Goodheart-Willcox
Goodheart-Willcox is a 102-year-old U.S. educational publisher that produces print and digital Career and Technical Education curriculum, including automotive, construction, culinary, healthcare, and early childhood titles, sold to K-12 schools, colleges, and trade schools through field sales, e-commerce, and major LMS integrations.
- Company typePrivate
- Founded1921
- HeadquartersTinley Park, United States
- Headcount101–250
- GTM typeB2B
- OfferingDigital Commerce or Content
What Goodheart-Willcox does
Goodheart-Willcox (operating as G-W Publisher) is a privately held educational publishing company founded in 1921 and headquartered in Tinley Park, Illinois, specializing in Career and Technical Education (CTE), skilled trades, health and physical education, and college and career readiness curriculum for the U.S. and Canadian markets. The company produces print textbooks, workbooks, shop manuals, and a growing portfolio of digital products, with a content library spanning automotive technology, construction trades, culinary arts, healthcare, early childhood education, business and financial services, agriculture, digital technology, and marketing.
The company's digital platform, G-W Online, delivers online textbooks, the Online Learning Suite, and EduHub LMS-Ready Content packaged in Common Cartridge and LTI 1.3 formats for integration with Blackboard, Brightspace/D2L, Canvas, Moodle, Schoology, and Google Classroom. G-W Assessment, launching with the 2026 copyright cycle, adds cloud-native assessment creation, autograding, and advanced reporting. Content is enriched through partnerships with Advance Auto Parts (MotoVisuals animations), ASE Education Foundation (standards alignment), YouScience (Precision Exams certifications), and RedShelf (eReader delivery).
G-W generates revenue through a mix of one-time print textbook sales ($28–$270+ per title) and recurring digital subscriptions sold in 1-, 2-, and 6-year terms to schools, districts, colleges, and individual students, with a 25% school discount program. Go-to-market combines a dedicated Educational Consultant field sales force, direct e-commerce at g-w.com, LMS-based institutional channels, and book distributors including Northrose Educational Resources for Canada. The company reports 2.2 million learners served annually and a 93% customer satisfaction rate, and operates with 101–250 employees.
Goodheart-Willcox firmographics
Firmographics- Name
- Goodheart-Willcox
- Legal name
- The Goodheart-Willcox Co., Inc.
- Website
- https://g-w.com
- Company type
- Private
- Founded year
- 1921
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Goodheart-Willcox is a 102-year-old U.S. educational publisher that produces print and digital Career and Technical Education curriculum, including automotive, construction, culinary, healthcare, and early childhood titles, sold to K-12 schools, colleges, and trade schools through field sales, e-commerce, and major LMS integrations.
- Ownership category
- akta.pro rank
Goodheart-Willcox industry classification
Industry- Product category
- Educational Publishing
- NAICS
- Software Publishers (5132), Educational Services (611)
- SIC
- Books: Publishing Or Publishing & Printing (2731)
- akta.pro primary industry
- Career & Technical Education (CTE) & Trade Skills Media (EDAGALAG)
- akta.pro secondary industries
- Electives & Enrichment Curriculum (Arts, Music, PE, CTE Exploratories) (EDAGAAAG), Digital/Blended K–12 Courseware & Interactive Textbooks (EDAGAAAJ), Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA)
Keywords
Where Goodheart-Willcox is headquartered
LocationHeadquarters
- HQ city
- Tinley Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Goodheart-Willcox business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Print Textbook Sales: Sale of physical textbooks including hardcover texts, workbooks, and shop manuals. Products available individually or in bundles. Price points range from $28 to $270+ depending on format and bundle.
- Digital Subscriptions: Subscription-based access to Online Learning Suites with various durations (1yr, 2yr, 6yr) and access types (individual classroom subscription, institutional). Includes online textbooks, premium content, workbooks, and shop manuals.
- Online Instructor Resources: Individual subscription access to instructor materials including answer keys, lesson plans, PowerPoint presentations, and ExamView Assessment Suite software. Often bundled free with qualified textbook purchases.
- EduHub LMS-Ready Content: Common Cartridge format content for Learning Management Systems, sold as individual subscriptions or bundles. Includes RedShelf eBook content with built-in study tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Print Textbook - Modern Automotive Technology 10th Ed |
| Subscription | Multi-year contract | Online Learning Suite - Modern Automotive Technology |
| Subscription | Annual | Individual Digital Access |
| Subscription | Annual | Soft Skills for the Workplace - Various Formats |
| Subscription | Multi-year contract | Instructor Resources Subscription |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Goodheart-Willcox product offering
Product offeringCore offering
Goodheart-Willcox publishes print and digital Career and Technical Education (CTE) curriculum for 6-12 schools, colleges, and trade institutions, covering automotive, construction, culinary, healthcare, business, digital technology, agriculture, early childhood, and health/physical education. Its core products are standards-aligned textbooks, Online Learning Suites, G-W Assessment tools, and EduHub LMS-Ready Content that integrates with Blackboard, Canvas, Brightspace, Moodle, and Schoology. The company sells through a dedicated field sales force (Educational Consultants), direct e-commerce, and educational distributors.
Product overview
Goodheart-Willcox (G-W) is an educational publisher offering a comprehensive portfolio of print and digital curriculum for Career and Technical Education (CTE), trades, health, PE, and college and career readiness. The company operates as a platform-plus-modules architecture combining core publishing products with technology-enabled learning solutions. The main digital platform, G-W Online, provides access to Online Learning Suites, G-W Assessment tools, and EduHub LMS-Ready Content compatible with major learning management systems including Blackboard, Brightspace/D2L, Canvas, Moodle, and Schoology. Core curriculum products span automotive technology (Modern Automotive Technology, ASE Automotive Suite), culinary arts (Guide to Good Food, The Culinary Professional), healthcare (medical terminology, anatomy, clinical skills), construction trades (carpentry, masonry, welding, HVACR), early childhood education, business and financial services, digital technology, and agricultural education. G-W Assessment provides assessment creation and management with LMS integration. The company also offers Professional Development resources and a Training Center for educator support. Products are available in print textbooks, online learning suites, and Common Cartridge formats for LMS deployment.
Differentiator
Problem solved
Functional benefit
Products and services
- G-W Online Platform Digital learning platform providing access to online textbooks, eBooks, digital companions, video libraries, interactive activities, and instructor resources across multiple Career and Technical Education subject areas, accessible on any Internet-enabled device with features including search, vocabulary games, e-flash cards, interactive quizzes, video clips, and animations.
- G-W Assessment Assessment creation and management platform that allows educators to create, customize, assign, and print assessments, with integration into Learning Management Systems or Google Classroom for autograding and advanced reporting.
- EduHub LMS-Ready Content Common Cartridge format content package for seamless Learning Management System integration, providing eBook content, videos, interactive practice, and test preparation through Blackboard, Brightspace/D2L, Canvas, and Moodle.
- Online Instructor Resources Teacher-focused resource package including answer keys, lesson plans, PowerPoint presentations, ExamView Assessment Suite software, and curriculum management tools for classroom implementation.
- Online Learning Suite Comprehensive digital learning package combining online textbook, workbook, shop manual, DVOM simulations, video clips, animations, and interactive activities, available with 1-year, 2-year, or 6-year subscription durations for classroom or institutional use.
- Modern Automotive Technology (2026 Edition) Comprehensive automotive technology textbook covering construction, operation, diagnosis, service, and repair of late-model automobiles and light trucks, organized around ASE automobile and light truck test areas with digital companion resources.
- ASE Automotive Suite Comprehensive automotive technology curriculum covering engine repair, transmissions, suspension, brakes, electrical systems, HVAC, and engine performance, aligned to ASE certification standards with multiple titles including Modern Automotive Technology, Auto Engine Repair, Auto Electricity and Electronics, and Fluid Power.
- Construction Trades Curriculum Comprehensive construction trades curriculum including modern carpentry, masonry, welding, electricity, HVACR, drafting, residential construction, hydronic heating, GD&T, and metallurgy fundamentals.
- Culinary Arts Curriculum Hospitality and culinary arts curriculum including Guide to Good Food, The Culinary Professional, and Hospitality Services, with lab manuals, eBooks, Digital Companions, Vocabulary Challenges, Online Instructor Resources, and PowerPoint Presentations.
- Healthcare and Human Services Curriculum Health science curriculum covering medical terminology, anatomy and physiology, clinical skills, counseling, and health science concepts and skills, including Interpersonal Relationships and Parents and Their Children titles.
- Soft Skills for the Workplace (2026 Edition) Employability skills curriculum covering professionalism, ethics, communication, teamwork, and workplace readiness with 14 modular lessons, available in print, eBook, EduHub LMS-Ready, and Online Learning Suite formats.
- Early Childhood Education Curriculum Early childhood education curriculum with five new ECE resources aligned to NAEYC and DAP standards, providing theory and application focus with real-world relevance, including Small Animal Science and Care and Parents and Their Children titles.
- Health and Physical Education Curriculum Comprehensive health and physical education curriculum covering nutrition, fitness, mental health, and physical wellness for middle and high school students.
- Education Curriculum Teacher education curriculum covering child development, curriculum design, teaching methods, and early childhood education administration.
- Digital Technology Curriculum Technology curriculum including computer service and repair, cybersecurity principles, and digital information technology.
- Financial Services and Business Curriculum Business and financial literacy curriculum covering accounting, financial literacy foundations, math for financial literacy, school to career, entrepreneurship, and principles of management, available via G-W Ignite platform and print.
- Agriculture Curriculum Agricultural education curriculum including animal science, landscape design, natural resources systems, floral design, and small animal science and care.
- Marketing, Sales, and Entrepreneurship Curriculum
Quantifiable outcome
- 2.2 million learners served
- +1 more outcomes
Companies that use Goodheart-Willcox
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Goodheart-Willcox technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature6 records
Goodheart-Willcox partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Advance Auto PartscoreG-W has partnered with Advance Auto Parts to provide MotoVisuals—a cloud-based library of hundreds of automotive service and repair interactive animations and narrated videos. This partnership enables students to receive visual reinforcement of automotive concepts using the same technology found in thousands of automotive shops across the country. MotoVisuals access is available upon request for G-W Online bookshelf users.
- ASE Education FoundationcoreG-W textbooks are aligned and correlated to ASE/NATEF automobile test areas and task lists including MLR, AST, and MAST standards. Products support ASE certification preparation for automotive technicians.
- BlackboardcoreG-W content integrates with Blackboard Learn and Blackboard Ultra LMS platforms through LTI integration and Common Cartridge format, enabling seamless access to digital textbooks and course materials.
- Brightspace by D2LcoreG-W provides EduHub LMS-Ready Content and product training videos specifically designed for Brightspace/D2L integration, including setup guides, course imports, and assessment tools.
- Canvas (Instructure)coreG-W content integrates with Canvas LMS through Common Cartridge and LTI 1.3 standards, with product training videos and how-to guides for instructors.
- MoodlecoreG-W EduHub LMS-Ready Content supports Moodle integration through Common Cartridge format, with technical support available to guide implementation.
- SchoologycoreG-W provides extensive Schoology integration support including product training videos, activation guides, and assignment submission workflows for PDF form fields. Multiple titles have dedicated Schoology training content.
- RedShelfcoreG-W digital resources include RedShelf e-books with built-in study tools, text-to-speech, collaboration tools, and accessibility features available online or offline through the RedShelf eReader platform.
- Google ClassroomcoreG-W Assessment platform integrates with Google Classroom, enabling educators to assign assessments directly and receive autograded results through the platform.
- Student Organizations and Professional AssociationsminorG-W maintains partnerships with student organizations, professional associations, accreditation programs, and certification providers to demonstrate commitment to the education community and prepare students for future success.
- Northrose Educational ResourcesminorCanadian distributor for G-W products. Contact: Jim Rozsa at 905.665.1842 or [email protected]. Prices billed at current exchange rate in Canadian dollars with approximately 10% shipping.
- YouSciencecoreG-W products include YouScience industry certifications and Precision Exams by YouScience for career and technical education programs, enabling students to earn industry-recognized credentials.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Goodheart-Willcox competitors and assessment
Company assessmentBroad incumbents
- Scholastic Education: Large K-12 publisher and educational content provider serving schools and districts nationwide. Operates broader literacy-focused catalog but shares school-district distribution channels and digital content delivery with G-W.
- Cengage Group: Educational content and technology company serving K-12, higher education, and workforce training. Overlaps with G-W in CTE/career education and digital curriculum delivery through its National Geographic Learning and Cengage Work brands.
- Pearson Education: Global education publisher with significant K-12 CTE, vocational, and digital curriculum offerings. Competes head-to-head with G-W in trades and career education, while also serving higher education and professional learning markets.
- McGraw-Hill Education: Major U.S. educational publisher offering K-12 and higher-ed textbooks and digital platforms including CTE and trades curriculum. Direct overlap with G-W's automotive, healthcare, and business titles, but operates at much larger scale across broader subject areas.
Direct peers
- Jones & Bartlett Learning: Publisher specializing in health science, nursing, and emergency services educational materials with digital learning platforms. Direct overlap with G-W's healthcare and emergency services curriculum lines.
- Savvas Learning Company: K-12 publisher (formerly Pearson K-12) offering core and CTE curriculum with strong digital platform capabilities. Directly competes with G-W in CTE, career education, and health science programs at the secondary and postsecondary level.
- EMC Publishing (Carnegie Learning): Publisher of K-12 elective and CTE curriculum including business, marketing, and career education. Closely matches G-W's business/marketing/career education niche subject areas and customer base.
- iCEV (CEV Multimedia): CTE curriculum and certification platform serving secondary and postsecondary career and technical education. Directly comparable to G-W's CTE focus, with industry certification alignment and LMS-ready digital content.
Emerging players
- Carnegie Learning: EdTech company offering K-12 math, literacy, and world languages with adaptive learning technology. Adjacent peer with overlap in K-12 curriculum delivery and digital platform business model.
- Accelerate Learning (STEMscopes): K-12 STEM curriculum provider with hands-on and digital learning content. Comparable digital delivery model and K-12 school customer base, though focused on STEM rather than CTE trades.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Goodheart-Willcox social profiles
Digital presenceGoodheart-Willcox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodheart-Willcox leadership team
Management profileNumber of profiles
Profiles4 records
Goodheart-Willcox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodheart-Willcox M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodheart-Willcox
What does Goodheart-Willcox do?
Goodheart-Willcox publishes print and digital Career and Technical Education (CTE) curriculum for 6-12 schools, colleges, and trade institutions, covering automotive, construction, culinary, healthcare, business, digital technology, agriculture, early childhood, and health/physical education. Its core products are standards-aligned textbooks, Online Learning Suites, G-W Assessment tools, and EduHub LMS-Ready Content that integrates with Blackboard, Canvas, Brightspace, Moodle, and Schoology. The company sells through a dedicated field sales force (Educational Consultants), direct e-commerce, and educational distributors.
Is Goodheart-Willcox a public or private company?
Goodheart-Willcox is a private company. It is classified as unknown and is currently operating.
When was Goodheart-Willcox founded?
Goodheart-Willcox was founded in 1921. It employs 101 to 250 people.
Where is Goodheart-Willcox based?
Goodheart-Willcox is headquartered in Tinley Park, United States, in the North America region.
How does Goodheart-Willcox make money?
Four revenue lines are on record. Print Textbook Sales are the primary driver. The others are digital Subscriptions, online Instructor Resources and eduHub LMS-Ready Content.
Who are Goodheart-Willcox's main competitors?
Broad incumbents on record are Scholastic Education, Cengage Group, Pearson Education and McGraw-Hill Education. Direct peers are Jones & Bartlett Learning, Savvas Learning Company, EMC Publishing (Carnegie Learning) and iCEV (CEV Multimedia). Emerging players are Carnegie Learning and Accelerate Learning (STEMscopes).
Does Goodheart-Willcox have an API?
No public API is recorded for Goodheart-Willcox.
What industry is Goodheart-Willcox in?
Goodheart-Willcox's product category is Educational Publishing. Its primary akta.pro industry code is EDAGALAG, Career & Technical Education (CTE) & Trade Skills Media, with a secondary code of EDAGAAAG, Electives & Enrichment Curriculum (Arts, Music, PE, CTE Exploratories). Its NAICS code is 5132 and its SIC code is 2731.