FORT HOOD, TEXAS –
Rows of yellow school buses filled the parking lots of Sadowski Field as the booming echoes of drill sergeants resonated in the air. Mixed with the exhausted but determined breathing of high school athletes, the familiar sound of military discipline reverberated as students pushed past their limits and navigated an Army obstacle course.
The U.S. Army Experience, held recently at Fort Hood, brought students from 55 high schools across Texas to an immersive, three-day event that gave a firsthand look at Army life. Drill sergeants led Basic Training Challenges for high school athletes from Killeen ISD, Alief ISD and the DeSoto ISD Eagles, state football champions. The challenge exposed them to the physical rigors of the Army while emphasizing the value of teamwork and discipline: values required for success.
Non-athlete students attended a lively Career Expo designed to engage the broader student body and showcase different career fields known as Military Occupational Specialties (MOSs). This year’s expo highlighted over 50 different career paths and featured heavy equipment and aviation assets, including the M1 Abrams main battle tank and the AH-64 Apache helicopter. Soldiers shared their Army experience with students, teachers and coaches who learned that Soldiers are just like any other person within their communities—with one big difference: they raised their hands to serve our country.
A Decade in the Making
The U.S. Army Experience began as an idea sparked on the sidelines of a 2016 Texas high school football game. In the throes of declining Army recruitment, Sgt. 1st Class Leroy Betts III, a volunteer recruiter, spoke to strength and conditioning coach Garson Skelton at Harker Heights High School, who inquired about an off-season, military-style boot camp for his football players.
“I started with one high school and 100 football players. That was in 2017,” explains Betts, the creator of the U.S. Army Experience who now serves as the III Armored Corps Public Affairs Operations NCO. “To see where we are today is amazing. It literally started on the sidelines, Friday Night Lights, at Killeen ISD's Leo Buckley Stadium with just a question and an idea.”
The rest is history.
Measuring Success and Recruiting ROI
For recruiting leadership, the return on investment from this year’s event delivered groundbreaking results. Over 6,000 students walked away with a new appreciation for the Army, with more than 1,500 students signing up to receive more information.
Maj. Phillip Lyman, Operations Officer for the 5th Recruiting Brigade, emphasized the scope of the event's digital impact. “The digital footprint alone generated a total reach of over 112 million,” Lyman said. He attributes much of this success to engaging community leaders, including JROTC instructors.
This isn't just about recruiting; the return goes both ways. Student-athletes took back a lesson in Army values that will improve team performance on and off the field. Additionally, each school that attended the U.S. Army Experience achieved its state-mandated College, Career, and Military Readiness (CCMR) goals required by Texas school districts and the Texas Education Agency (TEA). CCMR goals ensure all students graduate prepared for success in college, career, or military pathways.
The Future of the U.S. Army Experience
With a proven concept, the focus shifts to expansion. The 5th Recruiting Brigade and III Armored Corps have identified key challenges and solutions for future iterations of the experience.
“This year, around two dozen schools voiced concerns to me or Sgt. 1st Class Betts that they wanted to go but could not pay for gas for the buses,” noted Lyman.
Betts echoed the sentiment: “I get that from a lot of coaches as well … ‘Hey man, we would love to come to Fort Hood, but you know, we’ve got to talk about funding. If you can come here, you can use my stadium. We’ll give you whatever you need.’”
To address this, Betts has proposed creating 'Road Show' versions of the event, taking the Basic Training Challenge directly to major metropolitan areas like Dallas and Houston, leveraging local high school stadiums to reduce student travel costs.
Another priority is expanding the event beyond high school athletes. On Aug. 21, 2026, the U.S. Army Experience: 'Battle of the Bands' will focus on high school fine arts and band programs, which typically hold the second-largest budgets in Texas high schools after football. The event will bring together all Killeen Independent School District marching bands for an exhibition and career fair at Fort Hood.
The team is also identifying influencers. Army recruiting success relies heavily on support from coaches, teachers, and school administrators. Sgt. Maj. Ruben Valles, Operations Sergeant Major for the 5th Recruiting Brigade, noted, “We need to increase influencer engagement, including teachers and coaches, focusing on direct communication during the event, and educating them on Army opportunities for their students.”
A Powerful Partnership
The event's accomplishments were a direct result of the powerful partnership between the III Armored Corps and 5th Recruiting Brigade. In this model, the installation provides the venue and equipment, while the recruiting brigade drives the marketing and provides the path to service. By making efficient and effective use of Army resources, leaders were able to impact and educate millions.
“The success of the U.S. Army Experience was driven by the exceptional collaboration and synchronization between 5th Recruiting Brigade and III Armored Corps,” said Col. Julian Perez, Commander of 5th Recruiting Brigade. “Through deliberate planning and shared commitment, we created an event that exposed students and scholar-athletes to the values, opportunities, and teamwork that define our Army. This partnership demonstrated what is possible when operational units and recruiting forces work together toward a common mission.”
“The installation definitely should own the operational side of the Army Experience, and then USAREC comes off the top and you’re able to bring in recruiters, assets and [marketing] dollars,” Betts said. “That was one of the biggest things that I learned while having an opportunity to work on both sides, as a recruiter and now serving in the III Armored Corps. That’s how I learned the recipe for how this can work.”
Taking the U.S. Army Experience National
The U.S. Army Experience is more than a Texas high school event; it's a scalable bridge between the Army and the communities it serves. Betts believes the sky is the limit if given the right support.
“My biggest recommendation to any installation commander who is wondering if they should bring the U.S. Army Experience to Fort Bragg, Fort Bliss, Fort Riley, Fort Stewart, Fort Carson or wherever? The answer is yes," said Betts. "You should definitely do it and see what it could do for increasing propensity of service in their area and helping out the recruiting mission.”