Wisconsin Geological & Natural History Survey

What Wisconsin Geological & Natural History Survey does

The Wisconsin Geological and Natural History Survey (WGNHS) is a state geological survey created by the Wisconsin Legislature in 1897 and operated as part of the University of Wisconsin–Madison's Division of Extension. The organization conducts earth-science surveys, field studies, and research to provide objective scientific information about Wisconsin's geology, water resources, and mineral resources. WGNHS has no regulatory or enforcement responsibilities; its role is explicitly to collect, interpret, disseminate, and archive natural resource information that supports informed decision-making by government, industry, business, and Wisconsin residents. Its mission is summarized as "Understanding the earth • Charting its history • Sustaining its resources."

WGNHS's product portfolio centers on free scientific publications and digital resources. The WGNHS Publications Catalog hosts thousands of maps, reports, GIS datasets, and educational materials. The Interactive Mapping Status Portal (built on ArcGIS Experience) and the WGNHS Data Viewer provide web-based access to mapping status and geophysical logs. The Core Repository in Mount Horeb houses 660,000+ linear feet of rock cores from 2,000+ drillholes, 700,000+ water-well cutting samples, and archival materials with a conservatively estimated $170 million replacement cost. Underlying technologies include GIS-based geologic mapping, borehole geophysics, portable X-ray fluorescence (pXRF) analysis, 3D subsurface modeling, and interactive web mapping applications. All outputs are distributed at no cost.

WGNHS operates as a non-commercial public research entity funded primarily by Wisconsin state appropriations through UW–Madison and competitive federal grants. The U.S. Geological Survey provides approximately $1.1 million annually through the National Cooperative Geologic Mapping Program (STATEMAP, Great Lakes Geologic Mapping Coalition, Earth MRI) and the National Geological and Geophysical Data Preservation Program, supplemented by project-specific funding from county governments (e.g., Burnett County), the U.S. Forest Service, EPA's Great Lakes Restoration Initiative, the Wisconsin Coastal Management Program, and tribal nations. With approximately 36 staff including geologists, hydrogeologists, GIS specialists, archivists, curators, communications staff, and ~14 student assistants, WGNHS maintains ~50 active projects spanning bedrock and surficial geologic mapping, groundwater studies, data preservation, and educational outreach. There is no commercial sales motion; outreach is delivered through free publications, Badger Talks public presentations, educational workshops for teachers, professional conferences, and direct technical consultation with government agencies, industry, and the public.

Name

Wisconsin Geological & Natural History Survey

Legal name

Wisconsin Geological and Natural History Survey

Website

https://home.wgnhs.wisc.edu

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

WGNHS is Wisconsin's official state geological survey, established in 1897, that produces free maps, reports, and datasets on Wisconsin's geology, water resources, and mineral resources for government agencies, industry, educators, and the public.

Ownership category

akta.pro rank

Product category

Geological Survey Services

NAICS

Support Activities for Mining (213), Geophysical Surveying and Mapping Services (541360), Surveying and Mapping (except Geophysical) Services (541370)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Hydrogeologic Characterization & Aquifer Testing (Pumping/Slug Tests) (EUAHAFAB)

akta.pro secondary industries

Groundwater Monitoring & Well Sampling (Monitoring Wells, Plumes) (EUAHACAE), Wellhead Protection & Source Water Protection Studies (EUAHAFAK), Mineral Exploration & Geoscience Services (Geology, Geophysics, Geochemistry, Resource Modeling) (IMAKAKAA)

Keywords

• Geological survey services
• Hydrogeological research
• Groundwater monitoring
• Geologic mapping
• Earth science education

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. State Government Funding: WGNHS is funded through the Wisconsin Legislature as part of the Division of Extension at University of Wisconsin-Madison. Base operational funding comes from state appropriations.
2. Federal Grants - USGS NCGMP: Annual grants from U.S. Geological Survey National Cooperative Geologic Mapping Program including STATEMAP ($675,326 in 2025), Great Lakes Geologic Mapping Coalition ($161,708 in 2025), and Earth MRI ($207,269 for 2024-27).
3. Federal Grants - USGS NGGDPP: U.S. Geological Survey National Geological and Geophysical Data Preservation Program grants ($79,771 in 2025) for geologic data preservation projects.
4. Collaborative Project Funding: Project-specific funding from county governments (e.g., Burnett County), federal agencies (US Forest Service, EPA through Great Lakes Restoration Initiative), and other state agencies for collaborative research projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

WGNHS conducts earth-science surveys, field studies, and research to produce objective scientific information about Wisconsin's geology, water resources, and mineral resources. The Survey produces free geologic maps, hydrogeologic atlases, scientific reports, GIS datasets, and groundwater monitoring data, and operates the Core Repository containing physical rock cores and well cuttings. Outputs are disseminated through the Publications Catalog, interactive mapping portals, educational resources, direct technical consultation, and community outreach.

Product overview

The Wisconsin Geological and Natural History Survey (WGNHS) is a state geological survey organization within the University of Wisconsin-Madison's Division of Extension. Rather than a single software product, WGNHS provides a portfolio of public scientific resources including the Publications Catalog (thousands of free maps, reports, and datasets), the Interactive Mapping Status Portal, the Core Repository (physical samples and core collections), the WGNHS Data Viewer (geophysical logs), Well Records database, Groundwater-Level Monitoring Network data, Interactive Data Resources, Educational Resources, and Research Services. These offerings collectively support earth-science research, natural resource management, groundwater planning, and public education for Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• WGNHS Publications Catalog
• Geologic Maps of Wisconsin

Quantifiable outcome

• Geologic maps provide 7-10 times return on investment according to American Geosciences Institute economic study
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• U.S. Geological Survey (USGS)coreStrategic or Co-development Partner · 1 January 2025USGS provides major grant funding through National Cooperative Geologic Mapping Program (NCGMP) including STATEMAP, Great Lakes Geologic Mapping Coalition, and Earth MRI. Also funds data preservation through NGGDPP and supports National Ground-Water Monitoring Network. WGNHS receives approximately $1.1M annually in USGS grants.
• Wisconsin Department of Natural Resources (WDNR)coreStrategic or Co-development Partner · 1 January 2025Collaborative groundwater monitoring network, hydrogeologic studies, water quality assessments, and private well programs. WDNR provides data and co-funds county atlas projects.
• U.S. Forest Service (USFS)coreStrategic or Co-development Partner · 1 January 2025Ongoing collaboration on Chequamegon-Nicolet National Forest groundwater characterization, water quality monitoring, and Bend Copper-Gold Deposit studies. USFS provides funding and research support.
• Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP)minorStrategic or Co-development Partner · 1 January 2025Collaboration on airborne electromagnetic data collection for subsurface mapping in eastern Wisconsin.
• Burnett CountycoreStrategic or Co-development Partner · 1 January 2025County supported development of Hydrogeologic Atlas of Burnett County with WGNHS providing comprehensive groundwater resource analysis.
• St. Croix Chippewa Indians of WisconsincoreStrategic or Co-development Partner · 1 January 2025Collaborated with Burnett County and WGNHS on hydrogeologic atlas project supporting tribal natural resource management.
• Door County Soil and Water ConservationminorStrategic or Co-development Partner · 1 January 2025Collaboration on Silurian dolomite aquifer hydrogeology study addressing water quality concerns in Kewaunee and Door counties.
• Kewaunee County Land and WaterminorStrategic or Co-development Partner · 1 January 2025Collaboration on hydrogeology of Silurian dolomite aquifer for groundwater flow modeling and water quality assessment.
• University of Wisconsin-Stevens Point Center for Watershed Science and EducationcoreStrategic or Co-development Partner · 1 January 2025Collaboration on groundwater education workshops for teachers and development of Water WELLness online course for private well management.
• Wisconsin Coastal Management ProgramminorStrategic or Co-development Partner · 1 January 2025Funding support for monitoring of NR151 agricultural regulations impact on groundwater in Calumet and Door counties.
• University of Wisconsin-Madison Division of ExtensioncoreStrategic or Co-development Partner · 1 January 1897WGNHS is organizationally part of the Division of Extension at UW-Madison, providing institutional support, infrastructure, and connection to university resources.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Others

• Association of American State Geologists (AASG): AASG is the consortium of state geological surveys that coordinates federal-state mapping partnerships (including STATEMAP) and represents the collective interests of state surveys like WGNHS before Congress and federal agencies.
• Wisconsin Department of Natural Resources (DNR): DNR is WGNHS's primary in-state collaborating agency, jointly running groundwater monitoring networks and co-funding county hydrogeologic atlases. While not a peer in the strict sense (regulator vs. research entity), DNR is the largest single user of WGNHS deliverables in Wisconsin.

Broad incumbents

• U.S. Geological Survey (USGS): USGS is WGNHS's primary federal partner and counterpart at the national scale, providing the National Cooperative Geologic Mapping Program grants. USGS operates nationwide mapping, groundwater monitoring networks (which WGNHS contributes to), and the Geologic Map of North America, making it the overarching authority WGNHS feeds into.

Direct peers

• Minnesota Geological Survey: The Minnesota Geological Survey is housed at the University of Minnesota and performs the same legislative mandate as WGNHS, including STATEMAP-funded surficial and bedrock mapping, county atlas programs, groundwater monitoring, and a comparable core repository in the Upper Midwest.
• Illinois State Geological Survey (Prairie Research Institute): The Illinois State Geological Survey operates as part of the Prairie Research Institute at the University of Illinois, conducting identical statutory functions to WGNHS: geologic mapping, hydrogeology, mineral resource assessment, and a publicly accessible core repository serving government, industry, and the public.
• Iowa Geological Survey: The Iowa Geological Survey operates within the University of Iowa IIHR Hydroscience and Engineering, providing similar hydrogeologic characterization, groundwater-level monitoring, STATEMAP-supported mapping, and technical advice to state agencies on water and mineral resources.
• Kentucky Geological Survey: The Kentucky Geological Survey at the University of Kentucky performs analogous functions to WGNHS in a different state: STATEMAP-funded mapping, coal and mineral resources, karst hydrogeology (relevant given Wisconsin's Silurian dolomite work), and water-resource characterization.
• Michigan Geological Survey: The Michigan Geological Survey at Western Michigan University conducts Great Lakes basin-focused geologic mapping, groundwater studies, and core/sample curation, directly overlapping WGNHS's Great Lakes Geologic Mapping Coalition work and Wisconsin's shared Lake Superior/Michigan shoreline context.
• Indiana Geological and Water Survey: The Indiana Geological and Water Survey at Indiana University conducts bedrock and surficial mapping, hydrogeologic studies, and maintains comparable core/sample collections, with the same federal grant reliance and university-affiliated operating model as WGNHS.
• Ohio Geological Survey: The Ohio Geological Survey, housed within the Ohio Department of Natural Resources, performs the same statewide mapping, coal and mineral resource assessment, and groundwater characterization functions as WGNHS, with similar USGS NCGMP partnership structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/wgnhs
• YouTubeyoutube.com/c/WGNHS
• Facebookfacebook.com/WGNHS
• LinkedInlinkedin.com/company/wisconsin-geological-survey
• Instagraminstagram.com/wgnhs_uw

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Wisconsin Geological & Natural History Survey