Advantage Performance Group
Advantage Performance Group is a San Rafael-based learning and development consultancy and BTS USA subsidiary that delivers custom leadership, sales, business acumen, and AI readiness programs to 300+ Fortune 500 clients across 20+ countries, using a boutique senior-partner-led delivery model backed by proprietary simulations and a curated thought leader partner network.
- Company typePrivate
- Founded1990
- HeadquartersSan Rafael, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Advantage Performance Group does
Advantage Performance Group is a private learning and development consultancy founded in 1990 and headquartered in San Rafael, California, operating as a subsidiary of BTS USA within the global BTS Group AB corporate structure. The firm delivers experiential learning programs across three core practice areas: leadership development (Multipliers Simulation, Symphony, The Manager Lab, BlueEQ, BTS Coach), sales training (Level Five Selling Coaching System), and business acumen (Interplay, Know the Business, Celemi simulations). In 2024-2026 the company expanded into a fourth practice area focused on AI readiness, anchored by the Harness Intelligence Acceleration Lab, AI Index assessment, HiBot AI strategy tool, and Impact Lab workshop. The company employs 51-100 staff including approximately 30 senior partners, and serves more than 300 Fortune 500 clients with content deployed in 12+ languages across 20+ countries.
The business model rests on three revenue streams: professional services fees for custom-designed learning engagements delivered by senior partners, licensing of proprietary methodologies and simulations (Multipliers, Interplay, Celemi), and certification program revenue from the High Impact Learning Systems credential with the Promote learning platform. Pricing is quote-based for enterprise engagements structured as multi-year contracts, with event-based distribution through the Thrive Forward Leaders' Forum. The company maintains a curated ecosystem of thought leader partnerships (Liz Wiseman, Celemi, BlueEQ, 1st90, Harness Intelligence) plus its parent BTS network, allowing boutique-level attention with enterprise-grade content depth.
Go-to-market is enterprise field sales targeting L&D and HR buyers at mid-size to large organizations, supported by content marketing (Talent Development Tuesday newsletter, Advantage Voices blog, Coach's Corner video series), webinars, and quarterly regional events. Award validation is a core credibility mechanism: the company and its clients accumulated 72 Brandon Hall Group Excellence Awards in 2026 (46 gold), and earned consecutive Top 20 Leadership Training Company recognition from Training Industry in 2025-2026. AI-focused product development and South Florida regional expansion are the most visible current growth initiatives.
Advantage Performance Group firmographics
Firmographics- Name
- Advantage Performance Group
- Legal name
- Advantage Performance Group
- Website
- https://advantageperformance.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Advantage Performance Group is a San Rafael-based learning and development consultancy and BTS USA subsidiary that delivers custom leadership, sales, business acumen, and AI readiness programs to 300+ Fortune 500 clients across 20+ countries, using a boutique senior-partner-led delivery model backed by proprietary simulations and a curated thought leader partner network.
- Ownership category
- akta.pro rank
Advantage Performance Group industry classification
Industry- Product category
- Corporate Training and Development Services
- NAICS
- Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- SIC
- Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)
- akta.pro secondary industries
- Customer Success (Adoption, Retention & Expansion) (EDABABAG), Operational Excellence (OPEX) & Performance Management (KPI/OKR) (EDABAKAH), Performance Management & OKRs (BPACAPAF)
Keywords
Where Advantage Performance Group is headquartered
LocationHeadquarters
- HQ city
- San Rafael
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Advantage Performance Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Custom Learning & Development Services: Bespoke learning solutions designed and delivered by senior partners including leadership development, sales training, business acumen, coaching, and talent assessments. Revenue generated through project-based professional services engagements.
- Training Program Licensing: Licensing of proprietary methodologies and simulations such as Multipliers, Interplay, and other business simulations
- Certification Programs: High Impact Learning Systems certification combining live virtual workshops, coaching, and online learning platform (Promote)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Thrive Forward Leaders' Forum event registration |
| Other | Multi-year contract | Custom corporate learning programs |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Advantage Performance Group product offering
Product offeringCore offering
Advantage Performance Group is a professional services firm that designs and delivers custom experiential learning and development solutions for enterprises. Its core offerings span leadership development programs, sales training and coaching, business acumen and simulations, and executive/leadership coaching, supplemented by proprietary AI-enabled tools and a professional certification in its High Impact Learning methodology.
Product overview
Advantage Performance Group is a subsidiary of BTS and a Top 20 Leadership Training Company (Training Industry, 2025-2026) that operates as a curated network of learning and development solutions rather than a single unified software product. The portfolio encompasses three core practice areas: (1) Leadership Development including Multipliers Simulation, The Manager Lab, Symphony, BTS Coach, BlueEQ emotional intelligence workshops, and Executive Coaching; (2) Sales Training including the award-winning Level Five Selling Coaching System with AI-powered practice sessions; and (3) Business Acumen/Business Simulations including Interplay (MBA-in-a-Day), Know the Business, and Celemi offerings. AI-focused solutions include the Harness Intelligence Acceleration Lab, AI Index assessment tool, and Impact Lab workshop. The company delivers content in 12+ languages across 20 countries, working with 300+ Fortune 500 clients through a network of thought leader partners and certified practitioners.
Differentiator
Problem solved
Functional benefit
Brands
- Level Five Selling Coaching System: Award-winning sales coaching system with AI-powered practice sessions
- Multipliers Simulation
- Harness Intelligence Acceleration Lab
- Interplay
- BlueEQ
- Symphony
- Impact Lab
- Thrive Forward Leaders' Forum
- Talent Development Tuesday
Products and services
- Level Five Selling Coaching System Award-winning sales coaching system that turns frontline sales leaders into masterful coaches, enhanced with AI-powered practice sessions for real-time skill development.
- Multipliers Simulation Business simulation based on Liz Wiseman's bestseller that helps leaders become Multipliers—turning 1+1=3 by making everyone smarter and more capable.
- Harness Intelligence: Acceleration Lab AI-focused workshop that helps executive teams gain a unified view of AI's role in their organization, define experimentation opportunities, and build a cohesive AI transformation roadmap.
- Interplay Game-based business simulation called a 'mini MBA-in-a-Day' that builds broad understanding of critical factors influencing organizational success through competitive executive team simulations.
- Level Five ASPIRE Coaching Leadership coaching system designed to develop exceptional leaders at every level through structured coaching methodology.
- BlueEQ Emotional intelligence workshop and self-assessment tool examining EQ across 5 skills and 25 dimensions, helping organizations build winning cultures through enhanced emotional intelligence.
- The Manager Lab Ecosystem for developing world-class managers through comprehensive development pathways and practical skill-building experiences.
- Symphony Leadership development system that systematically leads teams to high levels of engagement and productivity, refreshed and updated with AI enhancements in version 6.0.
- BTS Coach Scalable leadership coaching solution that turns strategy into action through consistent, scalable coaching delivery.
- Know the Business MBA-caliber mobile learning solution that drives financial understanding and business acumen across organizations.
- 1st90 Behavior change platform providing micro-learning and just-in-time mobile learning apps for accelerated sales performance and new manager development.
- Celemi Apples & Oranges Business finance simulation that empowers employees to think like business owners through interactive financial decision-making.
- The Collective Genius Simulation Innovation simulation designed to inspire action, nourish creativity, and build a culture of innovation within organizations.
- Impact Lab Interactive workshop from Harness Intelligence and The Wiseman Group focused on transforming AI disruption into organizational advantage.
- Executive and Leadership Coaching ICF-certified coaching services delivered by President & CEO Jonathan Hodge and additional coaches, helping leaders navigate transitions and accelerate their impact.
- High Impact Learning Systems: The Advantage Way Certification Professional certification program for L&D leaders that teaches the High Impact Learning methodology, combining live virtual workshops, one-on-one coaching, and the Promote learning platform, culminating in a Credly certification badge.
Quantifiable outcome
- Participants twice as likely to get effective results when following High Impact Learning process
- +1 more outcomes
Companies that use Advantage Performance Group
Customer profileNamed customers12 records
Segments1 record
Ideal customer profiles2 records
Advantage Performance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Advantage Performance Group partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and regional.
- BTScoreBTS is the parent/sister company of Advantage Performance Group. As a global leader in making strategy personal, BTS provides enterprise-grade depth and resources while Advantage maintains boutique-level attention. Advantage is a subsidiary of BTS USA.
- BTS USAcoreAdvantage is a subsidiary of BTS USA, a world leader in custom business simulations and learning solutions enabling leading corporations to change, grow and succeed.
- Barry UniversitycoreStrategic partnership hosting the Thrive Forward Leaders' Forum quarterly events at Barry University's Miami Shores campus. Collaboration between business, academia, and community leaders.
- Harness IntelligencecoreAI strategy and acceleration tools including the Acceleration Lab and HiBot AI strategy tool, enabling organizations to develop shared vision for AI implementation and create 90-day action plans.
- 1st90majorThought leader partner providing mobile learning solutions and behavior change platforms including the Kyper platform. Won Brandon Hall Group award in technology with SAP.
- Liz Wiseman (Multipliers)majorLicensed simulation partner for the Multipliers program based on Wiseman's bestselling book. Multipliers simulation helps leaders make everyone smarter.
- CelemimajorThought leader partner providing business simulations including Interplay (Mini MBA in a Day), Celemi Apples & Oranges, Celemi Agile Move, and Celemi Sustainability.
- BlueEQmajorEmotional intelligence assessment and workshop partner providing BlueEQ workshops on psychological safety and EQ development for winning cultures.
- Miami Tech WorksregionalRegional workforce development partner collaborating on AI readiness events and transformation initiatives in South Florida.
- Miami Dade College AI CenterregionalAcademic partner providing AI expertise and hackathon innovation showcase at Thrive Forward events.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Advantage Performance Group competitors and assessment
Company assessmentDirect peers
- BTS Group AB: Parent and sister company of Advantage Performance Group; a Stockholm-listed global leader in custom business simulations and strategy execution learning. Directly comparable in offering mix (business simulations, leadership and sales programs) and target customer base (Fortune 500), and the most relevant peer given the corporate relationship.
- FranklinCovey: Global leadership and effectiveness training firm selling signature methodologies (e.g., The 7 Habits, Leading at the Speed of Trust) into enterprise L&D buyers. Highly comparable to Advantage in sales training, leadership development, and Fortune 500 client base.
- DDI (Development Dimensions International): Specialist leadership development and selection firm serving global enterprises with leadership pipelines, simulations, and manager development programs. Direct competitor in the enterprise leadership development category Advantage serves.
- Center for Creative Leadership (CCL): Research-backed leadership development provider offering assessments, executive education, and coaching to large organizations. Comparable in target buyer (senior HR and L&D leaders at Fortune 500) and bespoke leadership program delivery model.
- Wilson Learning: Global sales and leadership development firm delivering customized training, content licensing, and consulting to multinational clients. Closely comparable in sales training focus, custom delivery model, and Fortune 500 customer profile.
- Dale Carnegie Training: Long-established leadership, sales, communication, and presentation training franchise operating globally through licensed partners. Comparable in classic enterprise sales and leadership training curriculum and global deployment footprint.
- The Ken Blanchard Companies: Leadership training and consulting firm built around signature methodologies (e.g., SLII). Comparable in selling licensed thought-leader content into enterprise L&D, and in targeting manager and leadership development use cases.
- AchieveGlobal: Sales performance and leadership development consultancy offering custom programs and assessments to global enterprises. Comparable in sales training focus, custom delivery model, and Fortune 500 customer base.
Broad incumbents
- Korn Ferry: Large global organizational consulting firm whose Leadership and Talent Development practice offers enterprise coaching, assessments, and learning programs. Broader portfolio than Advantage but overlapping in senior-level leadership development offerings.
- Skillsoft: Large enterprise learning platform providing on-demand leadership, sales, and compliance content plus coaching and simulation capabilities. Competes for the same enterprise L&D budget with a broader, scaled content catalog rather than boutique bespoke delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Advantage Performance Group social profiles
Digital presenceAdvantage Performance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advantage Performance Group leadership team
Management profileNumber of profiles
Profiles34 records
Advantage Performance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advantage Performance 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 Advantage Performance Group
What does Advantage Performance Group do?
Advantage Performance Group is a professional services firm that designs and delivers custom experiential learning and development solutions for enterprises. Its core offerings span leadership development programs, sales training and coaching, business acumen and simulations, and executive/leadership coaching, supplemented by proprietary AI-enabled tools and a professional certification in its High Impact Learning methodology.
Is Advantage Performance Group a public or private company?
Advantage Performance Group is a private company. It is classified as corporate owned and is currently operating.
When was Advantage Performance Group founded?
Advantage Performance Group was founded in 1990. It employs 51 to 100 people.
Where is Advantage Performance Group based?
Advantage Performance Group is headquartered in San Rafael, United States, in the North America region.
How does Advantage Performance Group make money?
Three revenue lines are on record. Custom Learning & Development Services are the primary driver. The others are training Program Licensing and certification Programs.
Who are Advantage Performance Group's main competitors?
Direct peers on record are BTS Group AB, FranklinCovey, DDI (Development Dimensions International), Center for Creative Leadership (CCL), Wilson Learning, Dale Carnegie Training, The Ken Blanchard Companies and AchieveGlobal. Broad incumbents are Korn Ferry and Skillsoft.
Does Advantage Performance Group have an API?
No public API is recorded for Advantage Performance Group.
What industry is Advantage Performance Group in?
Advantage Performance Group's product category is Corporate Training and Development Services. Its primary akta.pro industry code is BPACAJAH, Talent Management & Leadership Advisory (Succession, Performance, Culture), with a secondary code of EDABABAG, Customer Success (Adoption, Retention & Expansion). Its NAICS code is 611430 and its SIC code is 8700.