Personify Leadership

What Personify Leadership does

Personify Leadership is a private US-based leadership development firm founded in 2012 in Littleton, Colorado, that delivers an experiential, body-focused leadership curriculum built on a proprietary model mapping eight competencies (Heart, Mind, Voice, Ears, Hands, Feet, Spine, Eyes) to body parts. Its product stack centers on a two-day in-person Core Program priced at $1,500 per participant, with layered offerings including the Deep Dive Program, the one-day Courageous Leader Program, Micro-Learning reinforcement modules, and a proprietary Leadership Skills Assessment. The firm serves enterprise and mid-market customers across aviation, marine/transportation, utilities, financial services, pharmaceutical, healthcare, telecom, energy, education, and government, with named clients including United Airlines, Canal Barge Company, Marquette Transportation, Omaha Public Power District, and Veolia North America.

The company's technology differentiator is its somatic 'Body Part Model' framework combined with a five-method learning approach (experiential activities, video, group discussion, reflection, case studies), supported by a proprietary assessment and an in-house conversational card product. It monetizes through a hybrid model: open-enrollment programs, Train-the-Trainer certification ($5,500-$8,500 per program) with mandatory annual participant-kit minimums, IP licensing for enterprise-wide deployment, Everything DiSC assessments and certification through a Wiley distribution partnership, and physical products (books, card decks). Distribution combines direct master-facilitator delivery (sessions require 10-20 participants), a growing certified facilitator channel globally, and digital channels including the Leadership Personified podcast, newsletters, and 'Inside Look' webinars.

Operationally, Personify Leadership is a small firm (1-10 employees) led by co-founder Michelle Cummings (CEO and Chief Creative Officer) alongside COO Paul Cummings (hired 2022), supported by a network of master facilitators across North America. The company is bootstrapped (no disclosed funding rounds) and operates a second contact office in Fort Lauderdale, FL. It is preparing two forward product launches: Personify Coach in 2026 and Personify Teen (grades 9-12) in 2027, and is actively recruiting a Senior Sales Manager / SVP of Client Partnerships, signaling a transition from founder-led to professionally-scaled sales.

Name

Personify Leadership

Legal name

Personify Leadership

Website

https://personifyleadership.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Personify Leadership is a US-based leadership development firm that delivers experiential, body-focused training built on a proprietary eight-competency model, serving enterprise and mid-market clients across industries such as aviation, utilities, transportation, pharma, and education through direct workshops, certification, and IP licensing.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Executive Leadership & C-Suite Development (EDABAAAA)

akta.pro secondary industries

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), C-Suite & Senior Executive Coaching (EDABANAA)

Keywords

• Leadership development training
• Executive coaching services
• Experiential learning programs
• Train the trainer certification
• Behavioral assessments

Headquarters

HQ city

Littleton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Open Enrollment Programs: Two-day Core Program delivered in-person at $1,500 per person. Includes participant activity kit, DiSC assessment or Strengths materials, mobile coaching tools, and one year of micro-learning content.
2. Train the Trainer Certification: Four-day certification program at $5,500 per program in the US. Includes facilitator kit, manual, license to lead programs, and first 10 participant kits billed at $3,000. Requires annual commitment of 10 participant kit purchases to maintain certification.
3. Deep Dive Program Certification: Advanced leadership program certification at $8,500 in the US (reduced to $5,500 in certain countries). Includes license to deliver Deep Dive Program and first 10 participant kits.
4. DiSC Assessments and E-Courses: Everything DiSC Certified Wiley Distributor. Offers individual assessments starting at $85, group culture reports at $225, Team View reports, and EPIC credits for certified facilitators.
5. IP Licensing: For larger companies wanting to cascade Personify Leadership throughout the organization. Authorized use of logos, concepts, models in internal emails, LMS systems, with options for co-branding and customizing content.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Personify Leadership delivers experiential leadership development programs built on a proprietary eight-competency body-focused framework (Heart, Mind, Voice, Ears, Hands, Feet, Spine, Eyes). Its flagship two-day Core Program trains mid-level and emerging leaders, supplemented by advanced Deep Dive and Courageous Leader offerings, Train the Trainer certification, IP licensing for enterprise-wide rollout, and Wiley DiSC assessment distribution.

Product overview

Personify Leadership is a global experiential-based leadership development company offering a platform of interconnected programs built on an eight-core body-focused competency model (Heart, Mind, Voice, Ears, Hands, Feet, Spine, Eyes). The flagship Core Program is a two-day in-person training that serves as the foundational entry point, with progressive offerings including The Deep Dive Program for advanced skill development and The Courageous Leader Program for specialized courage training. Supporting modules include Micro-Learning Content for ongoing reinforcement, Personify Coach for coaching alignment (2026), and Personify Teen for youth development (2027). The company also offers Train the Trainer Certification for organizations wanting to deliver programs internally, Options for IP License for enterprise-wide deployment, and DiSC Assessments & E-Courses through a Wiley partnership. Additional products include The Courageous Leader Book, The Conversational 360 Cards, and a proprietary Leadership Skills Assessment. The five-method learning approach combines experiential activities, video demonstration, group discussion, personal reflection, and case studies.

Differentiator

Problem solved

Functional benefit

Brands

• The Core Program: Foundational two-day experiential leadership development program covering eight body-focused competencies.
• The Deep Dive Program
• The Courageous Leader Program
• Micro-Learning Content
• Personify Coach
• Personify Teen
• DiSC Assessments & E-Courses
• Train the Trainer
• Leadership Personified Podcast

Products and services

• The Core Program Foundational two-day experiential leadership development program teaching eight body-focused competencies (Heart, Mind, Voice, Ears, Hands, Feet, Spine, Eyes) through interactive activities, case studies, and group discussions. Designed for mid-level and emerging leaders with immediate workplace application.
• The Deep Dive Program Advanced leadership program for Core Program graduates that further develops leadership skills and behaviors through targeted modules exploring psychological safety, empathy, emotional intelligence, and empathetic accountability.
• The Courageous Leader Program One-day development program focused on building courage muscles and conducting courageous conversations, based on the book 'The Courageous Leader'. Introduces concepts such as the Pain Scale, Big Temptation, and Building Your Courage Muscle.
• Micro-Learning Content Brief learning modules comprising bite-sized content (3-10 minutes), including webinars, videos, and resources designed to reinforce learning from Personify Leadership courses and extend retention over the long term.
• Options for IP License Licensing program for larger companies to cascade Personify Leadership programs organization-wide, authorizing use of logos, concepts, and models in internal emails and LMS systems, with options for co-branding and content customization.
• DiSC Assessments & E-Courses Certified Wiley distributor of Everything DiSC assessments and instructor-led e-courses, including Workplace on Catalyst, Group Culture Reports, Team View Reports, and EPIC Credits for organizations to build effective relationships and improve workplace collaboration.
• Train the Trainer Certification Four-day certification program equipping internal facilitators or external consultants to deliver Personify Leadership programs within their organizations or to clients. Includes facilitator kit, manual, license to lead programs, LMS subscription, and ongoing T3 support sessions, with annual commitment of 10 participant kits to retain certification.
• Leadership Skills Assessment Research-based assessment tool measuring competence across eight essential leadership behaviors aligned with the body-focused competency model, providing personalized feedback on leadership style, strengths, and development opportunities.
• The Courageous Leader Book Book derived from Personify Leadership's work, based on 'The Spine of a Leader' competency, exploring concepts of courageous leadership and values-based decision making.
• The Conversational 360 Cards Deck of powerful questions designed to spark growth-focused feedback, built around the eight core leadership competencies to help leaders turn everyday conversations into meaningful moments of insight and connection.
• Everything DiSC Certification Two-week immersive certification experience combining live instructor-led sessions with self-guided online learning that prepares facilitators to deliver Everything DiSC learning experiences and earn the Everything DiSC Certified Practitioner credential.

Quantifiable outcome

• 204% ROI achieved by one organization in a Level 3 ROI study measuring application of learned skills
• +2 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• Wiley (Everything DiSC)coreChannel Partner/ Reseller/ DistributorPersonify Leadership is a Certified Wiley Distributor of Everything DiSC products and e-courses. This partnership allows them to offer DiSC assessments, Catalyst platform access, group culture reports, Team View reports, and Everything DiSC Certification programs. They can purchase EPIC credits to resell individual profiles.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• FranklinCovey: FranklinCovey is a large, established leadership and execution consulting firm offering flagship programs such as "The 7 Habits of Highly Effective People" and extensive enterprise training. Comparable to Personify Leadership because both sell corporate leadership development curricula built around proprietary frameworks and delivered through facilitator networks and licensing, but FranklinCovey operates at significantly greater scale and brand recognition.
• Dale Carnegie Training: Dale Carnegie is a long-standing global leadership and professional development brand with a franchise network of certified trainers delivering standardized in-person leadership curricula. Comparable to Personify Leadership in its facilitator-network licensing model, focus on interpersonal/people-leader skills, and global open-enrollment plus enterprise delivery.
• DDI (Development Dimensions International): DDI is a global leadership and talent development consultancy serving large enterprises with leadership programs, assessments, and selection services. Comparable to Personify Leadership in selling leadership development content to enterprise L&D buyers with an emphasis on behavioral competency models, assessments, and trainer enablement, but DDI is much larger and more research-led.
• Center for Creative Leadership: CCL is a renowned leadership research and development provider offering cohort programs, executive education, and customized corporate engagements. Comparable to Personify Leadership in targeting mid-level-to-senior leader development with proprietary content and assessments, but CCL competes primarily at the executive education tier with university-grade brand equity.

Direct peers

• Ken Blanchard Companies: Blanchard is one of the most recognized providers of leadership development programs (e.g., Situational Leadership, SLII), delivered via Train the Trainer certification, open enrollment, and enterprise licensing. Directly comparable to Personify Leadership in offering proprietary leadership models, train-the-trainer certification paths, and certification-driven distribution across corporate L&D buyers.
• The Arbinger Institute: Arbinger is a leadership and organizational development firm built around its proprietary mindset-based framework, sold through workshops, train-the-trainer certification, and enterprise licensing. Directly comparable to Personify Leadership in monetizing a signature proprietary framework via facilitator certification and corporate deployment targeting leadership behavior change.
• VitalSmarts (Crucial Learning): VitalSmarts (now Crucial Learning) offers courses like Crucial Conversations and Influencer delivered through certified trainers to corporate audiences worldwide. Directly comparable to Personify Leadership in using a train-the-trainer certification model, proprietary skill frameworks, and targeting mid-level leaders with in-person + reinforcement learning content.

Others

• Wiley (Everything DiSC): Wiley is the original publisher of Everything DiSC assessments and a partner of Personify Leadership. It is comparable because Personify distributes Wiley's products and integrates DiSC into its leadership programs; Wiley's direct sales to enterprise could compete with or undercut Personify's certification-driven distribution channel.

Emerging players

• Birdeye Leadership: Birdeye Leadership is a smaller, specialized leadership development consultancy offering proprietary coaching, workshops, and facilitator certification for corporate and youth audiences. Comparable to Personify Leadership as a smaller private peer competing in experiential, framework-driven leadership development with similar buyer personas, though at smaller scale.
• BetterUp: BetterUp is a venture-backed digital coaching and leadership development platform serving enterprise L&D buyers with AI-augmented 1:1 coaching and on-demand content. Comparable to Personify Leadership as a competing buyer-budget alternative for leadership development spend, though differentiated by a digital/coaching-led model versus Personify's in-person facilitated workshops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/personifyleader

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Personify Leadership