The Step Up Foundation

What The Step Up Foundation does

The Step Up Foundation is a 501(c)(3) nonprofit organization headquartered in Virginia Beach, Virginia, founded in 2018 by Sara Wilkinson following the suicide of her husband, Navy SEAL Chad Wilkinson, after 21 years of service and 10+ deployments. The foundation's mission is to change the narrative on veteran suicide by raising awareness of blast wave injury, traumatic brain injuries (TBI), and post-traumatic stress, with an emphasis on the 47% of post-9/11 veterans who do not seek mental health support. Its core program is CHAD1000X, a trademarked annual Veterans Day workout platform consisting of 1,000 box step-ups with a 45 lb pack, designed to mobilize global participation in honoring veterans. The foundation operates a grant-making program that has distributed over $500,000 since 2022 to a vetted roster of at least ten veteran mental health partner organizations, including SoundOff, Defenders of Freedom, Shields & Stripes, Frontline Healing, Warriors Heart, Trails of Purpose, The Overwatch Collective, VETS Solutions, and Home Base. Additional programs include the LIVE BIG Fundraising Challenges (open water swims, obstacle courses, endurance events), the Find Your Way Home Swim open water challenge, and corporate speaking engagements by founder Sara Wilkinson.

The foundation's go-to-market is event-driven and community-led. It relies on physical challenge events (CHAD1000X, Find Your Way Home Swim, LIVE BIG challenges) as the primary fundraising mechanism, paired with speaking engagements, podcast appearances (Jocko Podcast #296, Cleared Hot #250), and earned media coverage (CrossFit.com, MilitarySpouse.com, 13NewsNow, We Are The Mighty). Strategic distribution partnerships with CrossFit (global affiliate mobilization), Rogue Fitness (official leaderboard, merchandise, Rogue Challenge), and GoRuck provide the foundation with reach into the global fitness community that it could not build independently. Revenue comes from individual and corporate donations, event-based fundraising, cause-marketing partnerships (Jocko Fuel, Colonel's Coffee House, It's All Good Seasoning), and in-kind sponsorships (Love Anderson's, AMVETS).

Name

The Step Up Foundation

Legal name

The Step Up Foundation

Website

https://stepupfoundation.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Step Up Foundation is a 501(c)(3) nonprofit that raises funds and awareness for veteran brain health and suicide prevention. It operates the trademarked CHAD1000X Veterans Day workout and has granted $500,000+ since 2022 to vetted veteran mental health organizations.

Ownership category

akta.pro rank

Product category

Veteran Mental Health Nonprofit Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (8132), Voluntary Health Organizations (813212)

akta.pro primary industry

Community Foundations (BPAGAKAB)

akta.pro secondary industry

Social Justice & Human Rights Grantmaking Foundations (BPAGAKAN)

Keywords

• Veteran mental health
• Suicide prevention
• Blast wave injury
• Nonprofit foundation
• Fundraising events

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Donations: Individual and corporate donations from the public and sponsors supporting the veteran mental health mission.
2. Event Fundraising: Funds raised through physical challenge events including CHAD1000X, Find Your Way Home Swim, and LIVE BIG challenges where participants raise money while completing personal fitness goals.
3. Grants to Partner Organizations: Since 2022, the foundation has granted over $500,000 to vetted organizations committed to treating veterans' brain and mental health. Recipients include SoundOff, Defenders of Freedom, Shields & Stripes, and others.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Step Up Foundation is a 501(c)(3) nonprofit that raises funds and awareness to combat veteran suicide through four offerings: the trademarked CHAD1000X annual Veterans Day workout event (1,000 box step-ups with a 45 lb pack honoring Navy SEAL Chad Wilkinson), a grant program that has distributed over $500,000 since 2022 to vetted veteran mental health partner organizations, corporate speaking engagements by founder Sara Wilkinson, and LIVE BIG physical fundraising challenges including the Find Your Way Home Swim open water event.

Product overview

The Step Up Foundation is a nonprofit organization focused on combating veteran suicide by raising awareness of blast wave injury, traumatic brain injuries (TBI), and post-traumatic stress. The organization operates as a grant-making foundation with four main offerings: the CHAD1000X program (an annual Veterans Day workout event honoring fallen Navy SEAL Chad Wilkinson), a grant program that has distributed over $500,000 since 2022 to vetted veteran mental health organizations, speaking engagements by founder Sara Wilkinson, and LIVE BIG physical challenge fundraising events. The foundation connects veterans to partner organizations providing TBI treatment, mental health support, and alternative therapies.

Differentiator

Problem solved

Functional benefit

Brands

• CHAD1000X: A Veterans Day hero WOD (Workout of the Day) in honor of Navy SEAL Chad Wilkinson. The workout consists of 1,000 box step-ups with a 45 lb pack. This trademarked platform allows Americans to honor veterans and their invisible wounds annually on Veterans Day.

Products and services

• CHAD1000X Trademarked annual Veterans Day workout event honoring Navy SEAL Chad Wilkinson. Consists of 1,000 box step-ups with a 45 lb pack and mobilizes CrossFit affiliates, Rogue Fitness locations, and individual participants worldwide to honor veterans and raise funds for veteran mental health programs addressing PTSD, TBI, and blast wave injuries.
• Veteran Mental Health Grant Program Restricted grant program that funds vetted nonprofit organizations delivering TBI treatment, mental health support, suicide prevention, equine therapy, and alternative therapies (including psychedelic-assisted treatment) to post-9/11 veterans and first responders. Recipients have included SoundOff, Defenders of Freedom, Shields & Stripes, Frontline Healing, Warriors Heart, Trails of Purpose, The Overwatch Collective, VETS Solutions, and Home Base.
• Speaking Engagements

Quantifiable outcome

• Over $620,000 total donated to support veteran mental health programs
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered core, major and supporting.

• Rogue FitnesscoreStrategic or Co-development PartnerRogue Fitness is a key partner for CHAD1000X, powering the official leaderboard and merchandise. They host the Rogue Challenge and support the global workout event.
• CrossFitcoreStrategic or Co-development PartnerCrossFit provides unwavering support for CHAD1000X, helping mobilize their global affiliate network to participate in the Veterans Day workout event.
• SoundOffmajorGTM or Marketing PartnerSoundOff provides anonymous long-term mental health support for veterans, service members, and intelligence Officers. The foundation supports this organization through grants.
• Defenders of FreedommajorGTM or Marketing PartnerProvides evidence-based TBI treatment for post-9/11 veterans. The foundation has granted funds to support their treatment programs for veterans.
• Shields & StripesmajorGTM or Marketing PartnerProvides top-tier rehabilitation for military veterans and first responders with a holistic approach to physical and mental health. Supported by foundation grants.
• Frontline HealingmajorGTM or Marketing PartnerFocused on assisting with mental and behavioral health including addiction, PTS, and mild TBI. Foundation supports their mission through grants.
• Warriors HeartmajorGTM or Marketing PartnerProvides private treatment programs for substance abuse, chemical dependencies, and psychological conditions including PTSD and MTBI. Supported by foundation grants.
• Trails of PurposemajorGTM or Marketing PartnerProvides psychotherapy and equine therapy for service members and families in Hampton Roads. Partnered with foundation on P.A.V.E The Way Coalition for streamlined wellness resources.
• The Overwatch CollectivemajorGTM or Marketing PartnerOffers confidential mental health resources with vetted therapists and financial assistance for first responders and military community across the USA.
• VETS SolutionsmajorGTM or Marketing PartnerProvides foundational healing grants for psychedelic-assisted treatment and wrap-around support to veterans. Supported by foundation grants.
• Home BasemajorGTM or Marketing PartnerNational Center of Excellence and the largest private sector clinic in America devoted to treating invisible wounds of veterans.
• GoRuckcoreStrategic or Co-development PartnerPartner for CHAD1000X events, providing event support and participation in the veteran suicide prevention mission.
• United 4 VeteranssupportingGTM or Marketing PartnerPartner organization supporting CHAD1000X and the foundation's mission.
• Love Anderson'ssupportingOthersIn-kind sponsor providing donations to The Step Up Foundation.
• Jocko FuelsupportingOthersIn-kind sponsor providing donations to The Step Up Foundation.
• AMVETSsupportingOthersIn-kind sponsor providing donations to The Step Up Foundation.
• Colonel's Coffee HousesupportingOthersDonating proceeds from sales of their products to The Step Up Foundation.
• It's All Good SeasoningsupportingOthersDonating proceeds from sales of their products to The Step Up Foundation.
• Gorno FordsupportingOthersPresenting sponsor for Find Your Way Home Swim event.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Disabled American Veterans (DAV): Major veteran service organization providing benefits assistance, transition, and health-related support; broader legacy incumbent in the veteran services category.
• Wounded Warrior Project: Large, established veteran support nonprofit offering mental health, physical health, and economic wellness programs; broadly incumbent in the same veteran services space but at far greater scale.
• Team Rubicon: Veteran-led humanitarian organization that also works on mental health and veteran reintegration; broadly comparable mission and veteran community engagement.

Direct peers

• Headstrong Project: Provides free, confidential mental health treatment to post-9/11 veterans suffering from PTSD and related conditions; directly comparable veteran mental health nonprofit.
• Travis Mills Foundation: Serves recalibrated veterans and their families through wellness programs and retreats; comparable in combining physical-challenge programming with veteran rehabilitation and mental health support.
• Semper Fi & America's Fund: Provides direct financial assistance and holistic support to wounded, ill, and injured service members, veterans, and families; comparable in grant-based delivery to vetted partner organizations for veteran health needs.
• Stop Soldier Suicide: Veteran suicide prevention nonprofit offering confidential counseling and care coordination; directly comparable in mission focus on veteran suicide and mental health.
• Home Base (Home Base, Inc.): National Center of Excellence providing clinical care for veterans' invisible wounds; also a current grant recipient of Step Up. Functions as both a peer and a downstream treatment provider.
• Cohen Veterans Network: Provides mental health care to post-9/11 veterans, service members, and families at no cost; directly comparable in mission focus on veteran mental health treatment.
• Bob Woodruff Foundation: National nonprofit that grants funds to veteran and military family programs, including for TBI/PTSD. Most directly comparable in mission and grantmaking model to The Step Up Foundation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-step-up-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Step Up Foundation