What Wilderness Awareness School does

Wilderness Awareness School, legally The Awareness Society (Tax ID 22-3190778), is a 501(c)(3) nonprofit founded in 1983 by Ingwe (Norman Powell) and Jon Young in Duvall, Washington, roughly 45 minutes outside Seattle. The organization delivers experiential nature connection education through two principal program lines: Youth Programs (summer camps, day camps, overnight camps, expeditions, and school-year series for children ages 4-18) and Adult Programs (weekend workshops, weeklong intensives, multi-month immersives, and instructor training). The signature methodology is Coyote Mentoring, an educational philosophy developed internally over more than 30 years and codified in the published 'Coyote's Guide to Connecting with Nature'; the school integrates the 8 Shields Model and core routines such as Sit Spot, Fox Walking, and Owl Eyes into every offering. The flagship adult experience is The Immersion, a 9-month program whose graduates frequently become nature school founders and instructors, supported by specialized intensives in Wildlife Tracking, Wild Plant, Shadowcraft, and The Wild Path, plus free monthly Tracking and Bird Language Clubs serving as community and lead-generation touchpoints.

The revenue model is diversified across program registration fees for intensives and camps, sales of physical and digital products through an online store (books, video courses, audio downloads), donations supporting a scholarship program that awarded over $98,000 in the most recent year, and a recurring subscription tier introduced via the 2025 NatureMe mobile app ($2.99/month or $14.99 for six months). Marketing is direct-to-consumer, run through the website using Amilia for registration, organic social on Facebook/Instagram/Twitter/YouTube, email newsletters, and free eCourses. Operations are anchored on a 60-acre main campus in Duvall and a network of seven regional program locations across the Puget Sound region. The organization has been recognized with nine consecutive Parent Map 'Best Outdoor Camp' awards and as a first-place winner in Seattle's Child 2026 Family Favorites, and is positioned internationally as a primary inspiration for the contemporary nature connection movement. No AI or ML capabilities are disclosed; NatureMe represents the most significant recent product expansion, extending Coyote Mentoring into a digital, mobile-delivered format for the first time.

Name

Wilderness Awareness School

Legal name

The Awareness Society

Website

https://wildernessawareness.org

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Wilderness Awareness School is a 501(c)(3) nonprofit founded in 1983 delivering nature connection education to children and adults through summer camps, intensives, workshops, and the NatureMe mobile app, using its proprietary Coyote Mentoring methodology developed over 30+ years.

Ownership category

akta.pro rank

Product category

Outdoor Nature Education

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

akta.pro secondary industries

Youth Adventure Camps & Summer Programs (THAAAOAB), Adventure Therapy & Therapeutic Wilderness Programs (THAAAOAG)

Keywords

• Nature education programs
• Wilderness survival training
• Wildlife tracking intensive
• Youth summer camps
• Coyote mentoring

Headquarters

HQ city

Duvall

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Program Registration Fees: Revenue from youth and adult educational programs including summer camps, weekend workshops, intensives (Wildlife Tracking, Wild Plant, Shadowcraft, Nature Instructor Training), and multi-month immersives (The Immersion, The Wild Path). Programs range from free clubs to multi-thousand dollar intensives.
2. Product Sales: Online store selling books, CDs, eBooks, video courses, and children's materials including Coyote's Guide to Connecting with Nature, pocket guides, field guides, and survival training materials. Revenue from merchandise and digital products.
3. Donations: Tax-deductible donations supporting scholarship programs. The organization offered over $98,000 in scholarships last year. Accepts one-time and recurring donations (monthly, quarterly, annually). Wilderness Awareness School is the official dba of The Awareness Society, a 501(c)(3) not-for-profit organization.
4. NatureMe App Subscriptions: Mobile app with free version available and premium upgrade at $2.99/month or $14.99 for six months, with 14-day free trial. Revenue from in-app subscriptions for additional content.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wilderness Awareness School designs and delivers nature-immersion educational experiences for youth ages 4-18 and adults, applying its proprietary Coyote Mentoring methodology. Offerings span award-winning summer day and overnight camps, weekend survival and tracking workshops, multi-month intensives, and a flagship 9-month Immersion program, complemented by a NatureMe mobile app, an online store of nature-education books and video courses, and free community clubs.

Product overview

Wilderness Awareness School is a nature education organization offering a portfolio of interconnected programs and products. The core offerings include Youth Programs (summer camps and school year programs for ages 4-18) and Adult Programs (weekend, weeklong, and intensive programs). The flagship immersive experience is The Immersion, a 9-month program, complemented by specialized intensives including Wildlife Tracking Intensive, Nature Instructor Training, Shadowcraft Intensive, The Wild Path, and Wild Plant Intensive. The organization also offers NatureMe, a mobile app for guided nature connection practices, a Free eCourses program, and free monthly clubs (Tracking Club and Bird Language Club). The Online Store sells physical and digital educational products including books, video courses, and audio downloads. The programs utilize Coyote Mentoring methodology developed at the school.

Differentiator

Problem solved

Functional benefit

Products and services

• Youth Programs Award-winning nature connection programs for children and teens including summer camps (day camps, skills camps, overnight camps, expeditions) and school-year programs (monthly and weekly sessions) using Coyote Mentoring methods, for ages 4-18.
• The Immersion at Wilderness Awareness School A flagship 9-month immersive experience providing in-depth training in wilderness survival, community mentoring, nature connection, permaculture, edible and medicinal plants, wildlife tracking, and naturalist studies for adult learners.
• Wildlife Tracking Intensive A yearlong intensive (September-May) providing in-depth training in the art and science of wildlife tracking across diverse Pacific Northwest habitats, offered in Primary, Advanced, and Audit paths.
• Nature Instructor Training Comprehensive yearlong training program teaching the Coyote Mentoring approach to nature connection, available in Youth and Adult tracks for educators ready to step into leadership roles.
• Shadowcraft Intensive A six-month rite-of-passage program combining three in-person gatherings with virtual sessions, focused on developing stealth, awareness, and deepening relationship with nature and self.
• The Wild Path A hybrid seven-month nature-connection intensive blending three immersive in-person sessions with virtual gatherings to help adults deepen their relationship with the natural world, develop practical wilderness and naturalist skills, and build embodied awareness and leadership alongside a supportive community.
• Wild Plant Intensive An 8-weekend program (March-October) immersing students in plant exploration covering botanical identification, wild foraging, medicine making, ethnobotany, and permaculture.
• NatureMe Mobile App A mobile app experience delivering nature connection practices into everyday life through guided audio practices including Sit Spot and Wander introductory courses, available with a free version and premium subscription upgrade.
• Wilderness First Aid Training A two-day Wilderness First Aid (WFA) course including CPR certification, hosted at Wilderness Awareness School and taught by Backcountry Medical Training instructors.
• Intro to Mushrooms A single-day workshop introducing mushroom identification and ethno-mycological knowledge led by ecologist and educator Daniel Winkler.
• Sheep Skin Tanning Weekend A weekend workshop teaching traditional sheep skin tanning techniques as a primitive living skill.
• Wilderness Survival Basics A weekend workshop teaching foundational wilderness survival skills including fire-making, shelter building, and primitive living.
• Wilderness Awareness School Online Store Digital and physical products including books (Coyote's Guide to Connecting with Nature, Wilderness Awareness for Kids), video courses (FireMastery, Survival Video Course), audio downloads (Advanced Bird Language), and children's books supporting nature connection learning.
• Free eCourses Free email-based courses delivering nature connection practices and perspectives directly to subscribers' inboxes, serving as an entry point to paid programs.
• Monthly Tracking Club Free monthly community gathering for developing tracking skills, practicing animal track identification, aging, interpretation, and learning to track with confidence.
• Monthly Bird Language Club Free monthly club exploring bird vocalizations and behavior using the Five Voices of the Birds, interpreting shapes of alarm, and deep sensory awareness techniques.

Quantifiable outcome

• Won Parent Map's best outdoor camp award nine years in a row
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AmphibiancoreTechnology or IntegrationCollaborative development partner for NatureMe mobile application. Amphibian developed the first-of-its-kind nature mindfulness app offering guided audio practices for everyday nature connection. The app delivers Wilderness Awareness School's core routines (Sit Spot, Wander) through a digital platform available on iOS and Android.
• Conservation NorthwestcoreStrategic or Co-development PartnerPartnership for Cascades Citizen Wildlife Monitoring Project. Combines winter snow tracking with year-round remote camera work to document wildlife presence and movement throughout Snoqualmie Pass corridor, where wildlife crossing structures are being added. Also coordinates monitoring in remote habitats from North Cascades to Pasayten Wilderness to Gifford Pinchot National Forest.
• Backcountry Medical TrainingminorImplementation/ SI/ Consulting PartnerProvider of Wilderness First Aid (WFA) training course taught at Wilderness Awareness School. The two-day WFA course includes CPR certification and is hosted by WAS but taught by Backcountry Medical Training instructors.
• CyberTracker International / Tracker Certification North AmericaminorStrategic or Co-development PartnerInternational wildlife tracking certification organization. CyberTracker Track and Sign Evaluation offered as optional add-on for Tracking Intensive students. Certified evaluators provide internationally recognized certification. Executive Director Casey McFarland serves as guest instructor.
• I-90 Wildlife Bridges CoalitionminorStrategic or Co-development PartnerCoalition working on wildlife crossing structures along I-90 corridor. Partnership with Conservation Northwest and WAS for Citizen Wildlife Monitoring Project to document wildlife use of crossing structures.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trackers Earth: Portland, OR-based outdoor education school offering youth camps, adult classes, and tracking/wildlife/nature skills programs using Coyote Mentoring-influenced methods. Directly comparable nature connection education portfolio serving the Pacific Northwest with similar age-segment programming.
• The Human Path: Virginia-based primitive skills and nature connection school offering intensives, weekend workshops, and instructor training; comparable adult-learner intensive model with wildlife tracking and wilderness skills focus.
• Alderleaf Wilderness College: Pacific Northwest wilderness skills school offering adult intensives, tracking certifications, and naturalist training programs. Comparable adult-learner intensives and tracking curriculum with overlapping instructor lineage.
• EarthSkills (Gathering & School): New England-based primitive/wilderness skills gathering and school offering youth and adult programs in tracking, survival, and nature connection; comparable adult skills training and instructor alumni of Coyote Mentoring lineage.
• Earth Native Wilderness School: Austin, TX-area outdoor skills and nature connection school offering youth camps, adult intensives, tracking, survival, and wilderness skills programs. Closest U.S. comparable outside the PNW in curriculum mix and mission orientation.
• Wolf Camp: Washington-state outdoor skills and nature connection program provider offering youth camps, family programs, and adult classes in tracking, survival, and primitive skills. Comparable methodology emphasis and regional overlap.

Others

• CyberTracker International: Tracking certification organization that trains and certifies WAS instructors (Mark Kang O'Higgins and others); enabling ecosystem player rather than direct competitor, but a critical channel for credentialing WAS graduates.
• 8 Shields Institute: Methods and community organization that codifies the 8 Shields cultural mentoring framework referenced in WAS's curriculum; operated as an adjacent ecosystem player rather than direct program competitor.

Emerging players

• Acorn School / Forest School Network affiliates: Network of nature-based early childhood schools sharing audience overlap with WAS's younger youth programs (ages 4-7), but focused on full-time early education rather than part-camp nature connection model.
• Naturalists Academy: Online naturalist training platform offering self-paced courses comparable to WAS's online store and eCourse products; serves overlapping adult nature-learner segment with a digital-first model that complements in-person intensives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/teamcoyote
• YouTubeyoutube.com/user/WildernessAwareness
• Facebookfacebook.com/wildernessawareness
• Instagraminstagram.com/wilderness_awareness
• LinkedInlinkedin.com/company/wilderness-awareness-school

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Wilderness Awareness School