Swan Consulting Group

What Swan Consulting Group does

Swan Consulting Group, Inc. is a private, founder-owned executive coaching and strategic consulting firm headquartered in Annapolis, Maryland. Founded in 2001 by Susan M. Hahn — a Professional Certified Coach through the International Coach Federation, Certified Physician Leadership Coach through the Physician Coaching Institute, and Johns Hopkins adjunct faculty member — the firm delivers a portfolio of services spanning one-on-one executive coaching, physician leadership coaching, healthcare executive coaching, career transition coaching, high-potential leadership development (one-on-one and 12-month formats), and a Brain-Based ICF Mentor Coaching program.

The firm's core technology is methodological rather than software: a structured four-phase executive coaching process (Discovery with emotional intelligence and 360 assessments; Personal Action Plan; Coaching Sessions; Wrap-up with six-month follow-up), augmented by authorized-partner relationships with Wiley (Everything DiSC) and Personal Strengths Publishing (Strength Deployment Inventory / SDI). Swan delivers DiSC and SDI facilitator certification training in both virtual and in-person formats. Strategic business solutions include corporate mediation via a six-step process, strategic planning, retreat facilitation, board development, project management consulting, focus groups, and clinical optimization engagements targeting peri-operative services, ED flow, EMR, discharge planning, and chemotherapy delivery.

Swan makes money primarily through professional services engagements (executive coaching, consulting, training workshops) supplemented by one-time licensing fees and small subscription components for DiSC sub-account access (EPIC platform), training video rentals/purchases on Vimeo, and complimentary 1-hour consultations as a funnel entry point. Go-to-market is sales-led and referral-driven: direct outreach via website inquiry and phone/email, complemented by event-driven public training calendars, organic social (Facebook, LinkedIn), content marketing (blog, articles, white papers), and a robust referral pipeline through ICF, Physician Coaching Institute, SHRM, Johns Hopkins, and Harvard Medical School/McLean Hospital affiliations. Clients include Pfizer, Johnson & Johnson, JP Morgan Chase, Goldman Sachs, Citigroup, NASA, the New York Times, Reuters, Johns Hopkins, and numerous healthcare systems; the firm serves the United States, Canada, and Europe.

Name

Swan Consulting Group

Legal name

Swan Consulting Group, Inc.

Website

https://swanconsulting.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Swan Consulting Group is a private, founder-owned Annapolis-based firm providing executive and physician leadership coaching, healthcare consulting, and Everything DiSC/SDI certification training to enterprise and healthcare clients across the United States, Canada, and Europe.

Ownership category

akta.pro rank

Product category

Executive Coaching & Leadership Development Consulting

NAICS

Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industries

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Organization Design & Operating Model Consulting (BPAHAGAB), Performance Management & Productivity Consulting (BPAHAGAL)

Keywords

• Executive coaching services
• Leadership development consulting
• Physician leadership coaching
• Behavioral assessment training
• Strategic business consulting

Headquarters

HQ city

Arnold

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Executive & Physician Leadership Coaching: One-on-one coaching engagements for executives, physician leaders, and high-potential professionals. Delivered by certified coaches (ICF PCC/MCC, Physician Coaching Institute). Engagement structures include single sessions, multi-month programs, and 12-month leadership development programs.
2. Training & Certification Programs: DiSC and SDI qualification/certification training workshops, train-the-trainer programs, and classroom-style leadership development programs. Revenue generated through event registration fees, facilitator kit sales, and sub-account subscriptions.
3. Strategic Business Consulting: Consulting engagements covering clinical optimization for healthcare organizations, corporate mediation, strategic planning, board development, retreat facilitation, project management consulting, and focus groups.
4. Training Video Rentals & Sales: Educational and training videos hosted on Vimeo platform, available for rent (90-day) or purchase (DVD). Includes ICF MD Chapter education sessions, strategic business content, and leadership development videos. Some content offered complimentary.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Swan Consulting Group delivers executive coaching and strategic business consulting services to enterprise clients and senior leaders. Core offerings include one-on-one executive coaching, physician leadership coaching, healthcare executive coaching, career transition coaching, mentor coaching, DiSC and SDI assessment-based training and certification programs, and consulting engagements such as corporate mediation, strategic planning, board development, retreat facilitation, project management consulting, focus groups, and clinical optimization for healthcare workflows.

Product overview

Swan Consulting Group is a professional services company offering a portfolio of executive and physician leadership coaching services and strategic business consulting solutions. The core offering includes Executive Coaching (with phases of Discovery, Personal Action Plan, Coaching Sessions, and Wrap-up) and Physician Leadership Coaching, complemented by High Potential Leadership programs (both one-on-one and 12-month formats). The company provides Strategic Business Solutions encompassing corporate mediation, strategic planning, focus groups, retreat facilitation, project management consulting, board development, and Clinical Optimization for healthcare organizations. As an authorized partner of Wiley (Everything DiSC) and Personal Strengths Publishing (SDI), the company offers assessment-based training including DiSC and SDI certification programs, custom training delivery, and training videos. The products function as integrated coaching and consulting service offerings rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Executive Coaching A structured one-on-one coaching engagement for senior executives delivered in phases including Discovery (emotional intelligence assessments, 360 assessments, shadowing), Personal Action Plan development, coaching sessions with take-home assignments, and wrap-up with six-month follow-up check-ins. Designed for leaders who want to assess strengths and developmental opportunities, deepen self-awareness, and align leadership with organizational culture.
• Physician Leadership Coaching Specialized one-on-one coaching to help physicians transition from clinical practice to administrative leadership roles, develop leadership competencies, manage conflict, build effective teams, and lead organizational change. Delivered by certified executive coaches and physician leadership coaches.
• Healthcare Executive Coaching Executive coaching specifically for healthcare industry leaders, delivered by former C-level healthcare leaders and physicians who have transitioned into leadership roles. Designed to address the unique leadership demands of hospitals, health systems, and physician practices.
• Career Transition Coaching One-on-one coaching for executives and professionals navigating career changes, promotions, or industry transitions. Includes career assessment, resume support, psychometric profiling, interview practice, and job search assistance.
• High Potential Leadership 12-Month Program A 12-month classroom-style leadership development program using the business case method to teach high-potential leaders to analyze complex data, anticipate consequences, and articulate courses of action in preparation for senior leadership challenges.
• Brain-Based ICF Mentor Coaching A proprietary 10.5-hour brain-based mentor coaching program (five 90-minute group mentoring calls plus three 60-minute one-on-one calls) designed to help coaches meet ICF credentialing requirements. Aligned to ICF's eleven core coaching competencies and neuroscience-based research with an in-the-moment coaching approach; group limited to 10 coaches and spans at least three months per ICF regulations.
• Strategic Business Solutions An umbrella consulting engagement covering corporate mediation, strategic planning, focus group facilitation, retreat facilitation, project management consulting and training, board development, and clinical workflow optimization for healthcare organizations. Delivered to clients across industries with a special emphasis in healthcare.
• Corporate Mediation A six-step mediation engagement that transforms defensive communication into supportive and productive climates, including fact-finding, option creation, negotiation, and implementation support for workplace disputes.
• Strategic Planning Strategic planning consulting engagement covering sales and marketing plans, business plans, and organizational coaching for executive decision-making processes.
• Focus Groups Focus group facilitation using credentialed experts in psychology and human behavior to create safe environments for productive discussions and deeper insights on workplace and organizational topics.
• Retreat Facilitation Professional retreat facilitation including goal identification, plan creation, meeting leadership, and post-retreat coaching for workplace implementation of retreat outcomes.
• Project Management Consulting & Training Project management consulting engagement including strategic alignment evaluation, executive briefings, and customized organizational training for project performance and risk assessment.
• Board Development Board development services including board candidate identification, board member coaching, communication improvement, role definition, and strategic planning facilitation.
• Clinical Optimization Healthcare workflow and technology optimization services for healthcare organizations including peri-operative services improvement, Lean processes, discharge planning, emergency department optimization, EMR optimization, and chemotherapy delivery efficiency.
• Everything DiSC Assessments & Training Everything DiSC personality assessment and training services delivered as an authorized partner of Wiley, including Everything DiSC Management, Work of Leaders, 363 for Leaders, Workplace, Sales, and Train the Trainer programs. Used by over 1 million people annually per Wiley's market reach.
• Everything DiSC Qualification Training DiSC facilitator qualification training providing skills to run DiSC workshops and debrief individuals and teams. Format options include virtual sessions and Wiley's four-week classroom-based certification program held in Minneapolis; both at $3,690.00. Basic registration is $899.00 with add-on options for sub-account ($1,500.00), Facilitator Kit ($2,650.00 premium), and student ($495).
• SDI (Strength Deployment Inventory) Certification & Training SDI assessment and certification training delivered as an authorized partner of Personal Strengths Publishing, including Level 1, Level 2, and Full SDI facilitator certification with group workshops and online options. SDI maps participants to Motivational Value Systems (MVS) and Conflict Sequences to surface strengths and motivating factors under conditions of going well and in conflict.
• Complimentary Consultation A complimentary one-hour consultation to understand a prospective client's challenge, scope potential engagements, and qualify opportunities for executive coaching, physician leadership coaching, and strategic business consulting services.

Quantifiable outcome

• Many healthcare clients see return on investment in three to six months from clinical optimization engagements.
• +2 more outcomes

Named customers23 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Wiley (Everything DiSC)coreStrategic or Co-development PartnerSwan Consulting Group is an authorized partner of Wiley, the owner of Everything DiSC — the industry's leading DiSC assessment tool used by over 1 million people annually. Swan offers Everything DiSC Qualification Training, facilitates workshops, and issues certificates qualifying participants to use the DiSC suite of instruments.
• Personal Strengths PublishingcoreStrategic or Co-development PartnerSwan Consulting Group is an authorized partner of Personal Strengths Publishing, the creator of the Strength Deployment Inventory (SDI). Swan offers Level 1, Level 2, and Full SDI Certification Training, including an online Level 1 option, and helps participants register for certification at preferred times and locations.
• International Coach Federation (ICF)coreStrategic or Co-development PartnerSwan Consulting Group maintains active affiliation with ICF — founder Susan M. Hahn is a credentialed PCC and founding president of ICFMD (ICF Maryland Chapter). The company offers ICF-compliant mentor coaching and ICF credentialing support. Team members serve on ICF Metro DC Chapter Board and ICF Global Board of Directors.
• Physician Coaching InstitutecoreStrategic or Co-development PartnerFounder Susan M. Hahn is a Certified Physician Leadership Coach through the Physician Coaching Institute. Swan Consulting offers physician leadership coaching services drawing on this certification. Dr. Cathy Lanteri serves on the advisory board of the Physician Coaching Institute.
• Society for Human Resource Management (SHRM)minorGTM or Marketing PartnerSwan Consulting Group is affiliated with SHRM. The company's logo appears alongside SHRM on the website footer, indicating membership and professional affiliation that supports marketing credibility within the HR and people development community.
• Harvard Medical School / McLean HospitalcoreStrategic or Co-development PartnerSusan M. Hahn remains an active participant in Harvard Medical School/McLean Hospital programs focused on coaching in healthcare. This affiliation provides thought leadership credibility and access to the latest research in healthcare coaching.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marshall Goldsmith Stakeholder Centered Coaching: Marshall Goldsmith is one of the most recognized executive coaching brands globally, specializing in leadership and stakeholder-centered coaching for senior executives. Directly comparable in core service (one-on-one executive coaching), target buyer (C-suite), and delivery model (credentialed independent coaches).
• Center for Creative Leadership (CCL): CCL is a nonprofit leader in executive education, leadership coaching, and assessment-driven development programs. Highly comparable in evidence-based leadership development, assessment tools (360s, behavioral inventories), and corporate training workshop delivery.
• Development Dimensions International (DDI): DDI is a global leadership and talent analytics firm providing leadership development, executive coaching, and behavioral assessments to large enterprises. Comparable in assessment-led leadership development and large-scale training programs for Fortune 500 buyers.
• RHR International: RHR International is a global firm specializing exclusively in executive coaching, leadership development, and team effectiveness for senior leaders. Closely comparable to Swan in boutique scale, coaching-focused delivery model, and C-suite target market.
• FranklinCovey: FranklinCovey is a global leadership and effectiveness training company offering assessment-based development programs, workshops, and coaching. Comparable in delivering DiSC-adjacent assessment training, certification programs, and corporate leadership workshops.

Broad incumbents

• Korn Ferry: Korn Ferry is a global organizational consulting firm with a large Leadership Development and Executive Coaching practice serving Fortune 500 clients. Comparable in executive coaching and leadership advisory but operates at vastly larger scale across multiple practice areas.
• Egon Zehnder: Egon Zehnder is a global executive search and leadership advisory firm with a substantial executive coaching and leadership development practice. Comparable in serving C-suite clients with coaching and succession advisory, though anchored in retained search.
• Heidrick & Struggles: Heidrick & Struggles is a global leadership consulting and executive search firm with a dedicated Leadership Advisory practice offering executive coaching and team development. Comparable in serving senior enterprise buyers with coaching engagements.
• GP Strategies: GP Strategies (which acquired BlessingWhite) provides organizational performance, leadership development, and learning solutions globally. Comparable in delivering leadership and employee engagement training and coaching to enterprise HR buyers.

Others

• International Coach Federation (ICF): ICF is the largest global professional association for coaches, setting credentialing standards (PCC, MCC, ACC) and accrediting coach training programs. Comparable as the professional body whose framework governs Swan's credentialing pathway and mentor coaching program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/ondemand/swanconsulting
• Facebookfacebook.com/swanConsult
• LinkedInlinkedin.com/company/swan-consulting-group-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Swan Consulting Group