31heroes

What 31heroes does

31Heroes is a 501(c)(3) nonprofit organization headquartered in Virginia Beach, Virginia, founded in 2011 to honor the 30 U.S. military service members and one military working dog (Bart) killed when the CH-47 Chinook helicopter Extortion 17 was downed in Afghanistan on August 6, 2011. The organization raises money and awareness through athletic and community events to support the families of the fallen and to fund mental health treatment for veterans suffering from PTSD and traumatic brain injuries.

Its core offerings are a portfolio of recurring athletic events including the 31Heroes WOD (an annual CrossFit partner workout), the 31 Miles for 31Heroes Ruck and the virtual 31 Days for 31Heroes, Bart's Mile (a canine companion walk), the Memorial Beach Challenge obstacle course in Ocean City, NJ, an annual golf tournament in Virginia Beach, and the 757 Battle of the Beers festival. These events are complemented by the 31Heroes Family Grant Program, which distributes Travel Grants (up to $1,500), Lifestyle Grants (up to $1,500), and Emergency Grants (up to $750) to eligible family members, capped at $3,750 per family per year. Since 2011 the organization reports having distributed more than $2 million to families and veterans, with over 35,000 participants across 1,800+ gyms in 15 countries.

The business model is donation-driven and event-driven rather than commercial. Revenue is generated through individual and corporate donations processed via Classy.org and GoFundMe, branded merchandise sales through a Shopify storefront, and participant fees tied to events. Distribution is decentralized: CrossFit-affiliated gyms worldwide serve as local event hosts, while a board staffed with senior figures from Booz Allen Hamilton, Dominion Capital Partners, Chartway Credit Union, and Azimuth Technology provides governance and fundraising credibility. There is no proprietary technology platform; the underlying stack is limited to third-party donation, fundraising, and e-commerce tools.

Name

31heroes

Legal name

31Heroes

Website

https://31heroes.org

Company type

Private

Founded year

2011

Operating status

Operating

Ownership category

akta.pro rank

Product category

Veteran and military-family charitable services

NAICS

Grantmaking and Giving Services (8132), Civic and Social Organizations (8134), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Community Fundraisers & Charity Events (Gala/Walks excluded) (MPAGAEAK)

akta.pro secondary industries

Endurance Stage & Destination Challenges (Multi-day Tours, Charity Challenges) (MPAKAIAG), Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing) (MPAKAIAE), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

Keywords

• Veteran family grants
• Athletic fundraising events
• Nonprofit memorial charity
• Military community support
• Crossfit charity 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, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Donations and Fundraising: 31Heroes operates as a 501(c)(3) nonprofit that raises money primarily through donations and fundraising events. The organization receives contributions from individual donors, corporate sponsors, and participants in its athletic events. Donations are collected through platforms like Classy.org and GoFundMe.
2. Merchandise Sales: The organization sells branded merchandise including remembrance shirts, tank tops, and WOD shirts through its online Shopify store (shop31heroes.myshopify.com).
3. Event Fundraising: Revenue is generated through event participation fees and fundraising goals associated with athletic events including the 31Heroes WOD, golf tournaments, ruck events, and the Memorial Beach Challenge. Participants are encouraged to fundraise or donate to participate.

Pricing tiers

Distribution channels3 records

Marketing channels4 records

Core offering

31Heroes organizes athletic and social fundraising events (an annual CrossFit-style WOD, rucking events, a beach obstacle challenge, golf and beer-festival events) that honor the 31 Americans (30 service members and military K-9 Bart) killed when Extortion 17 was downed on August 6, 2011. Proceeds and donations fund direct financial grants to families of the fallen through the 31Heroes Family Grant Program (travel, lifestyle, and emergency grants up to $3,750 annually per family) and support treatment for veterans suffering from mental health issues such as PTSD and TBI. The organization also sells branded merchandise and accepts donations through its own channels and third-party platforms.

Product overview

31Heroes is a 501(c)(3) non-profit organization offering a portfolio of fitness and athletic event products centered around honoring the 31 fallen heroes of Extortion 17 (August 6, 2011) and supporting their families. The core offerings include the 31Heroes WOD (CrossFit-style partner workout), the 31 Miles Ruck and 31 Days Ruck events, Bart's Mile virtual walk, Memorial Beach Challenge obstacle course, golf tournaments, and the 757 Battle of the Beers festival. These events are complemented by the 31Heroes Family Grant Program, which provides financial assistance (travel, lifestyle, and emergency grants up to $3,750 annually per family) to families of the fallen. The organization has raised over $2 million since 2011 for military families and veterans.

Differentiator

Problem solved

Functional benefit

Products and services

• 31Heroes WOD (Workout of the Day) A CrossFit-style partner workout event held annually on the first Saturday in August to remember the 31 fallen heroes of Extortion 17 and raise funds for their families; the 31-minute AMRAP includes thrusters, rope climbs, and box jumps performed with a partner. Aimed at the CrossFit and fitness community.
• 31 Miles for 31Heroes Ruck A 31-mile rucking event held annually in August to honor the 31 fallen heroes of Extortion 17; participants carry bricks symbolizing the fallen and their families' burden. In-person events in Washington DC and Tampa, FL with virtual participation options.
• 31 Days for 31Heroes A month-long virtual rucking event held throughout August (August 1-31) in which participants ruck one mile each day for each of the 31 fallen heroes, offering a more accessible alternative to the full 31-mile ruck. Aimed at donors who want to participate at a lower physical-intensity level.
• Bart's Mile A virtual Veterans Day event (held November 11-15) in which participants walk a mile with their canine companion in honor of Bart, the military K-9 who died on Extortion 17, and in honor of all veterans.
• Memorial Beach Challenge An annual soft-sand obstacle course challenge featuring Navy SEAL-approved obstacles on a two-mile stretch of shoreline in Ocean City, NJ, plus a Kids Fun Run; 100% of proceeds benefit 31Heroes.
• 5th Annual 31Heroes Golf Tournament (Barley Boys Golf Tournament) An annual bourbon-themed golf tournament hosted by the Barley Boys at Cypress Point in Virginia Beach, benefiting 31Heroes; the event sells out quickly each year. Aimed at corporate sponsors, local businesses, and golfing community supporters.
• 757 Battle of the Beers Hampton Roads' longest-running locals-only beer festival featuring up to 40 local brewers competing for bragging rights; all proceeds benefit local charities including 31Heroes, with Big Ugly Brewing hosting Bart's Mile events and the 31Heroes Kolsch tapping as part of the festival.
• 31Heroes Family Grant Program A direct-aid program for families of Extortion 17 fallen service members, distributing Travel Grants (up to $1,500), Lifestyle Grants for fitness and wellness (up to $1,500), and Emergency Grants (up to $750), with an annual individual limit of $3,750. Separately funds treatment for veterans suffering from mental health issues (PTSD, TBI) under the initiative launched in 2015.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Boot CampaigncoreStrategic or Co-development Partner · 1 January 2015The Boot Campaign and the 31Heroes Project joined forces in 2015. Both organizations have military family support at their core, creating a collaborative partnership to maximize impact for military families.
• HumanXminorGTM or Marketing PartnerHumanX is listed as a proud sponsor of The 31 Heroes Project and 31Heroes WOD, assisting athletes and event organizers with tools and resources to remember events from August 6th, 2011.
• CrossFit 757coreGTM or Marketing PartnerCrossFit 757, owned by Co-Founder John Weiss, serves as a key sponsor and partner. Located in Norfolk, VA, it is one of the primary gyms involved in organizing 31Heroes events.
• Kraft Tank CorporationminorGTM or Marketing PartnerListed as a supporter/sponsor on the 31Heroes website.
• Brain Injury Law CenterminorGTM or Marketing PartnerListed as a supporter/sponsor on the 31Heroes website, likely due to alignment with veteran mental health and TBI support mission.
• Max Media (Eagle 97.3, ESPN 94.1)minorGTM or Marketing PartnerLocal media sponsors (Eagle 97.3 The Eagle and 94.1 ESPN radio) listed as supporters of 31Heroes.
• Memorial Beach ChallengecoreStrategic or Co-development PartnerMemorial Beach Challenge is an annual event that donates 100% of proceeds to 31Heroes. The event features Navy SEAL-approved obstacles and is held in Ocean City, NJ.
• Barley Boys Golf TournamentcoreStrategic or Co-development PartnerThe Barley Boys organize an annual bourbon-themed golf tournament at Cypress Point in Virginia Beach to benefit 31Heroes. The event sells out each year.
• Major League Pressure WashingminorGTM or Marketing PartnerJeremy Callaway of Major League Pressure Washing in Missouri hosts the annual 'Washing Houses for Heroes' event, donating proceeds to 31Heroes.
• Big Ugly BrewingcoreGTM or Marketing PartnerBig Ugly Brewing is a key partner, hosting Bart's Mile events and the 31Heroes Kolsch tapping event. They participate in the 757 Battle of the Beers festival.
• AERMORcoreGTM or Marketing PartnerAERMOR is the presenting sponsor of the 757 Battle of the Beers beer festival.
• New Realm BrewingcoreGTM or Marketing PartnerNew Realm Brewing in Virginia Beach hosts the main annual 31Heroes WOD event.
• TakeOver AthleticscoreGTM or Marketing PartnerTakeOver Athletics at 1461 London Bridge Rd, Virginia Beach hosts the annual main WOD event.
• Thousand Lakes FitnessminorGTM or Marketing PartnerThousand Lakes Fitness in Minnesota hosts an annual 31Heroes WOD event in memory of Navy SEAL Nicholas P. Spehar, one of the Extortion 17 heroes.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Boot Campaign: Veteran-supporting nonprofit that uses athletic and community-based fundraising (including fitness challenges) to fund military family programs. Already a 31Heroes strategic partner since 2015, making it the most directly comparable peer.
• Navy SEAL Foundation: Provides direct support to Navy SEALs, SWCC, and their families, including through memorial and endurance fundraising events (e.g., Navy SEAL Museum events, Memorial Races). Closely overlaps 31Heroes' beneficiary base (Navy SEAL families of Extortion 17).
• Travis Manion Foundation: Veteran-service nonprofit that mobilizes athletic and memorial events (9/11 Heroes Run, Character Does Matter programs) to honor fallen service members and support families. Directly comparable cause and event-fundraising model.
• Team RWB (Red, White & Blue): Veteran-focused nonprofit that builds community through fitness and athletic events (running, rucking, CrossFit-style workouts) to support veteran well-being. Strong overlap with 31Heroes' fitness-as-fundraising model.
• Team Rubicon: Veteran-led nonprofit that engages veterans in disaster response and community service, often using athletic fundraising (ruck events, mud runs). Shares 31Heroes' veteran-community engagement approach.
• The Honor Foundation: Nonprofit focused on Navy SEAL and Special Operations veteran transition, with strong ties to the Extortion 17 community. Comparable beneficiary base and cause positioning.
• Murph Challenge (official): Annual CrossFit hero WOD held on Memorial Day to honor Lt. Michael P. Murphy; participants raise funds for the Lt. Michael P. Murphy Memorial Scholarship Foundation. Closest direct analog to 31Heroes WOD in format, audience, and cause.
• Soldier Ride (Team Wounded Warrior Project): Adaptive cycling and endurance fundraising program run by Wounded Warrior Project for injured veterans. Demonstrates the durable veteran-athletic-event fundraising model that 31Heroes competes against and could emulate at scale.

Broad incumbents

• Wounded Warrior Project: One of the largest veteran-support nonprofits, with broad programs covering mental health, physical rehabilitation, and family support funded by mass-market donations and athletic events. A larger incumbent with overlapping cause mandate.

Emerging players

• Charity: Water Athletic Events: Large nonprofit that uses athletic fundraising (marathons, endurance challenges) as a core donation channel. Comparable operational model for fitness-linked peer-to-peer fundraising, though in a different cause vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/31heroes
• YouTubeyoutube.com/31heroes
• Facebookfacebook.com/31Heroes
• Instagraminstagram.com/31heroes
• LinkedInlinkedin.com/company/31heroes

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 31heroes