For United States Marine Corps Lieutenant Colonel Tim Gick, the concept of service is not merely a professional obligation—it is a familial legacy. Growing up in a household steeped in the ethos of duty, Gick’s path was paved by generations of military tradition. His father served in the Navy, his grandfather in the Army, and his uncles spanned the branches of the Armed Forces. This deep-rooted connection to the uniform was further solidified during his time at Texas Tech University, where he and his roommate, Joseph Shamy, participated in the Air Force ROTC program.
Today, Gick is expanding his definition of service. Moving beyond his career in intelligence and reconnaissance, he has launched Mission Match!—a multifaceted initiative designed to tackle two pressing societal issues: a decline in physical fitness among youth and a diminishing familiarity with the military among Generation Alpha.
The Chronology of a Mission
The genesis of Mission Match! can be traced back to a specific moment of realization in 2022. While volunteering for the Toys for Tots program in San Francisco, Gick found himself packing boxes of donated toys. As he processed the inventory, he was struck by a jarring realization: the majority of the toys were manufactured abroad, and they lacked any underlying educational or developmental purpose.
“I told myself, ‘I can make my own toy made here in the United States that provides a pathway to purpose and service,’” Gick recalls.
He reached out to his old college roommate, Joseph Shamy, who had since transitioned into a career as the JROTC Senior Aerospace Science Instructor at Franklin High School in El Paso, Texas. The timing was serendipitous. Shamy, working on the front lines of youth development, had witnessed firsthand the physical and social stagnation that persisted in the wake of the COVID-19 pandemic. He observed that students were less active than previous generations and that the traditional recruitment pipeline for the military was facing significant hurdles due to a lack of awareness and physical readiness.
The duo combined their experiences—Gick’s tactical background and Shamy’s pedagogical insight—to develop a card game that serves as a bridge between childhood play and the rigorous demands of military service. By late 2023 and early 2024, the concept had evolved from a simple card game into a comprehensive platform for physical and intellectual growth.
The Mechanics of Mission Match!
Mission Match! is fundamentally a memory-based card game, but it incorporates a robust physical fitness component that sets it apart from conventional parlor games. The deck features a cast of military-inspired characters, such as "Muscle Monkey" and "Cosmo Cat," each representing different branches of the Armed Forces.
The gameplay is straightforward yet demanding: players attempt to match pairs of cards. When a player draws an "action card," they must perform a specific physical task—such as squats, pushups, jumping jacks, or leg raises—to "secure" their points. The player who collects the most matches while maintaining their physical performance wins the game.
However, the educational depth goes beyond the physical. Each deck contains QR-coded cards that lead users to digital portals tailored to specific military branches. These portals offer age-appropriate information, directing children toward programs like the Young Marines or JROTC, or providing direct information on military career paths. The goal is to provide a "pathway to purpose" that adapts as the child grows.
Supporting Data and the Fitness Deficit
The urgency behind this project is supported by the broader landscape of American youth health. In recent years, data from the Department of Defense has highlighted a growing concern regarding the "fitness gap"—the percentage of young Americans who meet the physical standards for military service.
Shamy notes that his own classroom experience serves as a microcosm of this national challenge. "I saw that there was a deficiency in at least the kids that wanted to go into the military in their physical fitness," Shamy says. By integrating fitness into the game, the creators are effectively gamifying the training process, making the idea of physical conditioning accessible and fun rather than daunting.
The impact is already being felt in classrooms. Shamy reports that his high school students, who might typically view a "children’s game" with skepticism, have embraced the challenge. One student, through sustained engagement with the program’s fitness principles, has successfully lost 40 pounds, highlighting the potential for these small, incremental lifestyle changes to produce significant long-term results.
Official Perspectives: The Philosophy of Service
Lieutenant Colonel Gick views Mission Match! as a primary component of his company, "Not a Very Good Teacher," which represents his broader mission to challenge the status quo in education and youth engagement.
"It’s about making sure that you’ve ingrained those lifestyle habits into your kids today because the decisions they make today definitely affect them tomorrow," Shamy emphasizes. Both men argue that the decline in military interest is not necessarily a lack of patriotism, but a lack of exposure. By introducing the vocabulary and the physical requirements of the military to children early, they are demystifying the path to service.
The initiative has gained traction beyond the classroom through the "Pathfinder Games." These events take the core philosophy of Mission Match! and move it into the physical realm. During a "Bring Your Child to Work Day" at the Pentagon, Gick facilitated a Pathfinder event that allowed children to interact directly with service members, stepping out from behind screens and engaging in real-world team-building exercises.
The Broader Implications: A Cultural Shift
The implications of Mission Match! extend well beyond the sale of a card game. By focusing on Generation Alpha—the first generation to grow up entirely in the digital age—Gick and Shamy are attempting to disrupt the trend of sedentary, screen-reliant behavior.
The project addresses the "pathway to purpose" by offering a clear, tangible way for children to understand what it means to be part of something larger than themselves. Whether a child ends up pursuing a military career is secondary to the primary goal: producing a more active, disciplined, and informed citizen.
Moreover, the "Made in America" aspect of the production process is a non-negotiable pillar for Gick. In an era of globalized supply chains, the decision to manufacture the game domestically serves as a testament to the brand’s commitment to the same American industries the military is sworn to protect. It is a holistic approach to service that links economic sovereignty, public health, and national defense.
Future Outlook: Scaling the Movement
As Mission Match! moves toward a wider market release, the focus remains on scale and accessibility. Through their Kickstarter campaign and the official company website, the founders are looking to place the game in households and schools across the country.
The success of the Pentagon event serves as a blueprint for future Pathfinder Games. By creating a physical community of young people who value fitness and service, Gick hopes to foster a "mission-ready" mindset that will persist through adolescence and into early adulthood.
"This provides that pathway to purpose so that they can meet these organizations they wouldn’t have otherwise," Gick explains. As he continues to balance his active military career with his role as an entrepreneur and advocate, the Lieutenant Colonel remains steadfast in his belief that the future of the nation rests on the habits formed in the living room today.
For parents, educators, and service members looking to support this initiative, the message is clear: the mission is not just to play, but to prepare. As the movement grows, the hope is that Mission Match! will become a staple in the effort to revitalize the connection between the American public and the values of the Armed Forces.
For those interested in supporting the mission or learning more about the game’s mechanics, the project is currently live on Kickstarter. Further details regarding the brand’s mission and future events can be found at notaverygoodteacher.com.
Contributing to this report: M&F Senior Military Editor Rob Wilkins.
