Sporting Edge

What Sporting Edge does

Sporting Edge is a UK-based performance coaching and digital content company founded in 2005 by former England cricketer Jeremy Snape and headquartered in Market Harborough. Operating with an 11–50 employee, remote-first model, the company transfers high-performance strategies from elite sport into enterprise contexts through three product pillars: live services (keynotes, workshops, webinars, expert Q&A sessions, bespoke consulting programmes), a digital content library branded the Mindset Toolkit with 1,000+ video insights, and the Winning Mindset research framework organised across six mindsets (Leadership, Resilience & Wellbeing, Growth, Performance, Change & Innovation, Team & Collaboration).

The Mindset Toolkit underpins the platform, drawing on exclusive filmed interviews with elite athletes, coaches, neuroscientists, military leaders and business thinkers; this content can be accessed standalone by individual members, embedded directly into enterprise learning management systems via Single Sign-On (Barclays, Frasers Group, Capita), or licensed into third-party platforms such as the CIPD membership hub and Santander Universities online programmes. Supporting products include the Winning Mindset for Leaders structured digital coaching programme, an Inside the Mind of Champions podcast with 111+ episodes, and bespoke custom-designed programmes for clients whose organisational needs do not fit an off-the-shelf format.

Commercially, Sporting Edge operates a four-stream revenue model: professional services for keynotes and bespoke consulting projects, digital content licensing, the recurring Winning Mindset for Leaders subscription-style programme, and event-driven engagements. Pricing is quote-based with multi-year contracts, and go-to-market is enterprise field sales supported by founder-led thought leadership (podcast, PR coverage across UK business and sport media, whitepapers, webinars) and organic social channels. The firm is privately held with no disclosed external funding, no acquisitions or subsidiaries, and a single named senior leader (Jeremy Snape as Founder).

Name

Sporting Edge

Legal name

Sporting Edge

Website

https://sportingedge.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Sporting Edge is a UK performance coaching consultancy founded by former England cricketer Jeremy Snape that helps enterprises build high-performance cultures through keynotes, workshops, and the Mindset Toolkit digital library of 1,000+ elite sport-derived strategies for clients including BMW, Barclays, KPMG, AstraZeneca, and Deloitte.

Ownership category

akta.pro rank

Product category

Performance Coaching and Leadership Development

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAKAKAL

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYHSADAEAG

Performance Analysis & Video Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

SECONDARYMPAKAKAF

Sports Brand Strategy & Creative Services (Design, Content, Social)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

Keywords

• Performance coaching
• Leadership development
• Mindset training
• Digital learning library
• Executive workshops

Headquarters

HQ city

Market Harborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Keynotes & Events: Delivery of inspirational keynotes, workshops, webinars and expert Q&A sessions at corporate events and conferences. Highly adaptable solutions that can be combined and configured to suit client culture.
2. Digital Content Licensing: License of digital content including the Mindset Toolkit video library, whitepapers and micro-lessons for integration into client learning platforms and internal training programmes.
3. Bespoke Consulting Projects: Custom-designed projects and programmes tailored to specific organizational needs including leadership development, culture transformation and performance coaching engagements.
4. Winning Mindset for Leaders Programme: Structured digital coaching programmes combining video content with learning pathways for leadership development.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sporting Edge delivers performance coaching and leadership development services that translate elite sport insights and behavioural science research into business outcomes. Its core product is the Mindset Toolkit, a digital library of 1,000+ video strategies, complemented by live event services (keynotes, workshops, webinars, expert Q&A sessions) and bespoke consulting programmes tailored to client culture and priorities.

Product overview

Sporting Edge operates as a performance psychology and leadership development company offering a platform-plus-services model. The core product is the Mindset Toolkit—a digital content library containing over 1000 video insights from world-class performers—which can be accessed standalone or integrated into client learning systems. This is complemented by live event services including Keynotes, Workshops, Webinars, and Expert Q&A Sessions, as well as bespoke consulting programmes. The Winning Mindset Framework provides the research foundation, distilling insights across six key mindsets. The company also produces the Inside the Mind of Champions Podcast as a content vehicle. All offerings are designed to transfer high-performance strategies from elite sport into business contexts.

Differentiator

Problem solved

Functional benefit

Brands

• Inside the Mind of Champions Podcast: Podcast series hosted by Jeremy Snape sharing exclusive stories on mindset, leadership and team culture from world-class performers.
• Mindset Toolkit
• The Winning Mindset Framework
• Winning Mindset for Leaders Programme

Products and services

• Mindset Toolkit A digital content library providing 1,000+ video insights from elite athletes, coaches, neuroscientists, military leaders and business thinkers, with curated learning pathways and micro-lessons that organisations can access to boost confidence, resilience and collaboration.
• Keynotes Inspirational keynote speeches delivered by founder Jeremy Snape featuring powerful video content and storytelling to provoke mindset change or business transformation for corporate audiences.
• Workshops Interactive workshop sessions enabling greater discussion and practical application of high-performance culture principles for business teams.
• Webinars Virtual presentation sessions tailored to client needs, featuring expert insights and Q&A components for remote or distributed audiences.
• Expert Q&A Sessions Celebrity or expert Q&A sessions featuring notable figures from sport, business, and other fields to share insights and strategies with corporate audiences.
• Bespoke Projects & Programmes Custom-designed consulting projects and programmes tailored to specific organisational culture and priorities, combining keynotes, workshops, digital content and coaching into a single bespoke engagement.
• Content Licensing (License our Content) Content licensing service allowing organisations to access and integrate Sporting Edge's video insights and digital resources within their own platforms and programmes (e.g., CIPD membership hub, Santander Universities online programme).
• Winning Mindset for Leaders Programme A structured digital coaching programme focused on building winning mindsets for organisational leaders, combining Mindset Toolkit video content with curated learning pathways.
• Inside the Mind of Champions Podcast Original podcast series hosted by Jeremy Snape featuring exclusive interviews with world-class performers, leaders and thought leaders sharing insights on mindset, leadership and team culture.

Quantifiable outcome

• Helped Cricket South Africa rise from 4th to 1st in world rankings during 3-year engagement
• +3 more outcomes

Named customers22 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• League Managers AssociationcoreStrategic or Co-development PartnerOfficial performance partners of the LMA offering confidential support services for football managers. Provides regular 1-1 coaching meetings, leadership insights and performance psychology support for managers navigating challenging careers.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Mind Gym: Publicly listed performance and behaviour-change consultancy offering workshops, coaching and digital programmes to global enterprises; competes for the same corporate L&D wallet as Sporting Edge but at significantly greater scale.
• BetterUp: Large, well-capitalized enterprise coaching and mental-performance platform combining 1:1 coaching, AI tools and content; increasingly competes with mindset/resilience content offerings like Sporting Edge's Winning Mindset for Leaders.
• Korn Ferry (Leadership Development): Global organizational consulting firm with a sizeable leadership development, coaching and culture practice that competes for the largest enterprise L&D mandates Sporting Edge serves (e.g., BAE Systems, KPMG, AstraZeneca).
• Deloitte Leadership Development: The leadership and learning practice of a Big Four firm — competes for the same FTSE 100 / Fortune-class leadership and culture transformation budgets Sporting Edge targets, and itself is also a current Sporting Edge client (Deloitte Australia).
• BTS Group: Global strategy and leadership development consultancy with a performance and culture practice that overlaps with Sporting Edge's leadership development and culture transformation offerings for large enterprises.

Direct peers

• Lane4: UK-based management consultancy that applies Olympic-sport psychology and high-performance principles to business leadership and team performance — the most direct head-to-head competitor to Sporting Edge in the sport-to-business space.

Emerging players

• 21-TEK: Athlete-led performance and leadership development business that helps professional athletes transition into corporate speaking, training and consulting — operates in the same athlete-to-business talent pipeline that powers Sporting Edge's network.
• The Performance Coach (UK): UK-based executive and high-performance coaching firm working with business leaders and elite performers; comparable in offering bespoke coaching and workshops, though without Sporting Edge's specific elite-sport video content library.
• Switch the Play Foundation: UK charity/social enterprise supporting elite athletes through career transition into business; shares Sporting Edge's sport-to-business audience and ethos but operates as a non-profit and focuses on athlete transition rather than corporate training.
• Chimp Management: Performance psychology firm founded by Prof. Steve Peters (author of The Chimp Paradox), offering mindset training to elite sport and corporate clients — directly comparable mindset-training methodology to Sporting Edge's Winning Mindset Framework.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sportingedgecom
• YouTubeyoutube.com/channel/UCxueojjjSMAXAhoMAFhBcCQ
• LinkedInlinkedin.com/company/1357574/admin/feed/posts
• Instagraminstagram.com/jeremy.snape
• Facebookfacebook.com/TheSportingEdge

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 Sporting Edge