Our Story
For most of my 20s and early 30s, I chased everything the world told me would bring happiness—success in my career, financial security, and the comforts of life. As a husband to my incredible wife and a father to three beautiful daughters, I felt proud of the life I was building. But behind the corporate desk, staring at the glow of a screen day after day, I couldn’t shake the feeling that something was missing. The more I chased, the emptier I felt.
Everything began to change when I stepped into the woods and onto the water. What started as hunting and fishing trips to escape the grind became so much more. In the stillness of dawn, surrounded by God’s creation, I began to hear His voice. In those moments—waiting, tracking, and reflecting—I felt fully alive. My heart was renewed, my mind was clear, and I began to connect with the man God created me to be.
During this time, I revisited Wild at Heart by John Eldredge, a book that revealed a profound truth: men long for a battle to fight, an adventure to live, and a beauty to rescue. The words hit me to my core. I also started having conversations with other men—friends, colleagues, and brothers in faith—who shared the same struggles. We were all stuck. Stuck in the noise of the world, stuck in the pursuit of shallow success, stuck feeling disconnected from the purpose God intended for us.
It’s written in Psalm 16:11: “You make known to me the path of life; in your presence there is fullness of joy; at your right hand are pleasures forevermore.” I began to understand that surrendering my plans and seeking God’s path was the only way to experience true joy. It was in this surrender that Primal Heart was born.
My name is Matt Frankey, and Primal Heart isn’t just a business—it’s a calling. It’s about helping men step away from the noise of the world and back into the wild, where God’s presence feels near and His creation reveals His design. Through guided hunts, fishing trips, and wilderness experiences, we immerse men in beauty, challenge, and brotherhood. It’s not about trophies or accolades—it’s about renewal. It’s about rediscovering who you are and embracing the purpose God has for you.
For every man who feels the tug on his heart—longing for something real, something deeper—this is your invitation. Step into the wild, reconnect with God, and awaken the primal heart He placed within you.
Matt Frankey, Primal Heart Founder.
Core Values
Surrender to God
True strength comes from letting go of self-reliance and fully leaning into God’s plan for our lives.
Matthew 11:28-29: “Come to me, all who labor and are heavy laden, and I will give you rest. Take my yoke upon you, and learn from me, for I am gentle and lowly in heart, and you will find rest for your souls.”
Brotherhood
We foster deep, meaningful connections among men, building a community of support, accountability, and encouragement.
Proverbs 27:17: “As iron sharpens iron, so one person sharpens another.”
Authenticity
We create a space where men can be real, vulnerable, and unafraid to explore their true selves.
Ephesians 4:25: “Therefore each of you must put off falsehood and speak truthfully to your neighbor, for we are all members of one body.”
Stewardship of Creation
We honor God’s creation by respecting the land, wildlife, and resources He has entrusted to us.
Genesis 2:15: “The Lord God took the man and put him in the Garden of Eden to work it and take care of it.”
Adventure
We embrace the call to venture into the wilderness, where risk and reward awaken the soul and bring clarity to God’s purpose.
Joshua 1:9: “Have I not commanded you? Be strong and courageous. Do not be afraid; do not be discouraged, for the Lord your God will be with you wherever you go.”
