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About Fitops

The FitOps Story

FitOps Foundation was founded by Army veteran and Entrepreneur, Matt Hesse. Matt has spent his professional life building brands on the belief that a Brand’s success comes from an investment in service and purpose-driven causes that engage communities and employees at the heart-level.  Matt has not only driven innovation within the fitness and health space, but set out on a core mission to serve and encourage the community to aspire to be their best selves.  FitOps is an extension of that work, focused on helping his fellow veterans find stability, success, and community in the fitness industry.

FitOps gives veterans a renewed sense of purpose and camaraderie that often gets lost when a service member takes off the uniform and enters back into civilian life.  Matt experienced the positive power of fitness and health in the transformation of his own clients and community, and laid the foundation to recreate that transformative experience for veterans who are passionate about fitness, health, and wellness.  FitOps is specifically designed to build on the fitness and leadership experience that veterans gained during their time in the service. The result is Certified veteran Fitness Operatives (CVFOs) who guide themselves and their clients on a path toward being their personal psychical, mental, and intellectual best selves. 


John Wayne Troxell, Advisory Board Chairman

John Troxell served for 37 years before his retirement in December 2019.  He was advisor to 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.

John 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 in 2020.  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.” — John Troxell


Proud Sponsors of veterans