# Heroic Enterprises, Public Benefit Corporation

Forge excellence. Activate your Heroic potential. Fulfill your destiny. Change the world with us. 

- Canonical URL: https://wefunder.com/heroic
- Entity ID: wefunder:company:72272
- Last updated: 2026-06-09T05:00:23Z
- Generated at: 2026-06-09T19:26:25Z

## Quick facts
- Mission: Create a world in which 51% of humanity is flourishing by the year 2051
- Made history in Mar '21 as first company to close a $5M Reg CF w/ 2,400+ investors from 75 countries
- Partnered with MetaLab (Slack, Tinder, Uber Eats) to create world-class self-development platform
- Founder/CEO 2x successful entrepreneur; built & sold 2 market-leading social platforms
- Research studies show Heroic app significantly boosts flourishing, energy, productivity & connection
- Research shows Heroic Coach certification program changes lives; 13,000+ people 115+ countries
- Launched bestseller “Areté: Activate Your Heroic Potential” Nov '23; 50k+ copies sold as of Apr '24

## Active fundraises
- wefunder:fundraise:128737: 4(a)(6) open (USD)
- wefunder:fundraise:96465: 506(b) successful (USD)
- wefunder:fundraise:96464: 4(a)(6) successful (USD)
- wefunder:fundraise:46672: 4(a)(6) successful (USD)
- wefunder:fundraise:46671: 4(a)(6) successful (USD)
- wefunder:fundraise:38774: 4(a)(6) successful (USD)

## Story
Thank you for your support! 🙏Interested in investing at a future date? Complete this survey to let us know: https://heroicpbc.typeform.com/invest-interest

## FAQ
1. **Can I make a financial commitment now & if I wanted to add funds to that commitment prior to the March date, how can I do so? Invest twice?**
   - Hi Lisa!!! This is Brian. I just answered this question for another investor so I'll copy/paste here: First, THANK YOU. I appreciate you and your support. Our Wefunder genius (thanks, Suzanna!) tells me you can edit your investment on your "Portfolio" page here: https://wefunder.com/portfolio Please let me know if you have any other questions and thanks again for your Heroic support! -bri
2. **I made my first commitment. On second thoughts, I want to make more. Can I just make one more commitment separately?**
   - Hi, Shyamsundar! This is Brian. First, THANK YOU. I appreciate you and your support. Our Wefunder genius (thanks, Suzanna!) tells me you can edit your investment on your "Portfolio" page here: https://wefunder.com/portfolio Please let me know if you have any other questions and thanks again for your Heroic support! -bri
3. **I am an international outside the US and am finding it difficult to know what is needed to invest - many things are unclear for non-US residents. WeFunder asks for SSN number whereas in Switzerland we have a different number/system + whether the same legal limits apply. How ca...**
   - Hi Alma Jade! This is Brian. I really appreciate your interest in investing in Heroic and I'm sorry you're running into some obstacles. (OMMS! :) I just reached out to our Wefunder genius and she told me that the best next step would be for you to reach out to their support team so they can help you out! Here's their email: support@wefunder.com Thanks again and please let me know if we can help with anything else! -bri
4. **Why does crowdfunding open for only one day? When does a second or third opportunity come around? How is the price per share determined at that time?**
   - Hi Lisa! This is Brian. I'm not sure I followed your first question in this post and want to make sure I address it properly! The crowdfunding is "open" until March 15th when we intend to make history with the first $5M Reg CF round ever. The potential second or third opportunity to invest would come around again when/if we do another round and choose to use Wefunder for another Reg CF round. I don't know when or if that will happen! The price per share will be determined via conversations wi...
5. **Is one potential trajectory of a venture on Wefunder to begin as a start-up & ultimately find itself as a publicly traded company on the stock market?**
   - Hi Lisa! Thanks for another great question. YES! I just answered this question for a couple other prospective investors so I'll copy/paste my reply here: -- As we discuss a few times in the Heroic Investor Zoom chats (link below), the first and hardest thing for us will be creating the value in the business such that we're in a position to get you and our other investors a great return. If we can achieve a strong, differentiated, durable and scaleable product/market fit (important “if”!), we ...

## Team
- Brian Johnson (Co-Founder + CEO)
- Michael Balchan (President & Head Coach)
- Greg Williams (CFOO)
- Fred Grenness (employee)

## Q&A
- Q: Good morning, I invested money in Heroic 3 or 4 years ago. I'm wondering when we might see a return on the money--or at least get an update on how things are going? Thank you. Renee
  - A: Hi Renee! Brian is planning to share an Annual Letter in the coming weeks which will recap business updates, current state, and future vision. (Edited: Check out the full letter here -> "A Brief History of Heroic and a Quick Look at How We Intend to Forge an Antifragile Business and Fulfill Our Mission": https://wefunder.com/updates/173612-a-brief-history-of-heroic-and-a-quick-look-at-how-we-intend-to-forge-an-antifragile-business-and-fulfill-our-mission -- And check out more updates at https://wefunder.com/heroic/updates!) 🙌!! Patrick | Director of Operations @ Heroic
- Q: Hi Brian, I hope you and the Heroic team are doing well! I'm excited to see the progress of Heroic! My husband Daniel uses the app every day. Best of luck! Kait
  - A: Kait!!! Great to see you here! I appreciate you considering an additional investment and I appreciate your thoughtful questions. I think of you and Daniel whenever I see a Savorista coffee bag in our pantry—which is often! Thanks again for those and hope you and your biz are doing great!! Now let’s hit those questions! I’m afraid we’re limited in what we can share to what was disclosed in our Form C filing and aren’t able to share full mid-year financials at this point nor can we speak directly to our runway. As mentioned in the Overview on Wefunder (and noted in our Form C), we’re seeking to raise $5M via this Reg CF and up to another $10M via a separate Reg D offering at the same economic terms. (We have already raised over $4.3M of the $10M Reg D.) In our first crowdfunding, we said that the acquisition price for Optimize would be approximately $11.3M and, as I stated on the main Wefunder overview page (in the section on The Use of Funds), we wound up at that amount: $11.3M. We are thrilled we were able to finalize the transaction as we had hoped. Regarding the SEC’s open investigation, I am limited with what I can say. Although we do not know and cannot predict the possible outcomes, we can say that we feel extraordinarily blessed to have the support of Quinn Emanuel, one of the most respected law firms in the world. Learn more about QE here: https://www.quinnemanuel.com/practice-areas/securities-enforcement-defense-practice/ In conclusion, I’ll say that I have never been more committed to and confident in our ability to do what we’re here to do—creating an exemplary crowdfunded business at scale that can help change the world, one person at a time, together, starting with you and me and us today. We’re navigating the storm, and we intend to emerge stronger and fulfill our mission. Day 1. Always. Let’s goooo!! 101 x 1M —> 51 | 2051 -B
  - A: Hi Kait! Wanted to make sure that you saw the latest Update that Brian shared here on Wefunder, in which he mentioned that the SEC inquiry has officially closed. That link here if you missed it! wefunder.com/updates/160047
- Q: Hi i think you're startup in the very challenging space , and I see you have the qualities of a leader and a capable leader who is able to convert soil into value, but I have some questions. I think Optimize was created in 2012, excuse me if there is mistake 1-Can you share Optimize financial statements for recent years, profits, losses, profit margin, growth in the number of active users, and the number of coaches 2- What is the market size 3- Who are the main competitors, how much their market value, and whether they were able to exit, either by acquisition or IPO
  - A: Hi Faisal: Thanks for your questions! I talk about a lot of this in the Heroic Founding Zoom Chats that you can check out here: https://heroes.us/investor-connection-cf/ Quick thoughts: As discussed in those Zoom chats, as excited as I am about the potential of the Optimize business, this is NOT the primary business on which I believe we will create the greatest enterprise value. I believe the greatest potential return on any prospective investment will come from our ability to execute our vision for the Heroic Training Platform. Having said that, I think Optimize is a nice complement to the biz and I’m also excited to have a sort of antifragile backstop/safety net. Although still modest, I love the fact that we will have that beloved, high potential, revenue-producing asset. Optimize did $2.23M in 2019 and roughly $2.38M in 2020. We’re still finalizing our accounting for 2020 and will be adjusting both 2019 and 2020 to GAAP standards so we have a more accurate view of P&L. In terms of Heroic’s market size, that’s a tough question to answer and, frankly, not one I have spent a lot of time thinking about in the traditional way. When we look at the social side of things, Facebook, Instagram, et al are proxies although we’ll obviously be focused on a niche of people who would like a positive alternative to Facebook (aka an answer to The Social Dilemma). From the optimizing wellbeing “Training” perspective, you can look at a Headspace or a Calm or a MasterClass but, again, we need to differentiate ourselves from them to make Heroic truly great. Then, when you look at one of the ways I currently think we can grow the business by partnering with Guides (as discussed in depth in the Zoom chats—especially #4 and #5), we’re going to create something similar to (yet highly differentiated from) a company like Patreon. In short: I want to combine those three things (Social + Training + Guides then sprinkle Scientific validation on top) and I think THAT’s the secret sauce as I don’t see *anyone* doing a GREAT job at TRULY helping people change their lives—which is what I intend to make our #1 differentiator and how I think we’ll be able to fulfill our Mission to change the world, one person at a time, together, starting with you and me, TODAY. Thanks again for your thoughtful questions! High fives and hope you’re doing great, -bri P.S. Here are some interesting TechCrunch articles on the wellness space: Meditation app Calm hits unicorn status with fresh $88 million funding.  https://techcrunch.com/2019/02/06/meditation-app-calm-hits-unicorn-status-with-fresh-88-million-funding/ Headspace raises $93 million in equity and debt as it pursues clinical validation for mindfulness https://techcrunch.com/2020/02/12/headspace-raises-53-million-and-40-million-in-debt-as-it-pursues-clinical-validation-for-mindfulness/ Mental health startups are raising spirits and venture capital https://techcrunch.com/2020/11/23/mental-health-startups-are-raising-spirits-and-venture-capital/ Mental wellness platform Lyra Health is raising up to $175M at a $2.25B valuation https://techcrunch.com/2020/12/17/mental-wellness-platform-lyra-health-is-raising-up-to-175m-at-a-2-25b-valuation/
- Q: I made my first commitment. On second thoughts, I want to make more. Can I just make one more commitment separately?
  - A: Hi, Shyamsundar! This is Brian. First, THANK YOU. I appreciate you and your support. Our Wefunder genius (thanks, Suzanna!) tells me you can edit your investment on your "Portfolio" page here: https://wefunder.com/portfolio Please let me know if you have any other questions and thanks again for your Heroic support! -bri
- Q: Would someone answer my question please?
- Q: I was an original investor several years ago. How do I access the value of my investment? What is it worth today? I am in the process of updating my financial planning and would like to know what is the status of my investment today.
  - A: Hi Ray! Thank you for your patience with the slow reply. We were not getting notified of your questions. That should have been fixed now! To view your investments, you can go to your Wefunder Portfolio at wefunder.com/portfolio. Heroic is a private company without a public market. Wefunder shows a value based on the latest company-reported price per share. The Updates tab here on Wefunder gives the best status and company update overview. Thank you so much for your early support of Heroic, and we're excited to continue building a great company to fulfil 51 I 2051
- Q: Hi Brian, First I love the Heroic vision and what you aim to build. I've attended some investor calls and am in the Optimize Coach program. I have a couple more questions before investing. A. Acquisition of Optimize - 1. I've never seen a fundraise where the investment use of funds included an exit for the founder and other investors from another business. Can you help me understand how you've thought through the potential conflict of interest here. 2. Additionally, you've shared you expect to pay $2M in cash to acquire Optimize. How confident are you in that number and what would be a high scenario of cash required? 3. You mentioned the $11.3M valuation for Optimize is 20% higher than your last valuation. What is driving that 20% valuation increase? 4. Are you cashing out any of your ownership of Optimize through the acquisition? B. Projections Can you share the Heroic financial projections? WeFunder says you project to break even within 12 months. What assumptions are driving this? My understanding is that most core pieces of the Heroic platform are still in the very early days of being designed. C. Team You have an impressive track record. Who else is on the team (beyond Meta Labs) to help build and execute on this vision? Thanks Brian!
  - A: Hi Kait! It’s been great to see you and Daniel on the investor calls and I appreciate your questions! Quick thoughts: A. Acquisition of Optimize - Q1. I've never seen a fundraise where the investment use of funds included an exit for the founder and other investors from another business. Can you help me understand how you've thought through the potential conflict of interest here. A1: Laughing as there are a lot of unique attributes to our biz! (Including but not limited to, as discussed, the fact that I have 10x voting rights and that I will be the only board member post the fundraise.) First, to be clear: I am not personally exiting. All my Optimize shares will be rolled over into Heroic. In terms of how I have tried to deal with the potential conflict of interest: As I discussed in some other questions here and in the Q&A on the Zoom calls, I went to my financier advisors (who are also existing Optimize investors who also already invested in Heroic) to ask THEM how we should handle the prospective acquisition/merger and how we should handle the sequence of how to approach this fundraise. There were a LOT of ways we could have approached the acquisition/merger (and the fundraising in general) and this wound up being the agreed-upon optimal approach—albeit certainly atypical! Q2: Additionally, you've shared you expect to pay $2M in cash to acquire Optimize. How confident are you in that number and what would be a high scenario of cash required? A2: Pretty confident although I’ll have more precision soon. The upper threshold shouldn’t exceed $2.5M. Q3. You mentioned the $11.3M valuation for Optimize is 20% higher than your last valuation. What is driving that 20% valuation increase? A3: As per #1: The recommendation of my advisors. It’s a subjective number but what they recommended as appropriate given the circumstances. Q4. Are you cashing out any of your ownership of Optimize through the acquisition? A4: Nope. As per my above, I’m rolling my ~65%+ Optimize ownership stake straight into Heroic! B. Projections Q: Can you share the Heroic financial projections? WeFunder says you project to break even within 12 months. What assumptions are driving this? My understanding is that most core pieces of the Heroic platform are still in the very early days of being designed. A: Yikes! Thanks for that catch. That was incorrect. We will need to do a material amendment to the Form C to address that as you are correct that the core pieces are still being designed and I don’t imagine the net revenue from Optimize to be significant enough at the point to cover the gap and I certainly wouldn’t say the Heroic Platform will be there on its own as we plan to invest in it aggressively. C. Team Q: You have an impressive track record. Who else is on the team (beyond Meta Labs) to help build and execute on this vision? A: Thank you. In the immediate term, I am going to keep things simple and focus the business on what I believe is the key driver to our success: the Heroic Training Platform. I’m excited to have MetaLab on board (in the final steps of signing contract!) as they give us an instant, world-class team that has been there and done that on many projects. Getting them onboard is, from my vantage point, a VERY (!) big deal. It only gets us to the starting point but I believe their ability to create truly revolutionary, world-class products will be a *key* differentiator as we strive to create a truly “Wow!” differentiated platform. Also, to be clear: I will personally be leading the vision side of the creation of the Heroic Training Platform. I’m REALLY (!) excited to do the best, most creative, impactful work of my life as I integrate 20 years of experience into what I hope is a truly world-changing platform. This is the part of the whole thing that makes me say, “THIS is what I’ve been training for.” And... As discussed in the Zoom calls, I’m currently engaged in an executive search for a Head of Product. We have a number of extraordinary candidates and I had my first chat with an awesome candidate last week. I’m going to take this deliberately and I’m excited to find the right person. (Note: Our search lead told me that he’s never seen such an enthusiastic response as the opportunity to create a potentially world-changing platform is proving to be compelling not just for prospective investors but also prospective Team members.) And, of course, we have our Soul Force-infused Team from Optimize that will keep on rocking that biz and it will be fun to build out our executive-level team for Heroic as we grow—which will, of course, be a big, important challenge for the success of our biz. I’ve always been pretty good at recruiting people to the cause (if I may say so myself—hah) and I’m VERY excited to help build out the Team in the months and years ahead. Thanks again for considering an investment in Heroic and for asking great questions that help us all get more clarity. 🙏 To state the obvious and I should have said this in all the other responses here: when/if in doubt, invest way LESS, if anything! 🤓 Again: Appreciate you considering and have also appreciated your guys’ enthusiastic energetic support on the calls! -bri
- Q: Brian Johnson’s recent community email attempts to frame "Zero Growth" as a temporary plateau, but the SEC Form C-AR filings and Wefunder disclosures tell a far more dire story of a collapsing ecosystem. 1. The Myth of "Zero Growth" Johnson tells his followers they "did not grow last year (at all!)." This is a strategic understatement. The Reality: In the preceding fiscal year, net revenue didn't just stall—it cratered by 21.07%, dropping from $2.57 million to $2.03 million. 2. The Failure of the "Coach" Program Johnson admits he has done a "very poor job" of communicating. The numbers suggest the market simply doesn't want what he's selling. The Reality: Enrollment in the high-ticket "Heroic Coach" program—once the crown jewel of his "force multiplier" strategy—saw a staggering revenue decrease of $858,634 in a single year. 3. "Activating the Movement" as a Desperate Retreat Johnson’s "ruthless focus" on a $99 Philosopher’s Notes subscription is being pitched as a new "Phase I" of a global revolution. The Reality: This is a necessary retreat. With an accumulated deficit exceeding $60 million and a net margin of -179%, the company can no longer afford to sustain its expensive app development or events. As Johnson himself noted: “When we answer the call to adventure, there’s ALWAYS the chance of a fiasco.” The SEC data suggests the fiasco is already here.
  - A: Greg Williams here, CFOO at Heroic. Sincere thanks for your note, but there are a few clarifications worth making, since the comment mixes accurate concern with inaccurate specifics.The figures cited above are not consistent with our actual financials. Heroic is a private company and our most recent SEC filing (Form C-TR, May 2025) terminated our public reporting requirement, so I won't be relitigating numbers in a comment thread. What I can tell you directly: we are operating leaner than at any point in the company's history, we are not engaged in material app development or event production, and the work over the past year has been focused on simplifying how people enter the Heroic ecosystem through Philosopher's Notes.Brian's framing of the year was honest, not strategic. We did not grow. We're working to change that, and we've made the structural decisions (cost discipline, product focus, channel diversification) required to do so. That work is in motion and the next several months will tell the story.For anyone genuinely interested in where the company is and where it's headed, our community investor updates go out periodically and cover the substance directly. Thank you to those of you who continue to support the mission. We're heads down on the work.
- Q: For the $3M+ TTM cash revenue, how much of that is from lifetime memberships?
  - A: Hi Hemdeep! Unfortunately we can't share additional details regarding specific revenue breakdowns at this time outside of what's been shared on our Wefunder "Overview" page and the financials linked in the "Details" section. In the meantime, please let us know if there's anything else we can support with! Patrick Director of Operations @ Heroic
- Q: Will there be an update on the state of the business and platform development? How much do you need to raise to continue development? What is the current focus?
  - A: Hi TJ! Thanks for your question and apologies for the slow reply! To start, please check out Brian’s most recent two updates here on Wefunder: 1 - Great news + more goodness! (Plus: Phil Stutz says...) --> https://wefunder.com/updates/160047-great-news-more-goodness-plus-phil-stutz-says 2 - 2023 (and Beyond!) Vision + QE Talk + Time to Make 2023 Truly Heroic! --> https://wefunder.com/updates/160299-2023-and-beyond-vision-qe-talk-time-to-make-2023-truly-heroic After that, the information on our Wefunder page (including the “Overview” and “Details” and “Updates” tabs!) is the best source of information we’re able to share regarding the state of the business. And…we’re excited to share additional updates soon! Thank you and stay tuned for additional updates! Patrick Director of Operations @ Heroic
- Q: Hey Brian and team! This looks very exciting! I only one simple question if I may, what are the success measurements of this funding round? Is it return to investors or will it be something different? Apologies if I've missed this somewhere :)
  - A: Hi Ze Chuan! Thanks for your note!! We’re excited to invest the prospective capital from this crowdfunding into the development of our business so we can continue to create value for all of our stakeholders. I talk about how we intend to do that in more detail in our recent Zoom call and highlight some more details on prospective outcomes from an investor perspective at the end in the Q&A. (We'll share the recording of that call soon right here on Wefunder.) I also talk about the specific mechanics of how this round will work in the section of our Wefunder page called “Heroic Crowdfunding.” (wefunder.com/heroic) Does that help address your question? If not, please let us know so we can provide more clarity. Appreciate you and your support! -bri
- Q: Hi, I was wondering if it's too late to join the party?
  - A: Hi there, LS! Sorry about the delayed response here and thanks for your interest in joining the Heroic party! 🙂 Good news! We just opened our second Reg CF offering here on Wefunder last week! You can learn more about that over here: https://wefunder.com/heroic Appreciate your support and hope you’re doing great, 🙌 -bri
- Q: Hi Brian, I invested in Heroic on 03.20.2021 & now on 07.14.2021 I am getting message of cancellation of investment because campaign was oversubscribed. If this was the case then why my investment was in escrow for so long if the campaign was oversubscribed on 03.20.2021 ? Can you please provide the list of all investors with their ranking in investment, as I am skeptical here that something is cooking which is not right. Why investors funds are used by Corporation or Wefunder with additional investment fees & later on canceled which makes this investment as dead investment for long time, who will pay for opportunity cost for investors ?
  - A: Hi there! Apologies for the delayed response and thank you for your interest in supporting Heroic!! It looks like we had already surpassed $5M in commitments in our first Crowdfunding at the time you submitted your investment on Wefunder last year. As a result, when we closed the offering, we were unfortunately unable to accept your investment. I can't comment directly on Wefunder’s Escrow process. If you have additional questions about that, please reach out to the Wefunder team over at hello@wefunder.com. Also: as you may have seen, earlier this week, we launched our second Reg CF offering here on Wefunder! You can learn more about that on our Wefunder page here: wefunder.com/heroic Patrick (Director of Operations at Heroic)
- Q: Hey Brian, I first saw you in action in The Heroes Journey. Great movie. Love the idea of bringing this to life to help people achieve their state of hero. My question is how cash will be left over after acquiring Optimize to fund building out the product using MetaLab? My apologies if its mentioned somewhere, just didn't see it.
  - A: Hey Bryan!! What a small world! Love that we connected via the documentary and are reconnecting here. We plan to come out of pocket around $2M for Optimize (precise amount to be determined as we actually close that deal post this funding). So... With the full $11M (from the $1M note + $5M Reg CF + $5M Reg D) minus Wefunder's fees (6.5% of $5M = $325k) minus some investments we've already made (~$250k) we'll have roughly $8.5M total to play with. VERY excited to use that capital to create something amazing. -bri
- Q: I invested US$999 into 632 shares of Heroic in January 2021, i.e. some 3.5 years ago. What is the current value of those shares, based on the current investment round?
  - A: Hi Daniel! Thanks for your support as a Heroic investor! Our current Crowdfunding offering is a convertible note, not a priced round. As such, it doesn't allow us to articulate a precise value of your shares. Although I can’t answer your question with the precise value, I hope that helps clarify where we’re at with this round! Thanks again for your support and please let me know if you have any other questions/if we can help in any other way! 🙌!! B