Leading by DESIGN
Leading by DESIGN is a West Michigan-based leadership coaching and organizational development firm offering yearlong cohort programs (LEAD 24/7), one-on-one executive coaching, frontline supervisor training, strategic planning, and team workshops, primarily serving manufacturing, education, and non-profit clients in the Great Lakes region as a brand within DISHER Corp.
- Company typePrivate
- Founded2014
- HeadquartersZeeland, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Leading by DESIGN does
Leading by DESIGN is a West Michigan-based leadership development and executive coaching firm founded in 2014 by Rodger Price and now operating as a brand within the DISHER Corp. family of companies alongside DISHER Talent and DISHER Engineering. The company delivers a portfolio of services organized into three practice areas: Leadership Coaching and Development (including the flagship yearlong LEAD 24/7 cohort program, 1:1 leadership coaching, and frontline manufacturing supervisor training), Business Strategy (strategic planning, vision mapping, SWOT analysis, and business acumen workshops), and Team and Culture Building (Good to Great, Five Dysfunctions of a Team, DiSC, Working Genius, and Denison Model workshops). The underlying "technology" is a curated methodology rather than a software platform, integrating licensed third-party assessment frameworks with proprietary curriculum delivered through in-person and virtual facilitation.
The company's flagship program, LEAD 24/7, is a yearlong cohort-based experience for up to 12 leaders featuring 12 full-day in-person sessions, monthly individual coaching, and an overnight retreat, available in standard, executive, non-profit, religious-leader, and hybrid/virtual formats. Revenue is generated through subscription-style cohort programs (yearlong commitments with monthly engagement), monthly 1:1 coaching retainers, and project-based professional services for workshops and strategic planning, all sold through a sales-led, contact-based motion. The firm serves over 100 organizations and 700+ alumni cumulatively across 90+ completed cohorts, with a customer base heavily concentrated in West Michigan manufacturers (Gentex, Bissell, Woodward, JR Automation, ODL, Royal Technologies, Sound Off Signal) alongside education, construction, services, and non-profit clients.
The business is bootstrapped with no disclosed external funding, operates without proprietary technology infrastructure, and employs approximately 11 people based primarily in Zeeland, Michigan, with a training center in Grand Rapids. Differentiation rests on experiential learning design, small-cohort intimacy, the real-world industry experience of the coaching team, and the strength of the alumni network rather than on technology, scale, or geographic breadth. The company is currently led by Managing Director Brent Heeres, with founder Rodger Price in a retired founder advisory capacity.
Leading by DESIGN firmographics
Firmographics- Name
- Leading by DESIGN
- Legal name
- Leading by DESIGN
- Website
- https://leadingbydesign.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Leading by DESIGN is a West Michigan-based leadership coaching and organizational development firm offering yearlong cohort programs (LEAD 24/7), one-on-one executive coaching, frontline supervisor training, strategic planning, and team workshops, primarily serving manufacturing, education, and non-profit clients in the Great Lakes region as a brand within DISHER Corp.
- Ownership category
- akta.pro rank
Leading by DESIGN industry classification
Industry- Product category
- Leadership Development Services
- NAICS
- Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Corporate & Leadership Development (BPACANAA)
- akta.pro secondary industries
- Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Executive Leadership & C-Suite Development (EDABAAAA), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), High-Potential & Succession Coaching (EDABANAC), Manager & Team Leader Onboarding (EDABAOAC), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)
Keywords
Where Leading by DESIGN is headquartered
LocationHeadquarters
- HQ city
- Zeeland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Leading by DESIGN business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- LEAD 24/7 Cohort Program: Yearlong cohort-based leadership development program. Includes 12 full-day in-person training sessions, up to 12 leaders per cohort, individual coaching (2 hours/month), and overnight team building retreat. Available in standard, company-exclusive, executive, non-profit, kingdom (religious leaders), and hybrid/virtual formats.
- 1:1 Leadership Coaching: Personalized coaching engagements for leaders at all levels. Includes 360-degree feedback, personality and leadership assessments, monthly two-hour sessions, and practical application between sessions.
- Frontline Leadership Training: Training specifically designed for manufacturing supervisors and frontline leaders. 8+ monthly sessions with small-group discussions, practical tools, and customizable topics.
- Team & Culture Workshops: Standalone workshops including Good to Great, Five Dysfunctions of a Team, DiSC, Working Genius, and Denison Model. Typically 1-2 day workshops with facilitation.
- Strategic Planning Services: Facilitated strategic planning engagements with clear direction, priorities, initiatives, ownership, timelines, milestones, and decision-making frameworks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | LEAD 24/7 Cohort - Yearlong Program |
| Subscription | Monthly | 1:1 Leadership Coaching |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Leading by DESIGN product offering
Product offeringCore offering
Leading by DESIGN delivers leadership coaching, business strategy facilitation, and team/culture building services to organizations and individual leaders, primarily in West Michigan. Its flagship offering is LEAD 24/7, a yearlong cohort-based leadership development program featuring 12 full-day in-person sessions, monthly individual coaching, and an overnight retreat. The firm also delivers 1:1 leadership coaching, frontline manufacturing supervisor training, strategic planning workshops, and team culture workshops built on established frameworks including DiSC, Working Genius, Five Dysfunctions of a Team, Good to Great, and the Denison Model.
Product overview
Leading by DESIGN is a leadership and business coaching company offering a portfolio of coaching and training services organized into three core areas: Leadership Coaching & Development (including LEAD 24/7 Cohorts, 1:1 Leadership Coaching, Frontline Leadership Training, and Alumni Cohorts), Business Strategy (including Strategic Planning, Strategic Vision Mapping, SWOT Analysis, and Business Acumen Workshop), and Team & Culture Building (including Good to Great Workshop, 5 Dysfunctions of a Team Workshop, DiSC Workshop, Working Genius Workshop, and Denison Model Assessment). The company's flagship program is LEAD 24/7, a yearlong cohort-based leadership development experience. Services are delivered through in-person workshops, coaching sessions, and cohort-based learning formats primarily in Michigan.
Differentiator
Problem solved
Functional benefit
Products and services
- LEAD 24/7 Cohorts A yearlong, cohort-based leadership development experience featuring 12 full-day in-person training sessions, cohort-based learning with up to 12 leaders, experiential learning with reflection and group discussion, monthly assignments, two hours of individual coaching per month, and an overnight team building retreat. Available in standard, company-exclusive, executive, non-profit, kingdom, and hybrid/virtual formats.
- 1:1 Leadership Coaching
Quantifiable outcome
- 90+ cohorts completed
- +3 more outcomes
Companies that use Leading by DESIGN
Customer profileNamed customers15 records
Segments6 records
Ideal customer profiles6 records
Leading by DESIGN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Leading by DESIGN partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DISHER Corp.coreLeading by DESIGN was originally founded in 2014 by Rodger Price and is now part of the DISHER Corp. family of brands. DISHER Corp. is a parent company that also operates DISHER Talent and DISHER Engineering. The company operates as an independent brand within the DISHER Corp. portfolio.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Leading by DESIGN competitors and assessment
Company assessmentEmerging players
- BetterUp: Digital-first coaching and leadership development platform pairing employees with coaches via an app. Comparable to Leading by DESIGN's 1:1 coaching and leadership development offerings, but differentiated by a virtual, technology-scaled delivery model rather than in-person cohorts.
- CoachHub: Global digital coaching platform offering scalable 1:1 leadership and executive coaching for enterprises. Comparable to Leading by DESIGN through enterprise leadership coaching services, though delivered via a digital platform rather than in-person cohorts.
Direct peers
- Dale Carnegie Training: Long-established provider of leadership, sales, and communication training with a cohort-based course model. Comparable to Leading by DESIGN through its in-person cohort courses for working professionals and similar emphasis on interpersonal skills.
- Center for Creative Leadership (CCL): Nonprofit research and leadership development organization offering cohort-based leadership programs and executive coaching. Comparable to Leading by DESIGN through its experiential cohort programs, executive coaching, and emphasis on assessment-driven leadership development.
- Zenger Folkman: Leadership development and training firm known for research-based 360-degree feedback and leadership workshops. Directly comparable to Leading by DESIGN's use of 360-feedback, leadership assessments, and cohort workshops, and is even referenced among the team's coaching certifications.
- Ken Blanchard Companies: Leadership training and consulting firm built around Situational Leadership and The Servant Leader frameworks. Comparable via its focus on leadership development workshops, coaching, and the use of established leadership models.
Broad incumbents
- Gallup: Global analytics and advisory firm with a sizable leadership and management development practice, including CliftonStrengths and employee engagement programs. Comparable through its enterprise leadership training programs and use of proprietary assessments, though much broader in scope.
- Development Dimensions International (DDI): Large leadership development consultancy specializing in leadership pipelines, assessments, and behavioral simulations. Comparable to Leading by DESIGN through its assessment-driven leadership curriculum and enterprise cohort model, though at much larger scale.
- Korn Ferry: Global organizational consulting firm with a large leadership development and executive coaching practice. Comparable via executive coaching engagements and leadership development programs for senior leaders, though it spans talent, consulting, and RPO broadly.
- FranklinCovey: Global leadership and organizational effectiveness firm offering The 7 Habits and All Access Pass suites. Comparable to Leading by DESIGN because both deliver cohort-based leadership training to enterprise clients using established frameworks, though FranklinCovey operates at national scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Leading by DESIGN social profiles
Digital presenceLeading by DESIGN financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leading by DESIGN leadership team
Management profileNumber of profiles
Leading by DESIGN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leading by DESIGN 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 Leading by DESIGN
What does Leading by DESIGN do?
Leading by DESIGN delivers leadership coaching, business strategy facilitation, and team/culture building services to organizations and individual leaders, primarily in West Michigan. Its flagship offering is LEAD 24/7, a yearlong cohort-based leadership development program featuring 12 full-day in-person sessions, monthly individual coaching, and an overnight retreat. The firm also delivers 1:1 leadership coaching, frontline manufacturing supervisor training, strategic planning workshops, and team culture workshops built on established frameworks including DiSC, Working Genius, Five Dysfunctions of a Team, Good to Great, and the Denison Model.
Is Leading by DESIGN a public or private company?
Leading by DESIGN is a private company. It is currently operating.
When was Leading by DESIGN founded?
Leading by DESIGN was founded in 2014. It employs 1 to 10 people.
Where is Leading by DESIGN based?
Leading by DESIGN is headquartered in Zeeland, United States, in the North America region.
How does Leading by DESIGN make money?
Five revenue lines are on record. LEAD 24/7 Cohort Program is the primary driver. The others are 1:1 Leadership Coaching, frontline Leadership Training, team & Culture Workshops and strategic Planning Services.
Who are Leading by DESIGN's main competitors?
Emerging players on record are BetterUp and CoachHub. Direct peers are Dale Carnegie Training, Center for Creative Leadership (CCL), Zenger Folkman and Ken Blanchard Companies. Broad incumbents are Gallup, Development Dimensions International (DDI), Korn Ferry and FranklinCovey.
Does Leading by DESIGN have an API?
No public API is recorded for Leading by DESIGN.
What industry is Leading by DESIGN in?
Leading by DESIGN's product category is Leadership Development Services. Its primary akta.pro industry code is BPACANAA, Corporate & Leadership Development, with a secondary code of EDABAAAK, Leadership Assessment, 360 Feedback & Development Planning. Its NAICS code is 611430 and its SIC code is 8742.