Performance Consultants

What Performance Consultants does

Performance Consultants (International) Ltd is a privately held UK-based performance coaching and leadership development firm founded in 1982 by Sir John Whitmore and headquartered in London, with regional offices in New York and Beijing and an Associates network spanning 43 countries and 20+ languages. The company originated the GROW Model™ (Goal, Reality, Options, Will) coaching framework and the Performance Curve™ cultural maturity diagnostic, and publishes the "Coaching for Performance" book — a 1.5M+ copy, 25+ language industry canon now in its 6th edition (September 2024) co-authored by co-CEO Tiffany Gaskell. Core product lines include the Transformational Leader flagship program (three modules with 1:1 coaching), the ICF-aligned Performance Coach Certification (five modules, Double Crown Accreditation across ICF/AC/EMCC), bespoke Executive and Team Coaching, the Coaching for Safety Performance program (anchored by a Safety Performance Curve™), Impact 360 assessment, and Culture Development consulting; GROW Essentials™ and GROW Digital provide scalable self-paced delivery.

Revenue is generated through per-module tuition (~$2,195-$3,015 USD / £1,698-£2,319 GBP), bespoke enterprise contracts (IKEA 750 managers, Linde 7,000 managers, Medtronic 10,000 leaders), GROW Digital subscriptions, GROW Model™ IP licensing, and book sales. Go-to-market is hybrid: enterprise field sales targeting Fortune 500 and global conglomerates via a Client Services team, complemented by self-serve open-enrollment through the website, content marketing (book, free assessment tools, webinars), and CEO-led brand authority campaigns in Forbes, Fast Company, and BBC Radio. Customer segments span Global Enterprise, Senior Executives, Aspiring Coaches seeking credentialing, Managers/People Leaders, and Health & Safety Leaders in high-reliability organizations.

The underlying technology stack is services-led, anchored by proprietary coaching frameworks and a 12-module digital learning curriculum; an AI-powered simulation tool (third-party AI provider) has been added to enable automated coaching practice feedback. The company employs 101-250 staff and is tightly aligned with the three major coaching accreditation bodies (ICF, EMCC, AC) through its co-founder's founding role, supporting a credentialed alumni base that feeds the Coach Club and Leaders Club community programs.

Name

Performance Consultants

Legal name

Performance Consultants (International) Ltd

Website

https://performanceconsultants.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Performance Consultants is a London-based performance coaching and leadership development firm founded in 1982, serving Fortune 500 enterprises globally through proprietary GROW Model and Performance Curve frameworks, ICF-aligned coach certification, and bespoke executive and safety culture programs delivered in 43 countries.

Ownership category

akta.pro rank

Product category

Leadership Development & Executive Coaching

NAICS

Management Consulting Services (54161), Human Resources Consulting Services (541612), Professional and Management Development Training (611430)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Performance Management & Productivity Consulting (BPAHAGAL)

Keywords

• Leadership development programs
• Executive coaching services
• Performance coaching training
• Professional coach certification
• Safety culture transformation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance Coach Certification Programs: Modular certification program (C4P Modules 1-5) delivered in-person, online live, and blended formats. Participants pay per module to become certified performance coaches aligned with ICF standards. Includes mentor coaching, performance evaluation, and credentialing.
2. Transformational Leader Program: Flagship leadership development program for managers, senior ICs and people leaders. Delivered in three modules (Foundation, Intermediate, Advanced) with 1:1 coaching sessions and ROI evaluation report included.
3. Executive Coaching: Bespoke one-to-one executive coaching pairing leaders with specialized, chemistry-based coaches tailored to organizational needs.
4. Coaching for Safety Performance: Specialized program for Health & Safety leaders, managers, and supervisors using coaching and transformational leadership to improve safety behaviors and embed a safety-forward culture.
5. GROW Digital / GROW Essentials: Digital self-paced learning subscriptions delivering the GROW model curriculum to organizations at scale. Modular, scalable for frontline managers.
6. In-House / Bespoke Corporate Programs: Custom programs designed and delivered for specific organizations (e.g., IKEA train-the-trainer, Medtronic global rollout, Linde safety culture transformation). Typically sold as enterprise contracts with dedicated delivery.
7. IP Licensing: GROW model and associated copyrighted materials require licensing from Performance Consultants for use in external coaching programs, seminars, books, or training materials.
8. Coaching for Performance Book Sales: The published book is available for purchase on Amazon and through the website. Over 1.5 million copies sold globally across 25+ languages. The 6th edition published September 2024.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

Performance Consultants delivers performance coaching, leadership development, and culture transformation programs built on its proprietary GROW model and Performance Curve framework. The company offers ICF-aligned coach certification, executive and team coaching services, safety culture transformation, and bespoke enterprise programs for Fortune 500 clients globally, delivered in person, online live, and via self-paced digital formats.

Product overview

Performance Consultants is a coaching and leadership development organization founded in 1982 and the home of the GROW model. The company operates as a services-based business offering structured programs and certifications rather than a traditional software platform. The core portfolio includes Transformational Leader (flagship leadership development with three modules plus coaching sessions), Coaching for Performance (ICF-aligned coach certification with five modules and Double Crown Accreditation), Executive and Team Coaching (bespoke 1:1 and team services), Coaching for Safety Performance, and Culture Development Consulting. Supporting offerings include GROW Essentials™ digital learning, GROW Digital™, Impact 360, and community access programs (Leaders Club, Coach Club). The proprietary intellectual property—the GROW Model™ and Performance Curve™ frameworks—underpins all programs alongside the seminal Coaching for Performance book (6th edition). Programs are delivered in flexible formats: in-person live, online live, digital self-paced, and blended pathways. The company serves Fortune 500 clients globally with delivery in 43 countries across 20+ languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Transformational Leader
• Coaching for Performance (Performance Coach Certification)
• Executive Coaching
• Team Coaching
• Coaching for Safety Performance
• Culture Development and Consulting
• Impact 360
• GROW Essentials
• Coaching for Performance Book
• GROW Model Licensing

Quantifiable outcome

• 46% reduction in Recordable Injury Rate (TRIR) after Linde Group embedded Coaching for Safety Performance program
• +7 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• International Coaching Federation (ICF)coreStrategic or Co-development PartnerPerformance Consultants co-founder Sir John Whitmore was instrumental in the early stages of ICF. The Performance Coach Certification program is aligned with ICF standards, providing graduates with ICF Associate Certified Coach (ACC) pathway. ICF CEO Magdalena N. Mook describes Coaching for Performance as foundational for those wanting to understand coaching's potential. ICF Global Board Chair Hilary Oliver paid tribute to Sir John's legacy.
• European Mentoring and Coaching Council (EMCC)coreStrategic or Co-development PartnerSir John Whitmore co-founded EMCC and served as International President. EMCC International President Lise Lewis paid tribute to Sir John's extraordinary contribution to the world of coaching and EMCC's establishment. Strong institutional ties between Performance Consultants and EMCC.
• Association for Coaching (AC)coreStrategic or Co-development PartnerSir John Whitmore was an AC Global Ambassador. Performance Consultants maintains strong connections with all three major coaching accreditation bodies: ICF, EMCC, and AC. Coach Certification Pathway aligns with ICF and connects to AC and EMCC standards.
• Harvard Business SchoolminorStrategic or Co-development PartnerHarvard Business School is cited as having leveraged the GROW model to cultivate engaged learning and innovation. Harvard Medical School also cited Coaching for Performance as 'the best first book to read for anyone interested in coaching'.
• GoogleminorStrategic or Co-development PartnerGoogle is cited as having leveraged the GROW model to cultivate innovative cultures. Reference use of the framework by Google's teams.
• eBayminorStrategic or Co-development PartnereBay's Director Thorsten Klein cited Coaching for Performance as 'must-read for leaders and organizational development practitioners who recognize that coaching is a performance activity'.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Marshall Goldsmith Group: Marshall Goldsmith is an executive coach and author offering leadership coaching, stakeholder-based development, and speaking/training engagements. Comparable through executive coaching services and content-based thought leadership (e.g., 'What Got You Here Won't Get You There').
• BTS (consulting firm): BTS is a global consulting firm focused on leadership development, sales transformation, and strategy execution. Comparable in enterprise field sales to Fortune 500 and focus on measurable behavior change.

Direct peers

• DDI (Development Dimensions International): DDI is a leadership and talent development consultancy serving Fortune 500 clients globally. Comparable in its enterprise sales motion, leadership assessment and coaching capability offerings, and Fortune 500 client base.
• Coach Training Alliance / iPEC Coaching: iPEC is an ICF-accredited coach training school offering modular certification programs. Direct peer in coach training and certification, competing for aspiring professional coaches in the open-enrollment market.
• Center for Creative Leadership (CCL): CCL is a globally recognized leadership development provider offering executive education, coaching, and assessment. Both serve enterprise clients with research-backed leadership programs and credentialing pathways.
• The Ken Blanchard Companies: Blanchard is a direct peer offering leadership development, coaching, and management training programs (e.g., Situational Leadership, SLII). Both firms monetize proprietary content-based leadership frameworks and deliver through enterprise field sales and certification programs.
• Co-Active Training Institute (CTI): CTI is a long-established coach training school offering ICF-accredited certification programs. Comparable in modular certification pathways, ICF alignment, and direct-to-consumer enrollment for aspiring coaches.

Broad incumbents

• FranklinCovey: FranklinCovey is a global leadership and performance consulting firm offering programs such as 'The 7 Habits of Highly Effective People' and leadership development. Comparable to Performance Consultants through enterprise sales of leadership development programs and proprietary content-based IP.
• Heidrick & Struggles: Heidrick & Struggles is a global leadership advisory and executive search firm offering leadership consulting, coaching, and talent management. Overlaps with Performance Consultants in bespoke executive coaching and C-suite leadership development.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, executive coaching, and talent management as part of a broader portfolio. Overlaps with Performance Consultants in executive coaching and enterprise leadership development.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/coachingperfor
• YouTubeyoutube.com/channel/UCva_9-89_4aL8-cyFDx15gg
• LinkedInlinkedin.com/company/performance-consultants-international
• Facebookfacebook.com/PerformanceConsultants

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 Performance Consultants