Alberta Motor Transport Association
Alberta Motor Transport Association is a non-profit industry association serving over 1,000 commercial transportation carriers and suppliers in Alberta through safety certification (COR/SECOR), professional training and designations (CTSP/CTSC), government advocacy, and applied R&D projects on hydrogen and zero-emission trucking.
- Company typePrivate
- Founded1941
- HeadquartersCalgary, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Alberta Motor Transport Association does
The Alberta Motor Transport Association (AMTA) is a province-wide, non-profit industry association founded in 1941 and headquartered in Rocky View County (Calgary), Alberta, with a second office at Edmonton International Airport. Governed by a Board of Directors elected annually from its member companies, AMTA represents over 1,000 carriers and suppliers in Alberta's commercial transportation sector, providing safety training and certification, government advocacy, industry research, and member services. Its core offerings include COR (Certificate of Recognition) and SECOR safety certification programs administered through Alberta's Partnerships in Injury Reduction; CTSP and CTSC professional designation programs with inter-provincial recognition; an online learning platform with hundreds of courses; two industry-standard truck driving simulators with mobile deployment; and a member portal supporting training registration, directory access, and the myAMTA Rewards discount program.
AMTA operates a tiered membership model with annual fees scaled to fleet size or employee count, ranging from a free Associate Carrier tier up to $7,600 CAD for Full Carrier members operating 91+ NSC-registered vehicles. Revenue is supplemented by training course fees ($49.99 to $895 per course), designation bundle pricing ($786-$1,206), and government-funded innovation project grants. The association has increasingly positioned itself as an applied R&D platform for transportation decarbonization, leading projects including the $17.2M AZETEC hydrogen fuel cell truck demonstration, the EVID hydrogen fueling station build, the ZETT zero-emission truck testbed (with Deloitte and Transport Canada), and the CTPS connected automated vehicle platooning trial, alongside hosting its first Industry Innovations Expo in Edmonton in September 2024.
Alberta Motor Transport Association firmographics
Firmographics- Name
- Alberta Motor Transport Association
- Legal name
- Alberta Motor Transport Association
- Website
- https://amta.ca
- Company type
- Private
- Founded year
- 1941
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alberta Motor Transport Association is a non-profit industry association serving over 1,000 commercial transportation carriers and suppliers in Alberta through safety certification (COR/SECOR), professional training and designations (CTSP/CTSC), government advocacy, and applied R&D projects on hydrogen and zero-emission trucking.
- Ownership category
- akta.pro rank
Alberta Motor Transport Association industry classification
Industry- Product category
- Transportation Industry Association
- NAICS
- Other Technical and Trade Schools (611519), Professional, Scientific, and Technical Services (54), Convention and Trade Show Organizers (56192)
- SIC
- Services-Educational Services (8200), Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Human Factors, Safety Management & Maintenance Error Prevention (EDAOAFAM)
Keywords
Where Alberta Motor Transport Association is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Alberta Motor Transport Association business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Full Carrier Membership Fees: Annual membership fees based on NSC-registered fleet size, ranging from $325 (1-5 vehicles) to $7,600 (91+ vehicles). No initiation fee. Membership includes 20 online driver training courses, COR/SECOR audit support, quarterly GRC meetings, and member discounts.
- Subsidiary Membership Fees: Annual membership fees for wholly-owned subsidiaries of Full Carrier members, based on fleet size (1-5 vehicles: $100, 91+ vehicles: $800).
- Supplier Membership Fees: Annual fees based on employee count - 2 or fewer employees: $513.97, 3 or more employees: $1,027.94. Includes supplier directory listing and training discounts.
- Elite Membership Fees: Fixed annual fee of $3,000 CAD for premier supplier membership tier with enhanced benefits including one Annual Conference delegate pass ($950 value) and first offer to sponsor AMTA events.
- Associate Carrier Membership: Free membership for carriers with WCB industry codes in General Trucking (50714), Specialty Hauling (50701), or Garbage Hauling (57901). Includes course discounts and COR/SECOR audit fee waiver.
- Training and Education Services: Revenue from individual course fees, certification programs, and training bundles. Courses range from $49.99 to $895 depending on duration and format. CTSC application fee of $49.95 + GST.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Carrier Membership - For NSC-registered motor carriers in Alberta, fees based on fleet size |
| Subscription | Annual | Subsidiary Membership - For companies owned by AMTA Full Carrier member |
| Subscription | Annual | Supplier Membership - For companies supplying products/services to commercial transportation industry |
| Subscription | Annual | AMTA Elite Membership - Premier supplier tier with enhanced benefits |
| Freemium | Annual | Associate Carrier Membership - Free membership for qualified carriers |
| Unit Pricing | Pay-as-you-go | Training Course Fees - Various courses for transportation safety and compliance |
| Subscription | Annual | Member Training Discounts - Discounts on AMTA training programs |
| Unit Pricing | Pay-as-you-go | CTSP Designation Bundle - Certified Transportation Safety Professional program |
| Unit Pricing | Pay-as-you-go | CTSC Designation Bundle - Certified Transportation Safety Coordinator program |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Alberta Motor Transport Association product offering
Product offeringCore offering
AMTA is a not-for-profit industry association that delivers tiered membership programs, safety certification (COR and SECOR), professional designations (CTSP and CTSC), in-person and online training (including truck driving simulator training), advocacy before government and regulators, and innovation research projects to Alberta's commercial transportation carriers and industry suppliers. Revenue is primarily generated through annual membership dues (Full Carrier $325-$7,600, Subsidiary $100-$800, Supplier $513.97-$1,027.94, Elite $3,000, Associate Carrier free) along with individual course fees, designation bundles, simulator sessions, events, and grants for hydrogen and zero-emission innovation projects.
Product overview
AMTA operates as a not-for-profit industry association serving Alberta's commercial transportation sector through a platform of interconnected services. The core offerings center on professional certification programs (CTSP and CTSC designations), safety certification (COR/SECOR), and education services including eLearning, simulator training, and driver course bundles accessed via the AMTA Member Portal. AMTA provides member services including the myAMTA Rewards discount program, Member Directory, Industry Job Board, and quarterly Government Relations & Compliance meetings. The organization's Industry Advancement team drives innovation through research projects including AZETEC (hydrogen fuel cell trucks), ZEVAI (zero emissions awareness), EVID (hydrogen infrastructure), CTPS (connected vehicle platooning), and ZETT (zero emission truck testbed). These offerings work together to advance safety, education, advocacy, and environmental stewardship across Alberta's transportation industry.
Differentiator
Problem solved
Functional benefit
Brands
- myAMTA Rewards: Exclusive promotions, discounts, and value-added offers from participating Supplier Partners for paid AMTA Supplier Members, Full Carrier Members, Subsidiary Members, and Elite Members.
- CTSP (Certified Transportation Safety Professional)
- CTSC (Certified Transportation Safety Coordinator)
Products and services
- CTSP Designation (Certified Transportation Safety Professional) Advanced professional designation for experienced safety and compliance professionals, covering 8 mandatory courses and 3 electives across 7 core competencies including legislation, investigations, data management, and leadership. Recognized inter-provincially since 2019.
- CTSC Designation (Certified Transportation Safety Coordinator) Entry-level professional designation for safety and compliance coordinators, requiring 6 mandatory courses and 2 electives. Graduates earn the right to use CTSC post-nominals and are recognized inter-provincially.
- COR (Certificate of Recognition) Program Voluntary safety certification program designed by Alberta's Partnerships in Injury Reduction that qualifies employers for WCB premium refunds up to 20%. Available to companies with 11+ employees; valid for three years with annual maintenance audits.
- SECOR (Small Employer Certificate of Recognition) Streamlined safety certification for small employers with 10 or fewer employees, involving a simplified audit process and self-evaluator course. Valid for three years with annual maintenance requirements.
- AMTA eLearning AMTA-developed online safety training courses available on-demand, included with Full Carrier membership. Courses cover cargo securement, hours of service, health and safety committees, aggregate hauling, and ergonomics.
- Truck Driving Simulator Training Industry-standard truck driving simulators at Calgary and Edmonton offices, also available mobile for on-site training. Covers manual transmission shifting, skid control, ditches, rollovers, and hazard recognition in a safe, controlled environment.
- Driver Course Bundles NSC-compliant training bundles designed to ensure carriers meet necessary fleet requirements, including CORE driver bundles available to Full Carrier members at discounts.
- Long Combination Vehicle (LCV) Instructor Training Two-day certification course enabling participants to become AMTA-certified LCV instructors for both in-class and practical training environments. Includes recertification options.
- myAMTA Rewards Supplier partner discount program offering exclusive promotions, rebates, and value-added services across categories including fuel, business services, technology, safety equipment, and training for paid AMTA members.
- Member Directory Searchable online directory of 475+ AMTA member companies including carriers, subsidiaries, suppliers, and Elite members across various service categories and provinces.
- AZETEC (Alberta Zero Emissions Truck Electrification Collaboration) A $17.2 million project supported by Emissions Reduction Alberta designing and demonstrating two hydrogen fuel cell electric trucks on Alberta highways between Edmonton and Calgary. These 64-tonne B-train tractor-trailers are the first vehicles of this size and capacity built and tested in the world.
- ZEVAI (Zero Emissions Vehicle Awareness Initiative) Initiative developing educational tools and safe operating procedures for commercial drivers and first responders regarding hydrogen vehicles, aiming to de-risk market entry and facilitate early adoption of hydrogen as a clean energy alternative.
- EVID (Electric Vehicle Infrastructure Demonstration) Project to design, test, and demonstrate Alberta's first commercial vehicle hydrogen fueling station, advancing regulatory processes and standard operating procedures for hydrogen storage, transport, and dispensing.
- CTPS (Cooperative Truck Platooning System) Canada's first public-road Class 8 connected automated vehicle trial demonstrating two Class 8 CAVs platooning as a 'road train', conducted on public roads in business operations.
- ZETT (Zero Emission Truck Testbed) Project in collaboration with Deloitte and Transport Canada placing four zero-emission Class-8 trucks into service with four different commercial transportation companies across Canada.
- Industry Job Board Platform enabling AMTA members to post job openings directly to the industry job board for commercial transportation careers including driving, dispatch, maintenance, safety, and administration roles.
- Government Relations & Compliance (GRC) Meetings Quarterly forums providing Full Carrier members direct access to regulatory officials and AMTA staff where members can raise issues, ask questions, and shape policy responses. Part of the member advocacy program.
- AMTA Member Portal Centralized online platform for members to manage accounts, register for events, access the myAMTA Network community, and view industry news and updates.
Quantifiable outcome
- WCB premium refunds up to 20% through COR certification
- +4 more outcomes
Companies that use Alberta Motor Transport Association
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles3 records
Alberta Motor Transport Association technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Alberta Motor Transport Association partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Red Deer Polytechnic (RDP)coreRed Deer Polytechnic and AMTA received grant funding from Alberta's Ministry of Transportation and Economic Corridors (TEC) to develop Class 1 Driver Training programs, addressing workforce development needs in commercial transportation.
- Food Banks Canadaminor14 Trucks for Change Network member companies participated in Food Banks Canada's After the Bell food packaging initiative, with AMTA members actively involved.
- DeloittecorePartnering with AMTA and Transport Canada on the ZETT (Zero Emission Truck Testbed) project, placing four zero-emission Class-8 trucks into commercial operations.
- Transport CanadacoreGovernment partner on ZETT project supporting zero-emission truck adoption across Canada through real-world commercial trials.
- Trucking HR Canada (THRC)minorPartnering on workforce development initiatives including the HR Circle Check program and HR Health Check for trucking and logistics employers.
- Nikola Motor CompanyminorPartner providing hydrogen fuel cell truck technology for AZETEC demonstrations. Quote from Mark Thackeray, VP Regional Sales, praising AMTA's role in advancing zero emissions technology.
- Miller SupplyminorSupplier Partner offering $100 cardlock fuel credit rebate for AMTA members through myAMTA Rewards program.
- GreenworksminorSupplier Partner offering free operations dashboard software trial through 2026 for AMTA members.
- South Forty Transportation Ltd.minorSupplier Partner offering 5% savings on confirmed bookings for AMTA members.
- RandstadminorSupplier Partner offering specialized recruitment services for transportation and logistics workforce with promotional pricing for AMTA members.
- New West Truck CentresminorSupplier Partner offering parts and service specials including free wiper blades, CVIP inspections, and oil change discounts for AMTA members.
- FleetOperate Inc.minorSupplier Partner offering free FMCSA and NSC-compliant driver and vehicle management plus 20% discounted FleetShield access for AMTA members.
- VirtuClinicminorSupplier Partner offering 10% off annual subscriptions for driver health and safety services exclusive to AMTA Carrier Members.
- People Driving Academy Inc.minorSupplier Partner offering 10% savings on driver training services including Class 3, LCV, and Airbrake training for AMTA members.
- LedcorminorTransportation company utilizing AMTA's truck driving simulator training services for commercial drivers.
- Fortis AlbertaminorUtility company utilizing AMTA's truck driving simulator training services for commercial drivers.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Alberta Motor Transport Association competitors and assessment
Company assessmentEmerging players
- Alberta Construction Safety Association: Alberta-based non-profit administering COR certification and safety training for the construction industry. Comparable as a provincial safety association administering COR under the same Partnerships in Injury Reduction framework, making it the most structurally analogous peer within Alberta.
Direct peers
- Trucking HR Canada: National non-profit organization focused on trucking workforce development, training, and HR resources — an existing AMTA partner. Comparable as a peer organization addressing driver training, recruitment, and HR for the Canadian trucking sector.
- Ontario Trucking Association: Provincial trucking industry association in Ontario providing advocacy, training, and safety programs to commercial carriers. Operates a similar member-driven, subscription-based model and is the closest direct peer to AMTA in structure and offerings.
- Private Motor Truck Council of Canada: National association representing private fleet operators across Canada. Comparable to AMTA in serving commercial transportation operators with advocacy, training, and member services, though focused specifically on private (not-for-hire) fleets.
- British Columbia Trucking Association: Provincial trucking association in BC delivering advocacy, training, and member services to commercial carriers. Closely comparable to AMTA in mandate, member services, and provincial safety program administration.
Broad incumbents
- Canadian Trucking Alliance: National federation of provincial trucking associations including AMTA-affiliated bodies. Comparable as the umbrella advocacy organization for the Canadian trucking industry, of which AMTA is a provincial affiliate.
- American Trucking Associations: Largest national trucking industry association in the U.S., offering advocacy, training, certifications, and member services at scale. Comparable as a broad incumbent with similar mission and structure, though operating at a much larger scale and in a different regulatory environment.
Regional players
- Association du camionnage du Québec: Quebec's trucking industry association providing advocacy, training, and member services to carriers. Comparable to AMTA in mission and services, though operating under Quebec's distinct regulatory and language environment.
- Saskatchewan Trucking Association: Provincial trucking association in Saskatchewan providing member services, training, and advocacy. Comparable to AMTA in mandate and structure, though serving a smaller provincial carrier base.
- Manitoba Trucking Association: Provincial trucking association in Manitoba providing advocacy, training, and safety programs to carriers. Comparable to AMTA as a peer provincial association with similar member services, though serving a different geographic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Alberta Motor Transport Association social profiles
Digital presenceAlberta Motor Transport Association financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alberta Motor Transport Association leadership team
Management profileNumber of profiles
Profiles21 records
Alberta Motor Transport Association funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alberta Motor Transport Association 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 Alberta Motor Transport Association
What does Alberta Motor Transport Association do?
AMTA is a not-for-profit industry association that delivers tiered membership programs, safety certification (COR and SECOR), professional designations (CTSP and CTSC), in-person and online training (including truck driving simulator training), advocacy before government and regulators, and innovation research projects to Alberta's commercial transportation carriers and industry suppliers. Revenue is primarily generated through annual membership dues (Full Carrier $325-$7,600, Subsidiary $100-$800, Supplier $513.97-$1,027.94, Elite $3,000, Associate Carrier free) along with individual course fees, designation bundles, simulator sessions, events, and grants for hydrogen and zero-emission innovation projects.
Is Alberta Motor Transport Association a public or private company?
Alberta Motor Transport Association is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Alberta Motor Transport Association founded?
Alberta Motor Transport Association was founded in 1941. It employs 11 to 50 people.
Where is Alberta Motor Transport Association based?
Alberta Motor Transport Association is headquartered in Calgary, Canada, in the North America region.
How does Alberta Motor Transport Association make money?
Six revenue lines are on record. Full Carrier Membership Fees are the primary driver. The others are subsidiary Membership Fees, supplier Membership Fees, elite Membership Fees, associate Carrier Membership and training and Education Services.
Who are Alberta Motor Transport Association's main competitors?
Alberta Construction Safety Association is listed as an emerging player. Direct peers are Trucking HR Canada, Ontario Trucking Association, Private Motor Truck Council of Canada and British Columbia Trucking Association. Broad incumbents are Canadian Trucking Alliance and American Trucking Associations. Regional players are Association du camionnage du Québec, Saskatchewan Trucking Association and Manitoba Trucking Association.
Does Alberta Motor Transport Association have an API?
No public API is recorded for Alberta Motor Transport Association.
What industry is Alberta Motor Transport Association in?
Alberta Motor Transport Association's product category is Transportation Industry Association. Its primary akta.pro industry code is EDAOAFAM, Human Factors, Safety Management & Maintenance Error Prevention. Its NAICS code is 611519 and its SIC code is 8200.