Passion

Our founder, Matthew Brown, is a local businessperson and proud graduate of Lansing Eastern. With a deep-rooted passion for the youth of Lansing, he is committed to ensuring their success. The passion of our youth program emphasizes affordability, education, exercise and positive choices for inner city kids in a safe and fun environment. We are incredibly grateful for the tireless dedication and generosity of our founder, Matthew Brown, who has single-handedly funded the Lansing Cowboys Youth Program from 2009 - 2019. Thanks to his support, our program has been able to provide a cost-free experience for all participants, regardless of their financial background. However, as we strive to continue offering this invaluable opportunity, we kindly invite you to contribute and help sustain our mission.

Ways To Help

How It Started

The Lansing Cowboys Youth Program was born from a single moment of compassion, vision, and an unwavering belief in the power of youth sports to change lives.

During the 2009 season of the Mid-Michigan Youth Football League, local businessman and community advocate Matthew Brown attended a football game to support his son, who was playing for the Lansing Warriors. While watching the game, Matthew noticed a neighboring team—the Lansing Dolphins—struggling both on the scoreboard and on the sidelines. The Dolphins were enduring a difficult season with a losing record and limited resources.

After the game, Matthew spoke with the team’s coach and director, Terry Hall, and learned he was coaching nearly 20 children on his own. Moved by the situation, Matthew volunteered to assist as a defensive coach for the remainder of the season. He also brought his nephew, Deon Hollis, to help coach and mentor the players.

Although there was not enough time to turn the season around, something far greater was set in motion.

The Birth of the Lansing Cowboys

The following year, Matthew Brown and Deon Hollis formally adopted the program and reimagined its future, renaming it the Lansing Cowboys Youth Organization. The name was inspired by Matthew’s favorite NFL team, while the organization’s identity was intentionally designed to reflect pride in both football excellence and the local community.

The Lansing Cowboys logo incorporates a bold star inspired by the nationally recognized Dallas Cowboys, the dome of the Michigan State Capitol to honor Lansing’s role as the heart of Michigan, and a nod to Lansing Community College—symbolizing education, opportunity, and aspiration.

The organization was officially established as the "Lansing Cowboys Inc", a 501(c)(3) nonprofit, committed to removing financial barriers and ensuring access to youth sports for all families.

A First-of-Its-Kind Free Youth Program in Michigan

From 2009 through 2019, the Lansing Cowboys became the first and only 100% free youth football and cheer program in the state of Michigan. During this decade, funding was provided entirely by Co-Founder Matthew Brown’s insurance firm.

Each season, nearly 200 participants—including football players, sideline cheerleaders, coaches, and staff—were fully supported at no cost to families. No registration fees. No equipment costs. No financial barriers.

Excellence On and Off the Field

The Lansing Cowboys Youth Program quickly grew into a competitive and respected organization, earning multiple city, state, and regional championships through American Youth Football (AYF).

From 2016 through 2019, the program gained national recognition with appearances at the AYF National Tournament in Florida.

The Lansing Cowboys have been a proud member of USA Football since its inception, ensuring annual background checks, coaching certifications, player safety education, and insurance compliance.

Our True Foundation

While championships and recognition are meaningful, the true foundation of the Lansing Cowboys is our commitment to quality youth development in inner-city Lansing, Michigan.

Through passionate coaches and dedicated mentors, we focus on character development, discipline, teamwork, confidence, and life skills that extend far beyond youth sports.

Overcoming the Pandemic & Moving Forward

In 2020, the Lansing Cowboys temporarily suspended operations due to the COVID-19 pandemic, prioritizing the health and safety of our families and community.

When operations resumed in 2021, financial realities required a transition to a scholarship-based model, allowing the program to fully cover costs for approximately 30–40% of participants during the 2021 and 2022 seasons.

Forged by Passion

Today, the Lansing Cowboys Youth Organization's Programs stands as a symbol of resilience, opportunity, and community impact. Our legacy is defined not just by wins, but by lives changed, confidence built, and futures shaped.

Our motto: “Forged by Passion”

Our Mission

Lansing Cowboys Inc. is a nonprofit youth development organization committed to empowering children and adolescents across the Greater Lansing area through athletics, education, mentorship, and character development. Founded in 2009, our mission is to provide safe, structured, and inclusive programs that promote academic achievement, leadership, discipline, teamwork, and personal accountability—in and out of youth sports.

We serve 350–400 youth annually, primarily from low-income and underserved communities, by offering football, 7-on-7 passing leagues, cheerleading and dance, sports training, track and field, and life and academic mentoring. Through positive role models, community partnerships, and volunteer-led programming, we strive to remove barriers to participation, build confidence, and prepare young people for long-term success in school, sports, and life.

At Lansing Cowboys Inc., we believe that when young people are supported, challenged, and inspired, they become leaders who strengthen families, schools, and communities.

Our Vision

Lansing Cowboys Inc. envisions a future where every child—regardless of income, background, or circumstance—has access to high-quality youth sports, mentorship, and life-skills development that empowers them to excel in sports, in the classroom, and in life.

We strive to be a trusted pillar in the Greater Lansing community, recognized for developing confident leaders, strong character, academic focus, and lifelong success through sports, education, and positive role modeling.

Our Goal

The goal of Lansing Cowboys Inc. is to provide equitable access to high-quality youth sports, mentorship, and personal development opportunities for children and adolescents in the Greater Lansing area—regardless of socioeconomic background. We strive to use athletics as a structured platform to teach discipline, accountability, teamwork, and leadership while promoting academic success, character development, and long-term life skills.

Through volunteer-driven football, 7-on-7 passing, cheer and dance, track and field, sports training, and life-skills programming, Lansing Cowboys Inc. is committed to creating a safe, inclusive, and supportive environment where youth can grow physically, mentally, and emotionally. Our long-term goal is to positively impact generations of student-athletes by preparing them not only for competition, but for success in school, careers, and community leadership.