We recently had the chance to connect with Joshua Parish and have shared our conversation below.
Joshua, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What makes you lose track of time—and find yourself again?
Golf, for me, isn’t about the scorecard—it’s about the space between the swings. It’s one of the few places where time slows down enough for reflection to catch up. As a veteran, I spent years in environments where every decision carried weight and urgency. On the course, that pressure disappears. You’re reminded that progress doesn’t always come from force—it comes from rhythm, patience, and alignment.
There’s a lesson in every round. You can’t control the wind, the bounce, or the bad lie—but you can control how you respond. That’s life after service in a nutshell. The mission changes, but the discipline remains. Golf teaches me that calm is a choice, not a condition.
What makes me lose track of time—and ultimately find myself again—is that moment when everything feels connected: the swing, the sound, the stillness. It’s purpose without pressure. And that’s something every veteran, in one way or another, is searching for when they come home.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Joshua Parish, co-founder of VETLIFE, a nonprofit I built with my wife Cortnie to make sure no veteran is left behind. Together, we created the Battle Buddy app, which connects veterans and their families to the benefits, housing, mental health care, and community support they’ve earned—but in a way that feels modern, personal, and immediate.
What makes Cortnie incredible is her ability to take my ideas and turn them into something that truly works. The Battle Buddy app started as a sketch at our kitchen table and has now helped hundreds of thousands of veterans and their families across the country. She brings structure and creativity to ideas that start as instincts—and that partnership is the heart of everything we do.
At its core, VETLIFE isn’t just an organization—it’s a movement built on trust and connection. Every decision we make begins with one question: What would actually help a veteran today? From large-scale community events to national partnerships, our mission is to restore identity, purpose, and belonging after service.
What started as a conversation between two people who cared deeply about veterans has grown into a nationwide effort to remind every veteran that their story still matters—and that they’ll never have to walk it alone.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who saw you clearly before you could see yourself?
My wife, Cortnie, saw me clearly long before I ever saw myself. She’s always had this ability to look past the chaos and see the purpose underneath it. Where I saw ideas, she saw direction. Where I saw obstacles, she saw opportunity.
When we started VETLIFE, I was driven by conviction but not always clarity. Cortnie brought that clarity. She took what was in my head—the vision, the frustration, the determination to fix what wasn’t working for veterans—and turned it into something tangible.
She didn’t just believe in what I could build; she believed in why I wanted to build it. That’s a rare kind of faith—to see someone not for where they are, but for who they’re becoming. And that’s what she’s done for me, every step of the way.
Was there ever a time you almost gave up?
Yes, there was a time I almost gave up. I was working full-time for the State of Michigan, going to law school at night, trying to be a good husband and father, and helping veterans who were at some of the lowest points in their lives. I was running on fumes and convincing myself that exhaustion was a badge of honor.
The truth is, I was burning out—mentally, emotionally, and physically. I cared so deeply about the mission that I started losing sight of myself in it. That’s when Cortnie stepped in. She reminded me that purpose without balance isn’t sustainable. That serving others doesn’t mean setting yourself on fire to keep them warm.
That was a turning point. I learned that resilience isn’t just about pushing through—it’s about knowing when to pause, breathe, and recalibrate. That moment of almost giving up became the moment I learned how to lead with endurance instead of ego.
Sure, so let’s go deeper into your values and how you think. Is the public version of you the real you?
I’m actually excited about that question because what you see is what you get. There’s only one version of me. Some people love that, and some people absolutely can’t stand it—but either way, it’s real.
I don’t do filters or performance. The public version of me is me. The same guy you see on stage, on the radio, or in a meeting is the same one at home with my family. I’m passionate, direct, and sometimes a little rough around the edges—but it all comes from a genuine place.
If I don’t like you, you’ll know it. If I believe in you, you’ll feel it. I think people are craving that kind of honesty right now—especially in leadership. I’d rather be consistent than polished, because authenticity outlasts approval every time.
Okay, we’ve made it essentially to the end. One last question before you go. If you retired tomorrow, what would your customers miss most?
Running a nonprofit is a thankless job sometimes. Veterans and their families don’t usually call when things are going great—they reach out when they’re frustrated, when the system has failed them, when they’ve run out of options.
If I retired tomorrow, I think what people would miss most is the sense that someone actually listened. That there was a real person on the other end who cared enough to fight for them—not because it was convenient, but because it mattered.
We built VETLIFE and the Battle Buddy app to remind veterans that they still have someone in their corner. No scripts. No call centers. Just people who genuinely give a damn. That kind of connection—the human part of what we do—is what I think they’d miss most.
Contact Info:
- Website: https://www.vetlifetoday.org
- Linkedin: https://www.linkedin.com/company/vetlifetoday
- Twitter: https://x.com/vetlifetodayMI
so if you or someone you know deserves recognition please let us know here.
