Meet Joshua Parish: U.S. Army Veteran and Co-Founder of VETLIFE
We are proud to introduce Joshua Parish, co-founder and CEO of VETLIFE and a graduate of the January 2026 SOAR Veteran Business Accelerator, offered through the Association of Women’s Business Centers in partnership with TikTok.
About VETLIFE
VETLIFE is a veteran-led nonprofit on a mission to empower veterans and their families to be their own best advocates. Through purpose-driven apparel and storytelling, every product is designed to spark conversations, strengthen identity, and remind veterans that their service didn’t end when they took off the uniform.
More than a brand, VETLIFE is a movement — turning resilience into action and community into momentum. Their bold, conversation-starting gear carries a message of purpose and ownership, driving awareness and connection within the veteran community.
About Joshua
Joshua Parish is a U.S. Army veteran who served from 2000 to 2008. After separating from the military, he faced the challenges of transition firsthand — navigating civilian life while working full time and attending law school at night. Rather than let that experience define him, he turned it into purpose.
Alongside his wife and co-founder, Cortnie, Joshua built VETLIFE to address what he saw as an upstream gap in veteran support: helping veterans and their families advocate for themselves before crisis takes hold. That vision led them to co-create the Battle Buddy app, a tool designed to increase benefit access, strengthen economic stability, and provide veterans with the resources and community they need to thrive.
Based in Michigan, Joshua leads national partnerships focused on measurable community impact. For him, veteran business ownership is an extension of service — building solutions that restore purpose, create opportunity, and empower others to take control of their futures. He and Cortnie are building VETLIFE together with a shared commitment to leave the world better than they found it.
SOAR & How to Apply
We are grateful Joshua brought VETLIFE to the SOAR program, and proud to have supported a mission this meaningful. The work he and Cortnie are doing for the veteran community is exactly the kind of impact SOAR hopes to amplify.
The SOAR TikTok Business Accelerator is a free, 8-week virtual coaching program designed to help veteran entrepreneurs and military spouses grow their businesses online, increase sales, and confidently leverage TikTok Shop as a revenue channel.
Participants receive:
- Business fundamentals and TikTok Shop coaching
- Opportunities for 1:1 coaching and mentorship
- A community of driven veteran founders and military spouse entrepreneurs
To qualify, your business must be at least 50% veteran or military-spouse owned and officially registered in the United States.
If you’re ready to strengthen your online sales strategy and scale with structure and support, apply for the next SOAR cohort and take the next step in your growth journey.