Our Story


Our Story

Matt Hesse is the Founder and President of the University of Health and Performance. In addition to his time spent serving in the Army National Guard, education and mentorship is what has shaped him into the executive and leader he is today. Matt’s business acumen was sharpened during his years of owning multiple GNC retail stores and developing a multinational sports performance and nutrition company. This blend of service, education, entrepreneurship, and mentorship is what he envisioned when he started FITOPS, a nonprofit dedicated to ending Veteran suicide through the power of fitness. FITOPS began transforming lives when held its first camp in 2017 to address the challenges that Veterans face when transitioning from military service. Over the course of multiple classes piloted, Matt designed a process called “The Purpose Blueprint,” which helps Servicemembers in transition identify their life’s purpose and build a strategy to pursue it. In 2021, Matt evolved the FITOPS vision into the University of Health and Performance. The following year, UHP delivered the first class on its new 500-acre campus in Northwest Arkansas.  

He is currently an advisor to the President of the United States in areas of physical fitness, sports, and wellness.