Wisconsin Hero Outdoors Inc

What Wisconsin Hero Outdoors Inc does

Wisconsin Hero Outdoors Inc (WHO) is a Wisconsin-based 501(c)(3) non-profit organization founded in 2016 by Eric Falkner, a U.S. Marine Corps veteran and former firefighter, and Jason Bartol, a former U.S. Air Force service member, police officer and federal agent who was medically retired. The organization operates outdoor recreation programs — including ice fishing, kayak fishing, bass tournaments, waterfowl and archery hunting, kayaking, camping, beekeeping, hiking, biking and family-oriented events — as an alternative therapeutic modality for veterans, first responders and their families facing service-related physical injuries, PTSD and other mental health challenges. The mission is explicitly framed around suicide prevention, with programs emphasizing camaraderie over competition and a 'no single therapy fits everyone' positioning.

WHO delivers programs free or at nominal cost to participants across multiple Wisconsin venues, including Pewaukee Lake, Lake Geneva, Kenosha Harbor, Camp American Legion (Lake Tomahawk) and Lakewood WWV Camp. Participants are acquired through a website application form, VA medical facility referrals (Milwaukee VA, Tomah VA), Wisconsin National Guard collaboration, and word-of-mouth within the veteran and first responder community. Sponsorship and in-kind support from equipment manufacturers (Bending Branches, Vexilar, Jiffy Ice Drills, Automatic Fisherman), charter operators (Stellar Charters, Fin and Fly Sportfishing), financial sponsors (Modern Woodmen of America) and venue partners underwrite program delivery.

Revenue mechanics consist of one-time and recurring donations via a PayPal portal, nominal event fees on selected offerings (e.g., $50 rod-building class with materials, $125 adult/$100 child Big Bass Battle entry), and fundraiser events such as the Annual Charity Ride. Tax-deductible donation receipt is enabled through the Wisconsin Hero Outdoors Fund, a 501(c)(3) component entity under the Waukesha County Community Foundation formed in 2018-2019. WHO moved into its current Delafield headquarters, the former Delafield fire station at W329 S690 Kettle Moraine Dr, in April 2021. The organization is privately held, founder-led, and discloses no audited financials.

Name

Wisconsin Hero Outdoors Inc

Legal name

Wisconsin Hero Outdoors, Inc

Website

https://wiherooutdoors.org

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Wisconsin Hero Outdoors is a Wisconsin-based 501(c)(3) non-profit that delivers free or subsidized outdoor recreation programs—including fishing, hunting, kayaking, and archery—to veterans, first responders, and their families as alternative therapy and suicide prevention, funded through donations and event fees.

Ownership category

akta.pro rank

Product category

Veteran and First Responder Outdoor Recreation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJAIAJ

Conservation, Research & Volunteer Experiences

Travel & Hospitality/Tours, Attractions & Experiences/Nature & Wildlife Experiences (National Parks, Wildlife Encounters, Eco-tours)

Keywords

• Outdoor recreation programs
• Veteran support services
• First responder therapy
• Charitable fishing events
• Nonprofit outdoor activities

Headquarters

HQ city

Delafield

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, Supply Chain, Others

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) non-profit organization, Wisconsin Hero Outdoors generates revenue primarily through donations. The organization states that 100% of donations go directly to connecting heroes to the outdoors.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Wisconsin Hero Outdoors Inc is a 501(c)(3) nonprofit organization that provides outdoor recreation programs—including fishing, hunting, kayaking, camping, and other outdoor activities—to veterans, first responders, and their families in Wisconsin. Programs are delivered at no cost to participants and funded through donations, sponsorships, and fundraising events.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Recreation Programs Therapeutic outdoor activities including fishing, hunting, kayaking, camping, archery, and ice fishing events for veterans, first responders, and their families in Wisconsin. Programs are delivered at no cost to participants and funded through donations and sponsorships.
• Annual Charity Ride Annual motorcycle ride charity event hosted by Wisconsin Hero Outdoors to raise funds and awareness for the organization's veteran and first responder outdoor programs.
• Big Bass Battle Fishing Tournament Fishing tournament event supporting the organization's outdoor recreation programs for veterans, first responders, and their families.
• Rod Building Class Hands-on instructional class teaching participants how to build custom fishing rods, offered as part of the organization's outdoor recreation programming.
• Family Day at Camp Shangri-La Family-focused outdoor recreation day held at Camp Shangri-La for veterans, first responders, and their immediate families.
• Kenosha Harbor Ice Fishing Seasonal ice fishing event held at Kenosha Harbor for veteran and first-responder program participants.
• Salmon Fishing Trips Group salmon fishing trips on Wisconsin waters organized for veteran and first-responder program participants.
• Annual Archery Hunt Archery hunting experience hosted by Wisconsin Hero Outdoors for veterans and first responders.

Quantifiable outcome

• Hundreds of veterans and first responders helped through outdoor activities
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Waukesha County Community FoundationcoreStrategic or Co-development Partner · 1 January 2019WHO partnered with Waukesha County Community Foundation and formed the Wisconsin Hero Outdoors Fund as a 501c3 component organization. This partnership provides fiscal sponsorship and infrastructure support for donations.
• Lakewood WWV CampcoreStrategic or Co-development PartnerPartnership with Lakewood WWV Camp in Lake Geneva provides retreat location with private lake, golf course, and sports activities for WHO family events.
• Waukesha County Land ConservancycoreStrategic or Co-development PartnerJoint mission sharing and collaboration on events. WHO was selected for 2019 Wisconsin Athletic Club Grant in partnership with WCLC. Collaborate on events near Lake Geneva and other conservancy lands.
• Milwaukee VA Medical CentercoreStrategic or Co-development PartnerRegular partnerships bringing veterans from Milwaukee VA to WHO outdoor events including pontoon rides on Lake Geneva, kayak fishing trips, and other activities.
• Tomah VA Medical CenterminorStrategic or Co-development PartnerJoint outings with Tomah VA veterans through USSA (United States Service Animals) collaboration.
• Bending BranchesminorGTM or Marketing PartnerBending Branches, a kayak paddle manufacturer, supports WHO through ambassador Tyler Thiede who provides kayak fleet and guide services. Featured in Bending Branches blog coverage.
• Small Craft OutfittersminorGTM or Marketing PartnerOwner Tyler Thiede, a volunteer EMT and Bending Branches ambassador, provides kayak fleet for WHO events. Tyler is himself a Wisconsin Hero (first responder).
• Wisconsin Athletic ClubminorGTM or Marketing PartnerWAC hosted fundraiser for WHO and WCLC in 2019. Wisconsin Athletic Club Grant selected WHO in partnership with Waukesha County Land Conservancy.
• VexilarminorGTM or Marketing PartnerSponsor for ice fishing events. Provides equipment support for MKE Ice Fishing Event with VA Milwaukee.
• Automatic FishermanminorGTM or Marketing PartnerSponsor providing equipment for ice fishing events.
• Jiffy Ice DrillsminorGTM or Marketing PartnerSponsor providing ice drilling equipment for ice fishing events.
• Fin and Fly SportfishingminorGTM or Marketing PartnerCharter fishing partner out of Port Washington, WI for salmon fishing trips.
• Stellar ChartersminorGTM or Marketing PartnerCharter fishing partner out of Kenosha for salmon fishing trips.
• The Boat HouseminorGTM or Marketing PartnerDonated pontoon boat for veteran pontoon rides on Lake Geneva.
• Camp American LegioncoreStrategic or Co-development PartnerHost venue for annual archery hunts and winter events. Located at 8529 County D, Lake Tomahawk. Provides lodging, meals, and hunting blind facilities for veteran events.
• Wisconsin National GuardminorStrategic or Co-development PartnerCollaboration on child and youth ice fishing events with American Legion Post 522.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Outdoor Veterans: Nonprofit providing outdoor experiences (hunting, fishing, camping) to veterans with PTSD and physical injuries. Closely comparable program structure and target population to Wisconsin Hero Outdoors, operating in the western US.
• Casting for Recovery: Nonprofit offering fly fishing retreats specifically for women with breast cancer. Comparable as a recreation-as-therapy nonprofit model serving a defined population through outdoor activity, though focused on a different demographic.
• Warrior Built Foundation: Veteran-focused nonprofit using outdoor activities (hunting, fishing) and agriculture-based programs for recovery. Comparable recreation-therapy model with similar activity catalog and target audience of injured/disabled veterans.
• Project Healing Waters Fly Fishing: National 501(c)(3) that provides fly fishing outings and education to disabled veterans. Direct peer because it combines outdoor recreation (fishing) with veteran rehabilitation in a similar volunteer-supported model, though at much larger scale.
• Heroic Adventures: Nonprofit providing outdoor hunting and fishing adventures to military veterans and first responders. Closest peer in mission and target population, with similar program structure (guided hunts, fishing trips) but operating in different states.

Broad incumbents

• Sierra Club Military Outdoors: Outings program from the Sierra Club connecting veterans and active-duty service members to outdoor experiences including hiking, camping, and conservation service. Comparable outdoor-therapy-for-veterans model operating within a much larger national environmental organization.
• Team Rubicon: Veteran-led nonprofit combining disaster response and outdoor community engagement. Comparable in serving veterans through outdoor-driven purpose, but operates a national model focused on humanitarian service rather than recreational therapy.
• Wounded Warrior Project: Largest US veteran-focused nonprofit providing programming across physical wellness, mental health, and career transition. Comparable because it overlaps with WHO's outdoor/wellness mission, but operates nationally with paid staff and substantially larger donor base.
• Trout Unlimited Veterans Services: National conservation organization with dedicated veterans' fishing and cold-water conservation programs. Comparable because it channels fly fishing and conservation volunteering to veteran participants, though its primary mission is broader fisheries conservation.

Emerging players

• Salute Military Golf: Nonprofit providing golf as rehabilitation and community for disabled veterans. Comparable as an outdoor-sport-as-therapy nonprofit serving injured veterans, though focused exclusively on golf rather than diversified outdoor programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WIHeroOutdoors

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wisconsin Hero Outdoors Inc