What Fierce, Inc. does

Fierce, Inc. is a Seattle-based, privately held leadership development company founded in 2001 by Susan Scott, best known for the bestselling book Fierce Conversations and its proprietary conversation-based training methodology. The company sells a portfolio of nine core conversation programs (Foundations, Team, Coach, Confront, Feedback, Delegate, Accountability, Influence/Awareness, and Emotional Intelligence), augmented by specialized offerings for executives, new managers, women leaders, and culture transformation, delivered through in-person workshops, virtual instructor-led sessions, on-demand digital learning, keynotes, and Train-the-Trainer certification cohorts.

Under CEO Edward J. Beltran (transitioned from CFO in 2020), Fierce has built out a technology layer around its content. The flagship is Pulse by Fierce, a biometric-intelligence platform launched in 2024 and powered by the Ethical Biometric Intelligence™ framework (introduced October 2025), which integrates with Apple Watch HRV data to measure stress, recovery, focus, and emotional state in real time, and pairs this with an Execution Integrity Infrastructure™ for enterprise workflow governance. Outcomes are independently validated by the Korn Ferry Institute.

The business model blends enterprise field sales (private workshops starting at $10,000, TTT certification, keynotes), inside sales and self-service (Fierce Leadership Lab at $299 per session or $1,799 for the annual Full Series Pass), and subscription access via the Fierce for Life membership. Fierce reports training over 2.5 million people across 100+ countries, with claimed penetration of 60%+ of the Fortune 500, and is certified as a women-owned business by the Women's Business Enterprise National Council.

Name

Fierce, Inc.

Legal name

Fierce, Inc.

Website

https://fierceinc.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Fierce, Inc. is a Seattle-based leadership development company that sells proprietary conversation-based training programs and the Pulse by Fierce biometric-intelligence platform to enterprise clients, with claimed reach to 60%+ of the Fortune 500 across 100+ countries.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430), Human Resources Consulting Services (541612)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Team Leadership & High-Performance Teams (EDABAAAH)

akta.pro secondary industries

Coaching Leadership & Mentoring Skills (EDABAAAG), Coaching, Feedback & Mentoring Skills (EDABAMAM), Conflict Management, Negotiation & Difficult Conversations (EDABAAAJ), Decision-Making, Critical Thinking & Problem Solving (EDABAAAI)

Keywords

• Leadership training programs
• Executive coaching services
• Corporate culture training
• Biometric intelligence platform
• Professional development training

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Leadership Training Workshops: Premium virtual 2-hour leadership workshops through the Leadership Lab program at $299 per participant or $1,799 for Full Series Pass (7 sessions). Provides interactive, facilitated discussion on core leadership challenges.
2. Private Workshops: Customized in-person or virtual training delivered by Fierce Master Facilitators at client locations. Prices start at $10,000, ranging from 4 hours to 2 days of instructor-led training.
3. Fierce for Life Membership: Annual subscription providing exclusive access to the entire library of programs, training modalities, and on-demand learning in a single scalable package.
4. Train the Trainer Certification: Four-day certification workshop (30+ hours of live virtual instruction) to certify internal employees to train Fierce Conversations within their organizations. Cohort of up to 20 learners.
5. Keynote Speaking: 60-minute virtual or in-person keynote presentations by Master Facilitators covering topics like collaborative culture, emotional intelligence, and organizational change management.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Fierce, Inc. delivers leadership development and communication training programs built on its proprietary Fierce Conversations methodology, including nine core conversation skills programs (Foundations, Team, Coach, Confront, Feedback, Delegate, Accountability, Influence, Awareness) plus Emotional Intelligence and Resilience training. The company offers private and virtual workshops, on-demand digital learning, a Leadership Lab workshop series, trainer certification, and keynote speaking. Its Pulse by Fierce technology platform combines biometric intelligence using Heart Rate Variability (HRV) data from wearables with conversation frameworks to measure and improve workplace resilience and performance.

Product overview

Fierce, Inc. offers a comprehensive leadership development platform centered on its proprietary Fierce Conversations methodology, which includes 9 core training programs (Fierce Foundations®, Fierce Team®, Fierce Coach®, Fierce Confront®, Fierce Feedback®, Fierce Delegate®, Fierce Accountability®, Fierce Emotional Intelligence, and Fierce Resilience™) designed to transform organizational communication culture. The platform also includes specialized training programs for specific audiences (Executive Leadership, New Managers, Women's Leadership, Talent Development, Organizational Culture) and multiple delivery formats (In-Person Workshops, Virtual Workshops, On-Demand Learning, Keynotes, Trainer Certification). The company has expanded into technology with Pulse by Fierce—a biometric intelligence platform that integrates with Apple Watch to track HRV data and provide real-time emotional insights. Additional offerings include the Fierce Leadership Lab (monthly virtual workshop series), Fierce For Life™ Membership (subscription access to all programs), and 3D Simulations for microlearning. The portfolio spans instructor-led training, self-paced digital learning, certification programs, and AI-powered biometric monitoring tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Pulse by Fierce Award-winning technology platform that combines Biometric Intelligence with Human Governance and Execution Integrity Infrastructure to enable organizations to quantify and improve resilience and well-being. Uses HRV data from wearables such as Apple Watch to measure stress, recovery, focus, and emotional state in real time.
• Fierce For Life Membership Annual subscription membership providing exclusive access to the entire library of Fierce programs, training modalities, on-demand learning, and related resources in a scalable, flexible package.
• Fierce Leadership Lab Premium virtual 2-hour monthly facilitated leadership workshops covering core Fierce conversation topics including Feedback, Accountability, Change, Delegate, Confront, Team, and Foundations. Available as individual sessions or Full Series Pass.
• Trainer Certification (TTT) Train-the-Trainer certification program designed to certify internal employees to deliver Fierce Conversations training within their organizations. Includes three 4-hour master classes, two 3-hour teach-back sessions, and 30+ hours of live virtual instruction.
• Private Workshop Customized in-person workshop where a Fierce Master Facilitator travels to the client organization to teach teams how to have conversations that get results. Pricing starts at $10,000 for 4 hours to 2 full days of instructor-led training.
• Virtual Workshop Instructor-led virtual training workshop delivered by a Fierce Master Facilitator, providing the same high-touch, interactive experience as in-person workshops for dispersed workforces.
• Keynote Speaker 60-minute keynote presentations by Fierce Master Facilitators covering topics including collaborative culture, emotional intelligence, organizational change management, and leadership. Available virtually or in-person for conferences, retreats, and team-building events.
• On-Demand Learning Self-paced digital learning platform providing access to Fierce programs through engaging videos, knowledge assessments, interactivity, and practical application exercises. Accessible across laptop, desktop, tablet, and mobile devices.
• Fierce Foundations Foundational conversation skills training program that teaches the 7 core principles of Fierce Conversations, helping participants build self-awareness, undo old assumptions, and spark new insights.
• Fierce Team Team communication training that helps teams break down silos, increase collaboration, and make better inclusive decisions through proven conversation techniques.
• Fierce Coach One-on-one coaching training program that teaches leaders a powerful conversation model based on asking questions, enabling coachees to generate their own solutions.
• Fierce Confront Confrontation training that teaches an effective conversation model to address attitudinal, behavioral, or performance issues while enriching professional relationships.
• Fierce Feedback Feedback training program providing a simple, impactful conversation model for consistent, detailed feedback that improves performance and engagement.
• Fierce Delegate Delegation training that helps leaders clarify decision-making authority, create capacity, and develop their team members through effective delegation conversations.
• Fierce Accountability Accountability training that enables individuals and teams to shift focus from excuses to overcoming obstacles, learning from mistakes, and achieving goals.
• Fierce Emotional Intelligence Emotional intelligence training that develops four core pillars—Self-Awareness, Self-Management, Social Awareness, and Relationship Management—using Biometric Intelligence technology to track, understand, and improve emotional intelligence in real time.
• Fierce Resilience Resilience training program that empowers individuals to proactively tackle stress by building self-awareness, understanding stress responses, and leveraging practical tools.
• Fierce Influence Influence training that teaches individuals to build trust and credibility, overcome resistance, and collaborate effectively even without formal authority.
• Fierce Awareness Awareness training that helps participants understand their DiSC profile to leverage strengths for personal and professional growth and adapt to various communication styles.
• Executive Leadership Training Program Senior executive leadership training program designed to help leaders lead from the top, aligning leadership skills, strategies, and culture for organizational success.
• Women's Leadership Development Training Women's leadership coaching program that empowers women to navigate unique workplace challenges, communicate with courage, and lead authentically through transformative conversations.
• New Manager Training First-time manager training program that teaches leadership mindset, coaching, delegation, feedback skills, and how to lead with courage, authenticity, and impact.
• Organizational Culture Training Culture transformation training that helps organizations reframe, reinterpret, and reform continuously to remain relevant through awareness, collaboration, transparency, and trust.
• 3D Simulations Interactive microlearning simulations individually designed based on business needs, providing engaging real-world practice scenarios for learners.

Quantifiable outcome

• 40% immediate reduction in stress after a single 90-minute coaching session (validated by Korn Ferry Institute)
• +8 more outcomes

Named customers14 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature5 records

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, executive search, and assessment. Its leadership development practice — and its role validating Fierce's Pulse outcomes — competes with Fierce in the enterprise segment as part of a much broader portfolio.
• Skillsoft: Skillsoft is a large corporate digital learning platform with leadership, compliance, and skills content. Its leadership development catalog competes with Fierce's on-demand and digital learning offerings as part of a much broader L&D portfolio.

Direct peers

• DDI (Development Dimensions International): DDI is a leadership and selection consulting firm serving large enterprises with assessment, leadership development, and frontline manager programs — directly overlapping Fierce's enterprise sales motion and validated-outcomes positioning.
• Center for Creative Leadership (CCL): CCL is a research-backed leadership development provider offering executive education, coaching, and assessment — comparable to Fierce's executive leadership program and Korn-Ferry-validated outcome methodology.
• Dale Carnegie Training: Dale Carnegie provides leadership, communication, and presentation training to enterprise clients globally through instructor-led workshops and a certified-trainer network — the same delivery model and target buyer as Fierce's private workshops and Train-the-Trainer certification.
• VitalSmarts (Crucial Learning): Crucial Learning (formerly VitalSmarts) offers Crucial Conversations, Crucial Influence, and other communication-skills training with a certified-instructor model — directly comparable to Fierce Conversations methodology and Fortune 500 customer base.
• FranklinCovey: FranklinCovey is one of the largest global leadership and organizational performance companies, offering signature programs (e.g., The 7 Habits), enterprise coaching, and content — directly comparable to Fierce's enterprise leadership development offerings and Fortune 500 customer base.
• Wilson Learning: Wilson Learning provides leadership, sales, and employee engagement training to global enterprises with a certified-trainer network — overlapping Fierce's enterprise workshops, methodology-driven content, and multinational delivery.
• The Ken Blanchard Companies: Blanchard delivers leadership and management training programs (e.g., Situational Leadership) via certified instructors and digital learning to enterprise customers — comparable in methodology-driven training, certified facilitator network, and target buyer.

Emerging players

• BetterUp: BetterUp is a tech-enabled coaching and leadership development platform serving enterprise HR buyers with AI-augmented coaching — comparable to Fierce's Coach program and Pulse platform in targeting enterprise leadership development with a technology layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fierce_inc
• YouTubeyoutube.com/@fierceinc
• Facebookfacebook.com/fierceconversations
• LinkedInlinkedin.com/company/fierce-inc.
• Instagraminstagram.com/fierceconversations_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Fierce, Inc.