Sedona Training Associates
Sedona Training Associates, LLC, based in Minnetonka, Minnesota, sells the Sedona Method, a self-help emotional-release methodology founded in 1974, packaged as audio/video courses, books, a free YouTube movie, and paid Zoom-based retreats, marketed direct-to-consumer to individual personal-development seekers worldwide.
- Company typePrivate
- Founded1974
- HeadquartersMinnetonka, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Sedona Training Associates does
Sedona Training Associates, LLC is a privately-held US company headquartered in Minnetonka, Minnesota, operating the 'Sedona Method' self-development methodology that originated with Lester Levenson in 1974 and is now taught primarily by Hale Dwoskin. The company sells a defined five-step emotional release technique, delivered through a portfolio that includes the 4-in-1 Supercourse (20 audio sessions with workbook, $388 or four payments of $97), the Letting Go Made Easy online video course ($100), the Letting Go Movie (free on YouTube, paid DVD/Amazon Prime rental), the Sedona Method book (digital ebook/audiobook at $9.50), and a slate of 3-day, 5-day, and 7-day retreats conducted both in-person and via Zoom live video broadcast at $1,347-$1,397.
The underlying 'technology' is a content-based methodology rather than a software platform: a self-inquiry questioning process and five releasing approaches (choosing, welcoming, diving in, dissolving polarities, and seeing through to Awareness), packaged as audio/video courses and supported by free monthly teleconference calls, an instructor/coach directory, a community forum, and a Facebook group. E-commerce runs on sedona.com with Stripe and PayPal payment processing, and the trademarked 'Sedona Method' brand has been continuously BBB-accredited since October 27, 1998.
The business model is direct-to-consumer e-commerce with a horizontally segmented audience of individual personal-development seekers worldwide. Revenue is generated through one-time course, book, and event purchases supplemented by installment payment plans and a 30-day satisfaction guarantee. The company maintains no disclosed funding rounds, subsidiaries, or M&A activity, and operates from a single HQ site with a Wisconsin-based returns warehouse, indicating a small, founder-led operating footprint that has been sustained for decades primarily through content, community, and live events rather than technology or capital deployment.
Sedona Training Associates firmographics
Firmographics- Name
- Sedona Training Associates
- Legal name
- Sedona Training Associates, LLC
- Website
- https://sedona.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sedona Training Associates, LLC, based in Minnetonka, Minnesota, sells the Sedona Method, a self-help emotional-release methodology founded in 1974, packaged as audio/video courses, books, a free YouTube movie, and paid Zoom-based retreats, marketed direct-to-consumer to individual personal-development seekers worldwide.
- Ownership category
- akta.pro rank
Sedona Training Associates industry classification
Industry- Product category
- Personal Development Education
- NAICS
- Educational Services (611)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Social-Emotional Learning (SEL) & Wellbeing Digital Curriculum (EDAFACAM)
- akta.pro secondary industry
- Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC)
Keywords
Where Sedona Training Associates is headquartered
LocationHeadquarters
- HQ city
- Minnetonka
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sedona Training Associates business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Self-Study Programs and Courses: The company sells comprehensive audio/video courses including the 4-in-1 Supercourse (20 CDs or digital), Letting Go Made Easy online video course, and individual program components. These are sold as one-time purchases with optional payment plans.
- Live Events and Retreats: Multi-day live retreats (3-day, 5-day, and 7-day formats) featuring Hale Dwoskin are sold at premium prices. Events are available both in-person and via live video broadcast. This represents a significant revenue stream with high customer lifetime value.
- Books and Publications: Physical and digital books including The Sedona Method paperback, ebooks, and audiobooks. Also The Greatest Secret book and Happiness Is Free book by Lester Levenson.
- Digital Media Products: Letting Go movie (available on YouTube free, Amazon Prime rental, DVD purchase), MP3 downloads, and digital library access.
- Live Releasing Series: Three times yearly, the company offers a Live Releasing Series - typically 12 one-hour audio sessions over six days on various topics (From Fear to Fearlessness, The Money Course, Happiness and Joy, True Power and Grace).
- Payment Plans: The company offers installment payment plans (e.g., 4 payments of $97 for the Supercourse, 10 monthly installments for retreats) to reduce upfront cost barrier and increase conversion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Letting Go Made Easy - Online video course |
| One time/ perpetual license | Pay-as-you-go | 4-in-1 Supercourse - Complete program |
| One time/ perpetual license | Multi-year contract | Live Retreat - Week-long event |
| One time/ perpetual license | Multi-year contract | Advanced Retreat - 7-day intensive |
| One time/ perpetual license | Pay-as-you-go | Live Releasing Series |
| One time/ perpetual license | Pay-as-you-go | The Sedona Method Book |
| One time/ perpetual license | Pay-as-you-go | Letting Go Movie |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Sedona Training Associates product offering
Product offeringCore offering
Sedona Training Associates teaches The Sedona Method, a self-inquiry based emotional release technique, through paid self-study audio and video courses, live multi-day retreats conducted via Zoom, books, the Letting Go Movie, and an ongoing Live Releasing Series. The offering is targeted at individual consumers seeking emotional freedom, stress reduction, and personal development, with an optional certified instructor/coach network providing localized one-on-one support.
Product overview
Sedona Training Associates offers a self-development methodology called The Sedona Method centered on emotional releasing. The core offering consists of the 4-in-1 Supercourse (20 CDs/audio sessions with workbook and ebook), the Letting Go Made Easy video course (6 online video sessions), and the Letting Go Movie (DVD/streaming). Live experiences include multi-day retreats (3-Day, 5-Day, and 7-Day Advanced formats) conducted via Zoom, plus the monthly Live Releasing Series. Physical products include The Sedona Method book (paperback/ebook/audiobook). Support services include free monthly support calls, an instructor/coach directory, community forum, and Facebook group. The company operates under parent company Learning Strategies Corporation.
Differentiator
Problem solved
Functional benefit
Products and services
- Letting Go Made Easy Six-session online video course teaching the Sedona Method releasing technique through structured sessions covering topics from chaos to serenity, abundance, love, health, and peace. Targeted at individual consumers new to the method.
- 4-in-1 Supercourse Complete home study program delivered on 20 CDs or digital audio sessions, accompanied by a 198-page workbook and The Sedona Method ebook. Includes four courses: Basic Course, Effortless Wealth and Success, Effortless Relationships, and Effortless Health and Well-Being.
- 3-Day Summer Retreat Live three-day retreat with Hale Dwoskin conducted via Zoom video broadcast; focuses on intensive releasing work and community connection.
- 5-Day Fall Retreat Five-day immersive retreat experience with Hale Dwoskin; intensive program for deepening releasing practice, available in-person and via live video broadcast.
- 5-Day Holiday Retreat Five-day retreat held December 28 through January 1 combining releasing work with the holiday period for a transformational experience.
- 7-Day Advanced Retreat Week-long advanced retreat exploring ultimate truth and consciousness beyond problem-solving; live video broadcast with Hale Dwoskin focusing on presence, awareness, and enlightenment.
- Live Releasing Series Three times yearly live series on focused topics (Fear to Fearlessness, The Money Course, Happiness and Joy, True Power and Grace); twelve one-hour audio sessions over six days delivered by phone or internet broadcast.
- Letting Go Movie One hour eight-minute film featuring Hale Dwoskin teaching emotional releasing; available as DVD, free streaming on YouTube, and rental on Amazon Prime. Includes main program and two bonus features with companion guide.
- The Sedona Method Book In-depth reference guide covering the first three methods of releasing (choosing to let go, welcoming, and diving in). Available as digital ebook (epub and pdf), digital audiobook, and paperback.
- Instructor/Coach Training Program Certification training program for individuals wishing to become Sedona Method instructors or coaches, supporting the company's channel/reseller network and localized service delivery.
Quantifiable outcome
- Hundreds of thousands of people have achieved transformation in various life areas including wealth, relationships, and health
- +2 more outcomes
Companies that use Sedona Training Associates
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Sedona Training Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Sedona Training Associates partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Sedona Training Associates competitors and assessment
Company assessmentDirect peers
- Hay House: Publisher and education platform for self-help authors offering books, online courses, and live events — direct overlap in personal development content and course-selling DTC model.
- Mindvalley: DTC platform selling personal development courses, live events, and cohort-based programs on transformation and self-growth — directly comparable product mix, pricing tiers, and digital curriculum model.
- Access Consciousness: Global self-help methodology brand with proprietary techniques, paid courses, and certified practitioner network — comparable in branding a personal development IP and monetizing it through classes.
- Abraham-Hicks Publications: Personal development brand built around a single teacher's emotional release / Law of Attraction teachings, monetized through workshops, cruises, books, and digital content — strong methodological and commercial parallel to the Sedona Method.
- Landmark Worldwide: Long-running personal development education company offering live courses and seminars in self-inquiry and emotional release — overlapping methodology, audience, and live-event business model.
Emerging players
- Insight Timer: Global marketplace for meditation, emotional regulation, and personal development courses and live events — overlaps in distribution of digital SEL/wellbeing curriculum to a consumer audience.
- BetterUp: Enterprise coaching and wellbeing platform using a network of certified coaches — parallel to the company's certified instructor/coach network in serving emotional growth through one-on-one practice.
Broad incumbents
- Sounds True: Multi-title self-help publisher of books, audio learning programs, and online courses on mindfulness and emotional wellbeing — adjacent category leader with overlapping curriculum and audio program distribution.
- Headspace: Large-scale emotional wellbeing and SEL platform serving both consumers and B2B/corporate wellness — overlaps with the company's stated corporate wellness segment and SEL curriculum positioning.
- Calm: Subscription-based mental wellness and emotional regulation platform with strong consumer brand and corporate wellness motion — comparable B2B2C wellness category and recurring revenue structure.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sedona Training Associates social profiles
Digital presenceSedona Training Associates compliance and trust
Trust signalCompliance1 record
Sedona Training Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sedona Training Associates leadership team
Management profileNumber of profiles
Profiles1 record
Sedona Training Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sedona Training Associates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sedona Training Associates
What does Sedona Training Associates do?
Sedona Training Associates teaches The Sedona Method, a self-inquiry based emotional release technique, through paid self-study audio and video courses, live multi-day retreats conducted via Zoom, books, the Letting Go Movie, and an ongoing Live Releasing Series. The offering is targeted at individual consumers seeking emotional freedom, stress reduction, and personal development, with an optional certified instructor/coach network providing localized one-on-one support.
Is Sedona Training Associates a public or private company?
Sedona Training Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sedona Training Associates founded?
Sedona Training Associates was founded in 1974. It employs 1 to 10 people.
Where is Sedona Training Associates based?
Sedona Training Associates is headquartered in Minnetonka, United States, in the North America region.
How does Sedona Training Associates make money?
Six revenue lines are on record. Self-Study Programs and Courses are the primary driver. The others are live Events and Retreats, books and Publications, digital Media Products, live Releasing Series and payment Plans.
Who are Sedona Training Associates's main competitors?
Direct peers on record are Hay House, Mindvalley, Access Consciousness, Abraham-Hicks Publications and Landmark Worldwide. Emerging players are Insight Timer and BetterUp. Broad incumbents are Sounds True, Headspace and Calm.
Does Sedona Training Associates have an API?
No public API is recorded for Sedona Training Associates.
What industry is Sedona Training Associates in?
Sedona Training Associates's product category is Personal Development Education. Its primary akta.pro industry code is EDAFACAM, Social-Emotional Learning (SEL) & Wellbeing Digital Curriculum, with a secondary code of EDAMAIAC, Social-Emotional Learning (SEL) & Emotional Regulation Programs. Its NAICS code is 611 and its SIC code is 8200.