Wellness Works Canada

What Wellness Works Canada does

Wellness Works Canada is a Canadian not-for-profit association founded in 2019 by Victoria Grainger and headquartered in Edmonton, Alberta. It is positioned as Canada's first and only national association supporting the workplace health and performance industry, serving two primary customer segments: workplace well-being practitioners seeking professional certification and continuing education, and employers and organizations seeking to build healthy, high-performing work cultures. The organization delivers a portfolio of interconnected products including a three-step Workplace Assessment Tool (Work Performance Index) that evaluates worker well-being, environmental sustainability, and organizational performance, built in partnership with Mitacs and the University of Alberta; a three-tier Workplace Well-being and Performance Certification (Practitioner, Leader, Expert); a B.R.A.V.E. Conversations Certification focused on mental well-being first aid; Mental Health First Aid training delivered through the Mental Health Commission of Canada; Mental Health First Aid Kits for workplaces; and over 26 workshop topics plus 75+ on-demand webinars.

The business model combines subscription-style membership fees ($50 Student, $100 Individual, $750-$1,250 Partner/Provider Organization and Ambassador Certification, $1,000-$1,500 Master/Mentor Certification) with pay-as-you-go training revenue (Resilience Training $797, Psychological Health and Safety Certification $597/person, Building a Healthy High Performing Work Culture workshop $2,497, B.R.A.V.E. Conversations $197/person, Mental Health First Aid $227/person, Ambassador Training $597/person, keynotes from $1,997). Distribution is primarily digital — through the main wellnessworkscanada.ca site, a separate resources.wellnessworkscanada.ca content and learning site, an e-commerce shop for physical kits, and the Zeffy event registration platform — with in-person delivery for group and enterprise training. Underlying technology is non-AI: it is built around an evidence-based assessment framework (the Work Performance Index), a QuestionPro survey integration, and standard web/LMS delivery infrastructure. The organization has 1-10 employees, generates revenue entirely through membership fees, training programs, certifications, and product sales, and is sustained by an academic and partner ecosystem that includes Mitacs, the University of Alberta, the University of Winnipeg, the Mental Health Commission of Canada, Perkopolis, Virgin Pulse, and various consultants.

Name

Wellness Works Canada

Legal name

Wellness Works Canada

Website

https://wellnessworkscanada.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Wellness Works Canada is a Canadian not-for-profit association that provides certification, training, assessment tools, and mental health resources to workplace well-being practitioners and employers seeking to build healthy, high-performing work cultures.

Ownership category

akta.pro rank

Product category

Workplace Wellness Services

NAICS

Professional Organizations (81392), Business Associations (813910), Business, Professional, Labor, Political, and Similar Organizations (8139)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Workplace Wellness & Wellbeing Education (EDAAAHAN)

akta.pro secondary industries

Mental Wellness & Resilience Education (Non-clinical) (EDAAAHAK), Corporate/Workplace Wellness Coaching (HSADAGAL), Wellness Program Design & Accountability Coaching (HSADAGAC)

Keywords

• Workplace wellness certification
• Mental health training
• Workplace health accreditation
• Psychological safety training
• Employee wellbeing programs

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees at multiple tiers: Student ($50), Individual/Practitioner ($100), Partner/Provider Organizations and Ambassador Certification ($750-$1250), Master/Mentor Certification ($1000-$1500). Members receive access to resources, webinars, networking, and 15% discounts on training and products.
2. Training and Workshop Fees: Revenue from workplace training programs including Resilience Training ($797), Psychological Health and Safety Certification ($597/person), Building a Healthy High Performing Work Culture workshop ($2497), B.R.A.V.E. Conversations Certification ($197/person), Mental Health First Aid ($227/person), Ambassador Training ($597/person). Keynotes start at $1997.
3. Certification Fees: Workplace Well-being and Performance Certification at $1097 for the full program (three levels). Certification is available at Practitioner, Leader, and Expert levels.
4. Product Sales: Sale of Mental Health First Aid Kits for workplaces, with member discounts available.
5. Employer Membership Services: Employer memberships provide external support including employee surveying, auditing current practices, and providing recommendations for building healthy work cultures.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels11 records

Core offering

Wellness Works Canada is a national not-for-profit association that delivers workplace health and performance certifications, training programs, mental health resources, and organizational assessments for employers and practitioners across Canada. The organization offers the only Canadian accreditation pathway for workplace well-being practitioners (Practitioner, Leader, Expert tiers), the B.R.A.V.E. Conversations certification, Mental Health First Aid training, Mental Health First Aid Kits, and a Triple Bottom Line Workplace Assessment Tool. It also provides keynote presentations, workshops, and group training engagements to help organizations build healthy, high-performing work cultures.

Product overview

Wellness Works Canada is Canada's first and only national non-profit association supporting workplace health and performance. The organization operates as a membership-based association offering a portfolio of interconnected products and services including: a 3-step Workplace Assessment Tool for evaluating worker well-being, environmental sustainability, and organizational performance; the Workplace Well-being and Performance Certification with three levels (Practitioner, Leader, Expert) and complementary Ambassador/Master certifications; Mental Health First Aid Kits for teams; B.R.A.V.E. Conversations Certification for mental well-being first aid skills; over 26 workplace training workshops; webinars and events; and annual membership programs with discounts and partner perks. The offerings are designed to support employers and practitioners in building healthy, high-performing work cultures aligned with the Canadian Psychological Health and Safety Standard.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Membership Program Annual membership tier (Organization, Practitioner, Student/Retiree) providing access to the Wellness Works Canada community, member pricing on training and certification, an Annual Well-being Calendar, and ongoing resources for workplace health practice.
• Workplace Well-being and Performance Certification Three-tier Canadian accreditation for workplace well-being practitioners (Practitioner, Leader, Expert), enabling professionals and in-house practitioners to be credentialed in delivering workplace health and performance programs.
• B.R.A.V.E. Conversations Certification

Quantifiable outcome

• 92% of employees are more likely to stay with empathetic organizations (Businessolver)
• +6 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MitacscoreStrategic or Co-development PartnerMitacs partnership enabled the development of the Work Performance Index assessment tool. Mitacs is a not-for-profit organization that connects industry with university researchers to solve business challenges through innovation.
• University of AlbertacoreStrategic or Co-development PartnerAcademic partnership in the development of the Work Performance Index assessment tool. Researchers from the University of Alberta contributed to the research project including literature review and employer survey.
• University of WinnipegcoreStrategic or Co-development PartnerPartnership with University of Winnipeg on the national Work Performance Index study that bridges worker well-being, environmental sustainability, and organizational performance research.
• PerkopolisminorGTM or Marketing PartnerMember discount partner providing Wellness Works Canada members access to discounts ranging from everyday essentials to luxury travel and experiences at perkopolis.com. Members receive access to over 5000 exclusive perks including WestJet, UberEats, and David's Tea discounts.
• Virgin PulseminorGTM or Marketing PartnerMember discount partner offering 30% off VP GO Fast Forward digital health solution for COVID-19 era employee health, well-being and engagement. Code: 2022WWCMember.
• Deborah Connors / Well-Advised ConsultingminorGTM or Marketing PartnerPartner offering member discounts on courses including: 20% off 8-Weeks To A Better Place To Work online annual course, 15% off Conversations Worth Having Bootcamp, 15% off Leading A Better Place To Work self-directed online course.
• Timber BenefitsminorGTM or Marketing PartnerMember discount partner offering complimentary employee benefits check-up to review existing plans for alignment with high-performing and health-focused work culture.
• Brandy PayneminorGTM or Marketing PartnerMental health consultant partner offering 20% off workshop, training, advisor or consultant packages for members. Also provides mental health first aid services.
• Mental Health Commission of Canada / Opening MindscoreStrategic or Co-development PartnerWellness Works Canada is a trained facilitator for Mental Health First Aid courses certified by the Mental Health Commission of Canada (now managed by Opening Minds). Over 400,000 Canadians trained since 2007.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Calm: Global mental wellness platform with meditation, resilience, and sleep content offered to consumers and employers. Comparable in the mental wellness training and resilience content category.
• Virgin Pulse: Global workplace wellness platform offering employee engagement and well-being programs. Comparable as a workplace wellness vendor (and a current member-discount partner) targeting overlapping employer customers.
• Headspace: Mental wellness platform offering meditation, coaching, and employer well-being programs. Comparable as a workplace mental wellness provider serving employers with digital well-being solutions.

Direct peers

• Canadian Mental Health Association: National not-for-profit in Canada focused on mental health awareness, education, and advocacy. Closest comparable as a Canadian national nonprofit association operating in the mental health and workplace wellness advocacy space.
• Mental Health Commission of Canada: Federal-level standards body that certifies Mental Health First Aid training, the program Wellness Works Canada delivers. Directly comparable as a national nonprofit setting mental health standards in Canada.

Broad incumbents

• TELUS Health (formerly Lifeworks / Morneau Shepell): Major Canadian workplace wellness, EAP, and benefits provider. Comparable as a broad incumbent offering overlapping workplace health services, training, and assessments to Canadian employers.
• Homewood Health: Canadian provider of mental health, EAP, and workplace wellness services to employers. Comparable as an established incumbent serving similar employer customers with mental health and wellness programs.
• GreenShield Canada: Canadian health benefits and wellness provider serving employer and individual customers. Comparable as a broader incumbent offering employee wellness programs to Canadian organizations.

Regional players

• Workplace Safety & Prevention Services: Canadian not-for-profit providing workplace health and safety training and consulting. Comparable as a regional training association overlapping in occupational health and safety education.

Others

• CSA Group: Standards organization behind CSA Z1003 Psychological Health and Safety standard that Wellness Works Canada helps implement. Comparable as an adjacent ecosystem participant whose standard underpins the association's offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/WellnessWorksCa
• Facebookfacebook.com/WellnessWorksCanada
• LinkedInlinkedin.com/company/wellness-works-canada
• Instagraminstagram.com/wellnessworkscanada

Compliance1 record

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 Wellness Works Canada