After serving tours in Iraq, Dale King returned to his hometown of Portsmouth, Ohio, and opened a CrossFit studio to help residents of the economically depressed, opioid-ravaged town. Soon, he partnered with Renee Wallace, whose all-natural healing ointment became the first product in the Doc Spartan line, which now includes the flagship Combat-Ready Ointment, along with a full range of all-natural personal care products.

Sarah Apgar, Iraq War veteran and volunteer firefighter, wanted to find a way to honor the legacy of those who serve. So she created the Fitfighter Steelhose, an exercise tool made from durable firehose and filled with recycled steel shot. The Steelhose is a flexible, easy-grip free weight that comes in ten different weights ranging from five to 50 pounds. It also includes brass grommets for attaching to cable machines and supports full body conditioning.

Longing for a tasty snack his wife used to make early in their marriage, Air Force fighter pilot Edward Payne spent three months in the kitchen attempting to recreate the recipe. While he never landed the original, he did create Bon Bee Honey — originally called Honey Bunchies, a term of endearment for his wife. The gourmet snack bars, which are 42% honey and come in peanut pecan and coconut almond flavors, have just five natural ingredients and are dairy and gluten free.