GOAL, operating under its not-for-profit entity Go2GOAL, Inc., was founded by the managing partners of SecondHalf Coach Wealth Management—William Urbanik, Anthony Slezak, and Jessica Geary—with a vision to give back to the community in a meaningful and lasting way. What began as a simple idea has grown into an initiative focused on education, connection, and philanthropy. Since receiving its 501(c)(3) designation in 2018, GOAL has evolved into a recognized nonprofit serving communities throughout Westmoreland County. The organization’s efforts are led by Tawnya Rockwell, a member of the SecondHalf Coach Wealth Management team, who oversees community relations, the publication, and GOAL’s charitable initiatives.
Philanthropy and Education remain at the core of GOAL’s mission. Through its signature events, the organization brings the community together while supporting important local causes. The annual GOAL Gala set for April 17, 2026 benefits the Shop with a Cop program, providing children affected by crime or hardship with a positive shopping experience alongside a police officer during the holiday or prom season. The GOAL Golf Outing PLUS Paint-n-Sip has benefited the Greater Latrobe Partners in Education Foundation for the past 10 years, with funds supporting the Life Skills, Learning Support, and Autistic Support classrooms within the Greater Latrobe School District—directly impacting local students and educators.
GOAL is also proud to lead SHE (Sophisticated, Humble, Empowered), a philanthropic women’s networking initiative established in 2019. This group hosts semi-annual events that highlight local female-owned businesses while supporting charities that benefit women, children, and animals. To date, though SHE, more than 30 women-led businesses have been featured, and 12 charitable organizations have been supported.
Through the support of local businesses, sponsors, and community members, GOAL has proudly contributed more than $355,000 to charitable initiatives. In addition to the efforts of Urbanik, Slezak, Geary, and Rockwell, the rest of the team at SecondHalf Coach Wealth Management including Bree Edgerly, Liz Gallagher, Amanda Mayger, Jordyn Miller, and Jared Gerger – all play an integral role in advancing GOAL’s mission.
GOAL is perhaps best known for its community publication, GOAL Magazine. Published twice per year and reaching more than 25,000 readers, the magazine serves as a platform for local professionals, businesses, nonprofits, and community leaders to share insights and stories. Each issue features educational content alongside a signature cover story highlighting individuals and organizations making a positive impact. The magazine is truly a local collaboration, produced with the help of a local printer, graphic designer, photographer, and a team of dedicated volunteer editors. This approach not only creates a high-quality publication but also supports fellow local businesses. On occasion, GOAL will offer the opportunity to have individuals from the organizations they are featuring actually write articles for their publication.
In 2025, GOAL expanded its reach with the launch of GOALcast, a podcast platform that allows contributors to share their expertise in a more conversational format and further connect with the community.
How to get involved with GOAL: The entire team loves meeting people that help make a difference in the community. They strive to help other non-profits spread the word about their missions to better serve Westmoreland County and beyond. Reach out to GOAL; connect with them at chamber events and let them know about the great things your organization is working on. Nominations for non-profits are taken to their team, including their photographer and graphic designer, for a group vote to determine which organizations to help promote! Tawnya has mentioned that some of these relationships with other non-profits are already existing, and some are brand new connections that they pride themselves on keeping strong after publication. Their ultimate goal is to help as many non-profits as possible and bring people together. GOAL always wants to highlight the positive impact people are contributing towards.
What started as a simple idea has grown into a movement—one that continues to bring people together, share knowledge, and give back in meaningful ways throughout Westmoreland County. Please continue to help GOAL by subscribing to GOAL magazine, listening to GOALcast, and consider sponsoring and attending their events. All of these will help support their mission.
Thank you, GOAL, for your amazing contributions to Westmoreland County and for what you do to tell the stories of other amazing organizations in our region!
