Back to Our Roots: A New Site, A Familiar Name
We launched the Ethan Lindberg Foundation in 2015 in honor of our son, Ethan Lindberg and inspired by the families we met on our journey with him. From the start, our goal was simple: to provide families with the resources, access, and information we didn’t have. We believe that we all stand on the shoulders of those who have come before us, and we wanted families to stand firmly on our strong shoulders with more support, more information, and more resources than we had.
In 2017, we launched the Heart Strong brand—although, at the time, we didn’t realize that’s exactly what we were doing. We printed Heart Strong on a t-shirt, and the rest is history. Heart Strong was embraced first by the heart community and then by others who identified with the message of resilience and strength that comes from within, empowering us to face challenges head-on.
Over the years, we became known as "The Heart Strong," so we created a DBA—The Heart Strong Collective—and tried it on for size. What we learned along the way was that while people loved the Heart Strong message, they weren’t always clear on what our organization was actually doing. The truth was, we were doing most everything the same in the background, but the name change left people confused.
As I reflected on what Heart Strong truly is, I realized it isn’t just an organization (though it’s still a little bit of that!). It’s a way of being in the world. Living Heart Strong means choosing to face our challenges and grow through them. It’s about summoning the strength inside of us—not just to get through difficult moments, but to make meaning from them and use them to create positive change in the world. This is exactly what the families we’ve supported for years do. But Heart Strong isn’t only for them—it’s for all of us. Heart Strong was born from our story, but it’s a message we want to share with everyone, no matter where you come from or what you’ve faced.
Today, we’re excited to launch our newly revised website and return to our roots: Ethan M. Lindberg Foundation.
This name carries legacy, heart, joy, and the reason we exist in the first place. It better reflects who we are and the mission we’re on. While we’ve grown, evolved, and launched new initiatives over the years, the heartbeat has stayed the same: to walk alongside families navigating complex medical journeys and to build the systems and supports that help them thrive.
Heart Strong will continue to live within the foundation as a movement. It’s the energy that drives us and shapes how we move through the world. It’s a call, a mantra, and an invitation for anyone facing hardship who wants to find a way forward. We have big dreams for Heart Strong, and we’re just getting started.
We’re still doing what you’ve come to expect from us: supporting families, building programs, and pushing for change. We’re just doing it from a place that feels even more aligned with our roots.
Thank you for being with us. Let’s keep moving forward.
Jessica Lindberg
PS: Here’s a quick summary:
What’s Changing?
Our name: We’re returning to our original name, Ethan Lindberg Foundation.
Our mission remains the same: We continue to stand with families through direct support, advocacy, and resources.
Heart Strong is still here: It remains the philosophy that drives us and a movement that invites everyone to embrace resilience.
💡 What This Means for You:
If you support families, the foundation remains your go-to place for resources and advocacy—we’re building new things that we’ll share soon.
If you want to be part of the larger movement, Heart Strong will continue to inspire and challenge you to grow through adversity.