Non 12 Step
Non 12 Step is the archived content and brand of Dr. Ed Wilson's former non-12-step addiction treatment practice, now hosted by Practical Recovery, an outpatient addiction treatment center in La Jolla/San Diego serving individuals and families seeking secular, self-empowering recovery alternatives.
- Company typePrivate
- Founded1985
- HeadquartersCalabasas, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Non 12 Step does
Non 12 Step (non12step.com) is the archived digital presence of Dr. Ed Wilson's former addiction treatment practice, now hosted by Practical Recovery, an outpatient addiction treatment center operating in La Jolla (San Diego), California since 1985. The entity delivers non-12-step alternatives to traditional addiction recovery, offering outpatient drug and alcohol rehab, intensive outpatient programs (IOP), individual therapy, recovery groups, continuing care, the CRAFT family-support program, and emerging psychedelic-assisted treatment, without requiring adherence to surrender-based or higher-power frameworks. Revenue is generated fee-for-service from individual patients who self-refer via phone or website contact; the operation is single-site, privately held, and operates with 1–10 employees.
The service portfolio is supported by an extensive content-marketing operation, with a blog exceeding 1,000 articles across categories such as Alternative Approaches to Recovery (132 posts), Recovery (123), Change Your Thinking (146), and Mindfulness (39), plus a free weekly email newsletter. Marketing also includes dedicated resources targeting healthcare professionals for referrals. No institutional funding, no technology platform, no mobile application, and no AI capabilities are disclosed; the underlying technology is the clinical methodology and content archive itself. Operating status of the standalone non12step.com brand is closed following Dr. Wilson's retirement, with the content now served as an inbound channel into Practical Recovery's clinical services.
Non 12 Step firmographics
Firmographics- Name
- Non 12 Step
- Website
- https://non12step.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Closed
- Headcount range
- 1–10 employees
- Short description
- Non 12 Step is the archived content and brand of Dr. Ed Wilson's former non-12-step addiction treatment practice, now hosted by Practical Recovery, an outpatient addiction treatment center in La Jolla/San Diego serving individuals and families seeking secular, self-empowering recovery alternatives.
- Ownership category
- akta.pro rank
Non 12 Step industry classification
Industry- Product category
- Outpatient Addiction Treatment Services
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420), Other Individual and Family Services (624190)
- SIC
- Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000), Services-Social Services (8300)
- akta.pro primary industry
- Outpatient Substance Use Treatment Programs (IOP/PHP/OP) (HLAFACAF)
- akta.pro secondary industries
- Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)
Keywords
Where Non 12 Step is headquartered
LocationHeadquarters
- HQ city
- Calabasas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Non 12 Step business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Addiction Treatment Services: Fee-for-service outpatient addiction treatment including intensive outpatient programs, individual therapy, recovery groups, and continuing care services for substance abuse and related behavioral health conditions.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Non 12 Step product offering
Product offeringCore offering
Non 12 Step / Practical Recovery delivers outpatient drug and alcohol addiction treatment from a single La Jolla (San Diego) clinic using a non-12-step, self-empowering methodology. Core services include an Intensive Outpatient Program, individual therapy, recovery groups, continuing care, the CRAFT family support program, and psychedelic-assisted treatment, complemented by an extensive educational content library for individuals, families, and clinicians.
Product overview
Non 12 Step is a collection of addiction treatment services and educational resources offered through Practical Recovery. The core offering consists of outpatient treatment programs (Outpatient Rehab, Intensive Outpatient Program), individual and group therapy, and continuing care services—all delivered without the traditional 12-step model. The portfolio includes family support through CRAFT for Families, specialized psychedelic-assisted treatment, and extensive educational content including academic articles and blog resources on alternative recovery approaches. The services are geographically centered in San Diego, California, with treatment provided at 8950 Villa La Jolla Dr., Ste. A220, La Jolla (San Diego), CA 92037.
Differentiator
Problem solved
Functional benefit
Products and services
- Outpatient Drug and Alcohol Rehab Self-empowering outpatient addiction treatment program providing flexible scheduling for individuals seeking recovery without the 12-step model, delivered from San Diego, California.
- Intensive Outpatient Program Structured intensive treatment program offering more frequent therapy sessions than standard outpatient care, designed for individuals requiring greater support during recovery.
- Individual Therapy One-on-one therapeutic sessions providing personalized addiction treatment and mental health support tailored to individual recovery needs.
- Recovery Groups Group therapy sessions offering peer support and shared recovery experiences within a non-12-step framework.
- Continuing Care Ongoing aftercare and maintenance services supporting long-term recovery following initial treatment completion.
- CRAFT for Families Community Reinforcement and Family Training (CRAFT) program helping family members support loved ones struggling with addiction while maintaining their own wellbeing.
- Psychedelic-Assisted Treatment Emerging treatment approach utilizing psychedelic-assisted therapy as an alternative modality for addiction recovery.
Companies that use Non 12 Step
Customer profileSegments3 records
Ideal customer profiles3 records
Non 12 Step technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Non 12 Step partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dr. Ed Wilson / Non12step.comminorPractical Recovery acquired and archived the content from Dr. Ed Wilson's non12step.com website when Dr. Wilson retired. Dr. Wilson was a long-time colleague of Dr. Tom Horvath. Practical Recovery hosts this archived content as a service to those who resonate with Dr. Wilson's non-12-step treatment philosophy.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
Non 12 Step competitors and assessment
Company assessmentEmerging players
- Bright Heart Health: Virtual outpatient addiction and mental health treatment provider. Comparable modality (tele-IOP / outpatient SUD) though differentiated by tech-enabled delivery; relevant emerging peer for digital outpatient addiction care.
- Workit Health: Tech-enabled outpatient addiction treatment offering virtual IOP and medication-assisted treatment. Comparable to Non 12 Step's outpatient/IOP model but with national reach and a digital-first delivery model — emerging competitive threat to single-site clinics.
- Lionrock Recovery: Online intensive outpatient and recovery support delivered via teletherapy. Overlaps with Non 12 Step's outpatient/IOP programming but scales digitally across geographies — relevant emerging comparator.
Regional players
- Northstar Behavioral Health: California-based outpatient addiction and mental health services. Comparable outpatient SUD positioning and overlapping Southern California / California service area — relevant regional peer.
- Sierra Health Life Center: Outpatient addiction treatment provider offering IOP and PHP. Comparable outpatient level-of-care mix and treatment philosophy though operating in different state markets — relevant services-aligned peer.
Direct peers
- SMART Recovery: National non-12-step, secular self-empowerment recovery program using CBT/REBT tools. Directly comparable as a competing ideology and self-help framework for individuals rejecting the AA model — analogous positioning and overlapping audience with Non 12 Step's recovery groups.
- Moderation Management: Non-abstinence-based, secular alternative to 12-step with harm-reduction philosophy. Matches Non 12 Step's stance on moderation management versus mandatory abstinence and its self-empowering approach.
Broad incumbents
- Caron Treatment Centers: Established not-for-profit addiction treatment organization with inpatient and outpatient programming. Broad incumbent in the same addiction treatment category though serving a wider geographic and acuity mix than Non 12 Step.
- Hazelden Betty Ford Foundation: Large, established U.S. addiction treatment provider operating across residential, outpatient, and recovery services. Comparable as an outpatient addiction services peer, though anchored to the 12-step tradition and thus a contrasting incumbent.
- Promises Behavioral Health (Elements): Multi-location behavioral health network with outpatient addiction programming. Comparable as an outpatient SUD services peer with broader portfolio, though typically 12-step aligned.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Non 12 Step social profiles
Digital presenceNon 12 Step financial estimates
Financial estimateRevenue estimate
Valuation estimate
Non 12 Step leadership team
Management profileNumber of profiles
Non 12 Step funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Non 12 Step 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 Non 12 Step
What does Non 12 Step do?
Non 12 Step / Practical Recovery delivers outpatient drug and alcohol addiction treatment from a single La Jolla (San Diego) clinic using a non-12-step, self-empowering methodology. Core services include an Intensive Outpatient Program, individual therapy, recovery groups, continuing care, the CRAFT family support program, and psychedelic-assisted treatment, complemented by an extensive educational content library for individuals, families, and clinicians.
Is Non 12 Step a public or private company?
Non 12 Step is a private company. It is classified as founder individual operated bootstrapped and is currently closed.
When was Non 12 Step founded?
Non 12 Step was founded in 1985. It employs 1 to 10 people.
Where is Non 12 Step based?
Non 12 Step is headquartered in Calabasas, United States, in the North America region.
How does Non 12 Step make money?
One revenue line is on record: addiction Treatment Services.
Who are Non 12 Step's main competitors?
Emerging players on record are Bright Heart Health, Workit Health and Lionrock Recovery. Regional players are Northstar Behavioral Health and Sierra Health Life Center. Direct peers are SMART Recovery and Moderation Management. Broad incumbents are Caron Treatment Centers, Hazelden Betty Ford Foundation and Promises Behavioral Health (Elements).
Does Non 12 Step have an API?
No public API is recorded for Non 12 Step.
What industry is Non 12 Step in?
Non 12 Step's product category is Outpatient Addiction Treatment Services. Its primary akta.pro industry code is HLAFACAF, Outpatient Substance Use Treatment Programs (IOP/PHP/OP), with a secondary code of BPAGAEAO, Substance Use Recovery & Harm Reduction Support Services. Its NAICS code is 621420 and its SIC code is 8093.