Positive Performance
Positive Performance Training is a privately held, bootstrapped digital education company that trains and certifies coaches and former athletes in mental performance coaching for athletes. Its flagship is the 4-month Mindset Coach Academy dual-certification program ($6,000), supported by a 6-week Mental Game Plan program, a 10,000+ coach community, and a 600-episode top-of-funnel podcast.
- Company typePrivate
- Founded2007
- HeadquartersSeattle, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Positive Performance does
Positive Performance Training, Inc. is a privately held, bootstrapped digital education company founded in 2007 by Lindsey Wilson and incorporated in California, with operating presence in Seattle. It trains and certifies individuals — primarily coaches, former athletes, and fitness/skill trainers — to deliver mental performance coaching to athletes, using a structured proprietary methodology built over 18 years. The company's core paid products are the Mindset Coach Academy (MCA), a 4-month small-group cohort certification priced at $6,000 (or $1,625/month across four installments for $6,500 total) that confers a dual credential (Positive Performance Certified Mindset Coach and Performance Visualization Specialist), and The Mental Game Plan, a 6-week live training program covering a 6-part mental training system. Supporting paid inventory includes individual courses and digital products sold through the company's online store.
The operating model is delivered entirely online through a Kajabi-based platform hosting video coursework, live training calls, breakout groups, and community forums, supplemented by a 10,000+ coach community and a 10,000+ listener Mindset Coach Academy Podcast (600+ episodes, 140,000+ downloads) distributed via Apple Podcasts and Spotify. Go-to-market is community- and content-led: a free 5-day email course, an ebook, and a free 30-minute masterclass ("Launch Your Career as a Mental Performance Coach in 2025") feed prospects into an application-based admissions funnel for the next certification cohort. Pricing is positioned at the premium end of the coaching-education category, supported by annual recertification fees that create recurring engagement from the 100+ lifetime certified alumni.
Customer concentration is low by construction: the buyer base is a long tail of individual professionals paying a single $6,000 tuition, with no enterprise contracts or named institutional accounts visible in the data. Reported customer outcomes from MCA alumni — including $48,000 in side-business coaching income (Bryan Price, 2020), $25,000 from two post-certification webinars (Breanne Smedley), and a New England Patriots player as a client (Craig Kolek) — anchor testimonial marketing. The company has generated multiple six figures of founder-disclosed revenue over its lifetime, trained 100+ certified coaches whose collective downstream coaching revenue is claimed at over $2 million, and operates with 1-10 employees and no external funding.
Positive Performance firmographics
Firmographics- Name
- Positive Performance
- Legal name
- Positive Performance Training Inc.
- Website
- https://positiveperformancetraining.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Positive Performance Training is a privately held, bootstrapped digital education company that trains and certifies coaches and former athletes in mental performance coaching for athletes. Its flagship is the 4-month Mindset Coach Academy dual-certification program ($6,000), supported by a 6-week Mental Game Plan program, a 10,000+ coach community, and a 600-episode top-of-funnel podcast.
- Ownership category
- akta.pro rank
Positive Performance industry classification
Industry- Product category
- Professional Coach Certification
- NAICS
- Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL)
- akta.pro secondary industry
- Mindfulness, Stress Management & Resilience Training (EDAMAIAD)
Keywords
Where Positive Performance is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Markets served
Positive Performance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Mindset Coach Academy Certification: A 4-month small-group cohort certification program priced at $6,000 (pay-in-full) or $1,625/month for 4 payments ($6,500 total). Includes live training calls, breakout group sessions, online coursework, a private community, and dual certification (Positive Performance Certified Mindset Coach™ and Performance Visualization Specialist™). Revenue is earned upfront or through installment payments over the program duration.
- The Mental Game Plan™ Program: A 6-week live training program teaching coaches a 6-part mental training system. Participants learn mindset coaching skills without necessarily charging for services. Revenue is generated through one-time course enrollment fees.
- Courses and Digital Products: The company sells individual courses and digital training programs through its online store. Products include various mindset coaching training modules available for purchase separately from the full certification program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Mindset Coach Academy Certification — Pay in Full |
| Subscription | Monthly | Mindset Coach Academy Certification — Payment Plan |
| One time/ perpetual license | Pay-as-you-go | The Mental Game Plan™ — 6-Week Live Training |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Positive Performance product offering
Product offeringCore offering
Positive Performance trains and certifies mental performance and mindset coaches through its flagship Mindset Coach Academy (a 4-month, application-based, small-group cohort program granting dual certification as a Positive Performance Certified Mindset Coach and Performance Visualization Specialist) and The Mental Game Plan (a 6-week live training program teaching a 6-part mental training system). The company also sells individual courses and digital products through its online store, supported by free resources such as a podcast, blog, and masterclass lead magnets.
Product overview
Positive Performance Training offers a suite of mindset and mental performance coaching products and training programs. The primary paid offerings include The Mindset Coach Academy Certification (a 4-month dual certification program) and The Mental Game Plan (a 6-week live training program). These are complemented by free resources including a podcast, blog, free guides, and a masterclass. The company trains coaches to deliver mental performance coaching services and helps them build sustainable coaching businesses.
Differentiator
Problem solved
Functional benefit
Brands
- Mindset Coach Academy: A 4-month small group certification program offering dual certification as a Positive Performance Certified Mindset Coach and Performance Visualization Specialist. The program teaches coaches how to develop mindset coaching skills and build coaching businesses.
- The Mental Game Plan
- Mindset Coach Academy Podcast
Products and services
- The Mindset Coach Academy Certification A 4-month, application-based, small-group cohort certification program that grants dual certification as a Positive Performance Certified Mindset Coach and a Performance Visualization Specialist. Includes live training calls, breakout group sessions, online coursework, community access, lifetime access to course materials, and a 5-step sales process plus the $100K Process Framework for building a coaching business. Priced at $6,000 pay-in-full or $1,625/month for four payments ($6,500 total).
- The Mental Game Plan A 6-week live training program that teaches coaches a proprietary 6-part mental training system (mindset tools, visualization, self-talk, goal-setting, mental resilience) so they can confidently coach athletes on the mental game without necessarily charging for services. Price is not publicly disclosed on the main site.
- Courses and Digital Products Individual courses and digital training programs on mindset coaching sold separately through the Positive Performance online store, allowing customers to purchase specific modules without enrolling in the full certification.
Quantifiable outcome
- 100+ coaches trained and certified in the Mindset Coach Academy, with $2M+ in collective student revenue generated
- +1 more outcomes
Companies that use Positive Performance
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Positive Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Positive Performance partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights5 records
Positive Performance competitors and assessment
Company assessmentDirect peers
- Peak Performance Sports (Dr. Patrick Cohn): Long-running mental performance coaching practice serving athletes across multiple sports. Operates training programs, books, and digital products aimed at helping athletes improve mental toughness — directly overlapping with Positive Performance's Mental Game Plan™ content and target audience.
- Premier Sport Psychology: Sport psychology consulting and coaching practice providing mental performance services to athletes, coaches, and teams. Comparable to Positive Performance in serving the same niche athlete and coach customer base with mental training content and services.
- Sport Psychology Associates: Sport psychology consulting firm providing mental performance coaching to athletes and teams. Overlaps directly with Positive Performance in methodology (visualization, goal-setting, self-talk) and end customer (competitive athletes seeking a mental edge).
- iPEC Coaching: Established coach training and certification school delivering ICF-accredited programs to aspiring professional coaches. Operates a similar application-based, premium-priced certification business model — though serving life/executive coaching rather than sports psychology specifically.
- Coach U: Veteran coach training school offering certification programs for aspiring professional coaches. Closely comparable to Positive Performance's Mindset Coach Academy in business model (cohort-based certification, premium pricing, alumni community), though focused on general/life coaching rather than mental performance for athletes.
- Co-Active Training Institute (CTI): One of the largest ICF-accredited coach training organizations globally, offering multi-month certification cohorts for aspiring coaches. Comparable to Mindset Coach Academy in program structure, cohort-based delivery, and premium positioning.
- Athlete Assessments: Provides athlete development tools, assessments, and training resources for sports coaches and athletes. Comparable in targeting the same coach-and-athlete customer base with structured performance-improvement content.
Broad incumbents
- Mindvalley: Large-scale personal development and coaching education platform with hundreds of instructors and broad course categories. A scaled, broader incumbent in adjacent personal-development/coaching training territory — operates the same digital-course-plus-community model at vastly larger scale.
- IMG Academy: Large multi-sport training and education institution offering athletic, academic, and performance programs for elite youth athletes. Overlaps with Positive Performance in the athlete performance/development category but operates at significantly greater scale and as a physical campus business.
Others
- National Sports Performance Association: Certifying body offering credentials for sports performance coaches across multiple disciplines. Not a direct competitor but an adjacent ecosystem participant — provides credentialing where Positive Performance offers its own proprietary Mindset Coach Academy™ certification.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Positive Performance social profiles
Digital presencePositive Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Positive Performance leadership team
Management profileNumber of profiles
Profiles1 record
Positive Performance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Positive Performance 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 Positive Performance
What does Positive Performance do?
Positive Performance trains and certifies mental performance and mindset coaches through its flagship Mindset Coach Academy (a 4-month, application-based, small-group cohort program granting dual certification as a Positive Performance Certified Mindset Coach and Performance Visualization Specialist) and The Mental Game Plan (a 6-week live training program teaching a 6-part mental training system). The company also sells individual courses and digital products through its online store, supported by free resources such as a podcast, blog, and masterclass lead magnets.
Is Positive Performance a public or private company?
Positive Performance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Positive Performance founded?
Positive Performance was founded in 2007. It employs 1 to 10 people.
Where is Positive Performance based?
Positive Performance is headquartered in Seattle, United States, in the North America region.
How does Positive Performance make money?
Three revenue lines are on record. Mindset Coach Academy Certification is the primary driver. The others are the Mental Game Plan™ Program and courses and Digital Products.
Who are Positive Performance's main competitors?
Direct peers on record are Peak Performance Sports (Dr. Patrick Cohn), Premier Sport Psychology, Sport Psychology Associates, iPEC Coaching, Coach U, Co-Active Training Institute (CTI) and Athlete Assessments. Broad incumbents are Mindvalley and IMG Academy. National Sports Performance Association is listed as an others.
Does Positive Performance have an API?
No public API is recorded for Positive Performance.
What industry is Positive Performance in?
Positive Performance's product category is Professional Coach Certification. Its primary akta.pro industry code is EDAKAMAL, Staff Training, Coaching & Professional Development (SEL/Mental Health), with a secondary code of EDAMAIAD, Mindfulness, Stress Management & Resilience Training. Its NAICS code is 611430 and its SIC code is 8200.