MOAA Total Force Conference

TotalForce+ Experiences

A ‘Phenomenal’ Launch to TotalForce+

OCTOBER 29, 2025

MOAA President and CEO Lt. Gen. Brian T. Kelly, USAF (Ret), speaks on the main stage Tuesday during the opening session of TotalForce+ at the Gaylord National Resort and Convention Center in National Harbor, Md. (Photo by Mike Morones/MOAA)

By MOAA Staff

Two days with a two-word message: People matter.

MOAA’s inaugural people-focused conference, TotalForce+, wrapped up Oct. 29 after dozens of exhibitors, speakers, and special guests greeted attendees at the Gaylord Hotel and Convention Center in National Harbor, Md. Featuring service and industry leaders, social media influencers and celebrities, advocates and decorated veterans, alongside many more stakeholders, the event tackled all manner of personnel topics and challenges facing those who serve and have served, and their families.

“This is what positive collaboration looks like,” said Lt. Gen. Brian T. Kelly, USAF (Ret), MOAA’s president and CEO. “We wanted to create a forum for stakeholders to come together and share meaningful solutions. It’s been such an encouraging start to what we hope will be a fixture on the total force landscape.”

Former Army Staff Sgt. Salvatore Giunta, who received the Medal of Honor for his actions in Afghanistan in 2007, addresses TotalForce+ attendees during a conference-opening presentation Oct. 28 in National Harbor, Md. (Photo by Mike Morones/MOAA)

Starting Strong

Former Army Staff Sgt. Salvatore Giunta, who received the Medal of Honor for his actions on Oct. 25, 2007, in Afghanistan, kicked off TotalForce+ with a speech focused on the value of the all-volunteer force. Giunta spoke to a filled room of attendees about his path to service, which began when he enlisted in the Army in 2003. His message, which hit at the core of the conference’s purpose: You’re only as strong as the team you bring to the fight.

But, he said, “You don’t have to be in the trenches, bleeding and sweating and starving to be on the team,” Giunta said. “You just have to be useful to someone to get the job done. When you don’t care who takes credit, imagine the things you can accomplish.”

He credited MOAA for the work it does and is doing through TotalForce+ to bring stakeholders together to make a difference for the military and veterans’ communities.

“The potential that is in this room is incredible,” Giunta said. “I’m from Iowa. We don’t have any professional teams, so I can jump on any bandwagon and not feel bad about it. Jump on the right one. This is the right team to be on, going in the right direction for the right things.”

Uniformed servicemembers were among more than 1,000 attendees on the opening day of TotalForce+. (Photo by Mike Morones/MOAA)

Air Force Chief Master Sgt. Gloria Kuzmici attended the two-day conference with fellow airmen and found the event “phenomenal.”

“Every one of the speakers was top-notch. They had great advice, great information, information that honestly needs to go out to more individuals,” she said.

[FROM TOTALFORCE+: Tax Law Expiration Offers Chance to Boost Military Spouse Employment]

Kuzmici, a career field manager, said TotalForce+ fulfills a need when so many conferences focus a lot on equipment and systems.

“People are the biggest resource, and if we’re not taking care of them, it doesn’t matter how awesome our hardware is,” she said.

Health care, spouse employment, financial resources, and other topics of interest to currently serving members made up a large part of the TotalForce+ agenda, including several breakout sessions. (Photo by Mike Morones/MOAA)

Covering All Bases

Uniformed members and their families, federal workers in the defense and veterans’ spheres, nonprofit leaders, MOAA members from across the nation, and many others attended a variety of speeches, breakout panels, and other events.

Success After Service: A panel moderated by Kelly brought together members of the entertainment, sports, and music industry in the closing session of the conference. Nate Boyer, Rob Riggle, and B. Taylor shared how their military service has led to their professional accomplishments and why young people today should consider uniformed service.

Boyer, a former Army Green Beret, who played in the NFL and is co-founder of Merging Vets and Players (MVP), said serving in the Army taught him intangibles that other people don’t get to experience.

“Military service opened up the aperture,” he said. “I’m drawn to obstacles and problems that need to get solved. Part of that is from the military … . You elevate quicker because of that background.”

[SPEAKER SPOTLIGHT: Nate Boyer]

Riggle, a retired Marine Corps lieutenant colonel, said he gained discipline from his 23 years of service, a practice that has been key to his success in the entertainment business.

“Comedy and the Marine Corps are totally different things,” Riggle said. “But if you choose a life in the arts, you’re going to get beat up. It’s not friendly. It’s not kind. Guess what? So is the Marines.”

B. Taylor, an artist, producer, and songwriter who served in the Navy, said he carries the “never quit mentality and attitude” he gained from service.

All three panelists emphasized the positive impact uniformed service can have on a young person’s life.

“[There’s] the camaraderie and the skillsets you learn,” said Taylor. There is a certain sacrifice, but [there is also] the many jobs — the great musicians in the military, you can be an accountant, you can be a cook. ... You can get your foundation. And your life is not over when you join. You’ve got to remember that. When you join the military, it’s just beginning.”

Comedian and actor Lt. Col. Rob Riggle, USMC (Ret), shakes hands with MOAA Board Chairman Gen. Thomas D. Waldhauser, USMC (Ret), during the Oct. 28 Roast and Toast event. (Photo by Mike Morones/MOAA)

Riggle also entertained a packed house the previous evening for the MOAA Charities Roast and Toast. Joined on stage by representatives from all service branches, Riggle and a legion of funny guys skewered the designated roastee of the night – the Air Force.

When the friendly jousting concluded, and the Air Force toasted, Riggle awarded Army veteran Pete Bergen as the night’s champion roaster.

The event benefitted MOAA Charities and recognized the Air Force Aid Society and Lt. Col. Fenesha Friar for their work on behalf of airmen. It also featured members of 1 Degree of Separation, a group which uses comedy to combat depression and suicide, with programs designed to assist veterans and others in the military community. Its members took part in an earlier main-stage presentation, mixing humor with stories of survival and resilience.

[SPEAKER SPOTLIGHT: Brad Bonar, 1 Degree of Separation]

The roast was one of several ways MOAA Charities were highlighted during the conference, which offered “a clear example of a 360-degree approach to supporting our communities,” MOAA Vice President of Development Amanda Centers said.

“Just like TotalForce+ covered so many aspects of the military and veteran experience, MOAA Charities offers a range of support to servicemembers, veterans, and families across multiple programs. This is a total team effort, and the lessons learned and connections made will help us help those in need long after the event.”

[DONATE TODAY: MOAA Charities]

Acting Assistant Secretary of War for Health Affairs Dr. Stephen Ferrara speaks during an Oct. 28 TotalForce+ panel on the future of military health care. Other panelists were MOAA President and CEO Lt. Gen. Brian T. Kelly, USAF (Ret), and Brig. Gen. Lance Raney, USA, head of Army Medical Readiness Command, East (Photo by Mike Morones/MOAA)

Health Care: Brig. Gen. Lance Raney, USA, head of Army Medical Readiness Command, East, spoke about the necessary relationship between the private health sector and the military’s system.

“Health care is a moneymaking business in the private sector,” Rainey said during a breakout session. “The systems are built to optimize revenue generation. We have the opportunity to — instead of looking at it and using the processes that exist, built around optimizing revenue generation — [build] a system that optimizes health care and wellness.”

TotalForce+ attendees visit the Influencer Lounge on the floor of the main exhibit hall. (Photo by Mike Morones/MOAA)

That optimization only comes by understanding the needs of the system’s beneficiaries. A breakout session from Optum Serve outlined that company’s research dating back to 2018 and featuring more than 600 hours of interviews – a “journey of listening,” said Optum Serve Senior Vice President of Product Christi Kruse.

One of several takeaways: The service-before-self ethos held by total force members can be an obstacle to providing the care they’ve earned … and need.

“Once we make the transition from the ‘I’ to the ‘we,’ it stays with you for the rest of your life,” Kruse said, noting that beneficiaries may not seek care if they believe they are taking resources away from fellow servicemembers or veterans.

Health care providers “probably shouldn’t take the first ‘no’ as the actual answer,” she added.

Sgt. Maj. of the Marine Corps Carlos Ruiz speaks during a panel of senior enlisted members held Oct. 29 on the main stage during TotalForce+ (Photo by Mike Morones/MOAA)

Recruiting and Readiness: When officials talk about readiness, it’s often framed in terms of weapons systems and equipment, according to JoAnne Bass, a former chief master sergeant of the Air Force. Instead, she said, the focus should be on the people.

Speaking on the main stage Oct. 29 alongside senior enlisted leaders, Bass challenged them to change the narrative.

David Isom, the senior enlisted advisor to the Chairman of the Joint Chiefs of Staff who joined the Navy in 1987, agreed with Bass’ approach, citing U.S. Special Operations Command’s No. 1 truth: “Humans are more important than hardware.”

“We have to take care of the warfighter,” he said, noting the importance of transparent communication with military families so they are reassured the force will take care of its personnel.

Indeed, the Pentagon this month announced a barracks task force aimed at improving living conditions for servicemembers — something Sgt. Maj. of the Marine Corps Carlos Ruiz has been working on.

“I think we’re doing well in turning the corner here and investing heavily on infrastructure,” Ruiz said. “We’re not looking to provide a quality of life with the Marines and their families just to have nice things. It is [about] infrastructure because this is where you will fight from. It’s about warfighting. It’s about a young Marine getting a good night’s sleep so they can fix the engine of an F-35 the next morning, or they have to go and get after a live-fire range.

“It’s the way that we must develop the next generation of warfighters, and I’m unapologetic about it.”

Col. Peter K. Kloeber, USAF (Ret), a member of MOAA’s board of directors, speaks with a currently serving member on the exhibit floor Oct. 28 during TotalForce+. (Photo by Mike Morones/MOAA)

Isom also took part in a panel discussing the drive to provide peak performance for the total force, which covered everything from neuroscience breakthroughs to leadership strategies. His overriding message: Potential American adversaries would be facing the “most capable and powerful military the world has ever seen.”

“Our forces are strong, and they’re getting stronger,” he said.

Part of that, he explained, is because of trust in the mission, the tactics, and fellow warfighters. This stems from rehearsal after rehearsal so personnel are prepared to make critical decisions in high-stress environments, and they can rest assured their teammates have received the proper training.

Sam Eckholm, founder of SE Media, takes part in a panel discussion Oct. 28 on recruiting the next generation of servicemembers. (Photo by Mike Morones/MOAA)

When it comes to recruiting the next generation of that force, authenticity in messaging remains key.

“Obviously marketing is there to communicate a message. You want to incite change or action or inspire — whatever the goal is there,” AJ Bleyer, a filmmaker with experience working with the Air Force, told an audience from conference’s main stage Oct. 28. “But it’s got to be honest.”

[SPEAKER SPOTLIGHT: AJ Bleyer]

Connection and communication were key themes for all event attendees. Lt. Cmdr. Rich Higgins, USN (Ret), president of MOAA’s Southeastern Michigan Chapter, attended TotalForce+ to better understand what resonates with the new generation of servicemembers.

“One of the things MOAA needs to do is get more members involved in recruiting active duty people, to get them on board and support the cause,” Higgins said, noting that TotalForce+ can serve as a first introduction to the MOAA mission.

Currently serving members and other attendees take part in a TotalForce+ learning lab discussing artificial intelligence. (Photo by John Harman/MOAA)

Career Transition: A “brunch and learn” Oct. 29 featured a panel discussion on the rise of artificial intelligence in the workforce, with AI-powered innovations focused not just on productivity, but on the hiring process.

However, while all panelists stressed the value of AI, they cautioned that it is just a tool, and the personal component of career transition is still crucial.

“[These tools will] help you close the gap and get you across the finish line, but if you’re going to be successful, you have to have that personal connection,” said Col. Beau Higgins, USMC (Ret), vice president for Business Development at Oplign. “The networking connection is critical. Spend the time networking, or you’re going to be not working.”

Representatives of USAA were among dozens of exhibitors taking part in the two-day TotalForce+ event in National Harbor, Md. (Photo by John Harman/MOAA)

Finance: With many attendees seeing some financial fallout from the federal shutdown, the conference included seminars outlining support structures and strategies to help avoid long-term debt during what can already be a financially stressful time of year.

“Get your finances in order before the holidays,” USAA advice director Josh Andrews told an Oct. 28 session, adding that the end of the year made for a great opportunity to “reset and refocus.”

Some advice on that reset from Andrews: Be sure your emergency savings are in order, create (and keep to) a spending plan, and prioritize paying off high-interest debt.

Conference attendees gather near the main exhibit hall Oct. 28 during TotalForce+ (Photo by Mike Morones/MOAA)

Putting People First: At the Pentagon, providing customer experience to the military and veteran communities is continuous, not a single point of transaction, a department official said during a Day 1 panel.

“The Pentagon does not have a customer experience office because we are the customer experience office,” said Stephen Simmons, the deputy assistant secretary of war for military community and family policy. “It comes down to transparency. If we ignore a problem, it doesn’t mean the problem went away. It just means we’re ignoring it and it’s going to grow,” he added. “But if we’re transparent [that there is] a problem, let’s talk about it, let’s learn about it.”

Moving the Mission Forward

“The list of thank-yous is vast,” Kelly said about the first-of-its-kind gathering. “Particularly as the team and everyone involved persevered and delivered a quality event despite the ongoing government shutdown. If you’ve been a part of this process at any point – from a sponsor to an exhibitor to a speaker to an attendee to a staffer to a volunteer – please know we could not have done this without your effort and we appreciate your commitment in the face of headwinds. The conversations started this week will continue in multiple formats moving forward, and we hope you’ll remain a valued contributor.”

Members of the Young Marines take part in opening ceremonies at TotalForce+ (Photo by Mike Morones/Staff)

“MOAA could not be prouder to be the driving force behind this event,” said MOAA Board Chairman Gen. Thomas D. Waldhauser, USMC (Ret). “We’re an organization of officers, but our focus has always been on the earned benefits of all who serve and have served, on the well-being of those in uniform and their families, and the stability and security of the total force. This conference has made great strides on all those core issues, and it will help us chart the path forward with lawmakers, fellow advocates, and other stakeholders.”

Smaller TotalForce+ events will take place in 2026, Kelly told the crowd from the main stage during the final session, with the full conference set to return to the Gaylord in February 2027.

MOAA's Kathleen Curthoys, Blair Drake, Tony Lombardo, and Chris Martin contributed to this report.

Georgia Council of MOAA