arenas for change

What arenas for change does

Arenas for Change LLC (ARCH) is a privately held, Utah-based membership organization that trains, certifies, and supports mental health professionals, coaches, facilitators, and equine specialists who incorporate horses, animals, and nature into their practice. The company is built around its proprietary SEEN Keystones story-based facilitation framework, registered under the SEEN, ARCH, HERD Keystones, and ARCH Certification trademarks, and codified into self-guided online courses (including an ARCH Foundation Course providing 9 CE hours), live online workshops (SEEN Through Story), and immersive two- to three-day in-person workshops (SEEN Through Horses, SEEN Through Nature & Horses) held in Utah, North Carolina, Minnesota, and Australia. ARCH sells individual memberships at $35/month or $300/year, organization memberships at $165/month for up to 20 team members with nonprofit and small-team renewal discounts, and a recurring ARCH Certification ($175 individual / $375 organization with annual renewal and a 3-hour-per-year community of practice requirement). The go-to-market motion is community-led: members join via the website, participate in monthly community calls on Zoom, and are listed in a public practitioner directory that generates end-client referrals across 30+ countries.

Name

arenas for change

Legal name

Arenas For Change LLC

Website

https://arenasforchange.com

Company type

Private

Operating status

Operating

Short description

Arenas for Change (ARCH) is a Utah-based membership organization that trains and certifies mental health professionals, coaches, and equine specialists in its proprietary SEEN Keystones story-based facilitation framework, selling subscriptions, online courses, workshops, and recurring certification across 30+ countries.

Ownership category

akta.pro rank

Product category

Professional Training and Certification

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Lifestyle & Habit Change Coaching (HSADAGAB)

akta.pro secondary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Equine-assisted therapy
• Story-based facilitation
• Professional certification training
• Facilitator continuing education
• Nature-based mental health

Headquarters

HQ city

Spanish Fork

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Subscriptions: Monthly and annual subscription memberships providing access to online courses, community calls, and member resources. Monthly at $35, annual at $25/month (billed as $300).
2. Organization Membership Subscriptions: Organization memberships for teams up to 20 members at $165/month. Includes discounts for nonprofits (20% off renewal) and small teams under 10 members (30% off renewal).
3. SEEN Through Story Workshop: Live online 2-day interactive workshop at $425 USD. Includes 10 Mental Health CEU hours. Early registration saves $50.
4. SEEN Through Horses Workshop: In-person 2-day workshop at $750 USD for first-time attendees, $550 for returning participants. US locations include Utah, North Carolina, and Minnesota. International workshops (Australia) range $150-$550. Earns 12 CEUs.
5. ARCH Certification: Certification application fees: $175 USD for individuals, $375 USD for organizations. Requires annual renewal with ongoing community of practice participation.
6. Online Course Access: Full access to online course library included with membership. Courses include ARCH Foundation Course (9 CE hours) and Healing Culture through a Trauma-Informed Lens.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Arenas For Change (ARCH) sells membership subscriptions, online courses, live workshops, and a structured certification pathway built on its proprietary SEEN Keystones story-based facilitation framework. The offerings are aimed at therapists, coaches, and equine specialists who want to deliver emotionally safe, transformative sessions incorporating horses, animals, and nature. Revenue is generated from monthly/annual individual and organization memberships, workshop registration fees, and certification application and renewal fees.

Product overview

ARCH (Arenas For Change) operates as a membership-based training and certification platform offering a story-based facilitation framework (SEEN keystones) for equine-assisted and nature-based practitioners. The portfolio consists of tiered memberships (Individual at $35/month, Organization for teams up to 20 members at $165/month), self-guided online courses (Foundation Course, Trauma-Informed Lens, HERD Keystones), live workshops (SEEN Through Story online workshop at $425, SEEN Through Horses in-person workshops at $550-$750), professional certification pathway ($175 individual/$375 organization), and ongoing community of practice calls. The ecosystem is unified by the ARCH story framework rooted in SEEN keystones, designed for mental health professionals, coaches, educators, and equine specialists to facilitate emotionally-safe, transformative sessions incorporating horses, nature, and story.

Differentiator

Problem solved

Functional benefit

Brands

• SEEN Keystones: The core story-based framework developed by ARCH for facilitating emotionally-safe, transformative sessions with clients.
• ARCH Certification
• SEEN Through Story Workshop
• SEEN Through Horses Workshop

Products and services

• ARCH Individual Memberships Monthly or annual subscription membership for individual practitioners, providing access to the online course library, community calls, and ARCH training resources. Priced at $35/month or $25/month billed annually ($300), with international discount rates and 20% off ARCH trainings for members.
• ARCH Organization Memberships Team membership for organizations of up to 20 members at $165/month, including special discounts for nonprofits (20% off renewal) and small teams under 10 (30% off renewal). Enables organizations to standardize ARCH framework delivery across clinical and facilitation teams.
• ARCH Foundation Course: The SEEN Keystones

Quantifiable outcome

• Communities of practice improve problem-solving efficiency by up to 45% (Wenger-Trayner research)
• +2 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

One partnership is on record.

• Equine AlliancecoreStrategic or Co-development Partner · 1 May 2025Equine Alliance is the Australian venue partner hosting ARCH's SEEN Through Nature & Horses Workshop. Located in Hunchy, Queensland, Australia, Equine Alliance provides the physical facilities and local coordination for ARCH's international workshop expansion. This partnership enables ARCH to deliver hands-on training to Australian and Asia-Pacific members.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Equine Gestalt Coaching Method (Maiah Mercado): Training and certification in equine Gestalt coaching methodology for therapists and coaches. Directly comparable approach of certifying practitioners to deliver equine-assisted personal development work.
• EAGALA: Equine Assisted Growth and Learning Association - the largest global certification body for equine-assisted psychotherapy and personal development. Directly competes with ARCH in certifying practitioners using horses in mental health and coaching contexts.
• Natural Lifemanship: Provides training and certification in equine-assisted relational work for mental health and coaching professionals. Directly comparable methodology (relational horsemanship) and target audience (therapists, coaches using horses).
• The Masterson Method: Equine bodywork training and certification organization offering practitioner courses and certification in a horse-related discipline. Comparable model of training professionals through structured certification pathways tied to equine work.

Broad incumbents

• PATH International: Professional Association of Therapeutic Horsemanship - the established industry association for equine-assisted services and therapeutic riding. Operates more broadly across equine-assisted activities but overlaps with ARCH's practitioner certification niche.
• Mindbody: Leading SaaS platform for wellness and fitness business management including booking, memberships, and certification tracking. Overlaps with ARCH's wellness practitioner member management needs at a broader scale.
• BetterHelp: Largest online mental health platform connecting therapists with clients. Overlaps with ARCH's practitioner-member base (mental health professionals) at a much larger scale, representing both a potential channel and competitive threat.

Emerging players

• Hearts & Horses: Therapeutic riding and equine-assisted services organization offering programs for individuals with disabilities. Comparable end-customer focus on equine-assisted therapeutic outcomes though focused on direct service delivery rather than practitioner training.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCJAzKucke9mD6SnE4p_Jx0Q
• Facebookfacebook.com/ArenasForChange
• LinkedInlinkedin.com/company/arenas-for-change
• Instagraminstagram.com/arenasforchange

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 arenas for change