Join a learning community of fellow people-leaders across various industries to collectively make our businesses and organizations more welcoming and inclusive for an increasingly diverse clientele and workforce.
This award-winning institute, created by Goodenough Consulting LLC, and sponsored by Explore La Crosse,
is a 6-series in-person course, taking place one Wednesday a month from 9:00 a.m.-12:00 p.m.
Our 2025-26 cohort is now accepting applications; Register by October 17, 2025.
[2025-26 Rate] $495/person | Group Rate: $425/person (3 or more from same organization)
This yearβs location: Courtyard La Crosse Downtown Mississippi Riverfront

Through the BaM Institute, participants build a supportive learning community with fellow cohort members, engage in critical self/organizational reflection, gain a greater understanding of the experiences of minoritized patrons/customers/employees within the area, find inspiration and urgency to lead with more boldness and innovation, and are eligible to receive ongoing support/coaching (by request) at discounted rates.
Learning Outcomes:
Developing identity-conscious leadership
Avoiding common diversity/inclusion pitfalls
Incorporating proven business practices for inclusive internal culture and customer/client experience.
The Journey
Who's Joined

The Impact of BaM
Finalist for the Innovation Award at the UMCVB Conference (2024)
Wisconsin Tourism Trailblazer Award for the BaM Institute (2024)
Nominee for the Governorβs Tourism Award in the Bright IDEA Category (2025)
Community Partner of the Year Recipient from Explore La Crosse (2025)
