What McREL International does

McREL International is a nonprofit, non-partisan education research, development, and service organization founded in 1966 and headquartered in Denver, Colorado. It translates education research into evidence-based professional learning programs, coaching, and consulting for K-12 schools, school districts, state education agencies, and individual teachers and principals in the United States and the Pacific region. The organization operates regional offices in Hawaii, Wyoming, the Commonwealth of the Northern Mariana Islands, and the Republic of Palau, and runs federally funded programs including the Region 11 Comprehensive Center (covering Colorado, Kansas, Missouri, Nebraska, North Dakota, South Dakota, and Wyoming), the Region 12 Comprehensive Center, and REL Pacific.

McREL's core products are research-based frameworks delivered as professional development services, books, quick reference guides, online courses, and facilitator-led training. Flagship programs include Balanced Leadership for Student Learning (21 leadership actions organized around focus, change management, and community), Classroom Instruction That Works (CITW) with its Authorized Facilitator Program, Learning That Sticks (a brain-science-based instructional model), the What Matters Most school improvement framework, Curiosity Works, the Six-Phase Model for Student Learning, and the Power Walkthrough classroom observation tool. The organization also maintains a publishing arm (store.mcrel.org) with over 20 titles and produces multimedia content including the Curiosity for Better Learning podcast and a blog. McREL's underlying technology is content- and methodology-led rather than software-led; it is built on proprietary meta-analytic research (e.g., the 2005 Balanced Leadership meta-analysis) rather than on a platform product.

McREL generates revenue through a mix of federal grants (U.S. Department of Education comprehensive center contracts), fee-for-service professional development and coaching engagements priced on a quote basis, book and resource sales (individual prices $12.95–$97.76 with tiered bulk discounts of 10–20%), and recurring facilitator licensing fees ($2,500 first year, $1,500 annual renewal for CITW authorized facilitators). Distribution is multi-channel: direct sales via phone and email, an online bookstore, a network of authorized facilitators, regional Education Service Center partnerships (notably ESC Region 13 E-Campus in Texas), and in-person workshops such as the annual School Leadership That Works event in Austin, Texas.

Name

McREL International

Legal name

McREL International

Website

https://mcrel.org

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

McREL International is a nonprofit education research and development organization founded in 1966 that provides research-based professional learning, coaching, and published frameworks (Balanced Leadership, Classroom Instruction That Works, Learning That Sticks) to K-12 schools, districts, and state education agencies across the United States and the Pacific.

Ownership category

akta.pro rank

Product category

K-12 Education Professional Development and Research

NAICS

Educational Support Services (611710), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Instructional Delivery & Pedagogy (School-Led) (EDAJAFAB)

akta.pro secondary industry

Curriculum Design & Scope/Sequence (School-Led) (EDAJAFAA)

Keywords

• K-12 education research
• Professional development services
• School improvement programs
• Instructional leadership training
• Education consulting

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Development and Coaching Services: Fees for professional learning sessions, coaching, and technical assistance delivered to schools, districts, and education agencies. Includes in-person workshops, online courses, and ongoing coaching engagements.
2. Book and Resource Sales: Sale of books, quick reference guides, and reflective journals through the McREL bookstore (store.mcrel.org). Includes bulk discounts for schools and districts placing large orders.
3. Facilitator Licensing: Annual authorization fees for in-house facilitators to deliver CITW professional learning using McREL materials. $2,500 first year, $1,500 annual renewal.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

McREL International (The McREL Institute) translates education research into practical professional learning programs, coaching, consulting, and published books for K-12 schools, districts, and state education agencies. Its flagship offerings are the research-based programs Balanced Leadership for Student Learning, Classroom Instruction That Works (CITW), Learning That Sticks, Curiosity Works, and What Matters Most, complemented by curriculum and standards analysis, personnel evaluation services, the Power Walkthrough observation tool, an authorized facilitator licensing program, and a direct online bookstore of books and quick guides.

Product overview

McREL International offers a comprehensive professional learning ecosystem for K-12 education consisting of research-based programs, published books, professional development services, and digital content. The core programs include Balanced Leadership for Student Learning (school leadership development), Classroom Instruction That Works (instructional strategies), Learning That Sticks (brain-based instruction), and Curiosity Works (school improvement). These are complemented by a publishing division offering over 20 books and quick guides covering leadership, instruction, curiosity, and professional growth. Professional development is delivered through in-person workshops, online courses, and the Curiosity for Better Learning podcast. The organization operates through its main website at mcrel.org and a separate bookstore at store.mcrel.org.

Differentiator

Problem solved

Functional benefit

Brands

• Balanced Leadership: Research-based school leadership development program focused on 21 effective leadership actions and behaviors for improving student outcomes.
• Classroom Instruction That Works (CITW)
• Curiosity Works
• Learning That Sticks
• What Matters Most
• Six-Phase Model for Student Learning
• Power Walkthrough

Products and services

• Balanced Leadership for Student Learning Research-based school leadership development program identifying 21 effective actions principals can take to improve student outcomes, organized around three components: establishing clear focus, managing change, and creating purposeful community. For K-12 schools, districts, and state education agencies.
• Classroom Instruction That Works (CITW) Evidence-based instructional framework providing research-proven teaching strategies for increasing student achievement, delivered through professional learning and an authorized facilitator licensing program. For K-12 teachers, instructional coaches, and district leaders.
• Learning That Sticks Brain-based K-12 instructional model designed to help teachers create memorable, engaging lessons that promote deeper learning and long-term retention. For K-12 classroom teachers and instructional leaders.
• Curiosity Works School improvement guidebook framework moving schools from incremental improvement to innovation, using the What Matters Most structure and stages of improvement. For school and district leaders.
• Curriculum & Standards Services Consulting services for analysis and alignment of curriculum, instruction, assessment, and educational standards. For K-12 districts and state education agencies.
• Personnel Evaluation Programs supporting teacher and administrator evaluation systems aligned to professional standards and growth objectives, in partnership with PeopleAdmin. For K-12 districts and state education agencies.
• Power Walkthrough Classroom walkthrough observation tool enabling instructional coaches and principals to gather informal data on teaching practices across multiple classrooms. For instructional coaches and school principals.
• In-Person Professional Development Events Face-to-face workshops and training sessions, including the annual School Leadership That Works event in Austin, Texas. For K-12 teachers, principals, and district leaders.
• Online Professional Development Courses Self-paced and instructor-led online courses for teachers and principals, available through McREL's platform and the partner ESC Region 13 E-Campus. For K-12 teachers and principals.
• McREL Bookstore — K-12 Education Books and Quick Guides Direct online bookstore (store.mcrel.org) offering McREL-published books and quick guides including The New Classroom Instruction That Works, Learning That Sticks, Building a Curious School, Curiosity Works, Tools for Igniting Curiosity, Unleashing Curiosity Quick Guides, Pursuing Greatness, Instructional Models, Unstuck, the Breakthrough Teaching Series, Balanced Leadership for Powerful Learning, Classroom Instruction That Works with English Language Learners, Tools for Classroom Instruction That Works, A Teacher's Reflective Impact Journal, and Using Brain Science to Make Learning Stick. Unit pricing ranges from $12.95 to $97.76 with bulk discounts. For teachers, principals, and schools/districts placing bulk orders.
• CITW Facilitator Program (Authorized Facilitator Licensing) Annual licensing program granting in-house facilitators authorization to deliver unlimited CITW professional learning sessions using McREL presentation materials; includes monthly group meetings with McREL staff. $2,500 first year, $1,500 annual renewal. For K-12 schools, districts, and regional service centers.
• Curiosity for Better Learning Podcast Free podcast featuring educators, researchers, and professional learning leaders discussing topics in K-12 education including curiosity, curriculum, and student engagement. For K-12 educators and education leaders.

Quantifiable outcome

• Effective principals can add equivalent of several months of learning to the school year
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor, core and strategic.

• Joeten-Kiyu Public Library (CNMI)minorOthers · 20 April 2021Location partnership to provide Pacific regional advisers with a place to meet with local partners and host events in the Commonwealth of the Northern Mariana Islands.
• Palau High SchoolminorOthers · 20 April 2021Location partnership to provide Pacific regional advisers with a place to meet with local partners and host events in the Republic of Palau.
• ESC Region 13 (Education Service Center Region 13)coreChannel Partner/ Reseller/ Distributor · 13 April 2021Partnership to deliver customized online professional development courses through the Region 13 E-Campus platform. Three courses are available offering 15 continuing education credit hours each: Six-Phase Model for Student Learning That Sticks, Classroom Instruction That Works with English Language Learners, and Quality Questioning for Student Learning.
• Discovery EducationcoreStrategic or Co-development Partner · 29 May 2018Partnership to align Discovery Education's Spotlight on Strategies (SOS) content series to McREL's six-phase model for learning. Over 130 SOS videos and supporting materials were mapped to the six phases to help educators select appropriate classroom tactics for student learning stages.
• PeopleAdmincoreStrategic or Co-development PartnerPartnership to bring K-12 districts evaluation technology and actionable data to improve staff performance. Combined McREL's evaluation expertise with PeopleAdmin's technology platform.
• NASAstrategicStrategic or Co-development PartnerMcREL helped expand online educational programs for NASA's CosmoQuest project, bringing space science education resources to K-12 classrooms.
• University of Southern California (USC)strategicStrategic or Co-development PartnerMcREL and USC partners awarded i3 (Investing in Innovation) grant to create a digital game that boosts student motivation for learning.
• GG4LstrategicStrategic or Co-development PartnerLaunch of Safer Schools in America $25M Impact Grant initiative, combining McREL's education expertise with GG4L's platform capabilities to support school safety and improvement.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• BetterLesson: Digital-first K-12 professional learning platform offering virtual coaching and PD content, an emerging alternative to McREL's high-touch in-person workshops and consulting model.

Direct peers

• Corwin (SAGE Publishing): Education-focused publisher and PD provider offering books, online courses, and consulting for teachers and leaders, directly comparable to McREL's publishing-plus-services model.
• Learning Sciences International: Provides K-12 PD, evaluation, and leadership services to districts, closely overlapping McREL's Personnel Evaluation and instructional strategy offerings.
• ASCD: Association for Supervision and Curriculum Development, a nonprofit membership organization publishing practitioner content and delivering PD on instructional and leadership topics overlapping McREL's core programs.
• Solution Tree: Professional development and publishing company focused on school improvement, PLCs, and instructional leadership, competing for the same district PD budgets as McREL.
• International Center for Leadership in Education (ICLE, now HMH): Organization specializing in school leadership and improvement consulting, originally comparable to McREL's Balanced Leadership work and now operating as part of HMH's broader portfolio.
• Learning Forward: National nonprofit dedicated to professional learning for educators, directly comparable to McREL as a K-12 PD standards, advocacy, and training provider serving schools and districts.

Broad incumbents

• Frontline Education: Broader K-12 administration and PD software platform that bundles professional learning management with HR and evaluation tools, competing for the same district technology budgets.
• NWEA: Nonprofit assessment and research organization that complements and partially competes with McREL by providing data and PD services tied to MAP Growth and other products used by districts.
• Houghton Mifflin Harcourt (HMH): Large education publisher and services provider offering curriculum, assessment, and embedded PD; competes with McREL at the district level for instructional and leadership improvement spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/McREL

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 McREL International