Goodwill Industries of West Michigan

What Goodwill Industries of West Michigan does

Goodwill Industries of West Michigan is a 501(c)(3) nonprofit organization founded in 1950 and headquartered at 271 East Apple Avenue in Muskegon, Michigan. It employs more than 375 people and operates as one of 154 independent affiliates within the Goodwill Industries International network. The organization runs a network of 17+ retail stores and 18 donation centers across West Michigan, an outlet center, and ecommerce channels (including ShopGoodwill.com) that sell donated clothing, household goods, furniture, and electronics. Proceeds from retail are reinvested locally into workforce development programs that prepare people with barriers to employment for competitive jobs, with 3,327 people served and 413 placed into jobs averaging $18/hour in 2024, and 5,000+ people served in 2025.

The organization's workforce portfolio includes the HVAC-R Certification Program — a 13-week hands-on skilled-trades program launched in 2024 with BRES Expansion Grant funding — alongside forklift certification, customer service training, ESL and literacy classes (delivered via Read Muskegon), resume and interview coaching, and an Employing Ex-Offenders program. B2B offerings include GoodTemps staffing and commercial janitorial services. A HydroBlox Technologies joint venture (initiated 2023) extends operations into manufacturing construction-grade planks from 100% recycled plastic for stormwater management, road construction, and green infrastructure, supported by an 80,000-square-foot Muskegon facility. The organization also operates the Talking is Teaching early literacy initiative across its stores in partnership with the Ottawa Area Intermediate School District and Newaygo County Great Start, and serves as the lead convening organization for the Ford Next Generation Learning Convening Council with Muskegon Public Schools. Sustainability impact includes 13.7 million pounds of material diverted from local landfills in 2025.

Name

Goodwill Industries of West Michigan

Legal name

Goodwill Industries of West Michigan

Website

https://goodwillwm.org

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

Goodwill Industries of West Michigan is a Muskegon-based 501(c)(3) nonprofit that funds workforce development for people with employment barriers through a network of 17+ retail stores, 18 donation centers, B2B staffing and janitorial services, and vocational training programs including HVAC-R certification.

Ownership category

akta.pro rank

Product category

Workforce Development Services

NAICS

Used Merchandise Retailers (459510)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Donation, Resale & Textile Recycling Coordination (HSAFABAI)

akta.pro secondary industries

Donation Pickup & Reuse Hauling (HSAKALAI), Textile & Apparel Sorting/Recovery Facilities (EUAIADAJ)

Keywords

• Thrift retail stores
• Workforce development services
• Vocational training programs
• Donated goods processing
• Plastic recycling operations

Headquarters

HQ city

Muskegon

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Donated Goods: Revenue is generated from the sale of donated clothing, household items, and other goods in retail stores, an outlet center, and through ecommerce channels. The proceeds stay local, supporting workforce development programs and community services.
2. B2B Business Services: GoodTemps staffing provides trained workers to businesses. Janitorial services are offered to commercial clients. Both generate revenue that is reinvested into employment and training programs.
3. Sustainability and Recycling: Items that cannot be sold in stores are recycled or responsibly managed, with some materials processed through the HydroBlox joint venture to manufacture recycled plastic products for sale.
4. Financial Donations: Goodwill accepts financial gifts from donors through an online form, recurring gift options, and planned giving arrangements. Funds are used locally to support programs and services for people with barriers to employment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Goodwill Industries of West Michigan operates a network of thrift retail stores and donation centers that sell donated clothing, household items, furniture, and electronics. Revenue generated from these retail operations, along with B2B staffing/janitorial services and a plastic recycling joint venture, funds vocational training programs (HVAC-R, forklift, customer service certifications), job placement, and wraparound support services for individuals with barriers to employment in West Michigan.

Product overview

Goodwill Industries of West Michigan operates a network of 17+ retail stores and 18 donation centers that sell donated goods to fund workforce development programs. The organization provides job training and placement services including the HVAC-R Certification Program (a 13-week hands-on vocational program), GoodTemps staffing services, and specialized programs for ex-offenders. Additional initiatives include the Talking Is Teaching early literacy program in stores and a plastic recycling joint venture with HydroBlox Technologies. The core business model converts retail revenue into community employment services.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Stores Thrift retail stores selling donated clothing, household items, furniture, and electronics to individual consumers across West Michigan. Revenue from these stores funds workforce development programs and community services.
• Donation Centers Eighteen donation center locations across West Michigan accepting gently used clothing, household items, and other donated goods from community members. Donated items supply the retail stores and feed recycling initiatives.
• HVAC-R Certification Program Hands-on 13-week vocational training program providing Heating, Ventilation, Air Conditioning, and Refrigeration certification to job seekers. Includes 104 hours of training at the Goodwill Career Center with free on-site child care, preparing graduates for HVAC technician roles.
• GoodTemps Staffing Services Temporary and permanent staffing services provided to businesses, connecting job seekers with employment opportunities in the West Michigan community. Generates revenue that funds mission programs.
• Janitorial Services Commercial janitorial and cleaning services offered to business clients across West Michigan, part of Goodwill's business services division. Revenue is reinvested into employment and training programs.
• Employing Ex-Offenders Program Workforce development program specifically designed to help individuals with criminal backgrounds find employment and successfully re-enter the workforce through job training, placement assistance, and wraparound support services.
• Plastic Recycling Initiative (HydroBlox Joint Venture) Joint venture with HydroBlox Technologies manufacturing recycled plastic planks for stormwater management applications including road construction, retaining walls, hydroponic farms, solar fields, and green roofs. Housed in an 80,000-square-foot facility in Muskegon.

Quantifiable outcome

• 3,327 people provided workforce development and support services in 2024
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and supporting.

• Muskegon Public SchoolscoreStrategic or Co-development Partner · 12 February 2025Goodwill serves as the lead convening organization for the Ford Next Generation Learning (Ford NGL) Convening Council, linking Muskegon Public Schools with local businesses and organizations. Goodwill's Chief Workforce Officer Kristin Garris participates in the I AM career pathway initiative, with the shared vision that every student has a pathway to meaningful and sustaining work.
• Baker College, Michigan State University, Muskegon Community CollegesupportingStrategic or Co-development Partner · 12 February 2025MPS partnered with these post-secondary institutions to offer college courses on the Muskegon High School campus, providing a bridge between secondary and higher education for career pathway students.
• Community Foundation for Muskegon CountysupportingStrategic or Co-development Partner · 12 February 2025One of five nonprofit organizations in the Ford NGL Convening Council. The Council connects businesses, employers, and the community with Innovation Academies of Muskegon Public Schools (I AM) and secures resources for students.
• Muskegon Lakeshore Chamber of CommercesupportingStrategic or Co-development Partner · 12 February 2025One of five nonprofit organizations in the Ford NGL Convening Council, connecting local employers with the career pathway programs at Muskegon Public Schools.
• The YMCAsupportingStrategic or Co-development Partner · 12 February 2025One of five nonprofit organizations in the Ford NGL Convening Council supporting the career-focused teaching and learning transformation at Muskegon Public Schools.
• United Way of the LakeshoresupportingStrategic or Co-development Partner · 12 February 2025One of five nonprofit organizations in the Ford NGL Convening Council, supporting the Innovation Academies of Muskegon Public Schools and workforce pipeline development.
• Ford Next Generation LearningcoreStrategic or Co-development Partner · 12 February 2025Ford NGL designated Muskegon Public Schools as a Ford Next Generation Learning community, making it the fourth district in Michigan and first along West Michigan's lakeshore to achieve this recognition. Goodwill serves as the lead convening organization for the community's Convening Council.
• TrueNorth Community ServicessupportingOthers · 12 January 2024Established a Housing Assessment and Resource Agency (HARA) office inside Goodwill's Career Center to assist with housing needs for program enrollees.
• Read MuskegonsupportingOthers · 12 January 2024Provides ESL and literacy classes as part of the wraparound support services for BRES grant program enrollees.
• United Way of the LakeshoresupportingOthers · 12 January 2024Assists with child care services as part of the wraparound support for BRES grant program enrollees.
• Ottawa Area Intermediate School District (OAISD)coreStrategic or Co-development Partner · 21 July 2023Partnered with Goodwill to expand the Talking is Teaching early literacy initiative to three Ottawa County Goodwill retail store locations. The program creates in-store learning opportunities using bilingual learning adventure cards, floor decals, and free books for children and parents.
• Newaygo County Great Start / Newaygo County Regional Educational Service Agency (RESA)supportingStrategic or Co-development Partner · 21 July 2023Newaygo County Great Start joined the partnership and worked with Goodwill to add two Newaygo County Goodwill stores to the Talking is Teaching early literacy initiative.
• HydroBlox TechnologiescoreStrategic or Co-development Partner · 4 January 2023Goodwill's joint venture with HydroBlox Technologies manufactures planks made of 100% recycled plastic for stormwater management projects including road construction, retaining walls, hydroponic farms, solar fields, and green roofs. Goodwill purchased and is refurbishing an 80,000-square-foot building to house operations.
• Great Start Collaborative of Muskegon Area ISD (MAISD)coreStrategic or Co-development Partner · 1 September 2021Goodwill partnered with the Great Start Collaborative of MAISD and the Clinton Foundation's Too Small to Fail initiative to launch Talking is Teaching in fall 2021. The program integrates early literacy into everyday retail activities.
• Clinton Foundation - Too Small to FailcoreStrategic or Co-development Partner · 1 September 2021Goodwill is part of the Too Small to Fail early childhood initiative in partnership with the Clinton Foundation, providing the Talking is Teaching program framework that helps parents boost their children's early brain and vocabulary development.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• United Way: Large national nonprofit umbrella organization funding community services including workforce development, early childhood, and family stability programs. Operates in overlapping community service domains with Goodwill and is a frequent partner within the same local funder ecosystem, though without the integrated retail component.
• Goodwill Industries International: Parent network of 154 independent Goodwill organizations across the U.S., Canada, and 12 other countries. Provides brand standards, advocacy, and shared services to member organizations including Goodwill of West Michigan; not a direct competitor but the umbrella organization governing local Goodwill affiliates.

Direct peers

• Goodwill of Orange County: Regional Goodwill operating thrift retail, donation centers, and workforce programs in Southern California. Comparable operating model spanning donation collection, retail sales, vocational training, and community-based employment services.
• Goodwill of the Greater East Bay: Regional Goodwill serving the San Francisco Bay Area with thrift retail, workforce development, and sustainability programs. Comparable in the breadth of services from retail through job training and environmental initiatives.
• Goodwill of Central Indiana: One of the largest and most innovative regional Goodwill organizations, operating integrated retail, workforce development, and mission programs similar to Goodwill of West Michigan. Comparable in scale, funding model, and the breadth of services offered to job seekers with barriers to employment.
• Salvation Army Family Stores: Operates a national network of thrift retail stores that fund social mission programs, directly competing with Goodwill for donations, volunteers, and value-conscious shoppers. Similar donation-driven retail model with proceeds supporting community services.
• Habitat for Humanity ReStores: Nonprofit home goods and furniture reuse retail operation supporting Habitat for Humanity's housing mission. Directly competes with Goodwill for donated furniture and household items and operates a comparable donation-to-resale-to-mission funding model.
• Goodwill of Greater Detroit: Michigan-based regional Goodwill operating thrift retail, workforce training, and community programs. Highly comparable in regulatory environment, donor base characteristics, and employer pipeline dynamics within the state of Michigan.
• Society of St. Vincent de Paul Thrift Stores: Faith-based nonprofit operating thrift stores that fund social services for low-income populations. Competes with Goodwill for donations and secondhand shoppers while running a comparable retail-funded-mission operating model.
• Goodwill of Northern New England: Regional Goodwill organization operating retail stores, donation centers, and workforce development programs across Maine, New Hampshire, and Vermont. Comparable in integrated retail-to-mission model and workforce training scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goodwillwm
• Facebookfacebook.com/goodwillwm
• LinkedInlinkedin.com/company/goodwillwm

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 Goodwill Industries of West Michigan