The Boulder Crest Foundation, known for advancing Posttraumatic Growth (PTG), has teamed up with the Haas Factory Team and NASCAR driver Sheldon Creed to promote a message that holds strong meaning for veterans, first responders, and communities shaped by service. This collaboration launches during the 2026 NASCAR O’Reilly Auto Parts Series season to emphasize the importance of learning to “Struggle Well” — turning adversity into strength.
Boulder Crest’s National Programs and Philosophy
Operating campuses in Virginia, Arizona, Texas, and soon Wyoming, Boulder Crest Foundation offers specialized training designed to help veterans and first responders face trauma constructively. Their signature program, Warrior PATHH (Progressive and Alternative Training for Helping Heroes), is a peer-led, non-drug approach that begins with a five-day in-person session followed by three months of continued support. This training encourages participants to process and manage stress by harnessing the proven science behind Posttraumatic Growth.
The “Struggle Well” approach teaches that struggle itself is not to be avoided; instead, engaging with it thoughtfully allows for personal growth, purpose, and resilience. This mindset is integral for those living with the weight of service, aiming to transform challenges into meaningful progress.
Visibility at Key NASCAR Events
The partnership will be highly visible during major races in the 2026 season, including the Phoenix Raceway on March 7, Dover Motor Speedway on May 16, and a unique event at Naval Base Coronado in San Diego on June 20. Sheldon Creed’s race car will display the “Struggle Well” message, serving as a symbol and reminder that hardship is unavoidable, but the response to struggle defines the outcome.
A Message Rooted in Shared Experience and Purpose
Josh Goldberg, CEO of Boulder Crest Foundation, stated,
“For veterans and first responders, stress and hardship are part of the job,”
and added,
“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.”
The foundation’s programs serve veterans, active-duty military, first responders, and their families, offering peer-supported pathways to recovery and resilience without relying on medication. Grounded in extensive research co-developed by PTG science pioneers, these programs have helped over 180,000 individuals since 2014.
Shared Values Between Racing and Service Communities
The connection between NASCAR and military communities is longstanding, united by values such as perseverance and dedication. This partnership leverages race-day exposure and storytelling to encourage open conversations about struggle and growth within these communities.
Sheldon Creed expressed the personal significance, saying,
“Racing teaches you a lot about pressure, perseverance, and what it takes to keep going when things get hard,”
and added,
“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.”
Commitment to Supporting Those Who Serve
Building on its mission, Boulder Crest aims to ensure that individuals burdened by service know that recovery and a fulfilling life after trauma are achievable. Goldberg emphasized,
“To ensure that those who carry the weight of service know they are not alone — and that a great life after trauma is possible.”
With a foundation rooted in peer-led engagement and the science of Posttraumatic Growth, Boulder Crest’s work fosters healing in environments designed to encourage connection and resilience across its four retreat campuses nationwide.
Looking Ahead to Ongoing Impact
By integrating the “Struggle Well” message into the NASCAR season and highlighting it through Sheldon Creed’s platform, Boulder Crest Foundation hopes to deepen awareness about the realities of trauma and the power of conscious struggle. This initiative seeks to inspire veterans, first responders, and all affected communities to embrace growth from their struggles and find new strength in adversity.
