Non 12 Step

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.

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

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

• Outpatient addiction treatment
• Non-12-step recovery
• Behavioral health services
• Substance abuse counseling
• Intensive outpatient program

Headquarters

HQ city

Calabasas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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

Core 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.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Dr. Ed Wilson / Non12step.comminorOthersPractical 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

Emerging 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

• Xx.com/stopdrinking

Revenue estimate

Valuation estimate

Number of profiles

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 Non 12 Step