes) as its signature revenue model. Rock CF shares this fitness-event-based fundraising architecture, though LLS operates at substantially larger scale.

Direct peers

• Miles for Cystic Fibrosis: Smaller CF-focused nonprofit using running events and community programs to support people with cystic fibrosis. Closely comparable in scale and operating model to Rock CF's combination of endurance events, community engagement, and patient programs.
• Boomer Esiason Foundation: CF-focused nonprofit founded by NFL quarterback Boomer Esiason after his son's CF diagnosis. Funds research, scholarships, and transplant programs, directly comparable to Rock CF's mission focus on the cystic fibrosis community.
• Cystic Fibrosis Research Institute: CF-focused nonprofit funding research and community support programs for people with cystic fibrosis. Comparable disease-focused peer, with broader research orientation than Rock CF.
• Claire's Place Foundation: CF-focused nonprofit providing financial assistance and community to families affected by cystic fibrosis. Comparable patient-support mission to Rock CF's programs around financial barriers and community connection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rock-cf-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Rock Cf Foundation