Jocko Willink is a retired United States Navy SEAL officer. As the commander of SEAL Team Three's Task Unit Bruiser during the battle of Ramadi, he was the leader of the most highly decorated Special Operations Unit during the Iraq War.

When Willink returned home from the Navy, he started Echelon Front, a leadership consulting company. He first spoke to a large company to discuss leadership when he arrived back in America, but never expected it to become his own blossoming business.

“The CEO said, ‘I want you to do this for every division I have in my company,’” Willink said. “I started going around the country and talking to all of the divisions. At one of those meetings, the CEO of the parent company was there and, when I got done, he said I’d like for you to talk to all of the CEOs that I have. He owned 45 to 50 companies.”

From there, dozens of those CEOs asked Willink to speak with their own companies and Echelon Front was born. More importantly, he’s been making a difference in the lives of thousands of people, including many at Smithfield Foods with CEO Dennis Organ.

“I did an event with Dennis and some of his leadership team at Smithfield in October of 2019, and he was still the COO at the time,” Willink said. “I just came out and talked about the fundamental principles of leadership, the same ones he read about in Extreme Ownership.

“It’s awesome to watch the principles get implemented across the company. It’s a great partnership.”

Now, as part of Nascar’s annual 600 Miles of Remembrance, an annual tradition at the Coca-Cola 600 in which the names of U.S. Armed Forces members who sacrificed their lives for our country are proudly displayed on the windshields of each of the 40 cars in the race, Willink is honoring some of his lost brothers.

Three of the four Stewart-Haas Racing cars will honor the lives of SEAL Team Three members at Charlotte Motor Speedway on May 30. The three soldiers being honored are Michael Monsoor (No. 10). Marc Lee (car No. 14), and Ryan Job (No. 41), and it is partially thanks to Willink’s relationship with Organ.

“Not a day goes by that I don’t think about these guys — my guys — from our task unit,” Willink stated. “We were honored to serve alongside extraordinary soldiers and Marines in the Battle of Ramadi in 2006. We, as a team, were able to achieve victory on that incredibly challenging battlefield.

“But there was an immense price paid for that victory. Seeing the Stewart-Haas Racing tribute is powerful. These guys were incredible heroes. When people see their names, some people will start to ask some questions and do some research. They’ll understand what true heroes these guys were and pass their stories on, so we will never forget these men and the sacrifices they made for us.”

For driver Aric Almirola, who will have Monsoor’s name on his No. 10 Ford Mustang, this is more than just a gesture. This is personal for Almirola.

His father, Ralph Almirola Jr., was in the Air Force and the man who would eventually become a Nascar Cup Series winner was born at Eglin Air Force Base in Florida.

“This is the coolest weekend all year,” Almirola said. “We get to do really cool things and I get to drive a racecar for a living without the worry of being attacked. We take it for granted that we live in a safe and free country. Honoring the military members who paid the ultimate sacrifice this weekend is the least we can do.

“Michael not only served his country, but selflessly protected other men in his own unit. He laid down his life protecting everyone he could. That kind of selfless act deserves as much recognition as we can possible give him. It seems to me that Michael and I had some things in common, too. He loved to go fast and he had fun with everything he did. His mother told us no matter what it was, he always had fun and went all out on everything from driving, surfing or snowboarding.”

Throughout the Nascar Cup Series, each team will have their own special tribute to a former member of the United States military. And one of the best parts of this program is that many of the teams, such as Stewart-Haas Racing, have personalized this experience to make sure the heroes they are honoring had an impact on those they work closely with.

“The NASCAR industry takes tremendous pride in honoring those who serve our country, along with their families and communities,” Michelle Byron, vice president of partnership marketing at NASCAR, said. “It’s impossible to describe their sacrifices to protect and support our communities throughout the past year during the pandemic – it’s our privilege to recognize them through NASCAR Salutes annually.”

Bubba Wallace’s 23XI Racing entry is taking it a step further by honoring the lives of 19 men and women who paid the ultimate sacrifice.

Kyle Busch, who traditionally has a red, white and blue M&M’s car for the Memorial Day weekend event, will honor Pennsylvania Army National Guard Specialist Derek Holland. Specialist Holland served our country in the National Guard from 2006 to 2008 when his life was taken by a roadside bomb in Afghanistan. 

“Two years ago, I was fortunate enough to take my soldier’s family to victory lane – the Toth Family with Sergeant Toth,” Busch said. “This year, I get the opportunity to carry around the name of Specialist Holland, so I’m really looking forward to that.

“There’s a special connection this year with Chad Ace, a Mars Wrigley associate, who also served our country and was able to nominate and honor his good friend. I’m also honored to be able to have them as part of our night, and it makes it most special when you’re able to take them to victory lane.”

In addition to the Nascar Cup Series tribute, Xfinity Series teams on Saturday will have windshield banners on their cars as well. Plus, Nascar Whelen Modified Tour teams will have the name of a fallen hero on their roofs on May 29 at Jennerstown Speedway. 

Throughout the rest of 2021, Nascar will have more ways to give back to veterans and families of current and former military members through the Nascar Salutes program.