Why for many veterans, the next mission is entrepreneurship

“Thank you for your service” is a constant refrain to members of the military. But when the uniform comes off and the service ends, the question of what’s next looms large. Some can feel unmoored, unsupported, or just left behind.

For Angel, an Air Force veteran and founder of ICONI activewear, she knew exactly what her next mission was: entrepreneurship. She realized her military background had trained her for it. Her abilities to lead, solve problems under pressure, take calculated risks, and be resilient in new situations meant that entrepreneurship was a natural fit. 

“From the moment I left the military, I was all in on entrepreneurship. I knew I wanted to lean into it.”

Servicemembers are multi-dimensional, multi-talented doers who are programmed to get shit done. They are 45% more likely to start a business than civilians. And, they’re more likely to out-earn their non-veteran counterparts. Soldiers are often viewed only through the lens of their service and not for everything else they bring to the civilian sector—especially when it comes to starting business. 

“We’ve been blessed,” says Luke Schneider, a Navy veteran and retired firefighter who founded Fire Dept. Coffee, a brand now in 8,000 retailers. “As a veteran, people want to support you and be part of your journey.”

The military to entrepreneurship pipeline is a strong one. Today, American veterans own nearly 2 million businesses and employ more than 5 million Americans in every industry from retail to manufacturing. Veterans are shaping the world of entrepreneurship, and their businesses and communities thrive on their unique backgrounds and perspectives. Let’s look at why.

Natural-born leaders

Angel remembers being afraid of telling her unit about then-side hustle ICONI. Military service had defined her for eight years.

“Our identities can be super tied to the military because some of us enlisted as young as 18, and it’s our whole life,” says Angel.

But then her best-selling leggings landed a spot on Oprah’s Favorite Things after less than a year in business. That’s when she decided to take ICONI full-time. Her military training gave her the exact qualities needed for successful entrepreneurship. 

“People in the fashion business would say you’re so organized and disciplined about ICONI. Those skills came from the military,” says Angel.

Keith Alaniz had a similar realization. The Army veteran is the founder of Rumi Spice, an ethical spice brand that sources from Afghanistan. While serving in the region, Keith recognized an opportunity to bring high-quality Afghan spices to global markets. The experience of entrepreneurship felt familiar.

“In the Army, you get addicted to the adrenaline. You learn to operate under stress,” says Keith. “For me, entrepreneurship provides that same level of thrill.”

After Rumi Spice landed on Shark Tank, Keith decided to leave the military to focus on Rumi with his co-founders. In a few short years, he went from neutralizing IEDs in Afghanistan to bringing its rare spices to pantries everywhere. 

Communities at home and overseas 

Not only are veterans better equipped for entrepreneurship, many of them bring the military mindset of service into their brands as well. 

The first thing Keith remembers about his time in Afghanistan is the food. He would dress in plain clothes and leave base to hang with locals. His fluency in Afghan Dari allowed him to build community with spice farmers.

“Saffron farmers I met said if they could find a market for their product, they would grow more. They were thinking about the domestic market, but I saw the global potential.“

Saffron is the world’s most valuable spice. Keith felt if he could connect farmers in Afghanistan to customers around the world, he could use commerce as a force for good.

Rumi Spice does more than sell spices, it provides opportunities to Afghan women who have limited options under Taliban rule. Now Rumi Spice is the largest private employer of women in Afghanistan, employing over 4,000 women annually.

Across the U.S., Rumi can be found in the kitchens of Michelin-star restaurants. Chefs are drawn to the mission of Rumi as much as its quality.

And Luke of Fire Dept Coffee never thought he would run a business. After he left the Navy and became a firefighter, he planned to do that for the rest of his career.

But when he started roasting coffee as a hobby, he saw a chance to serve his local community, his veteran community, and his firefighter community while doing something he loved.

“We wanted to do more than just make great coffee. We wanted to be able to connect with our communities—often in their most difficult and challenging times.”

They established the Fire Dept Coffee Charitable Foundation, which is dedicated to supporting firefighters who are battling injuries by providing essential resources and donations. And they have a fire truck outfitted with relief supplies that they deploy to disaster areas—most recently during Hurricane Helene.

“If we see our community in need and we’re able to do something about it, then we do it. That’s our mission.”

The battle wages on 

Despite being well-suited for entrepreneurship, veterans face hurdles. Luke said his biggest challenge was funding, and he used Shopify Capital to buy more inventory and equipment as his brand scaled. 

Other veterans like Angel of ICONI pointed out gaps in existing programs like the Transition Assistance Program. She suggests that tailored support could better equip veterans for paths like entrepreneurship.

“It's a big difference going from being in the military to being a civilian. There’s so much to cover in that transition period, and programs like TAP aren’t designed for those interested in entrepreneurship.”

It’s easy to recognize the past service of military veterans, but we must also recognize their future potential to continue serving through entrepreneurship. In doing so, we not only honor their service, but empower them in their next mission.