What Growing With Gratitude does

Growing With Gratitude (GWG) is a privately held Australian mental wellbeing company founded in 2014 by educator Ash Manuel and headquartered in Adelaide. The company delivers evidence-based positive education programs to K–12 schools, built around its proprietary 5 Habits of Happiness framework (gratitude, kindness, empathy, positive reflection, and serving others). Core offerings combine in-person workshops delivered by the founder with an online platform providing curriculum-aligned lesson plans, activity sheets, posters, and assessment tools accessible through dedicated teacher, school, and family login portals.

GWG's product surface includes the GWG AI Wellbeing Wizard — a 2025-launched AI-powered portal that combines generative AI-personalized wellbeing planning, curriculum integration, family support, professional development, and Pixar-style animated content on a single platform — alongside the annual World's Biggest Gratitude Lesson (WBGL), a free global online classroom event founded in 2020 and hosted on Microsoft Teams. Supporting products include a School Wellbeing Scorecard, the published book "Growing with Gratitude," and the GWG Shop apparel line launched in 2025.

The business model blends recurring subscription access (online platform, school wellbeing programs) with one-time book and merchandise sales, professional development services, and a freemium acquisition funnel (WBGL). Go-to-market is founder-led: free 30-minute discovery sessions with Ash Manuel, a podcast (The Positive Education Podcast), and partner channels including the Victorian Government Schools Mental Health Menu 2026, Together 4 Youth (funding access), and B1G1 (social impact). GWG reports implementation across 800+ schools in 45 countries and 750,000+ individuals impacted since founding.

Name

Growing With Gratitude

Legal name

Growing With Gratitude

Website

https://growingwithgratitude.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Growing With Gratitude is an Australian mental wellbeing company that delivers evidence-based positive education programs, in-person workshops, and an AI-powered online platform to K–12 schools globally via its proprietary 5 Habits of Happiness framework.

Ownership category

akta.pro rank

Product category

Education Wellbeing Programs

NAICS

Educational Support Services (611710), Educational Support Services (6117)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Student Wellness & Prevention Programs (Substance Use, Sexual Health, Bullying) (EDAJAIAG)

akta.pro secondary industries

Social-Emotional Learning (SEL), Health & Wellbeing Curriculum (EDAGAAAF), Curriculum, Lesson Planning & Instructional Content Platforms (EDAJAMAD), Behavioral & Social-Emotional Support (ABA, PBIS, Counseling) (EDAJAKAE)

Keywords

• School wellbeing programs
• Positive education curriculum
• Student mental health
• Teacher professional development
• Gratitude education

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. School Wellbeing Programs: Whole-school positive education/wellbeing programs delivered through in-person workshops combined with ongoing online platform access. Pricing based on school size and scope of implementation. Includes staff professional development, student sessions, and parent engagement.
2. Online Platform Access: Subscription-based access to GWG's online program and digital resources for schools, teachers, and families. Platform includes lessons, activities, tracking tools, and curriculum materials.
3. Book Sales: Published book 'Growing with Gratitude: Building Resilience, Happiness, and Mental Wellbeing in Our Schools and Homes' sold through Amazon and bundled with apparel purchases.
4. Apparel Sales: Merchandise including hoodies, t-shirts, and youth apparel sold through the GWG shop. Part proceeds support B1G1 global giving initiatives. Launched 2025 due to popular demand.
5. World's Biggest Gratitude Lesson: Free annual event that serves as a customer acquisition funnel. While the event itself is free, it introduces schools to GWG methodology leading to paid program adoption.
6. Professional Development: Staff training sessions and workshops for school implementation of positive education programs. Delivered in-person at schools or potentially virtual formats.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Growing With Gratitude sells evidence-based positive education and mental wellbeing programs to K-12 schools, delivered through in-person workshops conducted by founder Ash Manuel and a subscription-based online platform (GWG AI Wellbeing Wizard) that provides strategic wellbeing planning, curriculum-aligned content, digital toolkits, family programs, and professional development. The company's flagship annual World's Biggest Gratitude Lesson (WBGL) is a free global online event that introduces schools to the GWG methodology and converts them into paying customers. Supporting offerings include the School Wellbeing Scorecard assessment tool, the published "Growing with Gratitude" book, and branded apparel whose proceeds support B1G1 global giving.

Product overview

Growing With Gratitude operates as a comprehensive mental wellbeing program for schools, built around a core combination of in-person workshops and a growing online platform. The primary offerings include the GWG AI Wellbeing Wizard — an AI-powered portal providing strategic wellbeing planning, curriculum integration, digital toolkits, family programs, and professional development — alongside in-person workshops and extensive online resources delivered through a login portal. The flagship annual event, the World's Biggest Gratitude Lesson (WBGL), is a free global online classroom hosted on Microsoft Teams. Supporting products include a School Wellbeing Scorecard, the published book 'Growing with Gratitude', a branded apparel shop, and The Positive Education Podcast. The company also collaborates through partnerships such as Together 4 Youth (funding access), the Naturally Brave Project (disaster resilience via STEM), and the Cyber Safety Project (digital wellbeing). The program is delivered across four user-facing registration portals for teachers, schools, and families, and reaches 800+ schools in 45+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Wellbeing Wizard: AI-powered wellbeing portal for schools featuring strategic wellbeing planning, integrated wellbeing curriculum, digital wellbeing toolkit, family support programs, professional development workshops, and student initiatives. Launching in 2025.
• World's Biggest Gratitude Lesson (WBGL)
• The Positive Education Podcast

Products and services

• GWG AI Wellbeing Wizard AI-powered wellbeing portal for schools offering strategic wellbeing planning, an integrated curriculum-aligned wellbeing curriculum, a digital wellbeing toolkit, family support programs, professional development workshops, student initiatives, teacher training, and custom branding — all personalised per school using generative AI.
• In-Person Wellbeing Workshops Face-to-face workshops delivered by founder Ash Manuel to schools, focusing on gratitude, empathy, self-compassion, self-awareness, and resilience — aligned to school wellbeing frameworks. Used for staff professional development and student engagement sessions.
• Online Program and Resources Subscription-based access to GWG's online program and digital resources for schools, teachers, and families, including lessons, activities, tracking tools, and curriculum materials that support implementation of sustainable wellbeing practices.
• World's Biggest Gratitude Lesson (WBGL) Free annual global online classroom event bringing young people together from around the world to practise gratitude, kindness, empathy, and promote mental wellbeing. Delivered via Microsoft Teams with gratitude posters, participation certificates, lesson plans, and activity sheets included.
• School Wellbeing Scorecard Self-serve online assessment tool designed for school leaders, wellbeing coordinators, and teachers to reveal hidden areas of improvement and provide instant, actionable steps on how to improve school wellbeing.
• Growing with Gratitude Book Published book titled 'Growing with Gratitude: Building Resilience, Happiness, and Mental Wellbeing in Our Schools and Homes' (ISBN 9781119891840), sold through Amazon and bundled with apparel purchases; serves as a companion resource for the program.
• GWG Shop Direct-to-consumer apparel store selling hoodies ($65 AUD), unisex t-shirts ($35 AUD), and youth t-shirts ($30 AUD) featuring positivity and kindness messaging; part of proceeds donated to B1G1 (Business for Good) global giving initiative.

Quantifiable outcome

• 800+ schools and 750,000+ individuals impacted globally
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• B1G1 (Business for Good)coreGTM or Marketing Partner · 1 January 2024GWG partners with B1G1 global giving initiative to make meaningful impact worldwide. Through this partnership, part proceeds from GWG merchandise sales go directly to B1G1's global giving projects. GWG's Business for Good program ensures 100% of contributions reach those who need it most, supporting education for young people, lamp lights for students, and resources for families to generate income globally.
• Together 4 YouthcoreGTM or Marketing PartnerGWG is a partner of Together 4 Youth, enabling secondary schools to access funding for GWG programs through their support. This collaboration ensures eligible schools can implement GWG resilience-building and wellbeing initiatives without financial barriers.
• Bushfire Kids ConnectcoreStrategic or Co-development PartnerGWG collaborates with Bushfire Kids Connect and Makers Empire on the Naturally Brave Project - a groundbreaking initiative combining 3D technology, STEM, and wellbeing education. The project fosters resilience in young people, preparing them for disasters and stressors. GWG provides the gratitude, empathy, self-awareness, ownership, and service/kindness framework. Funded by Australian Government National Emergency Management Agency.
• Makers EmpirecoreStrategic or Co-development PartnerPartner in the Naturally Brave Project providing 3D technology and design thinking curriculum. Makers Empire Challenge Course teaches students to identify problems, solve problems, and test solutions using 3D printing technology in combination with GWG's wellbeing education framework.
• Victorian Government SchoolscoreGTM or Marketing PartnerGWG is an approved provider on the Victorian Government Schools Mental Health Menu 2026. This government recognition enables Victorian government schools to access and fund GWG programs through official channels.
• Adelaide Football Club (Crows Foundation)minorGTM or Marketing PartnerPartnership with Crows Foundation led by Casey Grice (Executive General Manager Community and Foundation). Crows Foundation Vision focuses on strong community connection building a better future for children and youth in South Australia. GWG leverages professional sports brand to promote mental health and wellbeing programs in schools and community.
• Cyber Safety ProjectminorGTM or Marketing PartnerGWG founder Ash Manuel interviewed by Trent Ray, founder of Cyber Safety Project, for podcast episode on supporting children's digital wellbeing. Focus on building resilience, practicing gratitude, and fostering empathy in the digital age.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Beyond Blue: Australia's largest mental health organisation, delivering youth and school-based mental health programs and resources. A larger incumbent whose Be You initiative directly competes with GWG in Australian school wellbeing.
• ClassDojo: Widely adopted K-12 classroom communication and wellbeing platform with embedded SEL modules. A scaled incumbent competing for teacher attention and school subscription budgets alongside GWG.
• Committee for Children (Second Step): Large US-based nonprofit and publisher of the Second Step SEL curriculum, one of the most widely adopted SEL programs in K-12 schools globally. Competes for the same district-level SEL and wellbeing procurement dollars as GWG.
• headspace: Australian national youth mental health foundation providing school-based resources, counselling, and wellbeing programs. Overlaps GWG's K-12 student mental wellbeing focus, particularly in the youth segment.
• EVERFI: Large US-based educational technology company delivering K-12 digital curricula across SEL, mental health, and character education. Competes with GWG's AI Wellbeing Wizard and online subscription offerings at district scale.
• MindUP (Goldie Hawn Foundation): Well-established evidence-based SEL and mindfulness program for K-12 schools, focused on resilience, gratitude, and emotional regulation. Overlaps GWG's 5 Habits of Happiness framework and wellbeing workshop offering.
• Be You: Government-backed national mental health and wellbeing initiative for Australian schools, run by Beyond Blue and headspace. Offers free SEL curriculum and professional development, directly overlapping GWG's wellbeing and resilience program category.

Direct peers

• Open Parachute: K-12 SEL and mental wellness platform used in schools for student wellbeing, resilience, and social-emotional learning — directly comparable to GWG's online platform and wellbeing program model.
• Smiling Mind: Australian-founded mindfulness and mental wellbeing app/program widely deployed in K-12 schools, with similar focus on student wellbeing, teacher resources, and curriculum-aligned content. Directly competes with GWG for the same Australian school wellbeing budgets.
• Berry Street Education: Australian provider of trauma-informed wellbeing and SEL programs for K-12 schools, including Berry Street Education Model. Directly competes with GWG for Australian school wellbeing contracts and professional development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/growingwithgratitude
• LinkedInlinkedin.com/company/growing-with-gratitude
• Instagraminstagram.com/growingwithgratitude

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Growing With Gratitude