Amarillo EnterPrize Challenge Launches with Half-Million in Business Funding

Contact: Michelle Howington, 806-651-8500, michelle@wtenterprisecenter.com
Copy by Adam Jiwa, 806-651-8503, adam@wtenterprisecenter.com 

AMARILLO, Texas — Orientations begin Jan. 6 for the 2026 Amarillo EnterPrize Challenge will return in 2026, in which business owners in Potter and Randall counties will compete to share in a $500,000 prize pool.

Space in six orientation sessions are now open at AmarilloEnterPrizeChallenge.com. Participants must attend one mandatory orientation to begin the process.

Sessions will be held at 8:30 a.m. Jan. 6, noon Jan. 8, 4 p.m. Jan. 13, 6 p.m. Jan. 15, noon Jan. 20 and 8:30 a.m. Jan. 23 at the WT Enterprise Center, 2300 N. Western St. in Amarillo.

Participants must complete at least one mandatory orientation session to compete for individual awards of up to $100,000 to scale and grow their companies.

The Amarillo EnterPrize Challenge is a program of the WT Enterprise Center, a department in the Paul and Virginia Engler College of Business, and funded by the Amarillo Economic Development Corp.

Business owners will receive coaching and guidance to develop a five-year business plan that focuses on growth beyond the local region.

The competition supports primary businesses that currently receive at least 51 percent of their revenue from products or services sold outside the Amarillo Metropolitan Statistical Area, or will reach that threshold if they win funding from the AEDC. The Amarillo MSA includes Armstrong, Carson, Oldham, Potter and Randall counties.

“We are excited to begin the 2026 Amarillo EnterPrize Challenge,” said Michelle Howington, program manager of the WT Enterprise Center. “The support from the Amarillo City Council, the AEDC and our business community continues to strengthen this program. Together, we are helping companies retain talent in our area, while creating jobs and building long-term economic impact across the Texas Panhandle.”

Since 2009, EnterPrize Challenge awardees have reported more than $1.68 billion in revenue, $474 million in payroll and $71 million in capital investments.

“The EnterPrize Challenge remains a powerful driver for economic development in our region,” said Doug Nelson, AEDC interim president and CEO. “The long-term success of past awardees shows how important this program is, and we are proud to support business owners who are ready to take the next step.”

Participants also receive advising from America’s Small Business Development Center at WTAMU. The SBDC assists with business planning, financial projections and market research at no cost.

The 2025 EnterPrize Challenge winners—FireFit, Free Cheese Prints and Panhandle Prosthetics and Orthotics—were recognized in July and received a total of $300,000, allowing them to expand operations outside the Amarillo MSA.

“This program gives business owners the guidance and confidence to refine their ideas and pursue bold growth,” said Gina Woodward, executive director of the WTEC. “It is inspiring to watch participants develop strong plans and turn those plans into measurable progress that benefits them, whether they are a finalist in the competition or not.”

For more details, visit AmarilloEnterPrizeChallenge.com or contact the WT Enterprise Center at 806-651-8500 or aec@WTEnterpriseCenter.com. Participants will receive the application link only after completing an orientation session.

Partnering with and retaining community businesses to improve the quality of life in the Panhandle and beyond is a key component of the University’s long-range plan, WT 125: From the Panhandle to the World.

That plan is fueled by the historic One West comprehensive fundraising campaign, which reached its initial $125 million goal 18 months after publicly launching in September 2021. The campaign has raised more than $175 million and will continue through 2025.

About WT Enterprise Center

The WT Enterprise Center is a department of WT’s Paul and Virginia Engler College of Business and works side-by-side with America’s SBDC at WTAMU in supporting economic development throughout the Texas Panhandle. WTEC provides Panhandle entrepreneurs business coaching, access to facilities, access to capital, and various other trainings and programs to assist them in growing companies with strong leadership. WTEC also aims to provide opportunities for College of Business students to intern in local businesses showing them the hard work and dedication entrepreneurs must have to be successful. To learn more about the WT Enterprise Center, visit wtenterprisecenter.com or contact info@wtenterprisecenter.com or 806-651-8500.

About West Texas A&M University

A Regional Research University, West Texas A&M University is redefining excellence in Canyon, Texas, on a 342-acre residential campus, as well as the Harrington Academic Hall WTAMU Amarillo Center in downtown Amarillo. Established in 1910, the University has been part of The Texas A&M University System since 1990. WT boasts an enrollment of more than 9,000 and offers 66 undergraduate degree programs, including eight associate degrees; and 44 graduate degrees, including an integrated bachelor’s and master’s degree, a specialist degree and two doctoral degrees. WT recently earned a Carnegie Foundation classification as a Research College and University. The University also is home to the Panhandle-Plains Historical Museum, the largest history museum in the state and the home of one of the Southwest’s finest art collections. The Buffaloes are a member of the NCAA Division II Lone Star Conference and offers 16 men’s and women’s athletics programs.

Photo: The WT Enterprise Center's Amarillo EnterPrize Challenge is open for 2026. Winners and organizers of the 2025 competition are, from left, Gina Woodward, executive director of the WT Enterprise Center; Neil Jones, owner of Panhandle Prosthetics & Orthotics; Tate and Reesa Atkinson, co-owners of Free Cheese Prints; Randy Johnson, CEO of FireFit; and Doug Nelson, interim president and CEO of the Amarillo Economic Development Corp.

—WTEC—