COURAGE AWARDS
In a world wired for playing it safe, a few choose a different path. That’s why we’ve launched the 2025 Courage Awards — to recognize those “corporate fear fighters” who remind us what it looks like to choose courage over comfort. These courageous brands, leaders, and changemakers prove that clarity, conviction, and bold action aren’t just nice-to-haves; they’re the must-have difference-makers. Here’s to the honorees who’ve rightfully taken a different path to earning their Courage Award.
2025 COURAGEOUS CHANGEMAKER
Chip Conley’s first life included being a hospitality entrepreneur, bestselling author, and, public speaker. Now, in his midlife, Chip is making a dent as the founder of the Modern Elder Academy, the world’s first midlife wisdom school. Through the creation of his Academy, Chip Conley has gone “all in” on sparking a global conversation about the power of midlife reinvention. Or as Chip would share, “it’s not a midlife crisis; it’s a midlife chrysalis” – a unique opportunity for all entering a life act break to pause, reflect, and reimagine one’s purpose. What once was a single academy site in Baja, California now extends to a second gorgeous campus in Santa Fe, New Mexico. Chip and his team work with countless people to rediscover who they are — reminding us all that courage has no age limit.
2025 COURAGEOUS LEADER OF THE YEAR
When Tim Ellis joined the NFL in 2018, he admitted it was a gamble: “This is either the best decision I’m ever going to make or the worst … as it turns out, it was the opportunity of a lifetime.” He inherited a brand in need of courage and chose not to shy away, but to humanize it, energize it, and take it somewhere bolder.
From expanding DEI efforts to elevating flag football (now on its way to the Olympics), Ellis reframed football as a game with more doors open — for women, for youth, for global fans. His “Helmet Off” strategy reminded the world that the league isn’t just about uniforms; it’s about people, stories, and shared humanity. Even in moments of hardship and tragedy, Ellis has shown up with resilience and a point of view; helping guide the NFL forward with courage at the center.
2025 COURAGEOUS BRAND OF THE YEAR
Chili’s has refused to fall into the “that’s how we’ve always done it” trap that sinks so many legacy brands. Under CEO Kevin Hochman, the chain has shown the courage and clarity to drive a true turnaround—streamlining operations, reinvesting in food quality, and re-energizing the guest experience with sharper marketing and a refreshed culture. What makes Chili’s truly courageous is its willingness to challenge its own assumptions; cutting about 25% of its menu to focus on what fans love, improving quality, and leaning into social media culture rather than fighting it. For those reasons, Chili’s is not just having a moment—it has made its relevant return to Courage Brands status.