Heroes' Movement

Strengthening Our Vets

Los Angeles, CA   |
GuideStar Charity Check

Heroes' Movement

EIN: 47-4044698


Heroes' Movement is a 501 (c)(3) non-profit that bridges the gap from therapy - whether mental or physical - to getting strong again through small group coached strength and conditioning workouts for any Veteran of the United States Armed forces for at no cost.

Ruling year info


Executive Director

Mike McKay

Main address

11766 Wilshire Suite 500

Los Angeles, CA 90025 USA

Show more contact info



Subject area info


Special population support

Population served info


NTEE code info

Military/Veterans' Organizations (W30)

IRS subsection

501(c)(3) Public Charity

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

Tax forms

Show Forms 990


Programs and results

What we aim to solve

SOURCE: Self-reported by organization

The challenges Veterans often face when separating from the military are significant. Transitioning to civilian life includes an opportunity for growth and progress, but also brings with it the loss of community, adjustment to a different way of life, and often accommodation to new physical or psychological challenges. Heroes’ Movement works to redevelop a community in which Veterans can feel supported in rebuilding their physical and emotional strength. The need for these services is significant. From January 2018 to January 2019 the number of Veterans taking advantage of the program and sessions sponsored has quadrupled. Just like every small non-profit fundraising is our biggest challenge.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Heroes' Movement

Heroes' Movement bridges the gap from therapy whether it's mental or physical to getting strong again through small group coached strength and conditioning workout for any Veteran of the United States Armed Forces for free.

Population(s) Served

Where we work

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Better physical movement

This metric is no longer tracked.
Totals By Year
Population(s) Served


Related Program

Heroes' Movement

Type of Metric

Context - describing the issue we work on

Direction of Success


Context Notes

Every Veteran that enters the program is screened with the Functional Movement Screen. 7 movements are scored from 0-3. We screen, do corrective exercises and re-screen.

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Our goal for 2022 is to raise at least $500,000 to support the current number of Veterans enrolled in the program. Once Veterans enroll in the program, they tend to see the benefit and will increase the regularity and frequency with which they attend workouts. Ideally, we will raise enough to expand to more cities across the country. Ultimately, we aim to grow to support free small group coached workouts available at multiple cities in each state.

Additionally, we would like to develop an app and technology to support healthy choices, track workouts, and monitor mental health. From there, we hope to generate networks and connections with other non-profits that enable us to connect Veterans with a wide range of services to support healthy, meaningful lives.

The strategies are straight forward:

Hired a new grant writer this year.

Having our gym partners engage with their communities to host events and fundraisers.

Looking into corporate sponsors.

Seeking new donor sources.

Increasing visibility on social media and elsewhere.

We are small, but growing non-profit. We have reviewed our functioning as an organization and identified some areas for improvement including: optimizing return on time and effort toward grant acquisition, better engagement with our gym partners to participate in fundraising or contribution to the cause, and improving our organizational structure. It is for this reason that we are interested in increasing our transparency through opportunities like those offered by GuideStar to share about our organization. Finally, we have identified reliable donors who believe in our mission; we are working to grow these types of relationships. However, we are aware that building some of these relationships take time and we are committed to demonstrating our sincerity and integrity in the process.

In early 2020 we were sponsoring close to 400 veterans every month, it has been a slow road back. As of Jan of 2022 we are serving 140 veterans, our goal is to ramp up to 500 veterans actively training with us by December.

Each of these Veterans has a unique story in how he or she came to and benefits from the program. Here is a testimonial:

I'm writing this on behalf of the Heroes' Movement and Physical Culture gym. I am an Army combat veteran. I served two tours in Iraq with the 82nd Airborne Division and was among some of the best trained soldiers in the world. When I got discharged from the military I was not concerned with physical fitness or keeping healthy. I had real issues with alcohol for many years. Up until recently I chose to change my life! Through fitness I have learned there is more to life than alcohol and destroying my body, and hurting others in the process. I was referred to Physical Culture by a local Law Enforcement officer who attended some of their training and put me in touch with the gym. The staff explained to me that there is a non profit organization that provides free training for veterans. I thought this was too good to be true and contacted Heroes' Movement and they confirmed it and had me all signed up. I have been training with them courtesy of Heroes' Movement for a couple months now and I can honestly say it's the best decision I have made in a long time. The staff is the best I have had the pleasure of working with. The training facility is absolutely top notch, clean, and always has a positive vibe! I have been involved with many different gyms and trainers and I can say without a doubt in my mind that the staff at Physical Culture is the among the best I have ever trained with. And this is all through Heroes' Movement. Too many veterans take their live's everyday because they have no where to turn. Heroes' Movement gives them an option! I wish I would have had this opportunity many years ago. But the opportunity is here now, and I intend to take full advantage of it! I appreciate everything the Heroes' Movement does, as well as Physical Culture for stepping up and allowing me and the other veterans who attend the chance to have a better life. It has truly changed my life and I hope others will take advantage of it!

How we listen

SOURCE: Self-reported by organization

Seeking feedback from people served makes programs more responsive and effective. Here’s how this organization is listening.

done We shared information about our current feedback practices.
  • How is your organization using feedback from the people you serve?

    To identify and remedy poor client service experiences, To identify bright spots and enhance positive service experiences, To strengthen relationships with the people we serve

  • What significant change resulted from feedback?

    We sponsor small group training sessions for Veterans across the country. The feedback comes from the Veterans almost every session back to the gym trainer about their experience that day. They gyms are constantly working to create the best session for Veterans every time.

  • Which of the following feedback practices does your organization routinely carry out?

  • What challenges does the organization face when collecting feedback?

    We don't have any major challenges to collecting feedback


Heroes' Movement
Fiscal year: Jan 01 - Dec 31

Revenue vs. expenses:  breakdown

SOURCE: IRS Form 990 info
Note: When component data are not available, the graph displays the total Revenue and/or Expense values.

Liquidity in 2019 info

SOURCE: IRS Form 990


Average of 0.00 over 4 years

Months of cash in 2019 info

SOURCE: IRS Form 990


Average of 0.6 over 4 years

Fringe rate in 2019 info

SOURCE: IRS Form 990


Average of 0% over 4 years

Funding sources info

Source: IRS Form 990

Assets & liabilities info

Source: IRS Form 990

Financial data

Source: IRS Form 990 info

Heroes' Movement

Revenue & expenses

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

Fiscal year ending: cloud_download Download Data

Heroes' Movement

Balance sheet

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

The balance sheet gives a snapshot of the financial health of an organization at a particular point in time. An organization's total assets should generally exceed its total liabilities, or it cannot survive long, but the types of assets and liabilities must also be considered. For instance, an organization's current assets (cash, receivables, securities, etc.) should be sufficient to cover its current liabilities (payables, deferred revenue, current year loan, and note payments). Otherwise, the organization may face solvency problems. On the other hand, an organization whose cash and equivalents greatly exceed its current liabilities might not be putting its money to best use.

Fiscal year ending: cloud_download Download Data

Heroes' Movement

Financial trends analysis Glossary & formula definitions

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

This snapshot of Heroes' Movement’s financial trends applies Nonprofit Finance Fund® analysis to data hosted by GuideStar. While it highlights the data that matter most, remember that context is key – numbers only tell part of any story.

Created in partnership with

Business model indicators

Profitability info 2016 2017 2018 2019
Unrestricted surplus (deficit) before depreciation $43 $3,931 $9,010 -$12,310
As % of expenses 0.1% 3.8% 7.2% -4.9%
Unrestricted surplus (deficit) after depreciation $43 $3,931 $9,010 -$12,310
As % of expenses 0.1% 3.8% 7.2% -4.9%
Revenue composition info
Total revenue (unrestricted & restricted) $59,784 $106,099 $134,628 $237,489
Total revenue, % change over prior year 0.0% 77.5% 26.9% 76.4%
Program services revenue 0.0% 0.0% 0.0% 0.0%
Membership dues 0.0% 0.0% 0.0% 0.0%
Investment income 0.0% 0.0% 0.0% 0.0%
Government grants 0.0% 0.0% 0.0% 0.0%
All other grants and contributions 100.0% 100.0% 100.0% 100.0%
Other revenue 0.0% 0.0% 0.0% 0.0%
Expense composition info
Total expenses before depreciation $59,741 $102,168 $125,618 $249,799
Total expenses, % change over prior year 0.0% 71.0% 23.0% 98.9%
Personnel 0.0% 0.0% 0.0% 0.0%
Professional fees 92.3% 92.5% 95.9% 95.4%
Occupancy 0.0% 0.0% 0.0% 0.0%
Interest 0.0% 0.0% 0.0% 0.0%
Pass-through 0.0% 0.0% 0.0% 0.5%
All other expenses 7.7% 7.5% 4.1% 4.2%
Full cost components (estimated) info 2016 2017 2018 2019
Total expenses (after depreciation) $59,741 $102,168 $125,618 $249,799
One month of savings $4,978 $8,514 $10,468 $20,817
Debt principal payment $0 $0 $0 $0
Fixed asset additions $0 $0 $0 $0
Total full costs (estimated) $64,719 $110,682 $136,086 $270,616

Capital structure indicators

Liquidity info 2016 2017 2018 2019
Months of cash 0.2 0.6 1.3 0.1
Months of cash and investments 0.2 0.6 1.3 0.1
Months of estimated liquid unrestricted net assets 0.2 0.6 1.3 0.1
Balance sheet composition info 2016 2017 2018 2019
Cash $1,148 $5,079 $14,089 $1,779
Investments $0 $0 $0 $0
Receivables $0 $0 $0 $0
Gross land, buildings, equipment (LBE) $0 $0 $0 $0
Accumulated depreciation (as a % of LBE) 0.0% 0.0% 0.0% 0.0%
Liabilities (as a % of assets) 0.0% 0.0% 0.0% 0.0%
Unrestricted net assets $0 $0 $0 $0
Temporarily restricted net assets $0 $0 $0 N/A
Permanently restricted net assets $0 $0 $0 N/A
Total restricted net assets $0 $0 $0 $0
Total net assets $1,148 $5,079 $14,089 $1,779

Key data checks

Key data checks info 2016 2017 2018 2019
Material data errors No No No No


The people, governance practices, and partners that make the organization tick.

Form 1023/1024 is not available for this organization

Executive Director

Mike McKay

Mike grew up in Wyandotte, Michigan. After serving 4 1/2 years in the Navy, he began a career in strength and conditioning. Mike strongly believes that a healthy body promotes a healthy mind. He oversees the training programs and develops relationships with gyms seeking to partner with Heroes’ Movement.

Number of employees

Source: IRS Form 990

Heroes' Movement

Officers, directors, trustees, and key employees

SOURCE: IRS Form 990

Show data for fiscal year
Compensation data
Download up to 5 most recent years of officer and director compensation data for this organization

There are no highest paid employees recorded for this organization.

Heroes' Movement

Board of directors
as of 01/19/2023
SOURCE: Self-reported by organization
Board of directors data
Download the most recent year of board of directors data for this organization
Board co-chair

Mike McKay

Board co-chair

Morgan Kay

Organizational demographics

SOURCE: Self-reported; last updated 1/28/2021

Who works and leads organizations that serve our diverse communities? Candid partnered with CHANGE Philanthropy on this demographic section.


The organization's leader identifies as:

Race & ethnicity
Gender identity
Male, Not transgender (cisgender)
Sexual orientation
Heterosexual or straight
Disability status
Person with a disability

Race & ethnicity

No data

Gender identity


Sexual orientation

No data


No data

Equity strategies

Last updated: 03/23/2020

GuideStar partnered with Equity in the Center - an organization that works to shift mindsets, practices, and systems to increase racial equity - to create this section. Learn more

  • We have long-term strategic plans and measurable goals for creating a culture such that one’s race identity has no influence on how they fare within the organization.
Policies and processes
  • We seek individuals from various race backgrounds for board and executive director/CEO positions within our organization.