Today we’d like to introduce you to Julie Greenberg.
Julie, we appreciate you taking the time to share your story with us today. Where does your story begin?
I grew up in a small Illinois town called Mendota, where I learned early on the importance of hard work, community, and showing up for others. Growing up in a small town shaped who I am today. It taught me that community matters, relationships are everything, and sometimes the smallest gestures can make the biggest difference in someone’s life.
My professional journey began in the legal field, where I spent years working as a Certified Paralegal and Litigation and Bankruptcy Manager at Tiffany & Bosco. During that time, I developed leadership, organizational, and problem-solving skills that would eventually become invaluable in both my professional and personal life. I later transitioned into the insurance industry and now work alongside my husband, Brian Greenberg, as Chief Operating Officer at True Blue Life Insurance. While my career has taken a few different directions, one thing has remained consistent: I’ve always been passionate about helping people navigate life’s uncertainties and find solutions when things feel overwhelming.
Outside of my career, I’m a wife, a mom of three (including a set of twins), a two-time cancer survivor, a marathon runner, and a Certified Personal Trainer and Fitness and Nutrition Coach. I wear a lot of hats, and I wouldn’t have it any other way! Life is busy, sometimes chaotic, but incredibly fulfilling.
Over the years, my personal experiences began to shape a new purpose. As a breast cancer survivor, I saw firsthand how much support patients and their families need beyond medical treatment. There are so many aspects of a cancer diagnosis that people don’t always think about, from everyday necessities to emotional support and simply having someone who understands what you’re going through.
I began to recognize gaps in the resources available to patients, particularly younger women and families navigating a breast cancer diagnosis. I knew we could create something that offered not only practical assistance but also genuine human connection.
That vision became Pink Path Foundation, which I founded in April 2025.
Our mission is simple but incredibly personal to me: to ensure that breast cancer patients, survivors, and their families never feel like they have to navigate their journey alone. Our tagline, “Walking with You from Diagnosis Through Survivorship,” represents the heart of everything we do.
Through Pink Path Foundation, we provide personalized care bundles, grocery and transportation assistance, resources, education, support for children and families, and opportunities for survivors to connect with others who understand their experiences.
What makes Pink Path Foundation different is the personal connection we build with the people we serve. We don’t believe support should be one-size-fits-all. Every diagnosis, every family, and every journey is different. We take the time to listen, understand individual needs, and provide support that can truly make a difference.
Some days that means delivering a care bundle or helping someone with groceries or transportation. Other days, it’s connecting a patient with an important resource or spending an afternoon talking with a survivor who just needs someone to listen. Those moments remind me why I started this organization.
One of the most rewarding parts of this journey has been watching our community come together. From volunteers and donors to healthcare professionals, local businesses, and fellow survivors, I’ve met some truly incredible people who believe in what we’re building. Seeing those relationships turn into meaningful support for patients and families has been one of the greatest gifts of this experience.
Today, I balance motherhood, my career, fitness, and leading a growing nonprofit. It isn’t always easy, but I genuinely love what I do. I believe in staying active, continuing to learn, challenging myself, and showing my children that you can pursue your passions while making a positive impact on the world around you.
Looking back at where I started, I never could have imagined that a small-town girl from Mendota, Illinois, would one day build a nonprofit that supports breast cancer patients and survivors during the hardest moments in their lives.
My professional background gave me the tools to build something meaningful; my personal experiences gave me the purpose, and the people we serve continue to motivate me to keep growing.
I’m incredibly proud of where I am today, but I also feel like I’m just getting started. My hope is to continue expanding Pink Path Foundation, reaching more patients and families, building stronger community partnerships, and creating a lasting impact that extends far beyond my own story.
At the end of the day, I want to be remembered not just for what I’ve accomplished, but for the people I’ve helped along the way.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
A smooth road? Not even close! But I truly believe some of the hardest roads lead us to places we never imagined.
Life has thrown its fair share of challenges my way, and there have definitely been moments when I wondered how much more I could handle.
My husband, Brian, and I struggled for years to expand our family. We experienced fertility treatments, disappointment, an ectopic pregnancy, and the emotional roller coaster that comes with wanting something so badly and not knowing if it will ever happen. During that time, I also underwent major back surgery at 33, which added another layer of physical and emotional challenges.
Then, at 34, I was diagnosed with breast cancer. I was a young mom with a five-year-old son, and suddenly my world revolved around doctor appointments, surgeries, radiation treatments, reconstruction, and the fear of what the future might hold. One of the hardest parts was wondering whether I would be there to watch my son grow up and whether we would ever have the opportunity to expand our family.
Cancer changes you in ways that are difficult to explain unless you’ve experienced it. It changes your body, your confidence, your relationships, and how you look at life. Even after treatment ends, the physical and emotional effects don’t magically disappear. Learning to love and trust my body again has been its own journey.
Thankfully, after everything we went through, we welcomed our twins through IVF when I was 39. It was an incredible blessing, but raising three children while balancing a career, my health, and eventually a nonprofit has certainly come with its own challenges!
Just when I thought I had experienced enough medically, I was diagnosed with malignant melanoma in 2025. Hearing the words “you have cancer” for a second time was something I never expected. It was another reminder that life doesn’t always go according to plan, no matter how hard you work or how well you take care of yourself.
Professionally, I’ve faced challenges, too. Transitioning from the legal field into the insurance industry required learning an entirely different business. Working alongside my husband has been rewarding, but like any business, it requires constant communication, flexibility, and the ability to navigate difficult decisions together.
Starting Pink Path Foundation has brought another set of challenges. Building a nonprofit from the ground up takes incredible time, energy, patience, and determination. We have to fundraise, build relationships, find volunteers, develop programs, and make sure we have the resources to keep supporting the people who need us. One of the hardest parts is knowing so many people need help and wishing we could do more for every single one of them.
I also have to remind myself that I cannot do everything, even though I certainly try! Balancing motherhood, marriage, my career, my own health, and the foundation is an ongoing learning experience. Some days I feel like I have everything under control, and other days I’m just trying to get everyone where they need to be on time!
But through all of these experiences, I’ve learned that strength doesn’t mean you never struggle. It means you keep showing up, even on the days when things feel impossible.
I’ve learned to ask for help, lean on the people who love me, celebrate the small victories, and stop waiting for the perfect moment to do something meaningful.
I wouldn’t wish some of these experiences on anyone, and I certainly wouldn’t choose to go through them again. But they have given me a perspective on life that I don’t think I would have otherwise.
I want my children to see a mom who works hard, follows her passions, gives back to her community, and doesn’t let life’s obstacles define what she is capable of accomplishing.
The road hasn’t been smooth, and I’m sure more bumps lie ahead. But every challenge has taught me something, and I hope to continue turning those lessons into opportunities to help others.
If there’s one thing I’ve learned, it’s that we don’t always get to choose what happens to us, but we do get to choose what we do next.
As you know, we’re big fans of Pink Path Foundation. For our readers who might not be as familiar what can you tell them about the brand?
Pink Path Foundation is so much more than a nonprofit to me. It’s personal. It’s my passion, my purpose, and something I wish had existed when I was navigating my own breast cancer diagnosis.
I founded Pink Path Foundation in April 2025 with one simple mission: to make sure breast cancer patients, survivors, and their families never feel like they have to walk this journey alone. Our tagline is “Walking with you from Diagnosis through Survivorship,” and we mean every word.
What sets Pink Path Foundation apart is that we don’t believe support should come in a one-size-fits-all package. Every person’s cancer journey is different, and so are their needs.
Our Pink Path Bundles are a signature program. These aren’t just boxes filled with items we think someone might need. We take the time to get to know each recipient, learn about their diagnosis, understand where they are in treatment or survivorship, and ask what would make the biggest difference in their life right now. We personalize each bundle to provide comfort, encouragement, and practical support.
We also recognize that breast cancer affects the entire family. Through our Little Lights Packages, we provide support for children whose parents are navigating a cancer diagnosis. As someone who was diagnosed when my oldest son was just five years old, I know firsthand how difficult it can be to explain cancer to a child while trying to manage your own fears.
Beyond our bundles, we provide grocery and transportation assistance, resource navigation, educational opportunities, survivor connections, and community events. Sometimes the greatest need isn’t another blanket or care item. Sometimes it’s help putting groceries on the table, getting to treatment, finding a specialist, or simply having someone to talk to who understands what you’re going through.
We also place a strong emphasis on survivorship. People often assume that once treatment ends, everything goes back to normal. But for many of us, that is when an entirely different chapter begins. There can be long-term side effects, body image struggles, fear of recurrence, financial challenges, and the emotional weight of everything we’ve experienced. We want patients to know that our support doesn’t disappear when their active treatment ends.
While Pink Path Foundation is based in Arizona, our reach extends across the United States. We ship bundles nationwide and work to connect individuals with resources in their own communities. I grew up in a small town, so I understand that not everyone has access to the same services and support systems available in larger cities.
What truly sets us apart is the human connection.
When someone requests a bundle, they aren’t just becoming another name on a spreadsheet. They’re becoming part of our Pink Path community. We call, listen, learn their stories, and follow up. We’ve sat with survivors for hours, shared stories, connected women facing similar diagnoses, and helped patients navigate situations they never imagined facing.
Sometimes those conversations turn into friendships. Sometimes a patient we helped becomes someone who wants to give back and help the next person. Watching those relationships develop has been one of the most rewarding parts of this entire experience.
Another thing I’m incredibly proud of is our commitment to collaboration. I don’t believe nonprofits should compete when we’re all working toward the same goal. We actively build relationships with other organizations, healthcare providers, local businesses, and community partners so we can connect patients with the right resources, even when we don’t provide them directly.
I’m also proud that we’ve built a foundation that focuses on the realities of breast cancer, not just the pink ribbons. Breast cancer isn’t always pretty or inspirational. It’s surgeries, treatments, medications, scars, financial stress, exhaustion, uncertainty, and sometimes very difficult conversations. We want to acknowledge those realities while still creating opportunities for hope, joy, friendship, and connection.
From a branding standpoint, I want people to recognize Pink Path Foundation as approachable, compassionate, trustworthy, and genuinely invested in the people we serve. Our pink represents more than awareness. It represents action, connection, and a promise that someone is walking alongside you.
I’m especially proud of how much we’ve accomplished in such a short time. What started as an idea born from my own experiences has grown into a community of patients, survivors, volunteers, donors, healthcare professionals, and businesses who believe in our mission. Every bundle delivered, every event hosted, and every connection made reminds me why I started.
I also want readers to know that there are so many ways to get involved. Whether you’re a breast cancer patient seeking support, a survivor looking for community, a business interested in partnering, or someone who simply wants to make a difference, you have a place at Pink Path Foundation.
Our goal isn’t to become the biggest nonprofit. Our goal is to make the biggest impact we can on the lives of the people who trust us to walk alongside them.
At the end of the day, I want someone to hear the name Pink Path Foundation and immediately think, “Those are the people who will show up for me.”
That’s exactly who we strive to be.
Breast cancer may bring us together, but connection, compassion, and community keep us moving forward.
What sort of changes are you expecting over the next 5-10 years?
I wish I could say that in the next 5–10 years, organizations like Pink Path Foundation would no longer be needed. Unfortunately, I don’t see that happening anytime soon.
One of the biggest concerns I have is the increasing number of younger women being diagnosed with breast cancer. Breast cancer doesn’t discriminate, and while it is more common in women, men can be diagnosed too. We’re seeing younger individuals facing a diagnosis while they’re building careers, raising children, starting families, and trying to figure out their futures. I know firsthand what it’s like to hear the words “you have cancer” when you’re still trying to grow your family.
These younger patients often face challenges beyond medical treatment. Fertility preservation, childcare, employment, financial stability, and long-term survivorship are all major concerns. I believe we’ll see an even greater need for organizations that provide personalized, practical, and emotional support throughout the cancer journey.
Another major shift we’re experiencing in the nonprofit world is funding. Grant funding has become increasingly competitive and difficult to obtain, especially for smaller, grassroots organizations like ours. So many incredible nonprofits are doing important work, all competing for limited resources.
As a result, I believe we’ll see nonprofits rely more on individual donors, local businesses, corporate partnerships, and community-driven fundraising to sustain their programs.
At Pink Path Foundation, we’re already experiencing this shift. We depend on the generosity of people and businesses who believe in our mission and want to make a tangible difference in someone’s life. Whether it’s a financial contribution, an in-kind donation, sponsoring an event, or hosting a fundraiser, every partnership helps us continue providing services to patients and survivors.
I also believe donors are becoming more intentional about where their money goes. People want to know that their contributions are making a real difference. They want transparency, personal stories, and a connection to the people they’re helping.
That’s something I’m incredibly passionate about. I want our supporters to understand that their donations aren’t just going into a general fund. They’re helping a mom put groceries on the table, providing transportation assistance to someone getting treatment, sending comfort to a newly diagnosed patient, or connecting a survivor with someone who understands what they’re going through.
Another change I hope to see is a greater emphasis on survivorship. Medical advancements continue to improve treatment options, but we also need to focus on what happens after treatment. Patients may live with physical, emotional, and financial effects for years. Survivorship isn’t simply about being cancer-free. It’s about learning how to live after cancer and having the resources to do that successfully.
I also see tremendous opportunities for collaboration. I believe the future of nonprofit work will involve more organizations, healthcare providers, and businesses working together rather than operating independently. No single organization can meet every need, but together we can create a stronger support system for the people we serve.
For Pink Path Foundation, my vision for the next 5–10 years is to expand our reach, strengthen our partnerships, grow our financial assistance programs, and create more opportunities for patients and survivors to connect.
Of course, my greatest hope is that medical advancements will one day make organizations like ours unnecessary. I would happily close our doors if it meant no one had to experience breast cancer again.
But until that day comes, we’re going to keep showing up.
The need isn’t going away, and neither is our commitment to the people we serve.
I hope the next decade brings incredible medical breakthroughs, stronger communities, and more people who recognize that breast cancer awareness is important, but taking action is what truly changes lives.
Pricing:
- Patient/Survivor/Little Light Bundles Requests: FREE
- Champion of Hope Annual Sponsorship: $5,000
- Pathway Partner Annual Sponsorship: $2,500
- Survivor Supporter Annual Sponsorship: $1,500
- Warrior Ally Annual Sponsor: $1,000
Contact Info:
- Website: https://pinkpathfoundation.org/
- Instagram: instagram.com/pinkpathfoundation
- Facebook: https://www.facebook.com/profile.php?id=61575779522435
