Business Agility Institute

What Business Agility Institute does

Business Agility Institute (BAI) is a privately held, independent research and advocacy organization founded in 2016 by Evan Leybourn and Ahmed Sidky and headquartered in Irvine, California, with operating leadership under CEO Laura Powers. BAI's core intellectual property is the Tomorrow-Ready DNA™ framework — a behavioral model organized into 5 Core Domains, 18 Essential Capabilities, and 85 Catalytic Behaviors, evolved from the 2017 'Domains of Business Agility' and updated in 2025 to include an 'Orchestrate Human-AI Workflows' capability. The framework underpins the Business Agility Profile™ assessment, which benchmarks an organization against 1,300+ companies and culminates in the award of Certified Agile Organization™ status and rating.

BAI monetizes through a hybrid membership, services, and content model. Tiered Corporate Memberships (Journey, Enabling, Premium, and A-la-carte) form the recurring revenue backbone, supplemented by paid Business Agility Profile assessments, Leadership Briefings, in-house and live micro-credential courses (90 minutes to 4 hours) across the Paradigm Shifts, Business Agility in Action, and Power Skills for Impact tracks, and a publishing imprint that produces books and the quarterly Emergence journal. Pricing is not publicly disclosed across any offering. Distribution combines self-serve website signups for individual and A-la-carte members, sales-led engagement for premium corporate accounts, monthly virtual events on Eventbrite (Business Agility in 21 Minutes), an annual global conference, and a volunteer-driven Chapter network spanning 89 countries. Most research is published under a Creative Commons BY-SA 4.0 license.

BAI's primary customers are mid-market and enterprise 'journey companies' pursuing business agility transformation (financial services and enterprise buyers such as Nationwide Building Society, Cisco, Riot Games, Sony, Amerisure, Pacific Life, Suncorp, Magenta Telekom, and Médecins Sans Frontières appear as case-study references), consultancies and coaches that serve as 'enabling members,' and individual practitioners who access the 420+-publication Business Agility Library. In 2025, BAI announced it is combining with ICAgile under a newly formed entity called X2A, consolidating research, certification, and education assets; the combined operating model is still taking shape.

Name

Business Agility Institute

Legal name

Business Agility Institute®

Website

https://businessagility.institute

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Business Agility Institute (BAI) is an independent research and advocacy organization that operates the Tomorrow-Ready DNA™ framework, Business Agility Profile™ assessment, Business Agility Library (420+ publications), tiered corporate and individual memberships, and micro-credential courses for enterprises, consultancies, and practitioners pursuing business agility transformation.

Ownership category

akta.pro rank

Product category

Business Agility Research and Consulting

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

People Management & Supervisory Skills (EDABAAAB)

akta.pro secondary industries

Strategic Leadership & Business Acumen (EDABAAAC), Adaptability & Resilience (Change Agility) (EDABAMAI), Scaled Agile & Enterprise Product Delivery (SAFe/LeSS/Nexus) (EDABAHAJ), Foundational PM & Delivery Methods (Waterfall/Agile/Hybrid) (EDABAHAA)

Keywords

• Business agility consulting
• Organizational transformation research
• Agility assessment services
• Corporate agility training
• Agile certification programs

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Membership Programs: Tiered recurring corporate memberships: Journey Membership (for companies on the agility journey), Enabling Membership (for consultancies, coaches, trainers, tooling firms supporting journey companies), Premium Corporate Membership (with exclusive mentorship), and A-la-carte Corporate Membership (library access).
2. Individual Membership: Individual subscriptions providing access to the Business Agility Library, meetups, roundtables, and global network.
3. Business Agility Profile Assessment: Paid independent assessment engagement producing an evaluation, benchmark, and Certified Agile Organization™ status/rating award.
4. Education Micro-courses: Short paid courses (90 minutes to 4 hours) across Paradigm Shifts, Business Agility in Action, and Power Skills for Impact tracks; offered live (facilitated), self-paced, in-house/private, plus advisory packages for application support.
5. Leadership Briefings & Advisory: Executive briefings and seminars delivered by BAI thought-leaders into client organizations, plus advisory engagements.
6. Publishing Imprint: Books and the quarterly business agility journal Emergence sold/distributed to members and the broader market.
7. Research Licensing: Like most BAI research, content is licensed under Creative Commons Attribution-ShareAlike 4.0 International License, enabling free sharing and adaptation (including commercial).

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Business Agility Institute is an independent research and advocacy organization that sells corporate and individual memberships, an organizational business agility assessment (Business Agility Profile™) leading to Certified Agile Organization™ status, short-form education micro-courses, leadership briefings and advisory services, and a global conference and community network. All offerings are anchored by its proprietary Tomorrow-Ready DNA™ behavioral framework (5 Core Domains, 18 Essential Capabilities, 85 Catalytic Behaviors) and supported by a research Library and annual Business Agility Report.

Product overview

Business Agility Institute (BAI) is a fiercely independent research and advocacy organisation that delivers an integrated portfolio centred on the Tomorrow-Ready DNA™ framework. The Tomorrow-Ready DNA™ model (5 Core Domains, 18 Essential Capabilities, 85 Catalytic Behaviors) is the conceptual foundation for every other offering: it underpins the Business Agility Profile™ assessment, which in turn leads to Certified Agile Organization™ status; it structures the BAI Education micro-credential catalogue of short courses (including the "Unlock AI's Full Potential" course); and it shapes the annual Business Agility Report and topical research such as the "From Constraints to Capabilities: AI as a Force Multiplier" Delphi study. Content is delivered through the Business Agility Library (case studies, references, research, videos, books), while community engagement is supported via Business Agility Meetups (BAMs), Roundtables, Leadership Briefings, the global BAI Chapters network, the Business Agility in 21 Minutes virtual series, and the annual Business Agility Conference. The Emergence quarterly journal and BAI Publishing Imprint extend the research output into books and journals. The portfolio is offered through tiered Corporate Membership Programs (Journey, Enabling, Premium, A La Carte) and Individual Membership, and was recently extended via the X2A partnership with ICAgile.

Differentiator

Problem solved

Functional benefit

Brands

• Tomorrow-Ready DNA™: The evolution of BAI's behavioral model (5 Core Domains, 18 Essential Capabilities, 85 Catalytic Behaviors) defining the cultural operating system of an organization.
• Business Agility Profile™
• Certified Agile Organization™
• Business Agility Conference (BAC)
• Emergence
• Business Agility Library
• Domains of Business Agility

Products and services

• Tomorrow-Ready DNA™ Proprietary behavioral model of organizational business agility that defines 5 Core Domains (Customer-Centered Strategy, Human-Centered Leadership, Value-Based Delivery, High-Performance Culture, Adaptive Operations), 18 Essential Capabilities, and 85 Catalytic Behaviors that together constitute an organization's cultural operating system.
• Business Agility Profile™ Independent, paid assessment engagement producing a detailed snapshot of an organization's business agility capabilities and behaviors against the Tomorrow-Ready DNA model, benchmarked against 1,300+ companies and identifying the most important next steps.
• Certified Agile Organization™ Trademarked certification status and rating awarded to organizations that successfully complete the Business Agility Profile assessment, recognizing demonstrated business agility capability.
• Business Agility Library Curated repository of articles, case studies, reference guides, research publications, videos, and books on business agility, organized across 20+ knowledge categories with 420+ publications total.
• BAI Education Micro-Credentials Short, modular courses (90 minutes to 4 hours) tied to the Tomorrow-Ready DNA domains, available live online, in-person, in-house, or self-paced across Paradigm Shifts, Business Agility in Action, and Power Skills for Impact tracks.
• Business Agility in 21 Minutes Monthly virtual education session offering 21-minute talks on business agility topics, hosted on Eventbrite and open to individual and member registration.
• Leadership Briefings Short briefings or seminars delivered by BAI thought-leaders inside an organization for senior leaders and executives, focused on the business agility journey and its benefits.
• Business Mentorship Premium Corporate Membership benefit providing exclusive access to BAI leaders who offer independent and unbiased guidance and advice on business agility challenges.
• Business Agility Conference Annual global business agility conference originated in 2017 in partnership with ICAgile, featuring 20-minute 'art of the possible' talks and facilitated dialogues, now expanding under the X2A partnership.
• Annual Business Agility Report Annual flagship research publication (8th edition in 2025) tracking the state of business agility across organizations, industries, and regions, licensed under Creative Commons Attribution-ShareAlike 4.0 International.
• From Constraints to Capabilities: AI as a Force Multiplier Research report applying the Delphi method to identify organizational constraints limiting AI's value and human-centric capabilities required to unlock AI as a force multiplier, authored by Evan Leybourn, Laura Powers, Christopher Morales, and Peter Lam.
• Corporate Membership Programs Tiered corporate membership programs including Journey Membership (for companies on the agility journey), Enabling Membership (for consultancies, coaches, trainers, and tooling companies), Premium Corporate Membership (with exclusive mentorship), and A-la-carte Corporate Membership (Library access).
• Individual Membership Free and paid individual membership providing access to the Business Agility Library, meetups, roundtables, and the global business agility community of practice.
• Emergence Quarterly Business Agility Journal Quarterly business agility journal published by BAI's publishing imprint, delivering high-quality research and writing to practitioners and members.
• BAI Publishing Imprint Publishing arm of Business Agility Institute producing books on business transformations (including 'Agility Matters,' 'The Happy Office Manifesto,' and 'The Spirit of Human Business') and the quarterly Emergence journal.

Quantifiable outcome

• Benchmarks organizations against a database of 1,300+ other companies via the Business Agility Profile.
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship / co-founding partner, flagship, core research collaborator and operational / distribution.

• ICAgile (International Consortium for Agile)flagship / co-founding partnerStrategic or Co-development PartnerICAgile provided sponsorship and hosting for the first Business Agility Conference. Co-founded by Ahmed Sidky (Executive Director and co-founder of ICAgile) and Evan Leybourn (co-founder of BAI). ICAgile continues as a core strategic partner and is now coming together with BAI and the newly formed X2A.
• X2A (newly formed entity combining BAI and ICAgile)flagshipStrategic or Co-development PartnerBAI announced it is 'Coming Together with ICAgile and the Newly Formed X2A'. The Tomorrow-Ready DNA book is signed off by the 'X2A Leadership Team', indicating this is a strategic merger/expansion combining business agility research, education, and certification assets.
• Claritas Consulting (Peter Lam, Principal – Transformation)core research collaboratorImplementation/ SI/ Consulting PartnerPeter Lam of Claritas Consulting served as a reviewer of the 'From Constraints to Capabilities: AI as a Force Multiplier' research report (February 2025), contributing expertise in business agility transformation.
• Eventbriteoperational / distributionGTM or Marketing PartnerEventbrite is used to host BAI's monthly virtual education series 'Business Agility in 21 Minutes' (eventbrite.com/cc/business-agility-in-21-minutes-2881539), serving as the registration and distribution platform for BAI's recurring webinar funnel.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• ICAgile (International Consortium for Agile): Direct peer in business/agile education, certification and community; partner of BAI since its founding (co-founder Ahmed Sidky is also ICAgile's Executive Director) and now merging with BAI into the X2A entity. Most directly comparable on curriculum, certification and practitioner-network positioning.
• Scaled Agile (SAFe): Direct peer selling a proprietary enterprise agility framework (SAFe), training, certification and assessments; competing for the same enterprise transformation budget as Tomorrow-Ready DNA.
• Scrum.org: Direct peer providing professional Scrum training, certifications and learning paths; comparable to BAI's education micro-credential catalogue and Certified Agile Organization™ assessment track.
• Scrum Alliance: Direct peer offering agile certifications, membership programs, training and a global community of practitioners — overlapping with BAI's individual membership, education micro-courses and conference model.

Emerging players

• Disciplined Agile (PMI): Emerging framework-and-certification player under PMI, comparable in providing a behavior/capability toolkit (DA toolkit) and certification track that overlaps with Tomorrow-Ready DNA's behavioral architecture.

Broad incumbents

• Forrester Research: Broader incumbent enterprise research and advisory firm with established coverage of agile, digital transformation and customer experience — overlapping with BAI's research and advisory offerings.
• PMI (Project Management Institute): Broader incumbent in project/program/agile certifications (PMI-ACP, Disciplined Agile), global membership and standards — overlapping with BAI's certification and community play but at much greater scale.
• McKinsey & Company (Organizational Practice): Broader incumbent consulting firm whose Organizational Practice sells agility, operating-model and transformation engagements to the same Fortune 500 buyers BAI courts through Corporate Memberships and Profile assessments.
• Gartner: Broader incumbent enterprise research and advisory firm whose agility, transformation and operating-model research directly competes for the same corporate research budget BAI targets with the Business Agility Profile and Business Agility Report.
• Bain & Company: Broader incumbent consultancy with established agility, operating-model and change-management practices; comparable as an enterprise transformation competitor but without BAI's independent research/community positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BizAgilityInst

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

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 Business Agility Institute