By Evan Owens

Last March, we launched Firstline in response to a growing number of first responders struggling to heal from trauma. The response has been incredible! In just one year, leaders around the country have started 40 course locations, reaching 650 first responders! And here’s the best part… we are just getting started.  

But as we have grown, a problem with our program names has grown more prevalent, as well. Every day, I hear our team members answer their phones, and it sounds like a “brand casserole” rather than a cohesive, unified organization.

“You’ve reached Adam with REBOOT Alliance, Firstline, and REBOOT Combat Recovery.” Uhhhh… what??

Recently, a Firstline leader was invited onto his local radio station to share his story of how Firstline was impacting his community. At the end of the interview, the host asked him where people should go if they wanted to get involved. He responded, “www.rebootrecovery.com,” which is the correct answer.

You could almost hear the host’s brain trying to understand why he sent listeners to a website URL totally unrelated the program they had just been discussing. If you’ve been leading a Firstline course for any length of time, you may have experienced similar challenges.

That’s why we have made the decision to unify our program names under the REBOOT moniker. Over the next four weeks, we will be updating our branding organization-wide as follows:

The REBOOT Alliance will become REBOOT Recovery.

Moving forward, our primary (parent) organization name will be REBOOT Recovery. The REBOOT Alliance will be retired as a brand and all materials both digital and print will be updated to reflect the REBOOT Recovery brand. Our primary website URL will change to www.rebootrecovery.com as well.

Firstline will become REBOOT First Responders.

The actual course content will remain the same and the first responders program will continue to operate independently from our combat veterans course, but the name of the program will now be unified under the REBOOT umbrella. Our curriculum books, outreach materials, and website will be updated to reflect this change. We understand that many of you have spent hours building a brand reputation in your community and likely have even purchased materials with the Firstline name on them. Don’t worry – we have a plan to take care of you and help you during this transition, so keep reading.

REBOOT Combat Recovery remains unchanged.

Our military program will continue to be known as REBOOT Combat Recovery, though we’ll begin to introduce a slightly updated logo as seen here. All of your materials used for outreach will still be effective.

So What About My Merchandise?

If you are like me, you are probably wondering what you’ll do with your old Firstline or REBOOT Alliance merchandise. We realize that you have invested in these materials and we want to ensure that this transition is as painless as possible.

If you have ordered any of the following items for either Firstline or REBOOT Alliance, we will replace those items for you at no cost to you by June 15th. If you haven’t received them by then email us at info@rebootrecovery.com.

  • Banners
  • Signs
  • Polo Shirts
  • Logo T-shirts (non-graduate shirts)

What if I’m doing a first responder course this summer?

Our summer first responder courses will likely still be Firstline as we won’t have the new branded materials available in our warehouse yet which is totally fine. Again the curriculum isn’t changing just the name of the course. New and existing courses that are starting in the fall will be using REBOOT First Responder branded materials.


We know that transitions like this can be tough, but we also believe that this change will position us to be able to reach more people than ever before. Our Firstline leaders and participants have always shared the same heart and soul as their REBOOT Combat Recovery counterparts – now we’ll all share the same name on our shirts, as well.

Thank you for your ongoing support, leadership, encouragement, and sacrifice. If you have any questions, please don’t hesitate to get in touch at info@rebootrecovery.com.

Sincerely,

Evan & the REBOOT Team