Maxwell Leadership

What Maxwell Leadership does

Maxwell Leadership is a privately held leadership development and personal-growth organization headquartered in Duluth, Georgia, operating as Maxwell Leadership, LLC, with Mark Cole serving as CEO and John C. Maxwell as founder and principal thought leader. The company serves three primary customer groups: enterprise organizations (including named Fortune 500 clients such as Walmart, Microsoft, Coca-Cola, SAP, Capital One, Chick-fil-A, Wendy's, Kindercare, and BMW of Murrieta), aspiring leadership entrepreneurs who join the Maxwell Leadership Certified Team (MLCT), and individual consumers pursuing personal growth. The legal entity resulted from the 2020 merger of The John Maxwell Company and The John Maxwell Team into a single Maxwell Leadership brand.

The product portfolio is anchored by proprietary, trademarked methodologies — the 5 Levels of Leadership, the 21 Irrefutable Laws of Leadership, The Maxwell Method (Speaking, Coaching, Selling, Finance), and the Transformation Tables peer-development process — and is delivered across multiple channels. Corporate solutions comprise Leadership Training, Leadership Coaching, Employee Engagement, Company Culture, Change Management, Resilience/Wellness, Feedback/Critical Conversations, Sales Training, and Keynote Speaking Services. Consumer and entrepreneur products include the Maxwell Leadership App, the four-show Podcast Network (40M+ downloads, #1 Leadership Podcast on iTunes), Minute with Maxwell daily video (800,000+ subscribers), the John Maxwell Academy online learning platform, the Maxwell Growth Plan, and the 30-Day Growth Plan. Flagship events (International Maxwell Conference in Orlando, Maxwell Masterclass in Dallas, Exchange Grand Finale in London) and a hybrid/self-publishing business round out the surface area.

The business model monetizes across six streams: enterprise training and coaching contracts (quote-based, multi-year), MLCT certification subscriptions, hybrid and self-publishing service fees, book and merchandise sales, event ticket revenue, and mobile-app subscriptions. Distribution is multi-modal: direct enterprise field sales, a 50,000+-member certified-team channel operating in 166 countries, flagship live events, self-serve digital surfaces (app, podcasts, Academy), and the Maxwell Leadership Store e-commerce property. Allied non-profits EQUIP (5M+ leaders trained across 180 countries) and the Maxwell Leadership Foundation (3.6M adults and 9M students reached) extend mission footprint without being direct revenue centers.

Name

Maxwell Leadership

Legal name

Maxwell Leadership, LLC

Website

https://maxwellleadership.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Maxwell Leadership is a privately held leadership development firm offering proprietary training, coaching, certification, publishing, and live events. It serves enterprises, aspiring entrepreneurs via its 50,000+-member Certified Team, and individual consumers across 166+ countries.

Ownership category

akta.pro rank

Product category

Leadership Development & Training

NAICS

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

SIC

Services-Management Services (8741)

akta.pro primary industry

Executive Leadership & C-Suite Development (EDABAAAA)

akta.pro secondary industries

Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Organizational Culture & Values-Based Leadership (EDABAAAE), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Corporate & Leadership Development (BPACANAA)

Keywords

• Leadership development
• Executive coaching
• Corporate training
• Professional speaking
• Organizational transformation

Headquarters

HQ city

Pickering

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate Training & Coaching: Enterprise organizations pay for tailored leadership development programs, executive coaching, and organizational transformation consulting services. Revenue generated through discovery calls, proposals, and multi-year engagements.
2. MLCT Certification Program: Individuals pay to join the Maxwell Leadership Certified Team, gaining access to proprietary tools, training curriculum, community, and the right to deliver Maxwell-branded coaching, speaking, and training services.
3. Publishing Revenue: Revenue from hybrid publishing services (full editorial and distribution support) and self-publishing options. Authors gain access to Maxwell's global audience and bookstore distribution.
4. Books & Products: Sales of John Maxwell's books including High Road Leadership, The Charismatic Leader, and other leadership titles. Also includes the 30-Day Growth Plan and digital resources.
5. Events & Conferences: Revenue from flagship events including International Maxwell Conference, Maxwell Masterclass, and Exchange Grand Finale. Events range from single-day to multi-day conferences with tiered attendance options.
6. Maxwell Leadership App Subscription: Mobile app providing daily leadership lessons, playlists addressing common leadership pain points, and personal growth resources available via subscription.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Maxwell Leadership sells values-based leadership development through corporate training and coaching engagements, a paid individual certification program (Maxwell Leadership Certified Team), a hybrid/self-publishing book program, flagship in-person conferences and events, and subscription-based digital content including the Maxwell Leadership mobile app, podcast network, John Maxwell Academy online courses, and the Minute with Maxwell daily video subscription. Offerings are delivered both directly to enterprise clients and through a global network of 50,000+ certified team members across 166 countries.

Product overview

Maxwell Leadership is a comprehensive leadership development organization offering a multi-product portfolio centered around values-based leadership principles pioneered by John C. Maxwell. The core offerings include the Maxwell Leadership Podcast Network (featuring 4 distinct shows including Maxwell Leadership Podcast, Executive Leadership Podcast, Generations at Work, and The Speaker's Edge with 40M+ downloads), the Maxwell Leadership App (mobile app for daily growth), Minute with Maxwell (daily video content), Maxwell Leadership Publishing (hybrid and self-publishing services), and the Maxwell Leadership Certification program (50,000+ members globally). For organizations, the company provides integrated corporate solutions including Leadership Training, Leadership Coaching, Employee Engagement, Company Culture Development, Change Management, Resilience/Wellness Training, Feedback/Critical Conversations Training, Sales Training, and Keynote Speaking Services—all built on the 5 Levels of Leadership framework. Individual growth products include the Maxwell Growth Plan, 30-Day Growth Plan, and John Maxwell Academy. The company also runs flagship events including Exchange Conference, International Maxwell Conference, Maxwell Masterclass, and Monthly Mentoring with John Maxwell. The Maxwell Leadership Foundation operates Transformation Tables and iLead youth programs globally. The ecosystem is delivered through Maxwell Leadership Certified Team members (MLCT) who provide local coaching, speaking, and training services.

Differentiator

Problem solved

Functional benefit

Brands

• John Maxwell Academy: Online learning platform offering digital courses and growth plans taught by John C. Maxwell and thought leaders
• Maxwell Leadership Certified Team (MLCT)
• Maxwell Leadership Publishing
• Maxwell Leadership App
• Maxwell Leadership Podcast Network

Quantifiable outcome

• Stronger communication across teams and departments
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• EQUIPcoreStrategic or Co-development PartnerNon-profit organization founded by John Maxwell that has trained more than 5 million leaders in 180 countries. EQUIP operates alongside Maxwell Leadership to extend values-based leadership globally, particularly in developing nations. This is a closely aligned entity rather than external partnership, sharing founder and mission.
• Maxwell Leadership FoundationcoreStrategic or Co-development PartnerDonor-funded foundation providing free leadership resources for youth, schools, communities, and nations. Operates Transformation Tables reaching millions globally. Shares Maxwell brand and mission for community transformation through values-based leadership.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• BetterUp: AI-augmented coaching and leadership development platform serving enterprise customers. Represents the technology-enabled, on-demand alternative to Maxwell's traditional instructor- and event-driven model.

Broad incumbents

• DDI (Development Dimensions International): Global leadership and assessment company serving large enterprises with leadership development, selection, and succession tools. Directly comparable to Maxwell's enterprise training motion with stronger assessment technology.
• Center for Creative Leadership (CCL): Research-driven leadership development provider offering executive education, coaching, and assessments. Competes with Maxwell for enterprise leadership programs and Fortune 500 L&D budgets.
• Korn Ferry: Global organizational consulting firm with a large executive coaching and leadership development practice. Overlaps with Maxwell in enterprise leadership development but operates at much broader scale across talent, rewards, and assessment.
• Gallup: Research-based analytics and leadership strengths company (CliftonStrengths) offering enterprise coaching and learning. Competes in the same leadership development and enterprise engagement space as Maxwell with proprietary assessment IP.

Direct peers

• FranklinCovey: Publicly traded leadership and organizational performance company offering the 7 Habits framework and enterprise training. Closely competes with Maxwell in Fortune 500 leadership development, executive coaching, and certification-style content licensing.
• Ken Blanchard Companies: Leadership development firm built on trademarked frameworks (e.g., Situational Leadership). Mirrors Maxwell's model of branded methodologies taught through certified partners to enterprise clients.
• Dale Carnegie Training: Long-established leadership, sales, and professional development training franchise with global certified instructors. Comparable to Maxwell in methodology-driven training, certified trainer network, and corporate customer base.
• Ziglar Inc: Sales, leadership, and personal development brand built on Zig Ziglar's legacy with corporate training, certification, and keynote offerings. Closely comparable legacy founder-led leadership training franchise.
• Tony Robbins (Results Companies): Personal-brand-driven performance and leadership coaching business with global events, books, and certified coaching partners. Highly comparable founder-led model targeting individual leaders and enterprise buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/maxwell_leaders
• YouTubeyoutube.com/channel/UCcY4omYaHiAMk7x4mNcQmpg
• Facebookfacebook.com/MaxwellLeadership
• Instagraminstagram.com/maxwellleadership
• LinkedInlinkedin.com/company/maxwellleadership

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Maxwell Leadership