Positive Performance

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.

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

Product category

Professional Coach Certification

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAKAMAL

Staff Training, Coaching & Professional Development (SEL/Mental Health)

Education/Special Education & Learning Support Services/Social-Emotional Learning (SEL) & Mental Health Supports (School-Based)

SECONDARYEDAMAIAD

Mindfulness, Stress Management & Resilience Training

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Life Skills & Personal Development (Study Skills, Executive Function, SEL)

Keywords

• Mental performance coaching
• Mindset coach certification
• Coach training programs
• Athlete mental training
• Sports psychology education

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/@positiveperformancetraining
• Xx.com/PositivePerform
• Facebookfacebook.com/147052061991556
• LinkedInlinkedin.com/company/positive-performance-inc-

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 Positive Performance