Crisis & Trauma Resource Institute

What Crisis & Trauma Resource Institute does

Crisis & Trauma Resource Institute (CTRI) is a privately held Canadian professional development company founded in 2006 and headquartered in Winnipeg, Manitoba. The company specializes in trauma-informed training for helping professionals, offering over 60 training topics across a catalogue of 100+ workshops delivered through live virtual sessions (via Zoom), in-person workshops in Canadian cities, on-demand video training, e-courses, and a subscription-based on-demand library of 60+ accredited webinars. CTRI also operates ACHIEVE Centre for Leadership, a wholly-owned subsidiary focused on leadership development and conflict resolution, and ACHIEVE Publishing, which has published 14 books on counselling, wellness, leadership, and children's books. The technology stack centers on a multi-format content delivery platform (live virtual, on-demand video, interactive e-courses with video/text/quizzes), an in-house print shop producing resource manuals, and e-commerce infrastructure for direct sales.

CTRI monetizes through eight distinct revenue streams: public workshop registrations ($339 per one-day workshop), private group training (starting at $2,000 per engagement), train-the-trainer certification programs ($2,799 per person plus $200 annual recertification), recurring membership subscriptions ($18/month personal or $17/month per seat for groups providing unlimited access to 60+ webinars), individual on-demand workshop and webinar sales, consulting services for organizational trauma-informed assessments, book sales via ACHIEVE Publishing, and resource manual sales ($27.99 per e-manual). Customer segments include frontline social and community service workers, therapists and counsellors, Indigenous organizations and frontline workers (275+ organizations served), K-12 education and childcare providers, healthcare workers and administrators, corporate HR departments, and government and higher education institutions. The company reaches approximately 25,000 professionals annually worldwide using a staff of 35 full-time employees and 120+ contract facilitators, with notable customers including Alberta Health Services, First Nations Health Authority, University of Toronto, Canadian Mental Health Association, and McGill University.

Name

Crisis & Trauma Resource Institute

Legal name

Crisis and Trauma Resource Institute Inc.

Website

https://ctrinstitute.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Crisis & Trauma Resource Institute (CTRI) is a Winnipeg-based private training company delivering trauma-informed professional development workshops, certifications, and subscription-based on-demand content to 25,000+ helping professionals annually across healthcare, social services, education, Indigenous organizations, and government sectors in North America.

Ownership category

akta.pro rank

Product category

Professional Development and Mental Health Training

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

akta.pro secondary industry

Trauma-Informed Care & Crisis Response (School-Based) (EDAKAMAF)

Keywords

• Professional development training
• Trauma-informed care workshops
• Mental health certification
• Workplace violence prevention
• Indigenous-focused training

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Public Workshop Registrations: Individual professionals register for live virtual or in-person public workshops. Prices vary by topic and duration; $339 for a one-day workshop, with higher prices for multi-day certificate programs.
2. Private Group Training: Organizations book private training sessions for their teams. Pricing starts at $2,000 for customized group sessions, with costs varying by location, group size, and content customization.
3. Membership Plans: Subscription plans providing unlimited access to 60+ on-demand webinars. Personal plan at $18/month ($180/year) and Group plan at $17/month per seat ($170/year per seat). Members receive 10% off workshops and discounts on books and on-demand workshops.
4. On-Demand Training Sales: Individual on-demand workshops (3-11 hours) and webinars (1 hour) sold for one-time access. 1-year access from date of purchase. On-demand workshops include PDF manuals at no extra cost.
5. Train-the-Trainer Certification: Public train-the-trainer events at $2,799 per person for a three-day program. Annual recertification fee of $200. Participant manuals at $27.99 each. Private sessions available at negotiated pricing.
6. Books and Publications: ACHIEVE Publishing (a division of CTRI) publishes books on counselling, wellness, leadership, and children's books. Bulk discounts available: 10% off for 10-49 books, 20% off for 50+.
7. Resource Manuals: Resource manuals (35-70 pages each) sold in PDF or print format, typically $27.99 for e-manuals. Used in workshops and sold independently for self-study.
8. Consulting Services: Expert consulting for organizations including trauma-informed workplace assessments, violence risk assessments, and crisis response planning. Custom engagement based on organizational needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Crisis & Trauma Resource Institute (CTRI) delivers trauma-informed professional development training for helping professionals and the organizations that employ them. Core offerings include live in-person and virtual workshops (over 60 topics, 100+ workshops), self-paced on-demand video training, multi-day certificate programs (including Indigenous-focused Giwiidabindimin and Giwiidosendamin tracks), train-the-trainer certification, organizational consulting, and books/resource manuals published through its ACHIEVE Publishing division.

Product overview

Crisis & Trauma Resource Institute (CTRI) offers a comprehensive professional development ecosystem centered on trauma-informed training and mental health education. The core offering consists of 100+ workshop topics available in multiple formats: In-Person Workshops (delivered in Toronto, Vancouver, Winnipeg), Live Virtual Workshops (via Zoom), and On-Demand Training (video-based workshops, webinars, and E-Courses). Supporting products include Certificate Programs (multi-day intensive tracks including Giwiidosendamin and Giwiidabindimin for decolonized practices), Train-the-Trainer Programs ($2,799/person), and Member Plan Subscriptions ($18/month for 60+ on-demand webinars). Additional offerings comprise Consulting Services (trauma-informed workplace assessments, violence risk assessments), Resource Manuals (PDF or print), and ACHIEVE Publishing books. French-language training and Indigenous-focused programs with culturally-relevant facilitators are also available. The company serves over 25,000 professionals annually across Canada and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Giwiidabindimin: Certificate program meaning 'we sit together' in Ojibwe, focusing on responding to trauma and grief with decolonized practices.
• Giwiidosendamin

Products and services

• Public Training (Live Virtual Workshops) Live, interactive workshops delivered via Zoom by experienced facilitators, allowing helping professionals to participate individually from any location and earn continuing education credits.
• In-Person Workshops Hands-on workshops delivered at physical locations including Toronto, Vancouver, and Winnipeg, featuring group discussions, case studies, and networking for helping professionals.
• Private Training Customized group training delivered to organizations for their teams, available in-person or virtual, tailored to specific organizational goals. Pricing starts at $2,000 per session.
• On-Demand Training Self-paced video-based training including full workshops (3-11 hours), webinars (1 hour), and E-Courses accessible anytime with downloadable PDF resources.
• Train-the-Trainer Program Three-day certification program enabling organizations to develop in-house trainers to deliver CTRI workshops, including a Licensed Train-the-Trainer option that allows organizations to charge attendees. Public events priced at $2,799 per person with $200 annual recertification.
• Certificate Programs Multi-day specialized certificate tracks including the Trauma Healing Certificate Program, Mental Health Counselling Skills Certificate, Therapeutic Modalities Certificate, Giwiidosendamin (Addictions and Suicide with Decolonized Practices), and Giwiidabindimin (Trauma and Grief with Decolonized Practices).
• Member Plan Subscriptions Subscription plans offering unlimited access to 60+ on-demand webinars with CEC accreditation. Personal plan: $18/month or $180/year; Group plan: $17/month per seat or $170/year. Includes 10% discount on workshops and instant certificates.
• Consulting Services Expert organizational consulting including Trauma-Informed Workplace Assessments, Violence Risk Assessments, and Crisis Response Team Development for building resilient, trauma-informed workplaces.
• ACHIEVE Publishing Books Books covering counselling, wellness, leadership and workplace culture, and children's books. Titles include Counselling Insights, Counselling in Relationships, The Ordinary Leader, A Little Book About Trauma-Informed Workplaces, Self-Care Transformed, and Gratitude & Grit.
• Resource Manuals Informative 35-70 page manuals available in PDF or print format covering all training topics. E-manuals priced at $27.99 each; used in workshops and sold independently for self-study.
• Giwiidosendamin Certificate Program Five-day in-person retreat focused on Responding to Addictions and Suicide With Decolonized Practices. Co-facilitated by Indigenous and non-Indigenous trainers using the two-eyed seeing approach. Priced at $2,699.
• Giwiidabindimin Certificate Program Five-day in-person retreat focused on Responding to Trauma and Grief With Decolonized Practices. Incorporates smudging, sharing circles, and Mi'kmaq Elder Albert Marshall's two-eyed seeing approach. Priced at $2,699.
• ACHIEVE Centre for Leadership Division of CTRI focused on leadership development, workplace culture, and conflict resolution. Offers workshops, books, and resources for organizational leadership.
• French-Language Training (Formation en français) French-language training options including on-demand Trauma-Informed Care workshop, private workshops (Crisis Response Planning, De-escalating Potentially Violent Situations, Mental Health in Children and Youth, Online Counselling, Suicide Intervention, Trauma-Informed Care, Vicarious Trauma), French resource manuals, and bilingual facilitators.

Quantifiable outcome

• Reaches 25,000+ professionals per year worldwide
• +4 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Northern Institute of Social Justice, Yukon UniversityminorStrategic or Co-development PartnerCTRI partners with Northern Institute of Social Justice to provide public workshops in Whitehorse, Yukon, expanding access to training in Northern Canada.
• Chista Counseling & Academy Ltd.minorStrategic or Co-development PartnerCTRI partnered with Chista Counseling & Academy Ltd., which translated CTRI workshop material into Farsi and delivers CTRI content workshops in Tehran, Iran.
• Northern Lakes CollegeminorChannel Partner/ Reseller/ DistributorCTRI partners with Northern Lakes College to provide public workshops across their Alberta campuses, leveraging the college's education infrastructure.
• Women's Health ClinicminorStrategic or Co-development PartnerCTRI supports the Women's Health Clinic, a feminist non-profit community health clinic in Winnipeg, Manitoba, through donations and community engagement.
• Blue Thunderbird Family Care Inc.minorStrategic or Co-development PartnerCTRI works with Blue Thunderbird Family Care, an organization supporting Indigenous families to reclaim traditional ways of providing care, safety, belonging, connectedness and healthy interdependence.
• Neecheewam – Healing Lodges for Manitoba's ChildrenminorStrategic or Co-development PartnerCTRI partners with Neecheewam Inc., a community-based organization meeting the unique needs of youth requiring safe care through crisis intervention, alternative care and emergency resources in a culturally safe manner.
• ACHIEVE Centre for LeadershipcoreStrategic or Co-development PartnerACHIEVE Centre for Leadership is a division of CTRI focused on leadership development and conflict resolution. Founded in 2008, it shares founders (Randy and Heidi Grieser, Eric Stutzman) and produces books through ACHIEVE Publishing. Now under separate leadership (Eric Stutzman as CEO of CTRI, Wendy Loewen as Managing Director of ACHIEVE).

Scale indicators9 records

Recent moves12 records

Expansion highlights5 records

Regional players

• Justice Institute of British Columbia (JIBC): Canadian provider of professional training for first responders, counselors, and social workers. Comparable in audience (helping professionals) and content focus (crisis response, mental health), though primarily serves British Columbia and operates more as an academic institution.

Emerging players

• TEND Academy: Canadian provider of trauma and mental health training for helping professionals and organizations. Closely comparable in mission, Canadian focus, and target audience though smaller scale and narrower content library than CTRI.
• Conscious Discipline: Adjacent provider of trauma-informed, SEL-focused training for educators and child-serving professionals. Comparable trauma-informed lens and K-12/childcare segment overlap with CTRI's Trauma-Informed Schools and youth mental health workshops.
• Kognito Interactive: Provider of mental health simulation-based training for educators, healthcare providers, and first responders. Comparable in mental health training audience but uses different delivery format (simulated conversations) - useful emerging competitor/market signal.

Direct peers

• Crisis Prevention Institute (CPI): Direct peer providing crisis prevention, de-escalation, and workplace violence training to healthcare, education, and human services professionals. Most comparable competitor to CTRI's De-escalating Potentially Violent Situations workshops with similar B2B and certification model.
• LivingWorks Education: Direct peer providing suicide intervention training (ASIST, safeTALK) to frontline professionals globally. Highly comparable in mission (crisis intervention skills), delivery format (workshop + train-the-trainer), and target audience (counselors, first responders, educators).
• QPR Institute: Direct peer offering Question, Persuade, Refer (QPR) suicide prevention gatekeeper training through certified trainers. Closely comparable to CTRI's suicide intervention offerings in both content focus (crisis intervention) and B2B/distributed-trainer delivery model.
• PESI (PESI Inc.): Direct peer offering continuing education seminars, on-demand training, and certifications for counselors, social workers, nurses, and mental health professionals. Closely comparable audience (licensed helping professionals), content focus (mental health/trauma), and CEC-accredited delivery model.
• Mental Health First Aid (MHFA) - National Council for Mental Wellbeing: Direct peer providing standardized mental health literacy and crisis response training through certified instructors. Comparable audience (workplace, education, healthcare professionals), train-the-trainer model, and recertification requirements - though MHFA is broader and more general-purpose than CTRI's trauma specialization.

Others

• Zurich Institute / Crisis Response Training Providers: Provider of crisis response training and resources. Comparable in crisis intervention content focus though more technology-platform oriented; useful proxy for understanding adjacent market participants serving similar professionals.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHTbhdDiaQAOZCBPimqRoCw/videos
• Facebookfacebook.com/ctrinstitute
• LinkedInlinkedin.com/company/2082774
• Xx.com/CTRI_

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Crisis & Trauma Resource Institute