HARRISBURG, Pa. — Reins to Recovery, a consulting and systems-development service that helps barn managers and equine nonprofits operate sustainably, won first place and $4,500 in the 2025 Veteran’s Business Bootcamp Pitch Competition. The pitch competition, held at Harrisburg LaunchBox powered by Penn State and sponsored by Truist, was the culminating event to the six-week virtual accelerator program supporting veteran entrepreneurs.
Navy veteran and Penn State Smeal College of Business alumna Jasmine Olson is the founder of Reins to Recovery. A farm hand and barn manager with 17+ years of equine experience, Olson said the startup aims to support equine businesses with barn-side assessments, customized financial planning, tailored operational structures, and the groundwork for a future software tool that centralizes management.
“Many equine businesses struggle with financial sustainability, overwhelming workloads, and inefficient systems that are built out of habit rather than strategy,” Olson said. “Most barns simply don’t have the time or specialized expertise to build budgets, price services correctly, or improve operational workflow as they are focused on the day-to-day operations and care of horses.”
Olson said the prize money will support some foundational needs for her business that include professional branding, software research, early-stage prototyping, marketing, and certifications.
Other winners of the Veteran’s Business Bootcamp Pitch Competition include:
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2nd Place – $2,500: Max Setas, Setas Eternal Living, a startup developing mushroom-based biodegradable coffins for green burials.
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3rd Place – $1,500: Steve Witehead, 5th Hammer Innovation, a startup providing workshops that help leadership teams unify, clarify goals, and strengthen organizational alignment.
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Honorable Mention – $750: Haze Orner, Farmers Guild, a food-system solutions company partnering with farms and government to reduce wasteful practices.
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Honorable Mention – $750: Anthony Lucca, Navigator Vending Solutions, a vending machine company offering customizable vending content and modernized service.
The six-week bootcamp program provided participants with workshops covering business planning, marketing, and financial readiness, and included tailored coaching from Ben Franklin Technology Partners and the Penn State Small Business Development Center.
The Penn State Harrisburg program was held in partnership with The Rotary Veterans Initiative, and was co-facilitated by Melissa Orr, director of corporate innovation and entrepreneurship at Harrisburg LaunchBox, and Erin Godfrey, 2024 Veteran’s Business Bootcamp winner, Penn State Harrisburg student and U.S. Marine Corps veteran.
“All participating veterans grew significantly as they progressed, culminating in tremendous final pitch presentations,” said Rick Coplen, the Rotary Veterans Initiative chair. “Veterans bring a special brand of community-service-mindedness to our endeavors. We look forward to serving our central PA communities alongside these outstanding veterans as they make their business plans happen!”
Olson said the veteran bootcamp program taught her how to communicate the value of her business clearly and confidently.
“The program and guidance from the coaches helped me refine the problem I’m solving, build a strong business model, and present my vision with clarity,” Olson said. “The program provides structure, mentorship, and a supportive community that genuinely accelerates your progress. It’s an empowering experience for any veteran ready to build a mission-driven business.”
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