Wisconsin Rural Water Association

What Wisconsin Rural Water Association does

Wisconsin Rural Water Association (WRWA) is a private, non-profit membership association headquartered in Plover, Wisconsin, that assists, educates, and represents water and wastewater professionals statewide. Its mission is operationalized through a year-round portfolio of approximately 35 training events per year, including waterworks certification exam reviews, wastewater operations courses, cross connection control (CCC) certification, confined space entry, line tracing, and safety training. WRWA delivers these through three channels: hands-on instruction at its dedicated WRWA Technology Center in Plover, regional training venues across Wisconsin (Drummond, McFarland, Waupun, Green Bay, Janesville, Madison), and virtual or hybrid sessions via Microsoft Teams.

The organization's revenue model combines recurring membership dues (System Members, Business Members, WIP Members) with transactional training course fees priced in a member/non-member tiered structure ($60/$100 for 3-hour courses, $125/$175 for full-day, $250/$350 for multi-day), supplemented by annual events (Annual Technical Conference, Outdoor Expo, Golf Outing, Ice Fisheree), a quarterly journal, and advertising. Select courses are offered at no fee to expand reach (e.g., Manganese in Drinking Water, OTM/NN Exam Review). Strategic partnerships with the Wisconsin DNR, CISA, and 30+ corporate members (American Flow Control, Hydro Corp, Ferguson Waterworks, Ehlers, ISG, UtilityLogic, A.Y. McDonald) reinforce both content quality and ecosystem reach.

The organization employs 11–50 staff and is led by an Executive Director who has served since 2000 and has announced a planned 2027 retirement, with active succession planning underway. Technology footprint is limited to standard productivity tools (website, Microsoft Teams); there is no proprietary software platform, no AI/ML capability, and no data product. The competitive position rests on regulatory alignment with Wisconsin DNR certification requirements, a multi-venue physical footprint, and incumbency as the state's primary professional association in the sector.

Name

Wisconsin Rural Water Association

Legal name

Wisconsin Rural Water Association

Website

https://wrwa.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Wisconsin Rural Water Association is a non-profit membership association in Plover, Wisconsin that trains, certifies, and advocates for municipal water and wastewater utility operators statewide through in-person, regional, and virtual courses.

Ownership category

akta.pro rank

Product category

Water and Wastewater Utility Training & Education

NAICS

Administration of Environmental Quality Programs (9241), Administration of Conservation Programs (92412)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

akta.pro secondary industries

Water Resources Administration (Watersheds, Rivers, Groundwater) (BPAIAMAE), Non-Revenue Water (NRW) Reduction & Leak Detection (EUANAAAF), Irrigation Systems & Water Management (Ag) (EDAOAOAG)

Keywords

• Water utility training
• Wastewater certification
• Operator education
• Cross connection control
• Water industry association

Headquarters

HQ city

Plover

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Dues: WRWA generates revenue through membership dues from System Members (water/wastewater utilities), Business Members, and WIP Members. Membership provides access to training discounts, networking, and advocacy services.
2. Training Course Fees: The organization offers paid training courses ranging from $60-$350 per course, with member and non-member pricing tiers. Courses include certification exam reviews, safety training, and technical skills development for water and wastewater operators.
3. Free Training Programs: WRWA provides select no-fee training sessions, such as the Manganese in Drinking Water course in Drummond, WI, to expand reach and serve community needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wisconsin Rural Water Association is a non-profit membership association that delivers training, certification exam preparation, and continuing education to water and wastewater utility operators across Wisconsin. The organization operates a hands-on training facility (WRWA Technology Center) in Plover, runs 35+ paid training courses annually, and offers tiered membership programs for utilities, businesses, and individuals.

Product overview

Wisconsin Rural Water Association (WRWA) is a professional membership association providing training, certification programs, and resources for water and wastewater utility operators throughout Wisconsin. The organization operates primarily through its core offerings: in-person and online training programs delivered at its Technology Center facility in Plover, WI, and via Microsoft Teams virtual sessions. The training portfolio includes waterworks certification courses, wastewater operations training, line tracing, confined space entry, excavation safety, and cross connection control certification. WRWA also organizes annual events including the Outdoor Expo and Annual Technical Conference, publishes a quarterly journal, and provides membership services with tiered benefits for system, business, and WIP members. The association does not offer a software platform but rather focuses on professional development and continuing education for utility operators.

Differentiator

Problem solved

Functional benefit

Products and services

• WRWA Training Programs Paid professional training and certification courses for water and wastewater utility operators in Wisconsin, covering waterworks certification exam reviews, wastewater operations, line tracing, confined space entry, excavation safety, and cross connection control. Delivered in person, virtually, and in hybrid formats.
• Online Training Virtual instructor-led training delivered via Microsoft Teams that allows water and wastewater operators to earn continuing education credits remotely, with hybrid attendance options for selected courses.
• WRWA Technology Center (Training Facility) Hands-on training facility at 351 Water Way, Plover, WI 54467, hosting in-person, equipment-based training sessions for water and wastewater operators, including waterworks certification exam reviews and wastewater operations labs.
• WRWA Annual Events (Technical Conference, Outdoor Expo, Golf Outing, Ice Fisheree) Annual member and industry events including the Annual Technical Conference, Outdoor Expo, Golf Outing, and Ice Fisheree that bring together water and wastewater professionals for networking, technical sessions, and equipment showcases.
• WRWA Memberships (System, Business, and WIP Members) Annual membership program for water/wastewater utilities (System Members), water industry vendors and engineering firms (Business Members), and the Wisconsin wastewater industry personnel (WIP Members), providing training discounts, networking, advocacy, awards, and scholarships.
• WRWA Journal (Quarterly Publication) Quarterly/seasonal member publication covering industry topics, conference recaps, business spotlights, and technical articles for water and wastewater professionals in Wisconsin.

Quantifiable outcome

• Continuing education credits for operator certification
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• American Flow ControlcoreGTM or Marketing PartnerCorporate Gold Member providing training support and demonstrations at WRWA events. Representatives like Andrew Straus and Bud Keyes conduct hydrant maintenance and operation training sessions.
• A.Y. McDonaldminorGTM or Marketing PartnerAssociate Member participating in WRWA training events, providing instruction on water logistics and product expertise.
• ISG (Engineers)minorGTM or Marketing PartnerCorporate Member providing technical training on manganese treatment and drinking water lab operations.
• UtilityLogic, LLCminorGTM or Marketing PartnerCorporate Member providing line tracing training instruction, led by Law Joe Rubbelke.
• Hydro CorpcoreGTM or Marketing PartnerCorporate Gold Member providing cross connection control training instruction. Gary McLaren has instructed WRWA CCC classes since 2012. Hydro Corp also partners on the 40-hour CCC Assembly Tester Certification Course.
• Water Well Solutions Service Group, Inc.minorGTM or Marketing PartnerCorporate Gold Member providing wells and pumps training instruction, led by Pete Bennin.
• Soderholm & AssociatesminorGTM or Marketing PartnerPartner providing cross connection control training instruction alongside Hydro Corp. Rich Davison has instructed WRWA CCC classes since 2012.
• EhlersminorGTM or Marketing PartnerProvides instructors Brian Roemer and Ariana Schmidt for Utility Financial Management Best Practices training courses.
• Cybersecurity and Infrastructure Security Agency (CISA)coreStrategic or Co-development PartnerFederal agency providing instructor Dave Melby for WRWA Cyber & Physical Protection for Water & Wastewater Utilities training, covering cybersecurity best practices and critical infrastructure protection.
• Wisconsin DNRcoreStrategic or Co-development PartnerState regulatory agency. WRWA provides training aligned with DNR certification requirements. WI DNR staff instructors teach Lead & Copper courses. Training venues include WI DNR Service Center in Janesville.
• ESI/Cla-ValminorGTM or Marketing PartnerCorporate Member providing instructor Mike Barreau for control valve maintenance training.
• Ferguson WaterworkscoreGTM or Marketing PartnerCorporate Gold Member providing locate equipment training instruction through representative Doug Gries.
• Municipal Well & PumpminorGTM or Marketing PartnerWisconsin company hosting Wells & Pumps Operations & Maintenance training at their Waupun facility. Staff members instruct on pumps, motors, and well rehabilitation.
• Green Bay Water UtilityminorGTM or Marketing PartnerMunicipal utility providing training venue for Surface Water Exam Review at the Green Bay Water Utility Training Center.
• National Water CollegeminorStrategic or Co-development PartnerWRWA references National Water College as part of its educational offerings, providing student brochures and information about water industry education programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Minnesota Rural Water Association: State rural water association offering training, certification, and technical assistance to Minnesota utilities. Directly comparable to WRWA in mission, non-profit membership structure, training portfolio, and use of a hands-on technology center.
• Illinois Rural Water Association: State-level rural water membership association providing operator training, certification prep, and member services for Illinois utilities. Near-twin operating model to WRWA, serving an adjacent state with the same NRW-affiliated structure.
• Wisconsin Wastewater Operators Association: Wisconsin-focused wastewater operator association providing training, certification, and continuing education to wastewater professionals across the state. Direct competitor in the same Wisconsin regulatory environment with overlapping course offerings.
• Iowa Rural Water Association: Iowa rural water membership association delivering training, certification exam prep, and member services to municipal utilities. Closely comparable to WRWA in scope, membership categories, and training event cadence.

Broad incumbents

• National Rural Water Association: National umbrella for state rural water associations including WRWA, providing federal advocacy and shared programs. Directly comparable as the apex trade body in the same non-profit, membership-based training space WRWA operates in.
• Water Environment Federation (WEF): National association for wastewater professionals offering training, certification, and operator education. Overlaps WRWA's wastewater operator training portfolio (e.g., Basic General Wastewater, biosolids courses) at a national scale.
• American Water Works Association (AWWA): Largest US water-sector association offering operator training, certification, and continuing education at a national scale. Comparable to WRWA's training mission and certification exam prep, but operating across all 50 states with much broader resources.

Regional players

• Central States Water Environment Association (CSWEA): Regional WEF affiliate covering Wisconsin, Illinois, Minnesota, and surrounding states with operator training and certification events. Comparable to WRWA on training mission and Wisconsin presence, but broader geographic scope.

Others

• Hydro Corp: Corporate Gold Member and partner delivering WRWA's Cross Connection Control training (instructing since 2012). Comparable as a provider of water-related training/certification services that partners with WRWA and also sells independently to utilities.

Emerging players

• National Water College: Online-focused water industry education program referenced by WRWA for student brochures and industry education. Comparable as a training provider serving water professionals, competing for the same continuing-education and operator certification audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wiruralwater
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wisconsin Rural Water Association