With the Launch of GovX MARKETPLACE, Online Military Discounts Just Evolved

“With the launch of GovX Marketplace, we’re offering an exciting new way for brands to reach a mission-driven audience”

- Alan Cole, GovX CEO.

GovX Inc, proudly announces the launch of GovX Marketplace, a first-of-its-kind direct-to-consumer sales channel available now for Shopify merchants. With GovX Marketplace, Shopify stores can easily reach the growing community of over 5 million members who rely on for exclusive deals that honor their service in the military, first responder, medical services, and related government fields.

The GovX Marketplace is an evolution of the free GovX ID Shopify app launched in 2019, which is used by thousands of Shopify merchants. GovX ID securely verifies a customer's status as a current or former member of the US military, law enforcement, firefighting, first responder, and related uniformed service communities. When enabled on a Shopify merchant's website, the digital ID card lets merchants quickly deliver protected discounts exclusively to those who've served. Many online merchants today use unsecure or manual methods to verify customers' service records, with some relying on the honor system, opening them up to fraudulent discount use. GovX ID offers a safe, secure and reliable alternative.

With today’s announcement, merchants with the GovX ID Shopify app enabled can now easily extend their brand to, the leading online site 100% focused on serving customers with a service-related background.

Joining the GovX Marketplace provides storefronts with their own listing on, and instant access to over 5 million engaged users. customers who click on a GovX Marketplace listing will be directed to the merchant’s site, discount code in hand, to complete their transaction. All orders driven from are 100% trackable and merchants only pay a small commission for verified transactions.

“With the launch of GovX Marketplace, we’re offering an exciting new way for brands to reach a mission-driven audience,” said GovX CEO, Alan Cole. “By offering discounts to those who protect our country and communities, stores can build customer loyalty, drive sales and demonstrate their respect for those who serve.”

Listing on the GovX Marketplace is totally free, and merchants can choose to target their discounts to specific members in the GovX community—military, law enforcement, firefighters and medical services—and specify the discount they want to offer. Creating their GovX Marketplace listing can be done in a matter of clicks from within their Shopify admin account.



To join the GovX Marketplace, enable GovX ID on your brand through the Shopify App Store.

All orders are placed directly through your store with your normal fulfillment process. Tracking and billing are seamlessly handled through the GovX ID app.


Listing on the GovX Marketplace is 100% free. There’s no sign-up fee, and absolutely no recurring charge. We charge a 10% commission on sales driven through, which is billed directly through Shopify, giving you total control of all charges.


Many merchants use unsecure or manual methods to verify customers' service records. Some rely on the honor system alone, which opens them up to fraudulent discount use. When you join the GovX Marketplace, the GovX ID technology ensures only qualified customers get access to your military or first responder discount.


Head to the dashboard of the GovX ID Shopify app, click the Marketing tab, then click LIST MY STORE.

That’s it. Your personalized store page should be live in the GovX Marketplace in no time.

At GovX, our mission from day one has been to give back to those who serve. With the launch of the Marketplace, we’ve opened an exciting new direct-to-consumer sales channel for businesses like yours to join the mission.

It’s one more way to give back to Americans serving our country and communities. Reach more customers.

Build loyalty for your brand. Join the GovX Marketplace today.

Marketplaces Matter

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Chris joined GOVX in 2015, bringing more than 15 years of product, marketing and general management experience in the consumer internet space. As head of Product at GOVX, Chris leads product management, design and business intelligence for the entire product portfolio.

Chris began his career at Active Network in 2002 and helped grow the company from start-up to a successful IPO in 2011. During his time at Active Network, Chris managed several teams and product-lines, including the flagship media property, and the eCommerce division.

In 2012, Chris joined Takelessons, an online education marketplace matching students with qualified teachers. As VP of Product and Technology, he led a cross-functional team, including engineering, product management and design.

Chris earned a BA from the University of Arizona and an MBA from San Diego State University.


Adam joined GOVX in 2014 as the Vice President of Software Development and is responsible for leading the software development group, how our applications are built, and scaling the GOVX tech stack.

Since 2005, Adam has actively participated in the growth phase of several startups; holding multiple technical and leadership positions. Over that time, he has developed a wide range of skills to tackle the challenges inherent in building technology companies.

Adam earned a B.S. in Computer Science from the University of California, San Diego.


Aaron leads the marketing team at GOVX, and is responsible for communicating the value of GOVX to military, first responders and government employees nationwide. He works closely with all areas of the GOVX business, including the Creative, Merchandising and Product teams, to ensure that the GOVX member experience is world class.

Before joining GOVX, Aaron held senior marketing and management roles at Provide Commerce and the Active Network. He earned his bachelor’s degree at the University of Arizona and his MBA from San Diego State University.


Amber joined GOVX in early 2014 to head up marketing and member acquisition. She has been leading the Ecommerce efforts since 2016 focusing on the 2 most important customers at GOVX: our deserving members and the brands that provide outstanding products to members.

Prior to GOVX, Amber worked at Active Network for close to 10 years developing a business unit responsible for selling and fulfilling advertising for some of the world’s top endurance events.

Amber holds an MBA from University of San Diego and a B.A from University of California, San Diego.


As Chief Creative Officer, Joel oversees all branding, web, print and other design requirements of the Company. Prior to joining GOVX, he served as Chief Creative Officer for AnyArt, Inc., which operates the AnyArt e-commerce website. Before that, he served as Creative Director for ClosingCorp, a real estate data provider serving large banks and real estate companies. Prior to ClosingCorp, Joel was the Creative Director for Epic Cycle Interactive, a San Diego web and design agency working with major league sports teams.

Before relocating to San Diego, Joel taught web, multimedia and technology courses at the University of Saint Francis in Fort Wayne, Indiana. He earned a B.A. in Biology from St. John’s University.


Rob serves as CTO for GOVX and oversees all software development associated with the Web site as well as integrations with Vendor-Partner ERP/ecommerce platforms.

Prior to joining GOVX, Rob was a Partner with Kore Technologies, where he architected and developed the company’s ecommerce web platform used by large institutions to facilitate transactions through integrations with large enterprise systems.

Prior to joining Kore Technologies, Rob was a technical lead with Intuit, which owns Quicken, QuickBooks and other financial and accounting software applications.

Prior to his work at Intuit, Rob was Manager of Advanced Product Development for Epicor where he managed a large-scale Enterprise Resource Planning (ERP) system designed for Microsoft BackOffice.

Rob received a B.S. in Computer Sciences from East Carolina University.


Carol serves as Chief Financial Officer for GOVX and oversees all financial, accounting and administrative matters for the Company as well as negotiating and administrating Brand-Partners’ wholesale pricing. Prior to joining GOVX, she served as Controller for Billabong’s Sector 9 company, where she oversaw its acquisition by Billabong and was recruited to oversee all financial and accounting matters along with managing its e-commerce site.

Carol previously owned and operated her own accounting and tax practice and was an accountant with Deloitte & Touche.

Carol received a B.S. in finance from San Diego State University and is a Certified Public Accountant.


Alan began his career as co-founder and President of DELTYME Corporation, a San Diego-based web services firm working with national clients including Target, Cisco Systems, Costco and Garden Fresh.

After stepping away from an operating role at DELTYME, Alan attended business school at the University of Texas with a focus on entrepreneurial management. During his time in Austin he took on due diligence responsibilities at Gefinor Ventures (an early stage venture firm) and worked in marketing and business development roles in several Austin-area startups including Convio and Metreos.

Alan ultimately moved back to San Diego to join Active Network, where he held executive responsibility for the company's $50M Media + Marketing division. After six years with Active Network, Alan moved on to serve as COO of TakeLessons, an online education marketplace connecting students with qualified teachers. In late 2016, Alan joined GOVX as CEO.

Alan holds a Bachelor of Science Degree from Santa Clara University and an MBA from the University of Texas at Austin.