What Freeman Group Solutions does

FreemanGroup is a privately-held, founder-led service culture consulting firm founded in 1985 by Bill Freeman in Lafayette, Louisiana, and operating across 45+ countries with a 12-person team and partner offices in Costa Rica, Bermuda, and multiple U.S. cities. The company specializes in customized customer experience, hospitality standards, leadership development, and service culture transformation for enterprises in hospitality, healthcare, tourism, gaming, aviation, and utilities. Its client roster includes JetBlue, MGM Resorts, Virgin Hotels, Rosewood Hotels & Resorts, Baylor Scott & White Health, Dermatology Specialists, Hard Rock International, The Savoy Group London, Aria Resort & Casino, Hartsfield-Jackson Atlanta International Airport, WestJet, 1 Hotels, Choctaw Casinos, Galaxy Entertainment Group, the Puerto Rico Tourism Company, and the Bermuda Department of Tourism.

The firm's core offering is a proprietary five-step methodology — Set Your Standards, Create Your ServiceCulture Blueprint, Develop Your Leaders, Train & Coach, and Measure Your Success — operationalized through trademarked workshops (Promises™, Leading the Promises™, Foundations™, Practices™), a Standards of Performance Manuals library, leadership development curricula, on-the-job coaching, and a customer experience measurement tool with custom KPIs and trend analysis. Delivery occurs through on-site engagements (half-day, full-day), virtual live sessions, 1:1 coaching, and bite-size reinforcement, with an Internal Resource Development & Certification track that certifies client personnel to sustain the methodology post-engagement. The technology layer is a basic LMS (FG Online) running on LearnUpon and an online compliance library delivered via a partnership with Traliant; no proprietary AI/ML, APIs, or SDKs are disclosed.

Name

Freeman Group Solutions

Legal name

FreemanGroup

Website

https://freemangroupsolutions.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

FreemanGroup is a U.S.-based, founder-led boutique consulting firm (12-person team) founded in 1985 that delivers customized service culture, leadership development, and hospitality standards programs to enterprise clients across hospitality, healthcare, tourism, gaming, and aviation in 45+ countries.

Ownership category

akta.pro rank

Product category

Service Culture Consulting and Customer Experience Training

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Team & Group Executive Coaching (Leadership Teams) (EDABANAF)

akta.pro secondary industry

Manager & Team Leader Onboarding (EDABAOAC)

Keywords

• Service culture consulting
• Customer experience strategy
• Leadership development training
• Hospitality standards training
• Healthcare patient experience

Headquarters

HQ city

Richardson

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Training Services: Professional services revenue from customized service culture consulting, leadership development programs, and training engagements. Services are sold to enterprises (hotels, healthcare systems, tourism organizations) through direct sales with quote-based pricing. Engagement types include on-site training, virtual training, and ongoing coaching engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

FreemanGroup provides customized service culture consulting, leadership development, and customer experience training to enterprise clients in hospitality, healthcare, gaming, aviation, tourism, and utilities. The firm delivers engagements through a proprietary five-step methodology covering standards-setting, blueprint design, leader development, on-the-job training, and outcome measurement, supported by branded workshops, a Standards of Performance Manuals library, and a learning management system.

Product overview

Freeman Group Solutions offers a unified service culture consulting and coaching platform rather than discrete software products. The core offering centers on a five-step process methodology (Standards, Blueprint, Develop, Train/Coach, Measure) delivered through live consulting engagements. Key proprietary offerings include Standards of Performance Manuals, the Promises™ Workshop, Leading the Promises™ Workshop, Foundations™ Workshop, Leadership Development Series, Practices™ Skills Training, Sequence of Service Training, and Internal Resource Development & Certification. The company also provides a Learning Management System (FG Online) for compliance training delivered through a partnership with Traliant, and comprehensive Customer Experience Measurement Tools for data collection and analysis. All offerings are customized per client organization and delivered through on-site, virtual, or hybrid formats.

Differentiator

Problem solved

Functional benefit

Brands

• Promises™ Workshop: Workshop providing structure for creating desired service culture that consistently delivers on marketing promises and improves patient engagement.
• Leading the Promises™ Workshop
• Foundations™ Workshop
• Practices™
• Leadership Development Series
• Internal Resource Development & Certification
• Sequence of Service

Products and services

• Custom Service Culture Program A five-step customized service culture transformation process: Set Your Standards, Create Your Service Culture Blueprint, Develop Your Leaders, Train & Coach, and Measure Your Success. Designed for enterprise clients in hospitality, healthcare, gaming, aviation, and tourism to build sustainable service culture change.
• Standards of Performance Manuals Customized manuals that define measurable performance standards and job descriptions for client organizations, providing structure for managers and frontline staff across hundreds of positions.
• Promises™ Workshop
• Leading the Promises™ Workshop
• Foundations™ Workshop
• Leadership Development Series
• Practices™ Skills Training
• Sequence of Service Training
• Internal Resource Development & Certification
• Customer Experience Measurement Tools
• Online Compliance Training
• FG Online (Learning Management System)

Quantifiable outcome

• Service culture improvement measurable through custom KPIs and data collection
• +2 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

One partnership is on record.

• TraliantcoreTechnology or IntegrationFreeman Group partnered with Traliant, an award-winning online training provider, to deliver their full library of interactive compliance training courses. Traliant's platform provides bite-sized episodes with real-world videos covering Sexual Harassment Prevention, Diversity, Equity, and Inclusion, Code of Conduct, and other workplace compliance topics. FreemanGroup re-sells and delivers these courses as part of their online compliance training offering.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Ritz-Carlton Leadership Center: The Ritz-Carlton Leadership Center sells Gold Standard service culture training and coaching to external organizations, directly competing with FreemanGroup in hospitality service culture transformation and standards development for luxury hotels.
• Disney Institute: Disney Institute delivers customer experience, leadership, and culture training programs to enterprises, leveraging Disney's brand mythology. It overlaps with FreemanGroup's customer experience and service culture focus across multiple industries.
• The Ken Blanchard Companies: Ken Blanchard Companies specialize in leadership development and management training (e.g., SLII) sold through training and licensing. Their content-based leadership offerings and certification model closely parallel FreemanGroup's leadership workshop and certification programs.
• Center for Creative Leadership: CCL delivers leadership development programs and executive coaching for organizations worldwide. Its leadership coaching and team-coaching offerings closely align with FreemanGroup's Leadership Development Series and Foundations workshop.

Broad incumbents

• FranklinCovey: FranklinCovey is a large enterprise training company with leadership, performance, and customer-focused curricula sold via subscription and licensing. It competes with FreemanGroup in leadership development and culture change engagements.
• Dale Carnegie Training: Dale Carnegie Training is a global professional development and leadership training franchise offering courses in interpersonal skills, presentation, and customer service — directly comparable to FreemanGroup's soft-skills and service training workshops.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with leadership development and culture transformation practices. It is a much larger incumbent adjacent to FreemanGroup's enterprise consulting offerings.
• Gallup: Gallup provides research-based employee engagement and customer experience management tools and advisory. Their engagement surveys, CX measurement tooling, and management workshops overlap with FreemanGroup's measurement and leadership practices.

Emerging players

• Service Quality Institute: Service Quality Institute (founded by Phil Crosby) provides customer service and quality training content for service organizations, including hospitality. It competes with FreemanGroup's Standards of Performance manuals and service culture methodology at smaller scale.

Others

• Heidrick & Struggles: Heidrick & Struggles provides executive coaching and leadership development services alongside its core executive search business. While primarily a search firm, its coaching practice overlaps with FreemanGroup's executive and leadership development engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/freeman-group-service
• Xx.com/GroupFreeman

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 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 Freeman Group Solutions