The Boulder Crest Foundation, recognized as the home of Posttraumatic Growth (PTG), recently announced a collaboration with the Haas Factory Team and NASCAR driver Sheldon Creed to promote their core message, Struggle Well. This partnership began in 2026 across multiple racing events to support veterans, first responders, and communities shaped by service, using the Haas Factory Team partnership to broaden the reach of this vital message.
Transforming Adversity Through Science-Based Training Programs
With campuses in Virginia, Arizona, Texas, and an upcoming facility in Wyoming, Boulder Crest Foundation provides specialized training focused on helping veterans and first responders convert their struggles into strength. Their approach is grounded in the science of Posttraumatic Growth, a process that emphasizes positive psychological change following trauma. Key among their offerings is the Warrior PATHH program—Progressive and Alternative Training for Helping Heroes—which combines an intensive five-day in-person training with three months of follow-up peer support.
Struggle Well Philosophy and Training for Service Members and Responders
The foundational philosophy of Struggle Well embraces the reality that stress and hardship are inevitable for those in service. It encourages intentional engagement with these challenges as opportunities for meaningful growth. Boulder Crest’s Struggle Well program equips first responders and veterans with the tools to effectively process daily stress and trauma, fostering resilience and purpose through reflection and community connection.
Visibility of the Partnership at Key NASCAR Events
Throughout the 2026 NASCAR O’Reilly Auto Parts Series season, Sheldon Creed’s race car will prominently display the Struggle Well message as a reminder that struggle is a natural part of life and growth emerges from how it is handled. Notable appearances include races at Phoenix Raceway on March 7, Dover Motor Speedway on May 16, and a significant event at Naval Base Coronado in San Diego on June 20. These platforms bring heightened awareness to the struggles of veterans and first responders while connecting them with a broader audience.
Leaders Emphasize Strength Through Challenge and Community
Josh Goldberg, CEO of Boulder Crest Foundation, highlighted the demanding nature of military and first responder roles, stating,
“For veterans and first responders, stress and hardship are part of the job.”
He further explained,
“The message of Struggle Well is about learning how to meet those realities in a way that leads to strength, purpose, and growth. This partnership allows us to bring that message to a community that understands sacrifice, discipline, and perseverance at a very real level.”
Similarly, Sheldon Creed reflected on the parallels between racing and resilience:
“Racing teaches you a lot about pressure, perseverance, and what it takes to keep going when things get hard,”
he said.
“The message of Struggle Well resonates because it’s real. It’s about showing up, staying connected, and growing through challenges — not pretending they don’t exist. I’m proud to partner with Boulder Crest to help carry that message to veterans, first responders, and anyone who understands what it means to carry weight.”
Goldberg also emphasized their mission by saying,
“To ensure that those who carry the weight of service know they are not alone — and that a great life after trauma is possible.”
Expanding Impact Through Peer-Led Support and Retreats
Since its establishment in 2014, Boulder Crest Foundation has trained more than 180,000 people using peer-led, non-pharmacological programs designed to help those impacted by PTSD, anxiety, and trauma-related stress. Their Warrior PATHH program serves combat veterans and service members, while the Struggle Well program targets first responders. These initiatives are informed by decades of research and involve immersive retreats located on campuses that foster healing through community and connection across multiple states.
Aligning NASCAR’s Community with Service and Sacrifice
The strong historical ties between NASCAR and the military and first responder communities make this collaboration a natural fit. Through high-visibility race events and storytelling, Boulder Crest aims to normalize discussions about struggle and trauma, encouraging individuals to seek growth rather than silence their challenges. The partnership leverages the broad audience of NASCAR to elevate awareness and promote resilience within the communities that have dedicated their lives to service.
