Discover You™

What Discover You™ does

Discover You™ is a youth development program operated by The ROCK Center for Youth Development, a Michigan-based 501(c)(3) nonprofit founded in 2001 under the legal name Reaching Our Community Kids. The organization delivers a train-and-impact curriculum for middle school through early post-secondary students (ages 11-18+), with four age-tiered programs (Building Strengths, Forging Futures, Mastering Skills, and Designing Tomorrow) plus a foundational Fostering Resilient Youth training. Content combines applied positive psychology, VIA Character Strengths, and experiential lesson plans, with outcomes measured through a validated survey tool licensed from Search Institute™.

The technology layer consists of the Discover You™ Community online platform (community.discoveryou.org), which provides self-led video lessons, reflection tools, and collaborative features for adults and youth, complemented by a TrainerCentral-powered e-commerce shop for the Discover Youth book and Reflection Notebooks. Delivery occurs through certified coaches providing direct in-person service in the Great Lakes Bay Region of Michigan, while virtual Zoom training cohorts and certified-educator partnerships extend reach globally, including internationally via Reset to Thrive in Australia.

The business model blends several revenue streams: paid training and certification (Fostering Resilient Youth and Youth Development Program), recurring monthly subscriptions (Inspire Bundle, Equip Continuing Education, Recognizing Strengths Series), one-time product sales (Discover Youth book, Reflection Notebooks), and discounted enrollment funded by state grants. Customer segments include Michigan school districts (12+ partner districts), youth-serving nonprofits, individual adults seeking professional development, and educators seeking certification. Pricing is not publicly disclosed; the customer count is described as programs reaching 25,000+ students cumulatively. Distribution combines direct service, self-serve online enrollment, virtual training cohorts, and partner-channel referrals.

Name

Discover You™

Legal name

The ROCK Center for Youth Development

Website

https://discoveryou.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover You™ is a Michigan-based nonprofit youth development program delivering an evidence-based, train-and-impact curriculum for ages 11-18+ through certified coaches, an online learning community, and partnerships with schools, nonprofits, and educators globally.

Ownership category

akta.pro rank

Product category

Youth Development and Social-Emotional Learning

NAICS

Educational Support Services (611710), Educational Support Services (61171), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Growth Mindset, Motivation & Goal-Setting Programs (EDAMAIAE)

akta.pro secondary industries

Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN), Learning Strategy, Instructional Design & Content Development (BPACANAG), K–12 Instructional Design & Curriculum Development Services (EDAGAKAA)

Keywords

• Youth development
• Positive psychology
• Experiential learning
• Social emotional learning
• Coach certification

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Training and Certification Programs: Revenue generated through training fees for Fostering Resilient Youth and Youth Development Program training. Programs include 6 hours of interactive training conducted over 6 weeks in two 1-hour sessions. State grant funding is available to support discounted enrollment.
2. Subscription-based Learning Modules: The Inspire Bundle provides subscription-based access to skill development and application courses for adults. Equip continuing education courses offer individual subscriptions for flexible, in-depth engagement as new offerings are added over time.
3. Products and Resources: Sales of Discover Youth book (comprehensive guide for adults to support youth), Reflection Notebooks (available in topic-specific and full spiral-bound editions), and other practical resources for adults and youth.
4. State Grant Funding Support: The organization leverages state grant funding to provide discounted enrollment for organizations in upcoming training cohorts, making programs more accessible to youth-serving organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Discover You™ trains and certifies educators, coaches, and youth-serving adults to deliver an evidence-based positive youth development curriculum combining personal growth skills with applied positive psychology through experiential lessons. Its offerings include the Discover You™ Community digital learning platform, the Fostering Resilient Youth foundational training, four age-tiered Youth Development Programs (Building Strengths for ages 11-15, Forging Futures for ages 15-18, Mastering Skills for ages 11-18, and Designing Tomorrow for post-secondary), direct-service programs like PASS and PeerLIFT, adult professional development subscriptions such as Inspire Bundle, and physical resources like the Discover Youth book and Reflection Notebooks. Outcomes are tracked through an integrated Search Institute™-validated survey tool.

Product overview

Discover You™ is a comprehensive youth development platform offering train-and-impact solutions for middle school through post-secondary students. The core offering includes Discover You™ Community (virtual learning platform) combined with Fostering Resilient Youth (foundational training) and multiple Youth Development Programs: Building Strengths (ages 11-15), Forging Futures (ages 15-18), Mastering Skills (ages 11-18), and Designing Tomorrow (post-secondary). Additional offerings include Inspire Bundle (adult skill development subscription), Certified Coach certification, direct service programs (PASS and PeerLIFT), and resources (Discover Youth Book, Reflection Notebooks). The platform is delivered through certified coaches in the Great Lakes Bay Region with global reach through certified educators and youth-serving adults.

Differentiator

Problem solved

Functional benefit

Brands

• Discover You™ Community: An online platform offering authentic and collaborative learning environment for adults and youth to build courage, confidence, and connection.
• PeerLIFT
• PASS (Positive Alternative to School Suspension)
• Discover Youth
• Reflection Notebooks

Products and services

• Discover You™ Community Virtual online platform offering collaborative learning environments where members engage with educational content, share insights, and access self-led lessons for youth and adults.
• Fostering Resilient Youth Foundational training program teaching strengths-based youth development, growth mindset, resilience, and positive relationships; prerequisite for Youth Development Program certification.
• Youth Development Programs (Building Strengths, Forging Futures, Mastering Skills, Designing Tomorrow) Age-tiered experiential youth development curriculum with four tracks: Building Strengths (ages 11-15), Forging Futures (ages 15-18), Mastering Skills (ages 11-18), and Designing Tomorrow (post-secondary) covering character strengths, growth mindset, communication, mental health, leadership, and purpose.
• Certified Coach Certification Certification pathway for educators, coaches, and youth-serving adults providing curriculum, materials, and ongoing trainer support to deliver Discover You™ workshops with youth.
• PASS Program (Positive Alternative to School Suspension) Direct-service program providing a positive alternative to school suspension for students, offered exclusively to partners of Discover You™.
• PeerLIFT Student-led initiative built on peer-to-peer engagement that empowers students to foster open conversations, reduce stigma, and build peer support networks for mental health and suicide awareness.
• Inspire Bundle Subscription program for personal and relational growth through intentional skill development including Hope, Strength, Resilience, and Courage modules with video lessons, reflection activities, and collaborative learning.
• Discover Youth Book Comprehensive guide equipping adults with practical strategies and uplifting guidance to better support youth within their sphere of influence.
• Reflection Notebooks Reflection and skill-building notebooks available in topic-specific or full spiral-bound editions with reflection prompts, inspiring quotes, and space for personal growth.

Quantifiable outcome

• Students report learning self-control, better ways to communicate, and valuing themselves
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core, notable and minor.

• Bangor SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum in classrooms and school activities.
• Bay-Arenac ISDcoreStrategic or Co-development PartnerGreat Start Collaborative Coordinator Rich Van Tol reports positive student outcomes including improved school climates with more positive student-to-student and staff-to-student relationships.
• Midland Public SchoolscoreStrategic or Co-development PartnerPartner school district in the Great Lakes Bay Region implementing Discover You™ programs through certified coaches.
• Big Brothers Big Sisters Great Lakes BaycoreStrategic or Co-development PartnerNonprofit partner supporting youth mentoring and development through Discover You™ principles.
• Reset to Thrive (Australia)notableStrategic or Co-development PartnerFounder Leanne Camilleri serves as a Discover You™ Certified Coach, using the program to help young people with wellbeing. International partnership extending reach beyond the US.
• Search Institute™coreTechnology or IntegrationLicensed validated survey tool from Search Institute™ measuring Resilience, Positive Identity, Internal Developmental Assets, and Growth and Development. Provides actionable data on youth outcomes.
• Bay City AcademycoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Coleman SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Freeland SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Meridian Schools (MEC)coreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Swan Valley SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Zion SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Belding SchoolscoreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• BCPS (Bay County Public Schools)coreStrategic or Co-development PartnerEducational institution partner implementing Discover You™ youth development curriculum.
• Midland Area WellbeingnotableStrategic or Co-development PartnerCommunity organization partner focused on wellbeing initiatives in the Midland area.
• Legacy CenternotableStrategic or Co-development PartnerPartner organization providing youth development and community support services.
• Trapani CommunicationsminorStrategic or Co-development PartnerMarketing and communications partner supporting Discover You™ outreach efforts.
• Molly KennedynotableStrategic or Co-development PartnerAward-winning international speaker and author of Creating the Champion Within. Partners to provide #FlipYour20 with Monday's With Molly - nine lessons with tips to navigate challenges in life, available through the Navigate program.
• VIA Institute on CharactercoreTechnology or IntegrationFramework provider for character strengths. Discover You™ uses VIA Character Strengths framework in curriculum modules including Recognizing Strengths, Personal Strengths, and Balancing Character Strengths.

Scale indicators4 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• Committee for Children (Second Step): Long-established nonprofit publisher of the Second Step SEL curriculum for K–8 schools. Broader incumbent in the same SEL category with deeper district penetration and a larger content portfolio than Discover You™.
• Panorama Education: K–12 SEL and student-success platform combining surveys, curriculum, and data analytics for districts. Comparable to Discover You™ on outcome measurement and SEL delivery, but operates at much larger scale with a broader product suite.

Others

• VIA Institute on Character: Nonprofit provider of the VIA Character Strengths framework and assessment, which Discover You™ uses in its Recognizing Strengths Series and curriculum modules. Comparable as an adjacent framework/enabler rather than a direct program competitor.
• Search Institute: Nonprofit research organization behind the Developmental Assets framework and validated survey tools Discover You™ licenses. Functions as an upstream framework/measurement partner rather than a direct competitor, but its frameworks shape the SEL category.

Direct peers

• CharacterStrong: K–12 SEL and character education provider offering tiered curriculum, training, and PBIS-aligned resources for schools. Closely comparable to Discover You™ on target customer (school districts), content area (character/leadership), and train-the-trainer delivery model.
• Why Try: Youth development program using visual analogies and experiential lessons to teach resilience, grit, and life skills in schools and out-of-school programs. Closely parallels Discover You™'s experiential, lesson-based delivery and youth resilience focus.
• Leader in Me (FranklinCovey): Whole-school leadership and character development framework for K–12, with educator training and curriculum. Comparable to Discover You™ in age segment (primary through high school), train-the-trainer model, and school-wide deployment.
• The Flippen Group: Provides student leadership and character development programming and teacher training for K–12 districts. Directly comparable to Discover You™ on target buyers (districts), content (character/leadership), and trainer-led implementation.
• Capturing Kids Hearts: Relationship-driven youth development and educator training program used in schools nationwide. Similar to Discover You™ in focusing on youth resilience, relationships, and educator professional development cohorts.
• 7 Mindsets: SEL and mindset curriculum for schools and youth organizations, with online learning, lesson plans, and professional development. Directly overlaps Discover You™ on positive-psychology-informed youth programming and educator training.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/discoveryouprog
• Facebookfacebook.com/DiscoverYouPrograms
• Instagraminstagram.com/discoveryouprograms
• LinkedInlinkedin.com/company/discoveryouprograms

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Discover You™