Canadian Mental Health Association Manitoba and Winnipeg

What Canadian Mental Health Association Manitoba and Winnipeg does

Canadian Mental Health Association Manitoba and Winnipeg Inc. is a registered charitable nonprofit organization and the provincial division of the national Canadian Mental Health Association, founded nationally in 1918. The organization delivers direct mental health services across the province of Manitoba through five regional divisions: Winnipeg, Northern-Thompson, Prairie Mountain, Interlake-Eastern, and Southern Manitoba, each with its own office and service team. Its mission centers on promoting mental health, supporting recovery from mental illness, and providing crisis intervention, peer support, housing assistance, employment-related help, and suicide prevention services to all Manitobans regardless of ability to pay.

The organization's product and program portfolio spans both direct service delivery and digital platforms. Core offerings include BounceBack, a free coach-led skill-building program delivered online or by phone for adults and youth 15+ managing low mood, mild to moderate depression, anxiety, or stress; Well Central, a free bilingual interactive online learning platform covering chronic stress, low mood, and anxiety; Thrival Kits for students in grades 4-6 focused on mental health promotion; Care for All in Education, a dedicated mental health resource portal with Wellness Support Specialists for education-sector staff; Recovery College courses; certified workplace mental health training; and specialized services such as safeTALK suicide alertness training, Mental Health First Aid, the CRAFT program, and OCD and hoarding services. Underlying technology is a mix of conventional online learning infrastructure, telephone-based coaching, regional CRM and case-management workflows, and free public-facing web properties.

The organization's business model reflects the nonprofit charitable structure: primary funding flows from provincial government grants through Manitoba Health for mental health services, supplemented by individual and corporate donations, fundraising events such as the Push-Up Challenge, One Great Lottery, and the Run for Women, fee-based workplace mental health training sold to Manitoba employers, and individual memberships. Most core services are delivered free of charge; workplace training and membership are the principal fee-bearing streams. The organization maintains partnerships with educational institutions such as RRC Polytech, athletic leagues including MJHL, community funders such as United Way Winnipeg, and the wider CMHA national federation, distributing service delivery across direct office walk-ins, partner referrals, online self-serve channels, and employer contracts.

Name

Canadian Mental Health Association Manitoba and Winnipeg

Legal name

Canadian Mental Health Association Manitoba and Winnipeg Inc.

Website

https://cmhaacrossmb.ca

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

Canadian Mental Health Association Manitoba and Winnipeg is a registered charity and provincial CMHA division that delivers direct mental health services, peer support, crisis intervention, and workplace training to all Manitobans through five regional divisions and bilingual online platforms such as BounceBack and Well Central.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Social Assistance (624), Individual and Family Services (6241), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Health Services (8000), Services-Social Services (8300)

akta.pro primary industry

Community Mental Health Centers (CMHCs) & Public Behavioral Health Providers (HLAFACAI)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGAEAH), Outpatient Mental Health Clinics & Counseling Centers (HLAFACAA), Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI), Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH)

Keywords

• Mental health services
• Community mental health
• Workplace mental health training
• Peer support programs
• Crisis intervention support

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Grants and Funding: Primary revenue from provincial government funding through Manitoba Health for mental health services and programs.
2. Donations and Fundraising: Donations from individuals, corporate sponsors, and fundraising campaigns including Push-Up Challenge, One Great Lottery, and direct donation programs.
3. Membership Fees: Paid individual memberships with reduced rates available for individuals on limited income.
4. Workplace Training Programs: Revenue from certified mental health training programs for employers including Psychological Health & Safety certification courses.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

CMHA Manitoba and Winnipeg delivers direct mental health services across five regional divisions in Manitoba, including crisis support via the 988 line, peer support, housing assistance, and recovery education. It also operates online learning platforms (Well Central, BounceBack) and delivers certified workplace mental health training to Manitoba employers. Programs such as Care for All in Education and Thrival Kits target the education sector and youth populations respectively.

Product overview

CMHA Manitoba and Winnipeg offers a comprehensive portfolio of mental health programs and services across Manitoba. The organization operates both as a provincial coordinating body and direct service provider with regional divisions covering Winnipeg, Northern-Thompson, Prairie Mountain, Interlake-Eastern, and Southern. Core programs include Well Central (bilingual online learning platform), BounceBack (telephone/online coaching), Care for All in Education, and Thrival Kits for youth. Additional services span peer support, workplace mental health training, OCD and hoarding services, housing support programs, recovery education, and suicide prevention training. The organization also facilitates community events including The Push-Up Challenge and Ride Don't Hide fundraising initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• BounceBack®: A free skill-building program designed to help adults and youth 15+ manage low mood, mild to moderate depression, anxiety, stress, or worry.
• Well Central
• Thrival Kits
• Care for All in Education
• Recovery College
• ECHO Program

Products and services

• BounceBack A free skill-building program delivered online or by phone with a coach, helping adults and youth 15+ manage low mood, mild to moderate depression, anxiety, stress, or worry.
• Well Central A free interactive bilingual online learning platform offering courses on mental health, well-being, and recovery topics such as chronic stress, low mood, and anxiety.
• Care for All in Education A mental health and wellness resource program for staff in the education sector, providing a resource web portal, dedicated Wellness Support Specialists, and customized wellness presentations.
• Thrival Kits Shoebox-sized kits filled with small meaningful items that students use as they complete classroom challenges focused on mental health promotion for youth ages 8-12 (grades 4-6).
• Workplace Mental Health Training Certified mental health training offered to Manitoba employers through scheduled group and private training sessions covering workplace psychological health and safety.
• Mental Health First Aid Training Certified training program teaching participants how to help someone experiencing a mental health crisis.
• Peer Support Programs Peer support services offered across Winnipeg, Southern, Prairie Mountain, and Interlake-Eastern regions, providing connection and shared experience-based support for mental health recovery.
• Recovery College Educational program offering courses on mental health recovery topics including Welcome to Recovery College, Understanding Mental Illness, and various recovery-focused workshops.
• Portable Housing Benefit Program Housing support program offered in Northern and Prairie Mountain regions to assist individuals with housing stability.
• OCD and Hoarding Services Specialized services providing education, support, and treatment for individuals affected by OCD and hoarding disorder, including group programs like GOAL Group.
• CRAFT Program Community Reinforcement Family Training program for mental illness and substance use, helping family members and caregivers support loved ones.
• safeTALK Suicide alertness training program offered in the Interlake-Eastern region teaching participants to recognize and respond to suicide warning signs.
• OSI-CAN Manitoba Operational Stress Injury support program for Manitoba, offering specialized mental health support.
• ECHO Program Mental health support and resources program offered through CMHA Northern.
• Connections Clubhouse Community-based program in Northern Manitoba providing mental health support and social connection.

Quantifiable outcome

• Over 49,000 Canadians participated in the Push-Up Challenge, completing 44 million push-ups and raising over $2.4 million for CMHA nationally.
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Push-Up ChallengecoreGTM or Marketing Partner · 1 January 2024International partnership with Australian-based The Push-Up Challenge organization. In 2024, over 49,000 Canadians participated, completing 44 million push-ups and raising over $2.4 million for CMHA nationally.
• Manitoba Junior Hockey League (MJHL)coreStrategic or Co-development Partner · 1 January 2014Talk Today program partnership since 2014, celebrating 10 years in 2024, providing mental health support and suicide prevention for young athletes across Manitoba hockey.
• RRC Polytech (Red River College)coreStrategic or Co-development PartnerPartnership with RRC Polytech to deliver the Certified Psychological Health & Safety Micro-credential course for individuals wanting to help organizations implement the National Standard for Psychological Health and Safety.
• Care for All in EducationcoreStrategic or Co-development PartnerMental health and wellness resources specifically designed for staff working within the education sector, including a resource web portal and dedicated Wellness Support Specialists.
• United Way WinnipegcoreGTM or Marketing PartnerPartnership supporting youth mental health programs and community outreach initiatives, featuring stories of youth mental health advocates.
• One Great LotteryminorGTM or Marketing PartnerCMHA Manitoba and Winnipeg is one of 56 Manitoba charities supported by One Great Lottery, with funds supporting mental health programming.
• Wellness InstituteminorStrategic or Co-development PartnerPartnership for Powerful Tools for Caregivers program delivery.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Canadian Centre for Suicide Prevention (CCSP): Developer and licensor of safeTALK and ASIST suicide alertness and intervention training programs. CMHA Manitoba delivers safeTALK in the Interlake-Eastern region, making CCSP a direct training-content peer and licensor relationship.
• Kids Help Phone: Canada-wide e-mental health service for youth providing 24/7 counseling via phone, text, and online chat. Directly comparable to CMHA Manitoba's youth-facing assets such as BounceBack (15+) and Huddle Broadway.
• Hope for Wellness Helpline: Provides immediate mental health counseling and crisis intervention for Indigenous peoples across Canada. Overlaps with CMHA Manitoba's crisis-support positioning (988 promotion) and serves a shared community-mental-health need.

Regional players

• Foundry: BC-centered network of youth wellness centres offering integrated mental health, substance use, and primary care services for ages 12-24. Directly comparable in mission and youth-focus to CMHA Manitoba's Huddle Broadway and Futures Forward programs, though BC-only.
• Aboriginal Health & Wellness Centre of Winnipeg: Winnipeg-based community health organization providing culturally grounded mental wellness, primary care, and community programs. Comparable as a Manitoba community-based mental health provider targeting similar populations with grants from overlapping funders.
• Manitoba Possible (formerly Society for Manitobans with Disabilities): Manitoba-based nonprofit delivering disability and mental health supports across the province, including counseling and community programs. Operates in the same Manitoba market as CMHA and competes for overlapping provincial grants and donor dollars.
• Sara Riel Inc. Manitoba-based mental health service provider offering community mental health, housing, and employment support programs. Direct local competitor for provincial funding and overlapping service portfolio in Winnipeg and surrounding regions.

Broad incumbents

• Canadian Mental Health Association (National): Federation-level parent organization present in 330+ communities across every province and Yukon. Operates the same community mental health mandate but at a national scope, coordinating the provincial divisions including CMHA Manitoba.

Emerging players

• Strongest Families Institute: Provides distance-delivered mental health services for children, youth, and families via phone and internet coaching. Closely comparable to BounceBack® and Care for All in Education on the family/child online coaching model.
• Wellness Together Canada: Federally funded portal offering free e-mental health services, self-guided courses, and counseling. Comparable to Well Central and BounceBack® as a free public online mental health learning and support platform.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CMHAmbwpg
• YouTubeyoutube.com/@CMHAMBWPG
• Facebookfacebook.com/CMHAmbwpg
• LinkedInlinkedin.com/company/cmhambwpg
• Instagraminstagram.com/cmhambwpg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canadian Mental Health Association Manitoba and Winnipeg