Last November, U.S. Veterans Magazine introduced readers to the Sports & Fitness Industry Association’s (SFIA) VetsEXCEL Career Transition Program—an initiative designed to connect transitioning service members with career opportunities in the sports and fitness industry. At the time, SFIA President and CEO Todd Smith pointed to a clear opportunity: aligning an industry in need of talent with a community rich in leadership, accountability and operational expertise.
Now, as the inaugural cohort progresses, that vision is taking shape through real experiences, meaningful relationships and early outcomes. The VetsEXCEL pilot program—built around a small cohort of veterans paired with industry mentors—offers individualized guidance, career workshops and direct access to leaders across the sports and fitness sector. For participants, the impact has been both practical and lasting.
Career Clarity
For inaugural fellow Carrie Reilly, pictured, the program delivered clarity and confidence in navigating a new career path. “It was a privilege to be part of the inaugural SFIA VetsEXCEL program. My mentor was supportive, engaged and genuinely invested in my goals from the very beginning,” Reilly said. “Her insights helped me think clearly and confidently about my transition into the sports industry.”
Reilly also highlighted the program’s emphasis on connection. “One of the highlights was the opportunity to connect with other veterans who shared similar backgrounds and aspirations… SFIA did an excellent job facilitating communication, networking and building a sense of community,” she added.
Mentorship Matters
That sense of connection extends into mentorship—one of the program’s defining elements.
For Reggie Brown, a veteran of more than 20 years in the Air Force, VetsEXCEL became a critical bridge between military service and the civilian workforce. “Participating in the SFIA VetsEXCEL Fellowship has been the most meaningful step in my transition. This program, through direct mentorship, provided that bridge,” Brown said.
Through his mentorship with Ryan Price of Brooks Running, Brown gained both industry insight and a broader perspective on career pathways. “He challenged me to think differently about career paths I hadn’t fully considered…particularly in areas like relationship-driven sales,” Brown said, noting how the experience expanded his understanding of opportunities within the industry.
Full-Circle Impact
From the mentor perspective, the experience is equally meaningful.
“As I was transitioning out of the Navy in 2021, it was challenging to find a single DoD transition platform geared specifically to someone interested in a career in sports,” said mentor Joy Tapajcik, pictured. “The SFIA VetsEXCEL program is exactly the type of support I needed—a platform that brings the knowledge to you to help make an informed decision on your future.”
That experience continues to shape her approach. “My experience as a mentor has been rewarding…it gave me an opportunity to give back to the veteran community while investing in a promising program for future professionals in sports,” she said.
Ryan Price, a Marine Corps veteran and Brooks Running employee, echoed that sentiment. “It was great getting to take part in the inaugural SFIA VetsEXCEL program. Reggie has been great…I’m happy to be a small part of his professional journey,” Price said.
Their connection extended beyond virtual meetings, with the two meeting in person at an industry event—reinforcing the real-world networking opportunities the program is designed to create.
Next Phase
These experiences reflect the program’s core premise: veterans bring highly transferable skills to the sports and fitness industry, particularly in operations, logistics, leadership and team management.
They also demonstrate how structured mentorship and direct industry access can accelerate the transition process—turning potential into actionable career pathways.
SFIA has positioned VetsEXCEL as a long-term initiative, with plans to expand and evolve based on participant feedback and outcomes. Early testimonials suggest a strong foundation is already in place.
For participants like Reilly, the impact extends well beyond the program itself. “The relationships and connections I built during the program are meaningful, and I’m confident they will continue well beyond the program,” she said.
As VetsEXCEL continues to grow, its success will be measured not only by participation, but by sustained career growth, industry integration and the strength of the partnerships it fosters. What began as a strategic collaboration is now something more tangible—a growing network of veterans, mentors and industry leaders creating new pathways forward.
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