How Distinguished Naval Aviator Pete Canalichio (USNA ‘81) Took Off as a Successful Branding Executive

Sep 2, 2021 | 10X Vets, USNA

“10X Vets is great for a number of reasons. You’re with a group of like minded individuals who really are there to help you contemplate what you’re considering for your organization. They also create a great environment to network with. If they know someone who can help, then they will put you in touch with that person. They also help you assess your critical thinking. It’s a safe place for information to be shared. You can get the best insights. Having that camaraderie, having that trusted environment and having sharp women and men available at really any moment’s notice, to talk about things is really a nice treasure to have.”

 “I’ve gotten a tremendously high return on investment from my time at 10X Vets, whether it’s been a particular idea that I can incorporate or a particular type of service that I could use. Most recently, I picked up a client which I wasn’t even expecting to do. I would say to anyone, give it a shot! I’m confident you will be very happy that you made that decision to participate.”

– Pete Canalichio (USNA ’81)


The Faces of Success


Service Academy Business Mastermind (SABM) Group is a business community for U.S. Service Academy graduates and military veterans. Our goal is to help you find the right strategy, the right team, the right network, and the right amount of capital to succeed. As fellow military veterans and entrepreneurs, we know you have the inner qualities it takes to succeed as a business owner, but we also know how difficult it can be to become one. 

This is why we built 10X Vets for you—so you can grow your business while working alongside fellow military veterans who share common attributes of intelligence, integrity and grit. Everything we do in 10X Vets is designed to help you increase your productivity and profitability and avoid the expensive mistakes, rabbit holes, and pitfalls that trip up most entrepreneurs. If you’re looking to connect more deeply with your peers at SABM Group, 10X Vets is for you! Don’t just take our word for it. Hear what 10X-ers are saying! We’re excited to share their success stories with you and introduce you to your fellow vets, the faces of success. 


Meet Pete Canalichio



After graduating from the United States Naval Academy in 1981, Pete served as a naval aviator. He spent seven years on active duty commanding 12-member crews of the Lockheed P-3 Orion, an anti-submarine and maritime patrol aircraft. Pete continued serving as a reservist for nine years before retiring at the rank of Commander and later earned his MBA at the University of North Carolina in Chapel Hill. The leadership and decision-making skills he perfected during military service laid the groundwork for a distinguished career in business.

Executive roles at Coca-Cola and Newell Rubbermaid, including directing Coca-Cola’s licensing programs and consumer activation for the 2002 Olympic Winter Games, kept Pete on his toes following military service. In addition to his awesome qualifications, it’s apparent that Pete’s humility and level-headedness accelerated his success. Of course, we think being a U.S. Naval Academy grad also helped! According to Pete, Navy produces the best business owners. We’re biased, but we couldn’t agree more!

Pete now works full time as Founder and Managing Partner of Brand Alive. His company is “on a mission to help brands become more alive in the hearts of those who experience them” through brand strategy, brand expansion work and brand licensing. Right now, Pete’s goal is sharing valuable branding knowledge he’s gained and the strategies he’s developed with the wider world. In 2018, he published his first book Expand, Grow, Thrive and he enjoys engaging with a variety of speaking, teaching and training opportunities.

Knowledge sharing and learning from others, especially fellow academy grads, is really important to Pete. We’re honored to hear 10X Vets is one of Pete’s trusted business networks. It turns out he recently picked up a new client through 10X Vets! His humble example of leadership and service sets the bar high for all of us and we’re excited to see how Brand Alive’s practical, inspiring message continues to spread.

Are you a member of 10X Vets?

Here’s how it works.


10X Vets comprises five Circles and each serves a specific purpose in growing your business. 


Mindfulness Circle: 

The Mindfulness Circle is for 10X Vets members who want to optimize their performance by becoming fully present in their work and in their life. Increase your creativity, reduce your stress level, increase your attention span, and lower your anxiety alongside members who are interested in 10Xing their business and life through mindfulness.


Capital Circle:

This group is dedicated to entrepreneurs, real estate investors, investment fund managers and start-ups who raise capital as part of their business model. Here, you’ll focus on increasing your knowledge, network, and net-worth through connections and collaborations.  


Real Estate Development Circle:

Specifically designed for 10X Vets members in the real estate development and construction industry, this Circle targets individuals who want to establish themselves within their industry, grow their network, and collaborate on projects.  


Digital Marketing Circle:

A great fit for 10X Vets members who want to increase website traffic, improve website performance, and generate more business in the digital realm. Here, you’ll learn the best strategies from experts you can trust and proven best practices from your peers.


B2B Circle:

Grow your businesses through trusted group referrals in this Circle of business owners and high-caliber sales representatives whose clients include companies with 10-250 employees. Small business owners looking for service providers are also welcome to attend this Circle in order to find new vendors and partnerships. 


Each Circle within 10X Vets meets once a month for specific training and knowledge-sharing. The entire 10X Vets group, including all Circles, also meets once a month for cross-collaboration and networking. This proven format provides laser-focused support and expertise we all need without too much disruption to our busy schedules.

If you’re looking to connect more deeply with your peers at SABM Group, the question you need to ask isn’t if you should join 10x Vets, but how. We’re here to make that easy.


Here’s how to join.

Schedule a call with the 10X Vets team.

Complete the application and set your 10X Goal.

Launch your 10X journey – it’s that simple!

We’d be happy to tell you all about what you can expect from this high-caliber network and how you can make the most of it. As you map out your 2021 strategies, the worst thing you can do is try to navigate turbulent markets on your own. Surround yourself with other Service Academy graduates in 10X Vets who won’t disappoint you and commit to success that’s well supported by a community you trust.

We have over 50 business owners in the program and space is limited in some of the Circles. Schedule a call with us today so we can learn about your goals and help you find the right fit within the network.


Want in? Learn more about 10X Vets HERE!


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