Goodheart-Willcox

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.

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

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

• Educational publishing
• Career technical education
• Digital textbooks
• Learning management systems
• CTE curriculum

Headquarters

HQ city

Tinley Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Advance Auto PartscoreStrategic or Co-development PartnerG-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 FoundationcoreTechnology or IntegrationG-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.
• BlackboardcoreTechnology or IntegrationG-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 D2LcoreTechnology or IntegrationG-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)coreTechnology or IntegrationG-W content integrates with Canvas LMS through Common Cartridge and LTI 1.3 standards, with product training videos and how-to guides for instructors.
• MoodlecoreTechnology or IntegrationG-W EduHub LMS-Ready Content supports Moodle integration through Common Cartridge format, with technical support available to guide implementation.
• SchoologycoreTechnology or IntegrationG-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.
• RedShelfcoreTechnology or IntegrationG-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 ClassroomcoreTechnology or IntegrationG-W Assessment platform integrates with Google Classroom, enabling educators to assign assessments directly and receive autograded results through the platform.
• Student Organizations and Professional AssociationsminorGTM or Marketing PartnerG-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 ResourcesminorChannel Partner/ Reseller/ DistributorCanadian 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.
• YouSciencecoreTechnology or IntegrationG-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

Broad 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

• Xx.com/gwpublisher
• YouTubeyoutube.com/GoodheartWillcox
• Facebookfacebook.com/goodheartwillcox
• LinkedInlinkedin.com/company/goodheartwillcox
• Instagraminstagram.com/gwpublisher

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodheart-Willcox