Glasser Institute for Choice Theory

What Glasser Institute for Choice Theory does

Glasser Institute for Choice Theory (GIFCT) is a privately held U.S. training and certification organization founded in 1967 in Country Club Hills, United States, that develops, teaches, and certifies practitioners in Choice Theory — a psychological framework originated by psychiatrist William Glasser premised on internal control psychology, namely that individuals can control only themselves and have limited ability to control others. The Institute packages this methodology into a multi-product portfolio: professional certification training for counselors, coaches, leaders, and educators; self-paced online courses delivered through the Thinkific platform; group and personal coaching services; an annual membership program with directory and regional access; and books, videos, and media sold through a separate e-commerce storefront at wglasserbooks.com. Free introductory content (the Little Book of Choice Theory) functions as an email-capture lead magnet.

The organization segments its market into four practice areas: Individuals & Families, Glasser Quality Schools (K-12 education), Leadership & Organizations, and Community & Behavioral Health — serving consumers in personal, family, school, workplace, and nonprofit/government settings (one named government customer is Arizona DES). Go-to-market is community-led: the Institute coordinates eight regional organizations that host local training, events, and meetings to grow a global network of certified Choice Theory practitioners and members. Revenue derives from a mix of recurring annual membership fees, recurring online-course subscriptions, one-time certification and product purchases, and per-engagement coaching services; pricing tiers are not publicly disclosed. The firm operates with 11–50 employees, has no disclosed parent company, no institutional funding, and no recorded M&A, leadership, or restructuring activity in the provided data.

Name

Glasser Institute for Choice Theory

Legal name

Glasser Institute for Choice Theory

Website

https://WWW.WGLASSER.COM

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Glasser Institute for Choice Theory is a privately held U.S. training and certification organization, founded in 1967, that teaches and certifies practitioners in Dr. William Glasser's Choice Theory psychology framework across education, leadership, family, and community/behavioral-health settings.

Ownership category

akta.pro rank

Headquarters

HQ city

Country Club Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership subscriptions providing access to resources, directory listings, and regional organization connections.
2. Training and Certification: Professional certification and in-depth training programs for counselors, coaches, leaders, and educators.
3. Online Courses: Digital courses available through the Thinkific learning platform for self-paced learning.
4. Books, Videos and Courses: Physical and digital products about Choice Theory and William Glasser's work sold through wglasserbooks.com.
5. Coaching Services: Group and personal coaching services for individuals seeking to apply Choice Theory in their lives.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Glasser Institute for Choice Theory delivers professional training, certification, online courses, coaching services, and published materials centered on William Glasser's Choice Theory — a psychological framework based on internal control psychology. Offerings are organized into four practice areas: Individuals & Families, Glasser Quality Schools (education), Leadership & Organizations, and Community & Behavioral Health.

Product overview

The Glasser Institute for Choice Theory is a training and certification organization founded in 1967 that offers a unified portfolio of educational and coaching services centered on Choice Theory psychology. The core offerings include professional certification programs, online courses delivered through Thinkific, and group/personal coaching services. The Institute also provides membership programs with access to regional networks, free resources like the Little Book of Choice Theory, and sells books and media through Glasser Books. Services are organized into four practice areas: Individuals & Families, Glasser Quality Schools (education), Leadership & Organizations, and Community & Behavioral Health.

Differentiator

Problem solved

Functional benefit

Products and services

• Choice Theory Training & Certification In-depth professional training program that teaches counselors, coaches, leaders, and educators to apply Choice Theory methodology in their practice, with certification opportunities to become a qualified Choice Theory practitioner.
• Online Courses Self-paced digital courses on the Thinkific learning platform that teach Choice Theory concepts and applications for individuals and professionals.
• Group and Personal Coaching Coaching services using Choice Theory principles, offered in group and personal formats, to help individuals develop stronger relationships, increase personal responsibility, and create more satisfying lives.
• Annual Membership Program Annual membership providing access to resources, directory listings, regional connections, and ongoing support for Choice Theory practitioners.
• Glasser Books & Media Store Physical and digital retail store selling books, videos, and courses about and by William Glasser related to Choice Theory.
• Individuals & Families Practice Services Support services helping individuals become more satisfied with their lives and develop stronger relationships between couples, parents, children, and families, using Choice Theory.
• Glasser Quality Schools Practice Services Educational program increasing students' responsibility for their own learning and success, strengthening relationships among peers, teachers, students, and families to build thriving learning communities.
• Leadership & Organizations Practice Services Organizational services improving outcomes for businesses by creating resilient and high-performance leaders and teams through influence rather than authority, using Choice Theory.
• Community & Behavioral Health Practice Services Community services improving outcomes for non-profits, government agencies, and healthcare services, leading to better relationships, increased personal responsibility, and healthier communities.

Quantifiable outcome

• Students who learn to self-evaluate and practice connecting habits of internal control psychology can attain and surpass high educational standards
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• FranklinCovey: Sells proprietary leadership and organizational effectiveness methodologies (e.g., The 7 Habits) through training, certification, and content, comparable to Choice Theory's training/certification and Leadership & Organizations practice area.
• Dale Carnegie & Associates: Long-established provider of leadership, communication, and personal development training built around a proprietary methodology, directly comparable to Glasser Institute's training/certification and personal empowerment offerings.
• Crucial Learning: Training and certification company for leadership, dialogue, and influence skills, with both trainer certification and corporate training offerings — closely parallel to Glasser Institute's certified practitioner and leadership practice area model.
• Landmark Worldwide: Personal development and transformation training organization with proprietary methodology, comparable in its emphasis on personal empowerment and leadership courses delivered through workshops and facilitators.
• Co-Active Training Institute (CTI): Premier coaching certification body offering professional coach training and certification, directly comparable to Glasser Institute's Choice Theory certification program for counselors, coaches, and leaders.

Broad incumbents

• Gallup: Major research-based leadership and employee engagement company with CliftonStrengths and coaching certifications, addressing overlapping leadership and workplace culture needs as Glasser Institute's Leadership & Organizations practice area.
• International Coaching Federation (ICF): Leading global coaching credentialing body that sets standards and certifies coaching training programs — comparable as the broader umbrella in which Choice Theory certification competes for practitioner adoption.
• Tony Robbins Companies: Large-scale personal development and performance coaching brand addressing similar audiences (individuals, leaders, organizations) with proprietary methodologies and live events, competing for the same buyer mindshare.

Emerging players

• Positive Intelligence: Tech-enabled mental performance coaching platform with a proprietary methodology (PQ) and app-based training, representing the digital-native, evidence-based approach that competes with Choice Theory in the leadership/wellness space.

Others

• Association for Talent Development (ATD): Professional membership association for the training and development industry; comparable as the broader ecosystem in which Choice Theory certification and leadership training compete for trainer attention and adoption.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 Glasser Institute for Choice Theory