The Boomerang Project

What The Boomerang Project does

The Boomerang Project is a privately held, Santa Cruz-based education company that develops and licenses peer-mentorship transition programs for K-12 schools under two registered sub-brands: Link Crew, which trains 11th and 12th graders to mentor incoming 9th graders in high schools, and WEB (Where Everybody Belongs), which trains 8th graders to mentor 6th and 7th graders in middle schools. The company's underlying technology is a structured experiential-education methodology — anchored by the proprietary 5 Questions reflective-discussion model — packaged into year-long curricula comprising orientation, academic follow-ups, social follow-ups, and leader-initiated contacts, supported by published books, processing tools, and classroom-grade-level curricula.

The business model is professional-services-led with adjacent product sales. Primary revenue comes from three-day Basic Training certifications priced at $3,850-$3,995 per coordinator, complemented by $375 annual Follow Up trainings, regional and online Student Link Conferences ($500 per school plus per-leader fees), and an e-commerce store selling curricula, books (Open to Outcome, Springboard, Global Games), Boom Boom! Cards, and program merchandise. The company also offers college credits through a partnership with University of Massachusetts Global, layering credentialing value onto its training fees. Distribution is sales-led, relying on a toll-free call line, group webinars, regional training locations across the US and Canada, and content marketing aimed at K-12 educators and administrators.

At 33 years in operation, the company reports 7,141 schools using its programs across 47 U.S. states, 7 Canadian provinces, and 8 countries, with 27,185 educators trained and 31 million students impacted cumulatively (3.2 million in the most recent reporting year). The company is founder-controlled, has no external funding, no disclosed revenue, no acquisitions, and operates a related non-profit entity, The Boomerang Foundation, alongside a separate founder spin-off, Boom Boom! Revolution.

Name

The Boomerang Project

Legal name

The Boomerang Project

Website

https://boomerangproject.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

The Boomerang Project is a Santa Cruz-based education company that licenses the Link Crew and WEB peer-mentorship transition programs, training K-12 educators to certify upperclassmen as mentors for incoming students across 7,141 schools in the US, Canada, and internationally.

Ownership category

akta.pro rank

Product category

K-12 Educational Services

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

K–12 Support & School Improvement Nonprofits (BPAGADAB)

akta.pro secondary industries

Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL), College Access, Scholarships & Student Success Nonprofits (BPAGADAE)

Keywords

• K-12 transition programs
• Peer mentorship training
• Educator certification programs
• Student orientation services
• School culture consulting

Headquarters

HQ city

Santa Cruz

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training and Certification Fees: The company generates primary revenue through three-day intensive Basic Training programs that certify educators as Link Crew or WEB Coordinators. Training fees range from $3,850-$3,995 per person for basic training, with follow-up training at $375 per person and advanced courses requiring deposits. The training includes lodging, meals, materials, and ongoing support.
2. Conference and Event Fees: Student Link Conferences are offered at $500 per school (up to 20 leaders) with $25 per additional leader. Early registration discount of $50 is available. These celebratory half-day conferences are hosted on Link Crew school campuses.
3. Product Sales: The company operates an e-commerce store selling curricula, starter kits, books, gear, and processing tools. Products include the Link Crew Class Curriculum, WEB Class Curriculum, Boom Boom! Cards in various editions, experiential education books (Open to Outcome, Springboard), and program merchandise (patches, pins, medallions, lanyards).
4. College Credits: The company offers college credits through University of Massachusetts Global in addition to professional development hours, adding value to their training certification programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Boomerang Project develops and delivers K-12 student transition programs—Link Crew for high schools and WEB (Where Everybody Belongs) for middle schools—built around a peer mentorship model. The company generates revenue through multi-day educator certification trainings, regional follow-up trainings, student conferences, and a branded e-commerce store selling curricula, books, processing tools, and program gear.

Product overview

The Boomerang Project operates as a training and curriculum organization offering two core peer-mentoring transition programs: Link Crew for high schools (training 11th/12th graders to mentor 9th graders) and WEB for middle schools (training 8th graders to mentor 6th/7th graders). The company provides educator certification through multi-day Basic Training and Follow Up programs, along with advanced conferences and Student Link Conferences. The product portfolio extends to a comprehensive store offering curricula, books, processing tools, and branded gear. The programs share a philosophy of 'students helping students succeed' and include anti-bullying and school safety benefits as natural outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• Link Crew: High school orientation and transition program that welcomes 9th graders and trains upperclassmen to be peer mentors. Includes high school orientation, academic follow-ups, social follow-ups, and leader-initiated contacts.
• WEB (Where Everybody Belongs)

Products and services

• Link Crew High school transition and orientation program that trains 11th and 12th grade students (Link Crew Leaders) to mentor and support incoming 9th graders throughout their first year of high school, encompassing orientation, academic follow-ups, social follow-ups, and leader-initiated contacts.
• WEB (Where Everybody Belongs) Middle school transition and orientation program that trains 8th graders (WEB Leaders) to mentor incoming 6th and 7th graders through their first year of middle school, including orientation, academic follow-ups, social events, and leader-initiated contacts.
• Link Crew Basic Training Three-day intensive in-person training that certifies educators as Link Crew Coordinators, providing step-by-step instructions, tools, strategies, training manuals, online materials, database access, and ongoing phone support needed to run the Link Crew program.
• WEB Basic Training Three-day intensive in-person training that certifies educators as WEB Coordinators, equipping them with the tools, strategies, and resources to implement the WEB program at their middle school.
• Link Crew Follow Up Training One-day regional follow-up training held in the fall for Link Crew Coordinators, covering academic follow-ups, social follow-ups, leader-initiated contacts, and year-long program implementation strategies.
• WEB Follow Up Training One-day regional follow-up training for WEB Coordinators, covering 10 lesson plans, social event strategies, leader meetings, and motivation techniques.
• Student Link Conference Half-day celebratory conference hosted on Link Crew school campuses where student Link Leaders from across the country gather to build leadership skills, engage in play, and connect with a larger leadership-focused community.
• Link Crew Class Curriculum Class-period curriculum designed for schools that dedicate a class period to Link Crew Leaders, covering team and climate building, organization, facilitation and teaching, and personal development.
• WEB Class Curriculum Class-period curriculum for schools that dedicate a class period to WEB Leaders, covering personal and character development, leadership, communication, facilitation, and service topics.
• Link Crew Scholarships Ten annual $500 scholarships awarded to outstanding senior Link Leaders in the US and Canada who have contributed to individuals and campus climate through the Link Crew program.

Quantifiable outcome

• Schools see 37% decrease in referrals, 33% fewer truancies, and 20% decrease in suspensions
• +6 more outcomes

Named customers14 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

Feature3 records

Partnerships

Three partnerships are on record, tiered core, minor and supporting.

• The Boomerang FoundationcoreStrategic or Co-development PartnerNon-profit organization founded by The Boomerang Project dedicated to igniting the power of young people to create a more compassionate world and achieve greater personal success through strong leadership and meaningful community service.
• Boom Boom! RevolutionminorOthersCompany spun off by Mary Beth Campbell, one of the founders of The Boomerang Project. Creates Boom Boom! Cards for spreading kindness, extending the mission beyond school transition programs to help more people make a difference.
• University of Massachusetts GlobalsupportingOthersPartner institution offering college credits to participants who complete Boomerang Project training certifications including Basic Training, Follow Up, and Refresher conferences.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Leader in Me (FranklinCovey Education): FranklinCovey Education's whole-school leadership and SEL framework, widely adopted across K-12 districts. Competes for the same school culture and leadership development budgets as Boomerang's training certifications.
• Committee for Children (Second Step): One of the largest K-12 SEL curriculum providers with Second Step programs for grades K-8. Competes for school SEL and transition budgets at scale across thousands of districts.

Direct peers

• CharacterStrong: Delivers K-12 character education, SEL, and leadership curricula with both staff training and student-facing content. Targets the same educator buyer and overlaps on transition and culture building.
• Capturing Kids Hearts: Provides K-12 leadership, culture, and transition programs for schools, including peer-led relationship building and social-emotional frameworks. Closely comparable to The Boomerang Project's mission of training educators and students to build supportive school cultures.
• Rachel's Challenge: School-based kindness, anti-bullying, and culture programs that train students and staff to create safer, more connected school communities. Comparable mission and K-12 school buyer to Boomerang's anti-bullying positioning.
• Sources of Strength: Youth-led peer leadership program for suicide prevention, mental health, and school connectedness. Uses a similar train-the-trainer model with adult advisors and peer leaders in middle and high schools.

Emerging players

• WhyTry: Visual and kinesthetic SEL and resilience curriculum aimed at at-risk and transitioning students. Sells to the same school counselor and administrator buyer as The Boomerang Project.
• Kognito: Digital simulations and role-play for SEL, mental health, and school climate training. Represents a digital-first alternative that school districts may substitute for in-person training programs.
• Move This World: Video-based SEL curriculum for K-12 with embedded teacher training modules. Targets the same educator buyer and competes for SEL and transition program budgets with a digital-first model.

Others

• MentorHub / Mentoring.org affiliates: National mentoring advocacy and program infrastructure for school-based peer and adult mentoring. Adjacent ecosystem player that funds and certifies school mentoring programs comparable to Link Crew and WEB.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/boomerangprjct
• Facebookfacebook.com/boomerangproject

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 The Boomerang Project