Our Mission

"If not me, then who..."

– 1stLt Travis Manion, USMC

G.I. JOHNS is committed to a two-prong mission set: empowering Veterans and supporting Gold Star families.


G.I. JOHNS is focused on employing Veterans and their pursuit of post-service ambitions as productive members of society. We know the power of the harnessed purpose, initiative, tenacity, and problem solving that they are capable of. We also know what happens in the absence of the next challenge, task, or obstacle; they sit around throwing rocks at stuff (ask any Veteran), or worse, they turn to nefarious outlets or succumb to hopelessness. We want to help, whether it is impacting 1 life, or 100. We will work to build a community within our community.

We will seek out “EAS’ing” (end of active service) Veterans and work to engage them directly or indirectly. To us, that means in direct hiring, long-term franchising opportunities or in simply doing marked business with other Veteran owned businesses.

Gold Star Families

G.I. JOHNS was founded with a determined goal to support our nation’s Gold Star Families. The title Gold Star Family is reserved for families of military members who have died in the line of duty and is meant to honor the service member’s ultimate sacrifice while acknowledging their family’s loss, grief, and continued healing. G.I. JOHNS is actively achieving its goal by donating a portion of the proceeds from each toilet to the Travis Manion Foundation (TMF). TMF is a Veteran’s Services Organization which plays a pivotal role in the healing process through TMF Service Expeditions. These excursions provide opportunities for Gold Star family members to come together for a 5–7-day expedition to a community in need. During these trips, family members of the fallen create long-lasting impact, carry on their loved one’s legacy of service, and build their own path forward. Participating family members work through a positive psychology and strengths-based curriculum in addition to completing community service projects to honor the fallen.

More than creating a support system for families of the fallen, Service Expeditions lay the groundwork for participants to continue to lead and serve in the selfless spirit of those we have lost. Through this program, TMF empowers families of the fallen to nurture post-traumatic growth and build resiliency.