Mind Gym

What Mind Gym does

Mind Gym plc (LSE: MIND) is a UK-headquartered behavioural science company founded in 2000 that delivers workplace behaviour-change programmes to large enterprises. Its core offering combines a library of pre-packaged learning journeys, customised transformation engagements, and an annual corporate membership that grants open access to curated content, supplemented by digital tools, AI-powered applications, diagnostics, and individual performance coaching. The company serves roughly half of the FTSE 100 and S&P 500, with named clients across financial services, pharmaceuticals, technology, consumer goods, and insurance (e.g., Microsoft, Unilever, Coca-Cola, MetLife, GSK, Sanofi, Burberry), and operates a global delivery network of 300+ ISCAN-certified facilitators in 50+ countries.

The platform architecture rests on proprietary behavioural science frameworks (the ISCAN facilitation model, the High Performance Behaviour Model, and the 'Engage, Participate, Activate' learning formula) pressure-tested across 5 million leaders in 90 countries and 40 languages. Digital modules include eWorkouts (nine-minute SCORM-compliant eLearning), a 360 feedback tool, organisational diagnostics, the Performa individual coaching platform, and two recently launched AI products — Sculture AI (in-the-moment behavioural nudges) and Lio (an AI conversation coach). Mind Gym acquired the 10x Psychology IP in April 2022 to deepen its assessment capabilities.

Mind Gym monetises through a mix of one-off programme licences (Ready-to-Go Journeys, Transformation Solutions), recurring corporate memberships (scaled from 13 to over 60 during FY2026), and professional services (individual coaching, facilitation). The go-to-market is enterprise field sales targeting CHROs and senior talent leaders. In FY2026 (year ended 31 March 2026), revenue was £29.7M, down 8% YoY, while the company returned to adjusted EBITDA profitability following a £5M cost-base reduction.

Name

Mind Gym

Legal name

Mind Gym plc

Website

https://themindgym.com

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Mind Gym plc is a UK-listed behavioural science company that delivers workplace behaviour-change programmes, AI-powered learning tools, and individual coaching to large enterprises, serving half of the FTSE 100 and S&P 500.

Ownership category

akta.pro rank

Product category

Corporate Behaviour Change and Leadership Development

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Behavior Change & Motivational Coaching (HSADAGAF)

akta.pro secondary industries

Lifestyle & Habit Change Coaching (HSADAGAB), General Health Coaching (HSADAGAA)

Keywords

• Behaviour change solutions
• Leadership development programs
• Corporate learning and development
• Performance management coaching
• Behavioural science training

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Memberships: Subscription-based access to MindGym's curated library of high-impact learning experiences. Corporate memberships grew from 13 at half-year to over 60 by year end, indicating strong adoption of this recurring revenue model.
2. Ready-to-Go Learning Journeys: Pre-packaged, science-backed learning journeys sold to organizations as proven, effective solutions ready to roll out.
3. Transformation Solutions: Customized engagements built with clients to address complex challenges. Includes strategy, tailored tools, facilitation and activation.
4. Individual Coaching Services: One-to-one precision coaching delivered by ICF-accredited coaches using science-backed methodologies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Mind Gym sells applied behavioural science solutions to large enterprises to change how people think, lead and perform at work. Its portfolio spans pre-built Ready-to-Go Learning Journeys, subscription-based MindGym Memberships, bespoke Transformation Solutions, live facilitator-led programmes, and digital tools (Sculture AI nudges, Lio AI conversation coach, Performa coaching, eWorkouts eLearning, 360 Feedback and Organisational Diagnostics), all delivered through a global network of ISCAN-certified facilitators and ICF-accredited coaches.

Product overview

Mind Gym is a behaviour change platform offering a portfolio of live learning experiences, digital tools, data diagnostics, and coaching services. The core offering consists of Ready-to-Go Learning Journeys (pre-built modular programmes), MindGym Memberships (content library subscription), and Transformation Solutions (custom-built programmes). These are supplemented by digital product modules including Sculture AI (AI-powered behavioural nudges), Lio (AI conversation coach), Performa (individual performance coaching), the 360 Feedback Tool, eWorkouts (eLearning), and Organisational Diagnostics. All solutions are grounded in behavioural science and delivered through a global network of certified facilitators and ICF-accredited coaches across 50+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• ParentGym: A separate brand operating under Mind Gym focused on parenting skills and support
• Sculture AI
• Lio
• Performa
• eWorkouts
• eLearning
• Talent Leaders Network

Products and services

• Ready-to-Go Learning Journeys Science-backed, pre-built modular learning journeys designed by behavioural science experts that organisations can roll out to tackle common business challenges such as leadership, performance management, D&I, change and culture.
• MindGym Memberships Subscription-based open access to a curated library of high-impact learning experiences built by behavioural scientists, available through expert facilitation or train-your-own delivery for enterprise clients.
• Transformation Solutions Custom-built solutions for complex organisational challenges, crafted with behavioural science and tailored modular tools, delivered with standout engagement and activation support.
• Live Products (Small Groups, Large Groups, Immersive Experiences) Interactive live sessions for small or large groups, including immersive employee development experiences delivered in-person or virtually by MindGym's global facilitator network.
• Sculture AI AI-powered behavioural nudge product that delivers in-the-moment reminders to leaders on demonstrating high-performance behaviours when communicating with teams, bridging the knowing-doing gap after workshops.
• Lio (AI Manager Conversation Coach) AI-powered practice ground that lets managers rehearse high-stakes conversations with lifelike personas and receive real-time behavioural feedback, grounded in behavioural science and available on-demand for every manager.
• Performa (Individual Performance Coaching) Science-backed 1:1 coaching platform built to deliver measurable individual performance results; four sessions doubled goal achievement and triggered behaviour change in 95% of participants, with a 2x improvement over control groups.
• 360 Feedback Tool Multi-source 360 feedback assessment that translates input into tailored, science-backed actions for growth, with customisable competency models, team and org-wide visibility, and aggregate trend analysis.
• eWorkouts (eLearning) Sharp, interactive, nine-minute digital eLearning courses that activate learning in the moment; SCORM-compliant, LMS-ready, fully mobile and scenario-based for professional development challenges.
• Organisational Diagnostics Diagnostics that reveal hidden behaviours behind low performance, exclusion and burnout, identify root causes and instantly trigger targeted learning journeys.

Quantifiable outcome

• 87% of participants apply their learning at work with MindGym's Engage, Participate, Activate formula
• +4 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Partnerships

Five partnerships are on record, tiered minor.

• MediabrandsminorStrategic or Co-development PartnerParticipant in MindGym's Talent Leaders Network community for senior talent leaders.
• LegominorStrategic or Co-development PartnerParticipant in MindGym's Talent Leaders Network community for senior talent leaders.
• BPminorStrategic or Co-development PartnerParticipant in MindGym's Talent Leaders Network community for senior talent leaders.
• SandozminorStrategic or Co-development PartnerSandoz CHRO Tripti Jha featured in MindGym webinar 'HR's Bitter Pill' discussing talent transformation. MindGym hosted co-branded thought leadership event.
• CEO.worksminorStrategic or Co-development PartnerHein Knaapen, Managing Partner Europe at CEO.works, co-hosted MindGym webinar alongside MindGym co-founders.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• CoachHub: European-headquartered digital coaching platform for enterprise L&D, selling scalable coaching programmes to CHROs and HR leaders — directly comparable in buyer, use case and delivery model.
• BetterUp: Enterprise coaching and behavioural-change platform combining 1:1 coaching with AI-driven development tools; competes head-on with Mind Gym's Performa, Sculture AI and Lio offerings.
• Dale Carnegie & Associates: Long-standing corporate training franchise focused on leadership, communication and behavioural change, with global facilitator network — comparable delivery model and customer base.
• DDI (Development Dimensions International): Specialist leadership development and behavioural training provider serving large multinationals with assessments, coaching and live programmes — a near-direct peer.
• FranklinCovey: Global leadership and performance training provider selling subscriptions and transformation programmes to large enterprises — the closest listed analogue to Mind Gym's behaviour-change and leadership-development proposition.

Emerging players

• Torch: Enterprise coaching and leadership development provider combining technology with human coaches; comparable in target buyer (CHROs) and category (manager development).
• Sounding Board: AI-augmented enterprise coaching platform targeting leadership development — an emerging competitor in the same behaviour-change category as Mind Gym's AI tools.

Broad incumbents

• Korn Ferry: Global organisational consulting powerhouse offering leadership development and talent solutions at scale; broader portfolio than Mind Gym but competes directly for the same enterprise L&D wallet.
• Heidrick & Struggles: Global leadership advisory and executive search firm with adjacent leadership development and talent services; overlaps with Mind Gym's enterprise L&D buyer base and content offering.
• LinkedIn Learning: Microsoft-owned enterprise eLearning platform bundled into LinkedIn Talent Solutions; competes for the same corporate L&D budget with a self-serve, content-library model versus Mind Gym's facilitator-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mind-gym
• Xx.com/themindgym
• Facebookfacebook.com/themindgym

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 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 Mind Gym