A Local Non-Profit and Executive Leader’s Quest to Give Back to Those That Gave All
By Allie Spletter
For many, turning 40 is a pivotal time in life. It is a time that often prompts introspection and evaluation of the past and sometimes even provides a clearer picture of what truly matters. For others, it’s a time to focus on personal growth, family, friendships, and passions. For Frisco-area resident and Frisco-based T-Mobile Executive Leader Dave Plunkett, turning 40 included most, if not all, of the above-mentioned subtle epiphanies and life choices.
As a former athlete, Dave was fed up with being out of shape, so he signed up for the Dallas Half Marathon, which inherently began his interest in triathlons. While initially, he was looking for a reason to get back in shape and take charge of his health, little did he know he would soon find 22 Reasons a day, and an incredibly special non-profit foundation, that would become the driving force behind a newfound determination to make a difference in the lives of others.
The Beginning of Something Bigger
As with many quests to get back in shape, Dave’s journey toward reclaiming his health ebbed and flowed a bit after the Dallas Half Marathon. After the Dallas Half, he went on to try a sprint triathlon and even eventually a half Ironman triathlon. After the half Ironman, he took a break and again found himself out of shape, at which point, he decided to get back in shape and start doing them (Ironman triathlons) again. “I kind of got back into them again, and then decided to hire a coach and decided to do my first full Ironman [swim 2.4 miles, bike 112 miles, run 26.2 miles] in 2018 in Arizona. So that’s kind of where Ironman started – from a midlife crisis, being out of shape and wanting to feel good about myself to actually going and doing something I never thought I would ever be able to do,” Dave recalls.
He admits, too, that most, if not everybody, can get in decent enough shape but it’s mental toughness that’s required to go and do something like an Ironman triathlon. “So originally, that’s kind of what it was about is doing something that I thought was absolutely crazy, something I never thought I would be able to do – I was trying to be a good role model for my kids,” he shares.
That first Ironman in Arizona was also where Dave took notice of the fact that many athletes weren’t simply racing for themselves but for causes bigger than themselves. Many Ironman competitors were racing for cancer victims; some were doing it for leukemia, and he noticed a lot of athletes across the sport utilizing the platform to raise awareness and money for various causes.
“I thought, ‘What could I possibly do if I want to continue to do these?’ I always had so much respect that my grandfather was in the military, and my father, brother, and even my brother-in-law were in the military. There is a long lineage of it. I was never able to go into the military because of a scuba accident that blew up my left ear. So, I always kind of regretted that a little bit – not being able to serve. But I always heard that, ‘Hey, you can still serve, maybe just not in a uniform. You can still give back and do other things.”
Dave’s desire to give back and pour his Ironman training and competition efforts into something bigger than himself prompted research, which resulted in him inquiring into T-Mobile’s Veterans and Allies Network, or VAN. From there, he was able to team up with a couple of Frisco colleagues to learn a bit more about what they (VAN) do and what companies and organizations they could potentially recommend to him that he could consider helping. “If I could do another race and be able to raise awareness and raise money, I was going to go do that. I wanted to work with a company that any little bit would truly help, and that’s when I got introduced to 22Kill; that’s what it was called [then]. I met with the folks over there and told them what I was trying to do, and they thought I was nuts. They were like, ‘Why are you doing this? What’s in it for you?’ I told them, ‘Nothing,’ Dave explains.
After being introduced to the founders and telling them about his desire to help, he asked them what their biggest fundraiser by someone wanting to help to date had been, and they gave him a number. At that point, Dave determined an arbitrary monetary number for his goal in that first year to see how much he could raise. “That was in 2019 when I was able to do the Ironman down in Texas, and I think that was the race that we raised around $22,000, I want to say, which was really kind of the start of working with them,” he says.
A Mission to Empower and Support
One Tribe Foundation (OTF), a 501(c)(3) non-profit organization, started as an awareness campaign as a result of the veteran suicide epidemic that was made public in a 2012 study released by the Veterans Administration stating that, on average, 22 veterans die by their own hand each day. “We already knew it was a problem because we’d already buried some of our friends. So, a group of ‘knuckle-dragging’ Marines got together and started the ‘22 Push Up Challenge,’ which went viral a few years later. Because of that, 22KILL [the foundation’s original name before being changed] was formed. We changed our name in 2021 because we started serving so much more than just veterans,” explains One Tribe Foundation Founder, CEO, and United States Marine Corps Veteran Jacob Schick.
While it started out as an awareness campaign in 2012, Jacob and his wife Ashley, who manages the foundation’s marketing efforts and social media platforms, have grown One Tribe Foundation into a full-fledged mental and emotional wellness foundation. Their purpose is serving those who run toward the fight, and the mission of One Tribe Foundation lies in creating a community that raises awareness and combats suicide by empowering veterans, law enforcement, first responders, and their families through traditional and non-traditional therapies.
Ashley shares, “We work hard to give veterans, first responders, law enforcement officers, and their families the tools to better handle anxiety, depression, and suicidal ideation through traditional and non-traditional therapies. We have six different programs as well as weekly, monthly, and annual events that we host that bring people together and encourage individuals and families to heal forward.”
When asked about the most important aspect of their work, Jacob says that they aim to be dealers of hope and encourage individuals who have served or are serving to ask for help if they need it. “It’s the strong thing to do,” he emphasizes. “Oftentimes, we work with individuals and families who are in crisis mode, so it’s very important that we are prepared and have resources ready. Watching people and families heal and helping them through possibly the toughest time in their lives is extremely impactful,” he adds.
As a passionate supporter and sometimes a running, cycling, and swimming billboard for One Tribe Foundation, Dave admits it’s sometimes difficult to explain what the foundation means to people, given the gravity of what they’ve been through. He explains, “It is hard because we don’t know what our veterans and first responders have gone through. I don’t know. I mean, I can only imagine what’s happening with them, and the challenges, the stress, the mental disorders, to have suicidal ideation – it’s something that I just don’t understand. But when you look at the people that they [One Tribe] help or have helped, and their impact on these individuals through traditional non-traditional therapy…it’s remarkable.”
“You send these people off to go protect this country, and they go off and see the absolute worst things you could possibly see, and we expect them to come back and reacclimate into society without help. That, to me, is insane that we don’t do more to help these people – it’s unacceptable. How can we better help these people who have put their lives on the line for us when no one’s doing anything to help them when they get back? But…helping is what I truly believe One Tribe is doing,” Dave states.
Giving Back in Big Ways
While much of Dave’s mission to give back to One Tribe Foundation has been through training and competing in Ironman triathlons, both he and T-Mobile employees across the country have and continue to proudly support the foundation in numerous ways. “What we’ve tried to do is expand just past our races – this will be my last Ironman. My body just cannot do it anymore. So, we really have to lean into what else we can do. We have introduced them (OTF) to a lot of our vendors we use at T-Mobile. They work with some of our manufacturers to build their offices and therapy spaces. We provide their wireless services for them, so they don’t pay for any cell phones, tablets, or hotspots…which doesn’t sound like a lot, but those bills will add up, and it’s less that they have to pay out their nonprofit. We’re trying to spread the word and explain what this organization does, why it’s so important to give back to them, and what they do,” Dave explains.
Amongst other events and organizations, Carry the Load, a grassroots effort started in 2011 by two veteran U.S. Navy SEALs whose mission is rooted in raising awareness of the true meaning of Memorial Day, is a non-profit organization that One Tribe Foundation supports and one that has grown to become one that T-Mobile, too, supports through its donations and activity. The first year Dave began raising money for One Tribe Foundation, he attended the Carry the Load event in Dallas, where there were three other people from T-Mobile present. A number that has grown exponentially since. “I am just thrilled to see now that the company has really gotten behind this…and to be able to see 200-300 people all magenta [at Carry the Load]. I think that was pretty cool, too,” he recalls.
“Since 2019, it’s just all taken off. And it’s not just me. There’s a lot of people that got behind this that are leading from the front as well. My colleague Ryan Haskell is a big proponent of it as well – he’s been able to help quite a bit, and we have people who are part of our Veterans and Allies Network who have been good at helping grow One Tribe bigger and bigger,” Dave adds.
To date, with the help of so many, Dave has raised $86,000 for One Tribe Foundation. He will compete in Ironman Florida on November 2nd with a goal of raising $50,000. As of November’s publication date, Dave has proudly surpassed that goal and hopes to continue raising funds and awareness throughout the month of November and beyond.
As with many non-profit organizations, they cannot thrive without the full support of many who understand and support their mission. Of Dave’s dedication to raising funds and awareness for One Tribe Foundation, Ashley shares, “Dave Plunkett is one of the most humble, kind, and hard-working humans we know, and we just could not be more grateful that he uses his voice and platform and physically ‘embraces the suck’ to advocate for our mission. It means everything to us that year after year, Plunkett has stepped up to compete and advocate. He is one in a million, and we’re so grateful.”
Zero Comparison, Full Support
Though willfully and publicly choosing to compete in a full Ironman triathlon doesn’t hold a candle to what our veterans, first responders, and law enforcement encounter daily, it’s not necessarily a decision that’s pulled out of thin air and most often definitely has its reasons. Dave readily admits, “What I’m doing is small peanuts to what they [veterans] had to go through. It’s because of what these people have to do…do you think boot camp was a walk in the park? Going over to Iraq or Kuwait or these places, I mean, what I do is it’s the least I can do. It’s the least I can do.”
“Jake asked me one time, ‘Why do you do that?’ I said, ‘I want to feel a little bit of pain. Honestly, it’s easy just to go around and raise money for different things, but it gives you much more of a vested interest to me. We just broke $53,000 or something like that. That’s not even including T-Mobile’s Match. [T-Mobile matches every dollar an employee donates!] I am not self-motivated most of the time on some of this stuff, but that motivates me. There’s no backing out. I’m in. This is what I get excited about – there is a purpose, there’s a mission. I can’t let people down now,” Dave concludes.
Jacob adds, “Dave is proof you don’t have to wear a uniform to serve your nation. This relationship with Dave and our partnership with T-Mobile is very special to us. The culture of our Magenta Family is like none other, and Dave is one of a kind. They inspire us daily to keep going and reassure us that there are still Americans that give a damn. We would not be where we are today without Dave Plunkett and our T-Mobile family.”
Prevention, Empowerment, Engagement
Due to the diligence, support, and donations of people like Dave and businesses and corporations like T-Mobile, One Tribe Foundation can support veterans, first responders, and medical frontline workers through various programs using various methodologies. With a number of programs offered throughout the week, and even more exciting and supportive larger events throughout the year, OTF truly has something for everyone.
Ashley explains, “We have six different programs, from all things outdoors to motorcycles to taking care of the children and widows of our fallen. We also host weekly and monthly events for the ‘TR1BE,’ and the funds raised help us fund all of the above.” OTF’s programs and offerings include the Honor Ring, Tribal Council, One Tribe Outdoors, Wind Therapy, WATCH, White Star Families, Unmasked, and Trauma-Informed Yoga and iRest Meditation. Outside of their weekly programming, OTF is incredibly active in the community, and when they’re not hosting events, they’re out supporting others at theirs.
“One Tribe, meaning the human tribe. We all bleed red, we are all in this thing called life together, and we only get one shot; this isn’t a dress rehearsal. One Tribe Foundation is all about community and coming together, so join us and get involved. We don’t care if you have worn the cloth of our nation or not; we are all about bringing people together,” Ashley affirms. “Mental and emotional issues aren’t just ‘veteran or first responder’ issues. Every individual knows pain and suffering, and we recognize we all need to lean into one another. We partner with other organizations across the country and globe because we know we are all stronger together, so naturally, our reach has greatly expanded,” Jacob adds.
As Jacob looks back on it all, he finds himself in awe of all that OTF has experienced and accomplished throughout the years. “We have been in existence for over 11 years now. We have so many success stories; we have some deep heartbreaks, and we have experienced some unbelievably powerful moments and some incredible soul food. Looking back on all of it, we are truly humbled and grateful for so many who have joined us in this journey and have stepped up to support the challenging work that we do.”
Dave joins Ashley and Jacob in inviting everyone to get involved, whether with One Tribe, or simply with something you’re passionate about. “All of us have super busy lives, and I think just everybody has to find something they’re passionate about and go help. I think it’s important for everybody to be able to find something they can latch onto and get involved,” he explains. Dave continues, “One Tribe…when I’m involved with things just outside of work, it keeps me balanced, exercising and doing that type of stuff drives me to be the best version of myself. The balance between work and exercising and work and philanthropy…all of it just helps balance me. I just hope that everybody can find something like that.”
Dave will compete in his fifth Ironman in Panama City Beach, Florida, on Saturday, November 2nd. To donate to his last and final Ironman effort, visit givebutter.com/PlunkettIronman.
In addition to numerous events throughout the year, OTF will host its 9th Annual 22KILL motorcycle ride on November 9th and will launch its annual Season of Giving campaign, in which they adopt 20 families during the holiday season.
For more information on One Tribe Foundation and how to support and get involved, follow them on social media (Facebook, Instagram, and X (formerly Twitter) and visit 1tribefoundation.org.
To further support OTF, you’re invited to become an advocate, register as a volunteer, donate, and show your support with One Tribe Foundation and 22KILL gear. Merchandise sales help cover administrative overhead, while donations support programs and services for veterans, first responders, and their families.
Allie Spletter is the Managing Editor of Frisco STYLE Magazine and is blessed to be able to share the stories of people like Jacob and Ashley Schick and Dave Plunkett.
