WORTH Association

What WORTH Association does

WORTH Association is a Vancouver-based non-profit society founded in 2018 by Joanna Jagger to advance equity for self-identifying women in the recreation, tourism, and hospitality sectors of British Columbia. The organization operates a portfolio of programs including the annual WORTH Leadership Summit (Western Canada's premier industry event for women in the sector with a 95% attendee recommendation rate), the fully-funded six-week WORTH Academy leadership development program, a three-month virtual WORTH Mentorship Program matching mentees with industry leaders, the Yes Shef culinary event, and a content library of articles, guides, and profiles. Programs are delivered virtually with optional in-person components across multiple BC cities including Vancouver, Whistler, Kelowna, and Victoria.

The organization serves three interlocking segments: women at all career stages in the visitor economy (primary), industry employers and organizations seeking DEI programming (secondary), and senior women leaders who serve as mentors, speakers, and board members (tertiary). There is no proprietary technology platform; operations are run on a Squarespace website for registrations, newsletter distribution, and donations.

WORTH's business model is a hybrid non-profit funding stack: donations from individuals, corporate partnerships through the Leadership Circle (20+ named regional and national brands), ticket and sponsorship revenue from the Leadership Summit and Yes Shef events, a $50 mentee participation fee for the Mentorship Program, and a Cause We Care Foundation grant that fully funds WORTH Academy delivery. The organization is led by Founder and President Joanna Jagger, with a small team supplemented by an Advisory Board and volunteer program consultants; it has reached 8,000+ community members, facilitated 317 mentorship matches, graduated 325 Academy participants, and distributed $84K in scholarships since inception.

Name

WORTH Association

Legal name

WORTH Association

Website

https://worthassociation.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

WORTH Association is a Vancouver-based non-profit society founded in 2018 that advances women in British Columbia's recreation, tourism, and hospitality sectors through mentorship, leadership development, the annual WORTH Leadership Summit, and the fully-funded WORTH Academy program.

Ownership category

akta.pro rank

Headquarters

HQ city

Vancouver

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, Others

Revenue model

1. Donations and charitable contributions: Individual donors and corporate partners make charitable donations to support WORTH's programming. Donations fuel scholarships, mentorship program operations, Academy delivery, and events.
2. Corporate partnerships and sponsorship: Companies join the Leadership Circle and sponsor WORTH events, programs, and summits in exchange for brand visibility, talent access, and alignment with gender equity values.
3. Mentorship program participation fee: Mentees pay a $50 non-refundable participation fee to join the 3-month mentorship cohort. Employers are encouraged to cover this cost.
4. Event revenue (tickets, registrations): Revenue generated from ticket sales to the WORTH Leadership Summit, Yes Shef culinary events, Summer Socials, and Empower Her panel events.
5. Cause We Care Foundation grant funding: WORTH Academy is fully funded through the Cause We Care Foundation, providing zero-cost access to participants. This grant covers program delivery costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

WORTH Association is a non-profit society that educates, elevates, and engages self-identifying women in recreation, tourism, and hospitality through mentorship, leadership development, networking events, and industry advocacy. Its core offerings include the WORTH Leadership Summit (annual flagship event), the WORTH Academy (6-week online leadership program), the Mentorship Program (3-month cohort), the Yes Shef culinary event, and an editorial content library of resources and newsletters. Programs are largely free or grant-funded, with mentees paying a $50 participation fee for the Mentorship Program.

Product overview

WORTH Association is a non-profit society advancing equity in the visitor economy through mentorship, leadership development, advocacy, and community connection for self-identifying women and gender diverse people in recreation, tourism, and hospitality. The organization's portfolio includes: the annual WORTH Leadership Summit (Western Canada's premier summit for women in the sector with 95% attendee recommendation rate); WORTH Academy (a fully-funded, six-week online leadership program); the WORTH Mentorship Program (a three-month virtual cohort matching mentees with industry leaders); Yes Shef (a culinary event celebrating women in hospitality); WORTH Resources (a content library of articles, interviews, and guides); the WORTH Newsletter (free communications delivering industry insights); and the WORTH Summer Social (annual networking events in Vancouver and Whistler). Programs operate across Canada with a principal base in British Columbia, Canada.

Differentiator

Problem solved

Functional benefit

Brands

• WORTH Academy: A fully funded 6-week leadership program designed to help women take the next step in their careers in recreation, tourism, or hospitality sectors.
• WORTH Leadership Summit
• Yes Shef
• WORTH Mentorship Program

Products and services

• WORTH Leadership Summit Western Canada's premier summit advancing women in recreation, tourism, and hospitality. The annual event features keynote presentations, networking opportunities, breakout sessions, and a trade show, with a reported 95% attendee recommendation rate.
• WORTH Academy A fully funded, six-week online leadership program for self-identifying women in recreation, tourism, or hospitality. Includes flexible learning, professional development workshops, one-on-one mentorship matching, and leadership skills training. Fully funded through the Cause We Care Foundation.
• WORTH Mentorship Program A three-month virtual mentorship cohort program matching mentees with experienced industry leaders in recreation, tourism, and hospitality. Includes virtual welcome sessions, monthly one-on-one conversations, a midpoint check-in, and a closing reflection session. Mentees pay a $50 participation fee.
• Yes Shef An evening culinary event celebrating remarkable women in BC's hospitality community. Mentor chefs and their student apprentices craft culinary delights for guests, supporting women in the food and beverage industry.
• WORTH Resources A curated library of articles, interviews, guides, and insights covering career development, advocacy, women of WORTH profiles, industry insights, events, health and wellbeing, and financial literacy.
• WORTH Newsletter A free newsletter providing articles from women across the industry, networking and event opportunities, career-boosting program information, and ways to take action on equity in recreation, tourism, and hospitality.
• WORTH Volunteer Program Volunteer opportunities for community members to contribute to WORTH's mission, including newsletter content creation and event support. Volunteers gain access to WORTH events, networking opportunities, and work experience in the recreation, tourism, and hospitality sector.
• WORTH Summer Social An annual in-person networking event held in Vancouver and Whistler, bringing together women and allies across the recreation, tourism, and hospitality industries for connection and community building.

Quantifiable outcome

• 8,000+ community members reached
• +5 more outcomes

Named customers10 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

Partnerships

30 partnerships are on record, tiered core and minor.

• Accent InnscoreGTM or Marketing Partner · 1 January 2026Accent Inns is a 2026 Leadership Summit partner and past Empower Her event sponsor. Supports WORTH's mission through event sponsorship and hospitality partnership.
• Sandman Hotel GroupcoreGTM or Marketing Partner · 1 January 2026Part of the Leadership Circle and a 2026 Summit partner. Supports WORTH's programming through financial sponsorship and industry advocacy for gender equity.
• Destination VancouvercoreGTM or Marketing Partner · 1 January 2026Part of the Leadership Circle and 2026 Summit partner. Contributes to WORTH's mission by advancing gender equity in Vancouver's visitor economy.
• FortisBCcoreGTM or Marketing Partner · 1 January 20262026 Leadership Summit partner supporting WORTH's programs and events.
• Encore GlobalcoreGTM or Marketing Partner · 1 January 20262026 Leadership Summit partner bringing events expertise to WORTH's programming.
• Element Events CanadacoreGTM or Marketing Partner · 1 January 20262026 Summit partner supporting WORTH's events and programming.
• EcolabcoreGTM or Marketing Partner · 1 January 20262026 Summit partner bringing hygiene and sustainability expertise to WORTH's hospitality network.
• Gibbons WhistlercoreGTM or Marketing Partner · 1 January 20262026 Summit partner, supporting WORTH's presence in the Whistler hospitality community.
• Russell HendrixcoreGTM or Marketing Partner · 1 January 20262026 Summit partner in the foodservice equipment industry.
• Hotel Association of VancouvercoreGTM or Marketing Partner · 1 January 20262026 Summit partner representing Vancouver's hotel industry and supporting WORTH's equity mission.
• JW Marriott Parq VancouvercoreGTM or Marketing Partner · 1 January 20262026 Summit partner and event venue host, supporting WORTH through hospitality sponsorship.
• TD BankcoreGTM or Marketing Partner · 1 January 20262026 Summit partner bringing financial services perspective to WORTH's gender equity programming.
• Gordon Food ServicecoreGTM or Marketing Partner · 1 January 2026Part of the Leadership Circle, a 2026 Summit partner, and major supporter of WORTH. Employees actively participate in WORTH programs and events.
• Parallel49 BrewingminorGTM or Marketing Partner · 1 January 20262026 Summit partner providing beverage sponsorship.
• Air CanadacoreGTM or Marketing Partner · 1 January 20262026 Summit partner providing travel support for speakers and attendees.
• InMotion VisualsminorGTM or Marketing Partner · 1 January 20262026 Summit partner providing visual/media services.
• Silver Hotel GroupcoreGTM or Marketing Partner · 1 January 20262026 Summit partner supporting WORTH through hotel industry partnership.
• J. Ross RecruitersminorGTM or Marketing Partner · 1 January 20262026 Summit partner providing recruitment expertise.
• Destination Greater VictoriacoreGTM or Marketing Partner · 1 January 2026Past Empower Her sponsor and 2026 Summit partner representing Victoria's visitor economy.
• go2HRcoreGTM or Marketing Partner · 1 January 20262026 Summit partner representing BC's tourism and hospitality workforce development organization.
• Vision PhotominorGTM or Marketing Partner · 1 January 20262026 Summit partner providing photography services.
• Thompson Okanagan Tourism AssociationcoreGTM or Marketing Partner · 1 January 2023Sponsor of the Empower Her events across BC cities (Kelowna, Victoria, Vancouver, Whistler). Supports WORTH's mission to advance women in tourism.
• Coast Capri HotelcoreGTM or Marketing Partner · 1 January 2023Sponsor of the Empower Her events, supporting WORTH's panel programming.
• Oak Bay Beach HotelcoreGTM or Marketing Partner · 1 January 2023Sponsor of the Empower Her events, supporting WORTH's programming in Victoria.
• Vancouver Marriott Pinnacle Downtown HotelcoreGTM or Marketing Partner · 1 January 2023Sponsor of the Empower Her events, supporting WORTH's mission.
• Hilton Whistler Resort and SpacoreGTM or Marketing Partner · 1 January 2023Sponsor of Empower Her Whistler event and host venue partner.
• Halcyon Hot SpringsminorGTM or Marketing Partner · 1 January 2023Silent auction donor and supporter of Empower Her events.
• Tourism Industry Association of BC (TIABC)coreStrategic or Co-development Partner · 1 January 2023TIABC's mentorship partnership supported over 100 women in WORTH's mentorship circles with plans for significant expansion.
• Tourism Industry Association of BC (TIABC)coreStrategic or Co-development Partner · 1 January 2022Joined the Leadership Circle in 2022 and signed on as a key partner in WORTH's mentorship program. Mentorship circles have supported over 100 women, with TIABC enabling significant expansion. TIABC represents the broader tourism industry in BC's equity work.
• Tourism Industry Association of BC (TIABC)coreStrategic or Co-development Partner · 1 January 2022TIABC joined the Leadership Circle and signed as a key mentor program partner, committing to support WORTH's mentorship expansion.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ellevate Network: Global professional women's network offering mentorship, events, and career resources to advance women in business. Comparable community-led model with both free and paid membership tiers similar to WORTH's structure.
• Lean In Foundation: Nonprofit foundation empowering women through small peer support circles, leadership content, and community resources. Direct peer to WORTH in mission and circle-based program delivery, though operating across all industries rather than hospitality-specific.
• Les Dames d'Escoffier International: Invitation-only philanthropic society of women leaders in the culinary, hospitality, and fine beverage industries. Comparable to WORTH in advancing women professionals across hospitality/food/beverage verticals through networking, mentorship, and grants.
• Women's Foodservice Forum: Nonprofit organization dedicated to the development and advancement of women in the foodservice industry through leadership programming, networking, and industry research. Direct analogue to WORTH's mission in the broader US foodservice/hospitality market.
• International Women's Forum: Membership organization of accomplished women leaders across industries and geographies, focused on peer learning, mentorship, and leadership development. Direct analogue to WORTH's cohort-based leadership programming model.

Broad incumbents

• Catalyst: Global nonprofit accelerating progress for women in the workplace through research, advisory services, and inclusion tools. Comparable to WORTH at the broader cross-industry level — both operate employer-supported models driving gender equity outcomes.

Others

• Tourism Industry Association of BC (TIABC): Provincial industry association representing BC's tourism sector — an actual WORTH partner (Leadership Circle and key mentorship partner). Comparable as a BC tourism advocacy body, but broader in scope than WORTH's women-focused mission.

Regional players

• go2HR: BC's tourism and hospitality workforce development organization, supporting people and culture practices across the sector. Comparable as a regional industry-support body addressing workforce challenges — overlaps with WORTH's mission on the talent pipeline dimension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/worth.association
• Xx.com/WORTHassoc
• Facebookfacebook.com/worth.association
• LinkedInlinkedin.com/company/worth-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 WORTH Association