Our Team

Lou Schwartz

Lou Schwartz

CEO and Founder

Lou Schwartz has served as Chief Executive Officer for nonprofit and for-profit organizations, driving profitable growth in new markets and in challenging customer markets. He has created innovative business partnerships with Fortune 500 companies as well as with small and mid-size companies enabling the next level of expansion and success. As a lifetime nonprofit board executive, Lou brings business knowledge to the nonprofit sector with business models capable of providing sustainable and growing social returns. He is a graduate of the University of Pittsburgh and has acquired numerous academic and professional certificates.

General Holmes

Jerry Holmes, Major General, U.S. Air Force (Ret.)

National Service / Military Advisor

General Holmes’ distinguished career has included commanding the U.S. AWACS Air Control Wing, being Chief of Staff of a European Allied Air Force, induction into the Oklahoma Aviation and Space Hall of Fame, and serving 13 years as Chairman of U.S. Sen. James Inhofe’s Veteran Task Force. Oklahoma University’s The Jerry Holmes Leadership program for Engineers and Scientists was launched in 2015 in his honor.

Wendy Nelder

Wendy Nelder

Vice President and General Counsel

Wendy Nelderhas created, advised and participated in numerous non-profits, boards and commissions and served as a Deputy City Attorney in San Francisco, Deputy House Counsel for the Shriners Hospitals for Crippled Children; as a member of the San Francisco Community College Foundation; and as a Member of the Sixth Army Advisory Board and the Salvation Army Advisory Board. She has was elected to three terms on the San Francisco Board of Supervisors and having received the highest number of votes cast served as the President of that Board. In 1981, she wrote San Francisco's ’Non-Smokers’ Rights’ Law, the first of its kind, which became the cornerstone of a world movement.

Joseph Holmes

Joseph Holmes

Chief Operating Officer

Joseph Holmes is a community leader and nonprofit champion. As a senior business professional he has worked with Fortune 500 companies and mid-sized local businesses. Because of his strong operations, financial forecasting, and marketing management background, he has been successful at making start ups profitable and existing businesses grow. Joe graduated from Brigham Young University with a BS in Business Management and was awarded a MBA from Boise State University.

Ron Elwood

Ron Elwood


Ron has a Bachelor’s of Science in Accounting and a Masters of Accounting-Tax from BYU. Ron used his experience gained at Ernst and Young to provided direction and oversight as a controller, a Chief Financial Officer, Chief Operating Officer, President and Chief Executive Officer.

Dr. Smith

Dr. Stacey Smith

Board Advisor, Research & Development

Dr. Stacey Smith is a licensed psychologist in Arizona and Texas. Dr. Smith has worked as clinical director for multiple treatment centers and is the research advisor for Heal the Hero Foundation. Stacey currently serves as the National Director of Clinical Services for Vitanya, a company that provides brain optimization services via neuroscience. Dr. Smith has worked on numerous research projects over the last decade where he has assisted in literature review, grant writing, survey construction, participant interviews, data collection and analysis. Additionally he has been involved with reporting of outcomes for several randomized controlled trials, including being project director of one of them. Stacey has presented the results of these studies at multiple professional conferences.

Jeff Nelder

Advisor, Strategic Branding and Communications

Jeff Nelder advises executive teams and designs purpose-based brands, marketing campaigns, and growth and innovation strategies. He has advised leadership and marketing teams across multiple industries, large and small, as well as both for-profit and not-for-profit, such as New York University, Hot Chalk Inc. (Bertelsmann Education), Hewlett Packard Enterprise, Pocket (acquired by Mozilla)Apollo Education Group, American Heart Association, Sutter Health and Big Brothers and Big Sisters.

Heal the Hero Foundation