TransAlta Corp. engages in the generation and distribution of electricity through wind, hydro, gas and coal power plants. It operates through the following business segments: Hydro, Wind and Solar, Gas, Energy Transition, Energy Marketing, and Corporate. The Hydro, Wind and Solar, Gas and Energy Transition business segments are responsible for operating and maintaining the company's electrical generation facilities in Canada, Australia, and the US. The Energy Marketing segment is responsible for marketing and scheduling the company's merchant asset fleet outside of Alberta along with procurement of gas, transport and storage to the company's gas fleet, providing intellectual knowledge to support the company's growth team, and generating a stand-alone gross margin separate from the company's asset business through a North American energy marketing platform. The company was founded by William Maxwell Aitken in 1909 and is headquartered in Calgary, Canada.