Tyson Group
Tyson Group is a private sales training and consulting firm headquartered in Dublin, Ohio, founded in 2010. It serves enterprise clients across sports, financial services, healthcare, and other verticals through its proprietary Sales Team Science™ diagnostic, customized training programs, and AI-powered Sagey coaching tool.
- Company typePrivate
- Founded2010
- HeadquartersDublin, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Tyson Group does
Tyson Group is a privately held sales training and consulting firm founded in 2010 by Lance Tyson and headquartered in Dublin, Ohio. The company delivers enterprise sales performance programs built around its proprietary Sales Team Science™ framework — a diagnostic methodology that evaluates seven dimensions of sales effectiveness (Sales Leadership, Management, Process, Methodology, Enablement, Talent) across 18 benchmark data points and 140+ skill sets. Offerings span customized sales training (Advanced Consultative Selling, Away Game Selling, Adaptive Selling, Solution Selling, Complex Sales, Inside Sales, Critical Account Management, Sales Negotiation, Persuasive Presentation Skills, Customer Service Excellence), sales leadership development (Executive Sales Leadership, Sales Management, High-Performance Sales Coaching, Inside Sales Management, Change Management), Sales Team Development Assessments, and consulting services. In May 2024 the firm launched Sagey, an AI coaching tool co-developed with Sageful AI that delivers personalized coaching through Slack, MS Teams, and SMS, layered onto the legacy methodology rooted in Lance Tyson's bestselling book IP.
Tyson Group serves enterprise and mid-market clients across a stated set of 14 verticals, with sports and entertainment as the primary segment (reportedly serving over half of all NBA, NFL, and MLB teams) and notable logos including the NFL, Dallas Cowboys, San Francisco 49ers, Baltimore Ravens, Legends, Topgolf, SMU, Orlando City SC, Florida State University, Las Vegas Ballpark, Eli Lilly, and American Express. Revenue is generated primarily through customized, quote-based professional-services engagements (multi-year contracts scoped by team size and duration), supplemented by public open-enrollment workshops (Away Game Selling, Persuasive Presentation Skills, High-Performance Sales Coaching) and, more recently, recurring Sagey AI coaching subscriptions. Pricing is not publicly disclosed and operates on a consultative, sales-led go-to-market motion targeting sales leaders and C-suite executives.
The company is founder-led, appears bootstrapped without disclosed institutional investment, and is led by an executive bench that includes COO Monica Gerbini, SVP of Revenue and Strategy Price Johnson (joined Feb 2024), VP of Research Integration Dr. Adam Rapp (Ohio University professor and globally ranked sales scholar), VP of Marketing Larissa DiStefano (2026), and Director of Business Development – West Randy McCluskey (2026). The firm has earned three consecutive Inc. 5000 listings (2023–2025), multiple Stevie and Globee awards, and inclusion on Training Industry and Selling Power Magazine top sales-training lists.
Tyson Group firmographics
Firmographics- Name
- Tyson Group
- Legal name
- Tyson Group
- Website
- https://tysongroup.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tyson Group is a private sales training and consulting firm headquartered in Dublin, Ohio, founded in 2010. It serves enterprise clients across sports, financial services, healthcare, and other verticals through its proprietary Sales Team Science™ diagnostic, customized training programs, and AI-powered Sagey coaching tool.
- Ownership category
- akta.pro rank
Where Tyson Group is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tyson Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Customized Sales Training Programs: Tyson Group generates revenue through customized sales training and consulting engagements. Programs include sales training (consultative selling, negotiation, presentation skills, account management), sales leadership training (coaching, change management, executive leadership), and open enrollment workshops. Engagements are typically structured as multi-session programs with in-person or virtual delivery.
- AI Coaching Subscriptions (Sagey): AI-powered coaching tool available as an add-on reinforcement and coaching service. Sagey provides on-demand coaching that reinforces key skills in real selling situations through integrated messaging platforms.
- Open Enrollment Programs: Public workshop programs offered multiple times annually in virtual and in-person formats. Programs include Away Game Selling, Persuasive Presentation Skills, and High-Performance Sales Coaching with scheduled dates throughout the year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise/Custom Engagement - Quote-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Tyson Group product offering
Product offeringCore offering
Tyson Group is a sales training and consulting firm that delivers customized sales performance programs built around its proprietary Sales Team Science™ diagnostic framework. The company combines evidence-based assessments, methodology training, leadership coaching, and AI-powered reinforcement (SageYAI) to help enterprise sales organizations improve win rates, shorten sales cycles, and drive predictable revenue growth across industries such as sports, entertainment, financial services, and healthcare.
Product overview
Tyson Group is an award-winning sales training and consulting firm offering a comprehensive portfolio centered on its proprietary Sales Team Science™ framework. The core offering combines diagnostics, enablement, training, and coaching for measurable sales performance improvement. Training programs span consultative selling (Advanced Consultative Selling Program), methodology-based selling (Away Game Selling Program, Adaptive Selling™), negotiation (Sales Negotiation Training Program), presentation skills, account management, and customer service excellence. Leadership development includes Executive Sales Leadership, Core Sales Management, High-Performance Sales Coaching, Inside Sales Management, and Change Management programs. The company offers AI-powered coaching through SageYAI (developed with Sageful AI), sales team assessments using behavioral and competency-based diagnostics, open enrollment workshops, and consulting services. Additional resources include the Against the Sales Odds podcast, downloadable sales playbooks, and books authored by CEO Lance Tyson. The portfolio serves diverse industries including sports, entertainment, financial services, healthcare, technology, and manufacturing.
Differentiator
Problem solved
Functional benefit
Brands
- Sagey AI: AI-driven coaching tool developed in partnership with Sageful AI that provides personalized, real-time coaching through Slack, MS Teams, and text messaging.
Products and services
- Sales Team Science™ Framework
- SageYAI AI Sales Coaching Tool
- Advanced Consultative Selling Program
- Away Game Selling Program
- Complex Sales Success Program
- Critical Account Management Program
- Customer Service Excellence Program
- Inside Sales Training Program
- Sales Negotiation Training Program
- Persuasive Presentation Skills Program
- Solution Sales Strategies Program
- Strategic Sales Program
- The Human Sales Factor Training Program
- Adaptive Selling™ Training Program
- Executive Sales Leadership Program
- Core Sales Management Program
- High-Performance Sales Coaching Program
- Inside Sales Management Program
- Change Management Program
- Sales Team Development Assessments
- Open Enrollment Programs
- Sales Consulting Services
- Sales Diagnostic Services
Quantifiable outcome
- Sales professionals who attend Tyson Group workshops see 10%-30% increase in appointment rates
- +5 more outcomes
Companies that use Tyson Group
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles5 records
Tyson Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature3 records
Tyson Group partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, minor and flagship.
- Sageful AIcorePartnership to develop and launch Sagey AI, an AI-powered coaching tool that provides personalized, context-specific coaching through Slack, MS Teams, and text messaging. The tool leverages Tyson Group's proven methodologies and principles from Lance Tyson's bestselling book Selling is an Away Game.
- University of Wyoming College of BusinessminorCollaboration with University of Wyoming's College of Business and Center for Professional Selling for exclusive two-day Selling Skills Boot Camp.
- ZoomphcoreStrategic partnership to enhance sales tactics, strategies, and pipeline opportunities in the sports and entertainment industry through data-driven insights and analytics.
- ALSD (Association of Luxury Suite Directors)minorPartnership bringing talent assessment and team performance strategies to ALSD members in the sports industry.
- NFL (National Football League)flagshipOfficial partner of the NFL, providing sales training and consulting to NFL teams and organizations. Tyson Group has driven over $5 billion in NFL stadium project acquisitions.
- San Francisco 49erscoreProud partner providing sales training and development solutions to the San Francisco 49ers NFL franchise.
- Haslam Sports GroupcorePartner providing sports business sales training and consulting to Haslam Sports Group organizations.
- McGohan BrabendercorePartner providing sales training and development solutions for insurance and financial services industry.
- MercercoreStrategic partner providing human resources and talent development solutions in collaboration with Tyson Group's sales training expertise.
- Baltimore RavenscoreProud partner providing sales training and development solutions to the Baltimore Ravens NFL franchise.
- Dallas CowboysflagshipFlagship partner providing sales training and consulting to the Dallas Cowboys NFL franchise.
- Monumental Sports and EntertainmentcorePartner providing sales training and development solutions to Monumental Sports and Entertainment organization.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Tyson Group competitors and assessment
Company assessmentDirect peers
- Sandler Training: Global sales training and consulting franchise with a methodology-driven approach and certified trainer network; directly comparable to Tyson Group's customized training and coaching model across multiple verticals.
- Richardson Sales Performance: B2B sales training and consulting firm offering sales methodology, selling skills, and sales management programs; closely matches Tyson Group's enterprise training, coaching, and customization motion.
- The Brooks Group: Specialized sales training and consulting firm focused on consultative selling, negotiation, and sales leadership; a directly comparable mid-sized peer with similar methodology-led delivery.
- RAIN Group: Sales training and consulting firm offering customized sales programs, sales coaching, and lead generation; a closely matched mid-market peer in methodology-driven sales enablement.
Broad incumbents
- Dale Carnegie Training: Long-established global training organization offering sales, leadership, and professional development programs; a broader incumbent with overlapping curriculum and enterprise delivery capabilities.
- FranklinCovey: Large-scale leadership, sales performance, and execution training firm with a content-led, multi-product portfolio; competes with Tyson Group in enterprise sales and leadership development engagements.
- Korn Ferry (Sales & Marketing): Global organizational consulting firm with significant sales training and enablement capabilities (including the former Miller Heiman / HPI acquisitions); a much larger incumbent operating in the same enterprise sales-training category.
Emerging players
- Sales Readiness Group (SRG): Sales training and enablement firm offering customizable workshops and assessments; a smaller, more focused peer that overlaps with Tyson Group's mid-market and custom engagement model.
- Gong.io: AI-driven revenue intelligence and coaching platform; represents the emerging tech-enabled competitor that could compress the differentiation of human-led sales training and AI coaching tools like Tyson Group's Sagey.
Others
- Sales Hacker (sales enablement community/training): Sales training and content community serving sales professionals and leaders; an ecosystem participant and adjacent content/training competitor relevant to Tyson Group's content marketing and open enrollment motion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tyson Group social profiles
Digital presenceTyson Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tyson Group leadership team
Management profileNumber of profiles
Profiles13 records
Tyson Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tyson Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tyson Group
What does Tyson Group do?
Tyson Group is a sales training and consulting firm that delivers customized sales performance programs built around its proprietary Sales Team Science™ diagnostic framework. The company combines evidence-based assessments, methodology training, leadership coaching, and AI-powered reinforcement (SageYAI) to help enterprise sales organizations improve win rates, shorten sales cycles, and drive predictable revenue growth across industries such as sports, entertainment, financial services, and healthcare.
Is Tyson Group a public or private company?
Tyson Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tyson Group founded?
Tyson Group was founded in 2010. It employs 11 to 50 people.
Where is Tyson Group based?
Tyson Group is headquartered in Dublin, United States, in the North America region.
How does Tyson Group make money?
Three revenue lines are on record. Customized Sales Training Programs are the primary driver. The others are AI Coaching Subscriptions (Sagey) and open Enrollment Programs.
Who are Tyson Group's main competitors?
Direct peers on record are Sandler Training, Richardson Sales Performance, The Brooks Group and RAIN Group. Broad incumbents are Dale Carnegie Training, FranklinCovey and Korn Ferry (Sales & Marketing). Emerging players are Sales Readiness Group (SRG) and Gong.io. Sales Hacker (sales enablement community/training) is listed as an others.
Does Tyson Group have an API?
No public API is recorded for Tyson Group.