WILDERNESS EDUCATION ASSOCIATION
Wilderness Education Association is a member-based 501(c)(3) nonprofit that advances outdoor leadership professionalism through COL and COE credentialing, the proprietary WEA 6+1 standards framework, program accreditation, the ICOL annual conference, and the peer-reviewed JOREL journal.
- Company typePrivate
- Founded1977
- HeadquartersStonewall, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What WILDERNESS EDUCATION ASSOCIATION does
Founded in 1977 by Paul Petzoldt, Dr. Frank Lupton, Chuck Gregory, and Bob Christie following a collaborative wilderness-based course with Western Illinois University students, the Wilderness Education Association (WEA) is a member-based, volunteer-driven 501(c)(3) nonprofit educational association focused on the professionalization of outdoor leadership. Headquartered via PO Box 12 in Stonewall, Oklahoma, with primary conference operations near Black Mountain, North Carolina, WEA operates with a staff of approximately 5 employees and a volunteer Board of Directors. Its mission is to advance professional outdoor leaders and educators through standards-setting, individual credentialing, and program accreditation, claiming to have impacted hundreds of students, professionals, and academic programs over 45+ years of continuous operation.
WEA's product portfolio centers on a dual credentialing system — the Certified Outdoor Leader (COL) for individual practitioners and the Certified Outdoor Educator (COE) for assessors — both built on the proprietary WEA 6+1 Educational Standards framework (Judgment, Outdoor Living, Planning & Logistics, Leadership, Risk Management, Environmental Integration, Education). Supporting offerings include the Outdoor Leadership Experience (OLE), Outdoor Leadership Training Course (OLTC), institutional Program Accreditation, the peer-reviewed Journal of Outdoor Recreation, Education and Leadership (JOREL) co-published with the Association for Outdoor Recreation and Education (AORE) and Western Kentucky University Research Foundation and indexed in ESCI/Web of Science, and the annual International Conference on Outdoor Leadership (ICOL), which marked its 35th edition in 2024. Technology infrastructure runs on the Wild Apricot membership platform with PCI-compliant payment processing and Google Analytics; the organization has no disclosed proprietary AI/ML capabilities.
Revenue is generated through a diversified nonprofit mix: recurring membership subscriptions, transactional fees from COE clinics ($350–$500), ICOL conference and pre-conference workshop registrations, job posting services ($100 per 30-day listing), merchandise sales ($3.95–$30 per item), and charitable donations including a tiered Wilderness Fellowship giving program ($1,000–$10,000 annually). Distribution combines self-serve online channels (member portal, store, job board) with event-driven delivery (rotating ICOL venues such as Black Mountain, Bentonville, and Pittsburgh, and COE clinics hosted at partner sites including YMCA Blue Ridge Assembly and Baylor University). Customer segments span outdoor education professionals, academic institutions, students and emerging leaders, and outdoor organizations/outfitters.
WILDERNESS EDUCATION ASSOCIATION firmographics
Firmographics- Name
- WILDERNESS EDUCATION ASSOCIATION
- Legal name
- Wilderness Education Association, Inc.
- Website
- https://weainfo.org
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wilderness Education Association is a member-based 501(c)(3) nonprofit that advances outdoor leadership professionalism through COL and COE credentialing, the proprietary WEA 6+1 standards framework, program accreditation, the ICOL annual conference, and the peer-reviewed JOREL journal.
- Ownership category
- akta.pro rank
WILDERNESS EDUCATION ASSOCIATION industry classification
Industry- Product category
- Outdoor Leadership Credentialing and Professional Education
- NAICS
- Sports and Recreation Instruction (611620), Educational Support Services (611710), Environment, Conservation and Wildlife Organizations (813312), Sports and Recreation Instruction (61162)
- SIC
- Services-Educational Services (8200), Services-Membership Organizations (8600)
- akta.pro primary industry
- Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)
- akta.pro secondary industries
- Certification & Training Providers (Wilderness First Aid, Lifeguard, Guide Training) (THAAAOAF), Instructor-Led Skills Academies (Climbing, Paddling, Mountaineering Schools) (THAAAOAI), Environmental Interpretation & Ranger-Led Education Programs (Visitor Education) (THAAAOAJ)
Keywords
Where WILDERNESS EDUCATION ASSOCIATION is headquartered
LocationHeadquarters
- HQ city
- Stonewall
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
WILDERNESS EDUCATION ASSOCIATION business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership Fees: Annual membership fees providing access to credentials, resources, community forums, publications, and member discounts on programs and store items.
- Job Posting Service: Single 30-day job posting plus newsletter highlight costs $100 for non-members, free for members. Social media highlights available for $25 for non-members, free for members.
- Merchandise Store: Sale of branded merchandise including t-shirts, sweatshirts, hats, beanies, patches, and stickers ranging from $3.95 to $30.
- Conference and Event Fees: International Conference on Outdoor Leadership (ICOL) registration fees and pre-conference workshop fees.
- COE Certification and Clinic Fees: Certified Outdoor Educator (COE) clinic fees ranging from $350-$500. Application fees of $30. Professional path certification fees included in clinic cost.
- Wilderness Fellowship Donations: Leadership donor program with annual giving levels: Shining Rock ($1000), Isle Royale ($2500), Joshua Tree ($5000), Teton ($10000). Supports key operations and provides exclusive recognition benefits.
- General Donations: Tax-deductible donations supporting WEA mission. 501(c)(3) educational non-profit organization. Tax ID: 83-0245256.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Job Posting Service - Single 30-Day + Newsletter Highlight |
| Transaction based/ take rate | Pay-as-you-go | Social Media Highlight Through WEA Channels |
| Unit Pricing | Pay-as-you-go | Branded Merchandise |
| Subscription | Annual | Wilderness Fellowship - Shining Rock Level |
| Subscription | Annual | Wilderness Fellowship - Isle Royale Level |
| Subscription | Annual | Wilderness Fellowship - Joshua Tree Level |
| Subscription | Annual | Wilderness Fellowship - Teton Level |
| One time/ perpetual license | Pay-as-you-go | COE Clinic Fee - Standard |
| One time/ perpetual license | Pay-as-you-go | COE Clinic Fee - 2023 Bentonville |
| One time/ perpetual license | Pay-as-you-go | COE Clinic Fee - 2025 AEE Pre-Conference |
| Other | Pay-as-you-go | General Donations |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
WILDERNESS EDUCATION ASSOCIATION product offering
Product offeringCore offering
The Wilderness Education Association is a member-based, volunteer-driven 501(c)(3) nonprofit that develops professional outdoor leadership standards, credentials, and accreditation. It delivers individual certification programs (COL and COE), structured training courses (OLE and OLTC), organizational program accreditation, and an annual International Conference on Outdoor Leadership (ICOL), supported by the WEA 6+1 educational framework and the peer-reviewed JOREL journal.
Product overview
The Wilderness Education Association (WEA) is a member-based non-profit association focused on advancing professionalism in outdoor leadership through standards, training, and credentialing. The organization offers a portfolio of credential programs including the Outdoor Leadership Experience (OLE), Outdoor Leadership Training Course (OLTC), Certified Outdoor Leader (COL), and Certified Outdoor Educator (COE) credentials. Supporting these programs is the WEA 6+1 Educational Standards framework covering Judgment, Outdoor Living, Planning & Logistics, Leadership, Risk Management, Environmental Integration, and Education. The association also publishes the Journal of Outdoor, Recreation, Education and Leadership (JOREL), maintains archived Conference Proceedings, provides a Job Posting Service for the outdoor education community, offers Program Accreditation for organizations, and hosts the annual International Conference on Outdoor Leadership (ICOL). A donor program called Wilderness Fellowship recognizes supporters at various giving levels.
Differentiator
Problem solved
Functional benefit
Products and services
- Outdoor Leadership Experience (OLE)
- Outdoor Leadership Training Course (OLTC)
- Certified Outdoor Leader (COL)
- Certified Outdoor Educator (COE)
- Journal of Outdoor, Recreation, Education and Leadership (JOREL)
- Job Posting Service
- Program Accreditation
- Wilderness Fellowship
- International Conference on Outdoor Leadership (ICOL)
Quantifiable outcome
- JOREL is indexed in Emerging Sources Citation Index (ESCI) and discoverable via Web of Science with full citation counts.
- +2 more outcomes
Companies that use WILDERNESS EDUCATION ASSOCIATION
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
WILDERNESS EDUCATION ASSOCIATION technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
WILDERNESS EDUCATION ASSOCIATION partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Waypoint AcceleratorminorAccelerator program in Western North Carolina. WEA participated in launch happy hour event celebrating the 4th cohort. Joint networking event at WNC Outdoor Collective.
- Association for Outdoor Recreation and Education (AORE)coreCollaborative partner in publishing the Journal of Outdoor Recreation, Education and Leadership (JOREL). WEA and AORE work together on this peer-reviewed journal focused on outdoor recreation, education, and leadership research and practice.
- Western Kentucky University Research FoundationcoreCo-publisher of the Journal of Outdoor Recreation, Education and Leadership (JOREL). The foundation supports the peer-reviewed journal publishing process and academic rigor.
- Sagamore PublishingcorePublisher of the Journal of Outdoor Recreation, Education and Leadership (JOREL). Handles journal subscription services, publication, and distribution. Contact: Terri Vickers, 1-800-327-5557.
- Visit BentonvilleminorLocal destination marketing organization that hosted ICOL 2023 in Bentonville, Arkansas. Provided conference venue support and local outdoor recreation expertise.
- RUNWAYminorLocal partner that co-hosted ICOL 2023 in Bentonville, Arkansas. Supported conference organization and local logistics.
- YMCA Blue Ridge AssemblycoreConference venue host for multiple ICOL events. Located in Black Mountain, NC. Provides facilities for annual conferences and COE clinics.
- VF Corporationminor
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
WILDERNESS EDUCATION ASSOCIATION competitors and assessment
Company assessmentDirect peers
- Outward Bound USA: Premier experiential outdoor education provider offering wilderness and leadership courses for youth and adults. Comparable to WEA in outdoor education mission and curriculum structure.
- American Canoe Association: A national paddlesports organization offering instructor certification and safety education. Comparable to WEA as a US credentialing body for outdoor professionals.
- National Outdoor Leadership School (NOLS): A leading US wilderness education organization offering field-based leadership courses and instructor certifications. Directly comparable to WEA in outdoor leadership training methodology and target audience.
- Student Conservation Association: A national nonprofit providing conservation service and outdoor career pathway programs. Comparable to WEA in workforce development and credentialing for outdoor and environmental careers.
- American Mountain Guides Association (AMGA): A certification body for mountain guides and instructors in the US. Directly comparable to WEA's credentialing function (COL/COE) in outdoor professional certification.
- Leave No Trace Center for Outdoor Ethics: A nonprofit delivering outdoor ethics education and training. Comparable to WEA in providing educational outreach, training, and standards aligned with outdoor leadership.
- Association for Outdoor Recreation and Education (AORE): A national professional association for outdoor recreation and education professionals. Directly comparable as a member-based organization serving the same professionals WEA serves, and is already a JOREL co-publisher.
- The Mountaineers: A Pacific Northwest club offering outdoor education courses, trips, and volunteer-led leadership training. Comparable to WEA in outdoor education and leadership development mission.
Broad incumbents
- Appalachian Mountain Club: A large, established outdoor recreation and conservation organization offering education programming and leadership courses. Comparable to WEA in outdoor education and standards-setting, though broader in scope and membership.
- National Ski Patrol: A large membership organization providing training and certification for outdoor safety professionals. Comparable to WEA in credentialing volunteer outdoor professionals via structured training programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WILDERNESS EDUCATION ASSOCIATION social profiles
Digital presenceWILDERNESS EDUCATION ASSOCIATION compliance and trust
Trust signalCompliance1 record
WILDERNESS EDUCATION ASSOCIATION financial estimates
Financial estimateRevenue estimate
Valuation estimate
WILDERNESS EDUCATION ASSOCIATION leadership team
Management profileNumber of profiles
Profiles3 records
WILDERNESS EDUCATION ASSOCIATION funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WILDERNESS EDUCATION ASSOCIATION 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 WILDERNESS EDUCATION ASSOCIATION
What does WILDERNESS EDUCATION ASSOCIATION do?
The Wilderness Education Association is a member-based, volunteer-driven 501(c)(3) nonprofit that develops professional outdoor leadership standards, credentials, and accreditation. It delivers individual certification programs (COL and COE), structured training courses (OLE and OLTC), organizational program accreditation, and an annual International Conference on Outdoor Leadership (ICOL), supported by the WEA 6+1 educational framework and the peer-reviewed JOREL journal.
Is WILDERNESS EDUCATION ASSOCIATION a public or private company?
WILDERNESS EDUCATION ASSOCIATION is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was WILDERNESS EDUCATION ASSOCIATION founded?
WILDERNESS EDUCATION ASSOCIATION was founded in 1977. It employs 1 to 10 people.
Where is WILDERNESS EDUCATION ASSOCIATION based?
WILDERNESS EDUCATION ASSOCIATION is headquartered in Stonewall, United States, in the North America region.
How does WILDERNESS EDUCATION ASSOCIATION make money?
Seven revenue lines are on record. Membership Fees are the primary driver. The others are job Posting Service, merchandise Store, conference and Event Fees, COE Certification and Clinic Fees, wilderness Fellowship Donations and general Donations.
Who are WILDERNESS EDUCATION ASSOCIATION's main competitors?
Direct peers on record are Outward Bound USA, American Canoe Association, National Outdoor Leadership School (NOLS), Student Conservation Association, American Mountain Guides Association (AMGA), Leave No Trace Center for Outdoor Ethics, Association for Outdoor Recreation and Education (AORE) and The Mountaineers. Broad incumbents are Appalachian Mountain Club and National Ski Patrol.
Does WILDERNESS EDUCATION ASSOCIATION have an API?
No public API is recorded for WILDERNESS EDUCATION ASSOCIATION.
What industry is WILDERNESS EDUCATION ASSOCIATION in?
WILDERNESS EDUCATION ASSOCIATION's product category is Outdoor Leadership Credentialing and Professional Education. Its primary akta.pro industry code is THAAAOAA, Outdoor & Wilderness Education Schools (Field-Based Learning), with a secondary code of THAAAOAF, Certification & Training Providers (Wilderness First Aid, Lifeguard, Guide Training). Its NAICS code is 611620 and its SIC code is 8200.