About Fitops

The FitOps Story

FitOps Foundation was founded by Army Veteran Matt Hesse, the CEO of Performix and an Army veteran. Through his professional life, he has built brands that put customers at the center, where they are surrounded by innovation to become their best selves. FitOps is the philanthropic extension of that work, focused on helping his fellow veterans find stability, success and community in the fitness industry.

We help veterans who are passionate about health and wellness to find success after the military in the fitness industry. The goal is not just to help veterans to get certified as personal trainers, but to create a path for our servicemen and women to use their leadership skills to help improve the lives of others. For this reason our program focuses on QUALIFICATION not simply CERTIFICATION as professionals in the fitness industry.


John Wayne Troxell, Advisory Board Chairman

Before his retirement in December 2019, Troxell advised the Chairman of the Joint Chiefs of Staff and Secretary of Defense for four years on all matters involving joint and combined total force integration, utilization, health of the force and joint development for enlisted personnel. Troxell enlisted in the U.S. Army in 1982.

By 2020, Troxell joined forces with FitOps to lead the Foundation’s strategic advisory board, working closely with Matt Hesse and the team to help prevent and end veteran suicide. Troxell’s primary focus will be helping FitOps reach service members who plan to separate from the military and equip them with training prior, so that when they hit the ground as a civilian, they are equipped to immediately serve their communities again, this time as personal trainers and coaches.

“Too many veterans have lost their reason for being, to serve others, and struggled to transition to civilian life. Ending the veteran suicide epidemic is my new mission, and few organizations have had the impact FitOps has had in saving lives.”


Proud Sponsors of veterans