Willmore Wilderness Foundation

What Willmore Wilderness Foundation does

Willmore Wilderness Foundation is a registered Canadian charity (BN 89655 0308 RR0001) incorporated in 2002 and headquartered in Grande Cache, Alberta. It is the stewardship body for Willmore Wilderness Park, a 4,597 km² protected area north of Jasper National Park established under the Willmore Wilderness Act of 1959. The Foundation employs 5 staff and runs programs in trail clearing, campsite rehabilitation, mountain horsemanship, traditional skills training, and youth education, supplemented by a health and wellness program and nature-based learning rooted in Rocky Mountain and Métis heritage.

The Foundation operates a tiered membership program (Trail Friend Individual and Family at $50-$75/year, Backcountry Member at $150, Heritage Steward at $300, Willmore Guardian at $1,000, and Lifetime Legacy Member at $2,500) and sells a small catalog of books ($60 each) and a 13-part Canadian Rockies Series DVD box set (discounted to $150 from $260) through its e-commerce website, accepting donations via Stripe and PayPal. It owns People & Peaks Productions Ltd. as a wholly-owned subsidiary, which produces documentary and social media content distributed through Wild TV, The Cowboy Channel Canada, RFD TV Canada, and The Water Channel, and it partners with Mountain Métis Centre for cultural research.

Revenue is generated through donations, recurring memberships, and one-time product sales, with no institutional investor backing, no funding rounds, and no publicly disclosed financials. The Foundation's primary customer segments are individual wilderness enthusiasts, youth and families, and major donors/patrons, served through a community-led go-to-market motion combining social media, email, television distribution, and in-person events and workshops.

Name

Willmore Wilderness Foundation

Legal name

Willmore Wilderness Foundation

Website

https://willmorewilderness.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Willmore Wilderness Foundation is a registered Canadian charity based in Grande Cache, Alberta, founded in 2002 to preserve the 4,597 km² Willmore Wilderness Park and share Alberta's Eastern Slopes mountain heritage through trail maintenance, youth education, documentary content, and donor-supported memberships.

Ownership category

akta.pro rank

Product category

Conservation and Heritage Nonprofit

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Forestry & Reforestation (BPAGAGAD)

akta.pro secondary industries

Adventure Therapy & Therapeutic Wilderness Programs (THAAAOAG), Wilderness & Backcountry Lodges (Remote/Off-Grid) (THAGAIAB)

Keywords

• Wilderness preservation
• Heritage conservation
• Documentary productions
• Charitable foundation
• Outdoor education

Headquarters

HQ city

Grande Cache

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Donations: The Foundation accepts charitable donations from individuals and organizations to support its mission of preserving Willmore Wilderness Park, advancing health and education, and sharing Alberta's Eastern Slopes heritage through nature-based wellness and cultural learning programs.
2. Membership Fees: The Foundation offers multiple membership tiers including Trail Friend Individual ($50/year), Trail Friend Family ($75/year), Backcountry Member ($150), Heritage Steward ($300), Willmore Guardian ($1,000), and Lifetime Legacy Member ($2,500). These recurring memberships provide ongoing support and engagement with the Foundation's activities.
3. Product Sales: The Foundation sells educational products including books (People & Peaks series at $60 each) and documentary DVD sets (Canadian Rockies Series DVD Box Set on sale for $150). These one-time purchases support the Foundation's educational mission and heritage documentation efforts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

The Willmore Wilderness Foundation is a registered Canadian charity that preserves and shares the heritage of Alberta's Eastern Slopes through nature-based wellness, cultural learning, and community-led stewardship. It funds this mission via charitable donations, a tiered membership program ($50–$2,500), and the sale of heritage books and documentary DVDs. Its wholly-owned subsidiary, People & Peaks Productions Ltd., produces television documentaries distributed through Canadian and U.S. specialty networks.

Product overview

The Willmore Wilderness Foundation operates as a charitable organization offering a tiered membership program (Trail Friend, Backcountry Member, Heritage Steward, Willmore Guardian, and Lifetime Legacy Member) at price points from $50 to $2,500, plus a product catalog of published books and media. The Foundation also owns and operates People & Peaks Productions Ltd., which produces television documentaries and social media content. Their core products include the People & Peaks book series documenting mountain culture and history, and the Canadian Rockies Series DVD box set—a 13-part documentary that broadcasts on Wild TV, The Cowboy Channel Canada, RFD TV, and The Water Channel.

Differentiator

Problem solved

Functional benefit

Products and services

• Trail Friend – Individual Membership Annual individual membership at $50/year for supporters who want to stay connected to the stories, trails, and living history of Willmore Wilderness.
• Trail Friend – Family Membership Annual family membership at $75/year supporting the preservation of Willmore Wilderness stories, culture, and backcountry heritage.
• Backcountry Member Membership Annual membership at $150 providing backcountry access support and advocacy for trail preservation.
• Heritage Steward Membership Annual membership at $300 for patrons dedicated to preserving trails, stories, and mountain culture.
• Willmore Guardian Membership Leadership support membership at $1,000 providing top-tier patronage for preserving trails, stories, and mountain culture.
• Lifetime Legacy Member Membership One-time $2,500 lifetime membership for individuals committed to the long-term preservation of Willmore Wilderness heritage.
• People & Peaks of Willmore Wilderness Park: 1800s to mid-1900s Book documenting the traditions, history, and culture of mountain people in the Canadian Rocky Mountains during the 1800s to mid-1900s, sold at $60 per copy.
• People & Peaks of Willmore Wilderness Park: The Legacy Continues Continuation book sharing stories primarily in the Jasper National Park and Willmore Wilderness areas of the Canadian Rockies, sold at $60 per copy.
• People & Peaks of the Panther River & Eastern Slopes Book documenting twenty colourful mountain men and women in the Banff, Panther River and Red Deer River areas, sold at $60 per copy.
• People & Peaks: Women of Willmore Wilderness Book sharing journals and photo journals of women who ventured on extended horse pack trips in Mt. Robson Park, Jasper National Park, Willmore Wilderness Park, and surrounding areas, sold at $60 per copy.
• Canadian Rockies Series DVD Box Set 13-part, 1-hour documentary DVD box set telling the history, culture and traditions of Alberta's eastern slopes, currently on sale for $150 (original price $260).

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Wild Television NetworkcoreGTM or Marketing Partner · 1 January 2004People & Peaks Productions' 13-part Canadian Rockies Series airs on Wild TV Canada. Wild TV reaches more than 14 million Canadian, 30 million U.S., and 12 million European television households. Wild TV is Canada's only television network providing outdoor programming 24/7.
• The Cowboy Channel CanadacoreGTM or Marketing PartnerPeople & Peaks Productions' 13-part one-hour Canadian Rockies Series is aired on The Cowboy Channel Canada, a Canadian English language license-exempted specialty channel broadcasting programming dedicated to western sports and western lifestyle.
• RFD TVcoreGTM or Marketing PartnerPeople & Peaks Productions' Canadian Rockies Series is aired on RFD TV Canada, focused on agribusiness, equine and rural lifestyles along with traditional country music and entertainment.
• The Water ChannelminorGTM or Marketing PartnerDocumentaries air on The Water Channel, one of Canada's most action-packed water sports television networks featuring extreme water sports, offshore racing, freshwater and saltwater angling, kayaking, and camping.
• Mountain MétiscoreStrategic or Co-development PartnerThe Foundation collaborates with Mountain Métis Centre in Grande Cache, Alberta, on documenting and sharing the history of Métis people beginning with the fur trade in the late 1700s. Mountain Métis provides historical research and family connections.
• People & Peaks Productions Ltd.coreStrategic or Co-development PartnerThe Foundation owns and operates People & Peaks Productions Ltd., which produces television documentaries and social media content for educational purposes about Alberta's Eastern Slopes.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Others

• Wild TV: Canadian outdoor-lifestyle television network that currently airs the Foundation's Canadian Rockies Series. Comparable as a content-distribution channel for wilderness/heritage programming and a commercial partner rather than a competitor.

Direct peers

• Friends of Jasper National Park: Nonprofit fundraising and education partner for Jasper National Park, the area directly adjacent to Willmore. Comparable park-anchored Canadian Rockies charity with memberships, donations, and educational programming.
• Alpine Club of Canada: Canada's national mountaineering organization with club huts, member programs, and backcountry stewardship. Comparable in Canadian Rockies outdoor recreation, hut/campsite stewardship, and membership-driven nonprofit structure.
• Mountain Métis Centre: Grande Cache-based cultural organization documenting Métis fur-trade and mountain heritage. Comparable mission on cultural preservation in the same community, sharing programs and historical research with the Foundation.
• Nature Conservancy of Canada: Canada's leading private land conservation charity, securing and stewarding natural areas through donations and partnerships. Comparable in mission (wilderness/land preservation), revenue model (donations + memberships), and Canadian regulatory context, though operating at far larger scale.
• Yellowstone Forever: Official nonprofit partner of Yellowstone National Park, running education, fundraising, and membership programs tied to a single iconic wilderness area. Closely mirrors the Foundation's park-anchored, membership-tiered, education-and-heritage model.
• Canadian Parks and Wilderness Society (CPAWS): Canada's largest nationwide charity dedicated exclusively to wilderness protection, with provincial chapters, donor programs, and advocacy work. Highly comparable as a Canadian conservation nonprofit operating on memberships, donations, and grants to protect specific wild places.
• Alberta Wilderness Association: Alberta-focused conservation charity protecting the Eastern Slopes and Rockies through advocacy and grassroots support. Directly comparable regional mission, donor base geography, and wilderness-protection focus.

Emerging players

• Banff Centre Mountain Film Festival: Iconic Canadian Rockies film and book festival producing heritage/outdoor content and community programming. Comparable in cultural storytelling and content distribution around the same mountain ecosystem.
• Leave No Trace Canada: Outdoor ethics education nonprofit delivering trail and wilderness training programs. Comparable in delivering outdoor education and stewardship curriculum tied to Canadian wilderness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WillmoreTweets
• YouTubeyoutube.com/user/willmorewilderness
• Facebookfacebook.com/willmorewilderness
• Instagraminstagram.com/willmorewilderness
• LinkedInlinkedin.com/company/willmore-wilderness-foundation

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Willmore Wilderness Foundation