From Soldier to CEO: How UHP Helps Veterans Build a New Mission in Life

When veterans return home, their fight doesn’t always end. For many, transitioning to civilian life is one of the hardest battles they’ll ever face. But Matt Hesse, founder of the University of Health & Performance (UHP), is working to change that—one veteran at a time.

In this episode of The Sidekick Life, Shawn Johnson East and Andrew East sit down with Matt to explore how UHP is giving America’s heroes a new purpose, powerful tools, and a second chance at building a life on their terms.

Why So Many Veterans Struggle After Service

Matt shares staggering stats that paint a harsh reality: over 200,000 veteran suicides occurred during the 20-year war on terror—more than 30x the number of combat deaths. According to Matt, it’s not just trauma—it’s the loss of identity, community, and purpose that drives these numbers.

In the military, structure, purpose, and teamwork are built in. Once out, veterans are left to figure out a civilian system that doesn’t speak the same language. As Matt puts it: “None of the chain of command rules match with the corporate ladder. It’s like being a baby at 28, trying to communicate with adults in a different language.”

The Birth of UHP: A School Built for Veterans

After a successful career in sports nutrition and GNC franchising, Matt had his own inflection point. Following the loss of his mother and a deep personal reckoning, he realized he wanted to help others navigate identity shifts—especially veterans.

UHP is a first-of-its-kind 700-acre campus in Arkansas, built from the ground up to provide a transformational experience for veterans transitioning to civilian life. The program focuses on what Matt calls the “Purpose Blueprint”, centered on four key areas:

• Think (mental development & mindset)

• Train (physical performance & fitness)

• Feel (emotional wellness & healing)

• Lead (values-based leadership and purpose)

UHP’s goal is to help vets discover a new mission—whether as entrepreneurs, health coaches, trainers, or simply healthier human beings.

Real Stories, Real Impact

One of Matt’s earliest pilot programs saw a homeless vet struggling with addiction turn his life around, become a personal trainer, and go on to complete a Master’s in Counseling. Today, he supports other veterans at the VA.

Another story features a UHP grad who got sober to attend the program and later opened two successful gyms where he now mentors fellow veterans.

UHP doesn’t just train people—it rebuilds them. From cold plunges and emotional campfire shares to nutrition certifications and entrepreneurial launches, UHP is where transformation happens.

The Vision for the Future

Matt’s vision extends beyond the campus. He’s building a veteran-powered franchise ecosystem—where grads leave UHP with certifications and a business blueprint, funded by a grant rather than debt. The goal: thousands of debt-free, veteran-owned fitness and health businesses across the country.

A Sidekick with a Mission

Matt views his role not as the hero, but the sidekick—a mentor walking beside others through transformation. “The more you love yourself, the more you can help others,” he says. “That’s what UHP is all about.”

Final Thoughts: Building a Life on Purpose

Today, Matt lives a life rooted in service, legacy, and deep gratitude. Whether he’s teaching his kids about core values or coaching a class of transitioning vets, he’s living proof that when you serve enough people, you get to live life on your terms.

Want to Support or Learn More About UHP?

Whether you're a veteran, know someone who is, or want to support this mission, here’s how you can get involved:

• Veterans: Apply to UHP and start your transition with purpose.

• Companies: Hire veteran grads or host a team retreat at UHP’s world-class campus.

• Franchise Leaders: Partner with UHP to build out your workforce or future franchise owners.

• Donors: Contribute to the foundation that funds veteran tuition and entrepreneurship grants.

UHP isn’t just a school—it’s a movement.