Three local businesses with big ambitions and community roots each walked away with $100,000 in growth funding during the 28th annual Amarillo EnterPrize Challenge awards ceremony held July 23 at the WT Enterprise Center.
The winners — FireFit, Free Cheese Prints, and Panhandle Prosthetics & Orthotics — were selected from more than 20 applicants in the regional business competition. Each will receive a five-year forgivable loan to expand operations, increase employment, and bring new revenue into the Texas Panhandle economy.
Funded by the Amarillo Economic Development Corporation (AEDC) and managed by the WT Enterprise Center (WTEC), the EnterPrize Challenge is designed to support Potter and Randall County businesses that export goods or services outside the five-county Amarillo metro area.
“The EnterPrize Challenge gives entrepreneurs a boost when they need it most, helping them take their businesses further while strengthening our community,” said Michelle Howington, program manager for the WT Enterprise Center.
Real-World Impact from Local Innovation
Each of this year’s winners brings a unique mission and story to the Amarillo business landscape, yet all share the goal of creating long-term impact in the region.
FireFit, founded by 23-year firefighter Randy Johnson, manufactures tactical fitness equipment and training programs aimed at reducing injuries in the firefighting profession. Johnson launched the company in 2017 after seeing too many of his peers suffer avoidable injuries.
“I’ve seen good guys get sidelined just trying to stay in shape,” Johnson said. “I wanted to create a system that helps them train smarter and come home safe.”
After previously applying twice, Johnson said this year’s process helped him refine his strategy. The funding will support the purchase of CNC manufacturing equipment, a branded delivery trailer, and national marketing efforts.
Free Cheese Prints, a screen-printing and design company founded by Tate and Reesa Atkinson, will use the funds to expand their reach beyond Texas. Known for high-quality, water-based garment printing, the couple brings over three decades of combined creative experience.
“This helps us expand beyond Amarillo and bring money back into our community,” said Reesa Atkinson.
The Atkinsons plan to invest in new printing and embroidery machines, streamline production, and hire additional staff. Their company’s name — Free Cheese Prints — speaks to a deeper mission of affordability and accessibility.
“We grew up watching talented people struggle to afford good branding,” said Tate Atkinson. “The name is about remembering where we come from and keeping our services approachable.”
Panhandle Prosthetics & Orthotics, founded by Neil Jones, provides mobile orthotic and prosthetic services to patients who often can’t access traditional clinics. The award will help Jones invest in 3D printing equipment, enabling faster on-site production of custom devices and broader regional coverage.
“This experience opened my eyes to the business side,” Jones said. “Allocating resources, planning for growth, understanding how to scale — that’s not something I was trained in. But the mentors and coaches made a huge difference.”
Jones, who has over a decade of experience in patient care, said the work goes beyond mobility. “It helps people reclaim independence.”
A Broader Economic Strategy
Since 2001, the WTEC has worked with over 100 EnterPrize Challenge winners, who have collectively reported $1.68 billion in revenue, $474 million in payroll, and $71 million in capital investment. The 2025 awards are projected to generate $3.17 million in new regional revenue over the next three years.
“This program fuels our entire economic engine by creating jobs and opportunities through these incredible businesses for years to come,” said Gina Woodward, executive director of the WT Enterprise Center. “We’re not just cheering from the sidelines; we are partners in bringing new capital into the Panhandle.”
The funding model is a five-year forgivable loan, with $20,000 forgiven each year if performance benchmarks are met.
Judges for this year’s competition included returning panelists Sonja Clark (Bell Flight), Rachael Bentley (Optimum Rope Access Solutions), and Dr. Jeffry Babb (WT). New judges Amy Henderson (Amarillo National Bank) and Mike Moreland (Vitel Communications) will serve two-year terms.
America’s SBDC at WTAMU also supported applicants through business plan development, financial projections, and market research — all at no cost.
Community as a Catalyst
The Amarillo EnterPrize Challenge is more than a contest — it’s a community investment strategy that connects entrepreneurs to resources, funding, and mentorship.
“Entrepreneurs in this region have a unique ability to innovate and expand,” said Doug Nelson, AEDC interim president and CEO. “We are proud to support them as they build businesses that create jobs and economic opportunities in the Panhandle.”
Dr. Amjad Abdullat, dean of WT’s Engler College of Business, said the challenge supports the university’s broader mission.
