Trojan Wellbeing
Trojan Wellbeing is a UK-based peer support organisation providing mental health and wellbeing services to Blue Light, Military, and NHS personnel and families via WhatsApp groups, five regional hubs, MHFA courses, workshops, and a £10/month membership subscription.
- Company typePrivate
- Founded2021
- HeadquartersWincanton, England, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Trojan Wellbeing does
Trojan Wellbeing is a UK-based peer support organisation founded in 2021 by Steve "Lobby" Thornton, a retired Metropolitan Police Officer with over 30 years of service, to serve Blue Light (police, fire, ambulance), Military, and NHS personnel and their families. The company operates without a proprietary technology platform, instead delivering services through WhatsApp peer support groups, video conferencing, and a WordPress-based website combined with five regional hubs across the UK (Midlands/Wales, Northern, Home Counties, South East, East). Its product surface comprises a peer support network, Mental Health First Aid training courses delivered through MHFA England's online platform, wellbeing workshops on mental health, stress/trauma, and misconduct, a curated network of professional counsellors and therapists (many with lived emergency services, military, or NHS backgrounds), a Business Directory of partner providers, and a £10/month Membership Subscription.
The business model is dual-stream. The primary monetised offering is the £10/month Membership Subscription, which provides emergency funding for therapy, legal services funding, workshops, business coaching, CV writing, vocational training, wellbeing retreats, and MHFA training; the model is structured such that peer support remains free for all community members regardless of subscription status. The secondary stream is donations accepted via GoFundMe. Strategic partnerships anchor credibility and distribution, most notably with MHFA England (core GTM partner for course delivery), the Police Firearms Officers Association (PFOA), and Police Care UK (where the founder serves as Ambassador). Additional directory partners include Vision Up Mental Health, Blue Light Counselling, Derek Flint Therapy, WinterHawk Ltd, and Maximinding Counselling.
Go-to-market is community-led: growth is driven by word-of-mouth within tight-knit Blue Light, Military, and NHS professional communities, supported by an organic social presence on Facebook, LinkedIn, and YouTube. The company is founder-owned and bootstrapped, with no institutional investment, no disclosed funding rounds, and a 6-employee headcount. Operating exclusively within the United Kingdom, Trojan Wellbeing is a private limited company (Trojan Wellbeing Ltd) with no app, no public API, and no disclosed revenue figures.
Trojan Wellbeing firmographics
Firmographics- Name
- Trojan Wellbeing
- Legal name
- Trojan Wellbeing Ltd
- Website
- https://trojanwellbeing.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Trojan Wellbeing is a UK-based peer support organisation providing mental health and wellbeing services to Blue Light, Military, and NHS personnel and families via WhatsApp groups, five regional hubs, MHFA courses, workshops, and a £10/month membership subscription.
- Ownership category
- akta.pro rank
Trojan Wellbeing industry classification
Industry- Product category
- Mental Health and Wellbeing Support Services
- NAICS
- Other Individual and Family Services (624190), Social Assistance (624)
- SIC
- Services-Social Services (8300), Services-Health Services (8000)
- akta.pro primary industry
- Mental Health & Crisis Support Services (BPAGAEAH)
- akta.pro secondary industry
- Mental Health & Crisis Support Services (BPAGACAD)
Keywords
Where Trojan Wellbeing is headquartered
LocationHeadquarters
- HQ city
- Wincanton, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Trojan Wellbeing business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Subscription Membership: Monthly subscription at £10 per month providing members with access to emergency funding for counselling/therapy, legal services funding, workshops, business coaching, CV writing, vocational training, wellbeing retreats, and MHFA training. The model emphasizes collective effort with more members enabling more resources.
- Donations: GoFundMe donations accepted for supporting the organization's operations and mission.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Membership - £10/month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Trojan Wellbeing product offering
Product offeringCore offering
Trojan Wellbeing runs a peer support network for Blue Light (police, fire, ambulance), Military, and NHS personnel and their families, delivered through WhatsApp groups, five UK regional hubs, and referrals to professionally trained counsellors, therapists, and wellbeing providers. Its £10/month membership subscription unlocks emergency funding for counselling and legal services, workshops, business coaching, CV writing, vocational training, wellbeing retreats, and Mental Health First Aid training, while keeping core peer support access free for the community.
Product overview
Trojan Wellbeing is a peer support organisation offering a unified platform of wellbeing services for Bluelight, Military and NHS communities. The core offering includes a Peer Support Network of community groups, a £10/month Membership Subscription providing emergency funding, legal services, workshops, business coaching, CV writing, vocational training, and wellbeing retreats, and Mental Health First Aid training courses. Supporting services include Professional Support Services connecting members to counselling and therapy providers, a Business Directory of partner businesses, and five Regional Hubs across the UK for locally accessible peer support.
Differentiator
Problem solved
Functional benefit
Products and services
- Peer Support Network
- Membership Subscription
- Mental Health First Aid Courses Mental Health First Aid training courses including Online Adult MHFA in Two Day, One Day, and Refresher formats plus Face-to-Face Adult MHFA, delivered for Blue Light, Military, and NHS personnel and offered heavily subsidised for Blue Light and Military members.
- Wellbeing Workshops In-person workshops covering Mental Health Awareness, Mental Fitness Screening, Counselling/Therapy Support, Peer Support, Employment Opportunities, Misconduct support, and Stress/Trauma understanding for Blue Light, Military, and NHS personnel at various UK venues.
- Professional Support Services Access to a network of professionally trained Counsellors, Therapists, and Wellbeing Providers, many from Military, NHS, or Emergency Services backgrounds, including Blue Light Counselling, trauma counselling, psychotherapy, EMDR, hypnotherapy, and welfare coaching.
Companies that use Trojan Wellbeing
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Trojan Wellbeing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Trojan Wellbeing partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Vision Up Mental HealthMental health service provider listed in Trojan Wellbeing's Business Directory offering services to the Blue Light community. Members can access their services through the directory.
- Blue Light CounsellingIndependent counselling service for Emergency Service workers listed in Trojan Wellbeing's Business Directory. Provides unrestricted therapy sessions for Blue Light personnel.
- Derek Flint TherapyApproved therapist for PFOA (Police Firearms Officers Association) listed in Trojan Wellbeing's Business Directory. Provides counselling services to members.
- WinterHawk LtdFirst Aid and Safety Training provider listed in Trojan Wellbeing's Business Directory, also offering wellbeing services including NLP coaching and stress management workshops.
- Maximinding CounsellingTrauma counselling service by ex-Kent Police detective listed in Trojan Wellbeing's Business Directory. Approved by PFOA and supports Trojan members with face-to-face, online, and phone sessions.
- MHFA EnglandcoreTrojan Wellbeing delivers MHFA (Mental Health First Aid) courses through MHFA England's Online Learning Hub, heavily subsidised for Blue Light and Military community members.
- Police Firearms Officers Association (PFOA)coreTrojan Wellbeing founder Steve Thornton serves as Welfare Coach for PFOA. Multiple approved therapists on the platform are PFOA-approved, and PFOA funds counselling sessions for its members through Trojan Wellbeing's network.
- Police Care UKminorSteve Thornton serves as Ambassador for Police Care UK, supporting the wellbeing of police personnel.
Scale indicators1 record
Recent moves1 record
Expansion highlights5 records
Trojan Wellbeing competitors and assessment
Company assessmentEmerging players
- Togetherall: Digital mental health platform offering anonymous peer support communities and clinician-moderated resources, contracted to UK universities, emergency services and the military. Comparable to Trojan in peer-support model but tech-enabled and institutionally contracted.
Broad incumbents
- Oscar Kilo (NPCC National Police Wellbeing Service): National Police Chiefs' Council programme providing wellbeing standards, training and resources across UK police forces. A broader, government-backed incumbent to Trojan's Blue Light peer support community.
- Samaritans: UK-wide crisis helpline charity providing 24/7 emotional support. Overlaps with Trojan's crisis/peer-support remit but at much greater scale and across the general population rather than Blue Light/Military/NHS only.
- Mind: Largest UK mental health charity providing information, support and advocacy across all populations. A much broader incumbent whose services overlap with Trojan's mental health signposting and emergency funding for therapy.
Direct peers
- Police Care UK: UK charity providing welfare, mental health and financial support to serving and retired police officers. Highly comparable to Trojan Wellbeing's police segment, and the founder already serves as an Ambassador, evidencing direct overlap of mission and beneficiary base.
- Help for Heroes: Major UK military charity supporting wounded, injured and sick service personnel and veterans. Overlaps with Trojan's Military segment on beneficiary population, fundraising reach and wellbeing programming.
- Combat Stress: UK charity delivering specialist mental health treatment to military veterans with PTSD and trauma. Directly comparable to Trojan's Military segment, with overlapping therapy referral pathways and lived-experience clinician model.
- Blesma, The Limbless Veterans: UK military charity supporting limbless veterans with welfare, wellbeing and rehabilitation services. Comparable to Trojan's Military segment in beneficiary cohort and community-led support delivery.
- PTSD Resolution: UK charity providing trauma-focused therapy to veterans, emergency services and other high-risk occupations. Highly comparable in client base and therapy-funding model to Trojan's Professional Support Services.
- NHS Practitioner Health: Confidential mental health service for NHS doctors and dentists in England. Comparable to Trojan's NHS segment in target audience, peer-support ethos and confidential counselling access.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Trojan Wellbeing social profiles
Digital presenceTrojan Wellbeing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trojan Wellbeing leadership team
Management profileNumber of profiles
Profiles1 record
Trojan Wellbeing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trojan Wellbeing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Trojan Wellbeing
What does Trojan Wellbeing do?
Trojan Wellbeing runs a peer support network for Blue Light (police, fire, ambulance), Military, and NHS personnel and their families, delivered through WhatsApp groups, five UK regional hubs, and referrals to professionally trained counsellors, therapists, and wellbeing providers. Its £10/month membership subscription unlocks emergency funding for counselling and legal services, workshops, business coaching, CV writing, vocational training, wellbeing retreats, and Mental Health First Aid training, while keeping core peer support access free for the community.
Is Trojan Wellbeing a public or private company?
Trojan Wellbeing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Trojan Wellbeing founded?
Trojan Wellbeing was founded in 2021. It employs 1 to 10 people.
Where is Trojan Wellbeing based?
Trojan Wellbeing is headquartered in Wincanton, England, United Kingdom, in the Europe region.
How does Trojan Wellbeing make money?
Two revenue lines are on record. Subscription Membership is the primary driver. The others are donations.
Who are Trojan Wellbeing's main competitors?
Togetherall is listed as an emerging player. Broad incumbents are Oscar Kilo (NPCC National Police Wellbeing Service), Samaritans and Mind. Direct peers are Police Care UK, Help for Heroes, Combat Stress, Blesma, The Limbless Veterans, PTSD Resolution and NHS Practitioner Health.
Does Trojan Wellbeing have an API?
No public API is recorded for Trojan Wellbeing.
What industry is Trojan Wellbeing in?
Trojan Wellbeing's product category is Mental Health and Wellbeing Support Services. Its primary akta.pro industry code is BPAGAEAH, Mental Health & Crisis Support Services, with a secondary code of BPAGACAD, Mental Health & Crisis Support Services. Its NAICS code is 624190 and its SIC code is 8300.