It is widely accepted that urbanisation challenges human health and well-being. In this context, urban green spaces are increasingly recognized as important elements for enhancing the resilience of cities and their citizens against the negative effects of climate change and pollution, and regarded as resources for improving mental, physical, and social health and wellbeing. Green Care is an umbrella term referring to a range of activities that use contact with nature and natural elements to promote physical, mental and social health and well-being (Sempik et al., 2010). We argue that when these activities are organized, they can be an opportunity both for the health and social care sectors as well as for forest and rural development sectors. Currently, there is a lack of research focusing on understanding the innovation, entrepreneurship and organizational capacity and needs of such Green Care Initiatives, including their success and hindering factors for development. This research focuses on a) improving and increasing knowledge and understanding of innovation and entrepreneurship needs and b) identifying and assessing gaps of existing Green Care Initiatives and defining actions for scaling them. Looking specifically to forest-based care initiatives (FCIs), we developed a definition, a conceptual framework and a tool for collecting information on their business models, which were first tested in the Italian context. 232 FCIs were analysed, showing a varied panorama of initiatives, mainly provided by private entities and civil society, their development trends and challenges hindering their development. Based on this, and other analysis on social agriculture, urban and tourism care contexts, the project is developing an online training course and specialization school that aims to improve interdisciplinary skills and activate and enable innovation and entrepreneurship capacity and attitudes among university students, research staff, professionals and practitioners of Green Care connected fields and disciplines.