The John Maxwell Company

What The John Maxwell Company does

The John Maxwell Company, doing business as Maxwell Leadership, is a privately held leadership development organization built around the values-based leadership principles and personal brand of founder John C. Maxwell. The company operates globally from Duluth, United States, with a headcount of 11-50 employees, and has been developing leaders for nearly four decades. Its service portfolio spans enterprise organizational solutions (leadership training, leadership coaching, employee engagement, company culture, change management, resilience/wellness, critical conversations, and sales training), keynote speaking engagements, and a consumer publishing arm that includes the title 'High Road Leadership.'

The core technical and commercial platform is the Maxwell Leadership Certification Program, which trains individuals to become Maxwell Leadership Certified Consultants — a global network of 40,000+ practitioners who deliver the methodology locally and act as brand ambassadors. Certification is monetized on an annual subscription billing cadence via the John Maxwell Academy online learning platform and a member-only MCLT portal. Distribution combines an e-commerce storefront, direct enterprise field sales, a certified consultant reseller channel, and self-serve digital access, while demand generation runs through four podcasts, blogs, email, live events, and thought leadership featuring John C. Maxwell.

Revenue is generated across four primary streams: recurring Leadership Certification Programs (subscription), Publishing and Book Sales (one-time), Coaching and Speaking Services (professional services), and Organizational Training Solutions (professional services). Pricing is not publicly disclosed; enterprise training and speaking engagements are quote-based, while certification pricing is obtained via free discovery calls with Program Advisors. The company also operates the Maxwell Leadership Foundation for youth and student leadership development, extending the brand into a non-commercial segment.

Name

The John Maxwell Company

Website

https://johnmaxwell.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

The John Maxwell Company (DBA Maxwell Leadership) is a privately held leadership development organization that delivers enterprise training, coaching, certification, keynote speaking, and publishing built on John C. Maxwell's leadership principles, serving individuals, corporations, and aspiring coaches globally.

Ownership category

akta.pro rank

Product category

Leadership Development and Professional Training Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Management Services (8741)

akta.pro primary industry

Corporate & Leadership Development (BPACANAA)

akta.pro secondary industries

C-Suite & Senior Executive Coaching (EDABANAA), Strategic Leadership & Business Acumen (EDABAAAC), Sales Leadership & Revenue Executive Coaching (EDABANAL), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Team & Group Executive Coaching (Leadership Teams) (EDABANAF)

Keywords

• Leadership development
• Leadership training
• Executive coaching
• Leadership certification
• Keynote speaking services

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Leadership Certification Programs: Revenue from certification programs that train individuals to become Maxwell Leadership Certified Consultants, including the MCLT (Maxwell Certified Leadership Trainer) program.
2. Publishing and Book Sales: Sale of John C. Maxwell's books including the newest release 'High Road Leadership: Bringing People Together in a World That Divides'
3. Coaching and Speaking Services: Revenue from providing keynote speakers, leadership coaching, and training services to organizations.
4. Training Solutions: Organizational training programs covering leadership training, employee engagement, company culture, change management, sales training, and wellness.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The John Maxwell Company provides leadership development through the Maxwell Leadership Certification program, organizational training solutions, executive coaching, keynote speaking engagements, and book publishing. Core offerings are delivered to individual leaders seeking personal growth as well as to corporate organizations seeking leadership training, employee engagement, company culture transformation, change management, sales training, and resilience programs.

Product overview

The John Maxwell Company operates Maxwell Leadership, a comprehensive leadership development ecosystem built around the values-based leadership principles of John C. Maxwell. The portfolio consists of a unified certification platform (Maxwell Leadership Certification) that trains individuals to become certified consultants, supported by an online learning platform (John Maxwell Academy) and a Growth Plan tool. The core service offerings span Leadership Training and Leadership Coaching as primary offerings, complemented by specialized solution modules covering Employee Engagement, Company Culture, Change Management, Resilience/Wellness, Feedback/Critical Conversation, and Sales Training. The company extends its reach through Keynote Speaking Services, multiple podcasts (Maxwell Leadership Podcast, Executive Leadership Podcast, The Book In You Podcast, The Speaker's Edge Podcast), publishing operations (including High Road Leadership), and a Youth Transformation Foundation. A network of 40,000+ Maxwell Leadership Certified Consultants multiplies the company's reach globally.

Differentiator

Problem solved

Functional benefit

Brands

• John Maxwell Academy: Online learning platform providing leadership courses and certification programs
• Maxwell Leadership Podcast
• Executive Leadership Podcast
• The Book In You Podcast
• The Speaker's Edge Podcast
• Maxwell Leadership Foundation
• Personal Growth Platform

Products and services

• Maxwell Leadership Certification A comprehensive certification program that trains individuals to become Maxwell Leadership Certified Consultants, enabling them to teach and implement values-based leadership principles to others and to build a coaching or speaking business.
• Leadership Training Organizational training solution designed to develop leadership capabilities at all levels within companies, delivered to corporate clients seeking culture and leadership transformation.
• Leadership Coaching One-on-one coaching engagement connecting individual leaders with Maxwell Leadership certified coaches for personalized leadership development.
• Employee Engagement Solutions Organizational program aimed at improving employee engagement through leadership-driven strategies, offered to corporate clients.
• Company Culture Solutions Service focused on developing and transforming organizational culture through values-based leadership principles, offered to corporate clients.
• Change Management Solutions Program designed to help organizations navigate and lead change effectively using Maxwell leadership methodology.
• Resilience/Wellness Solutions Wellness-focused program integrating resilience building with leadership development for individuals and organizations.
• Feedback/Critical Conversation Solutions Training and tools for conducting effective feedback and critical conversations in organizational settings.
• Sales Training Sales-focused training program applying Maxwell leadership principles to enhance sales performance for sales teams and organizations.
• Keynote Speaking Services Booking of Maxwell Leadership thought leaders, including John C. Maxwell, for keynote speaking engagements at corporate and organizational events.
• John Maxwell Academy Online learning platform providing digital access to Maxwell Leadership courses, certifications, and growth plans for both individual subscribers and organizational clients.
• Maxwell Leadership Publishing Book publishing division producing and selling John C. Maxwell leadership titles, including High Road Leadership, through the company storefront and other retail channels.
• MCLT (Maxwell Certified Leadership Team) Members-only program for certified Maxwell Leadership practitioners providing ongoing resources, community access, and continued support after certification.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Development Dimensions International (DDI): Enterprise leadership development company providing leadership training, coaching, assessment, and succession solutions to large organizations. Competes with Maxwell in the corporate segment but with stronger measurement and analytics.
• Center for Creative Leadership (CCL): Research-driven leadership development provider offering training, executive coaching, and assessment to corporations and government. Overlaps with Maxwell in leadership training and coaching but anchored in research rather than a single founder.
• Ziglar Inc. Personal development and sales training company built on Zig Ziglar's brand, selling certification, speaking, and corporate training. Closely analogous business model to Maxwell with the same founder-driven methodology and certification flywheel.
• The Ken Blanchard Companies: Leadership training and coaching provider built on a single influential thought leader's methodology (The One Minute Manager). Closely mirrors Maxwell's founder-anchored, content-IP-led model with SLII and Situational Leadership.
• Dale Carnegie Training: Iconic leadership and personal development training franchise selling courses, certification, and corporate training worldwide. Directly comparable to Maxwell in methodology-led, instructor-delivered leadership development.
• FranklinCovey: Direct peer offering enterprise leadership development, training, and certification programs (e.g., The 7 Habits) to global corporations. Competes head-to-head with Maxwell Leadership for organizational transformation budgets and the same enterprise buyer.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with a sizable leadership development and talent advisory practice. Overlaps with Maxwell's enterprise coaching, culture, and change management solutions as part of a broader portfolio.
• Harvard Business Publishing Corporate Learning: Provider of leadership and management training content and learning journeys to enterprises. Competes with Maxwell for corporate L&D budgets with a content-led, brand-anchored offering but distinct from a single founder.
• Gallup: Broader analytics and advisory firm whose CliftonStrengths coaching, engagement, and manager development offerings compete with Maxwell Leadership Coaching and Employee Engagement solutions in enterprise accounts.

Emerging players

• VitalSmarts (now part of Crucial Learning): Training company offering courses on leadership, influence, and difficult conversations. Directly overlaps with Maxwell's Critical Conversation and feedback solutions and competes for the same enterprise training buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/johnmaxwellco
• Facebookfacebook.com/thejohnmaxwellcompany
• LinkedInlinkedin.com/company/the-john-maxwell-company

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 The John Maxwell Company