Authentic Strengths Advantage

What Authentic Strengths Advantage does

Authentic Strengths Advantage (ASA) is a Park City, Utah-based private coaching and training company founded in 2015 by Fatima Doman. It offers positive psychology tools built around the VIA Character strengths framework, operationalized through a proprietary three-step methodology (Explore, Empower, Engage) and a portfolio of copyrighted frameworks including STRONG Goals, Authentic Resilience, Smart Swarm, the 3R's Strengths Flow, and the Whole Person Coaching Model. The core product surface spans keynote speaking, 90-minute to full-day workshops, one-on-one and team coaching, a 12-module Schools & Universities curriculum, a three-tier certification program (Certified Champion, Licensee/Distributor, Associate), four published books, supportive PDF tools, and a library of gamified microlearning courses.

The business operates on a multi-channel GTM combining direct enterprise sales (anchored by Fatima Doman's keynote brand and FranklinCovey/Columbia Business School pedigree), a licensed global partner network across six countries (Australia, Brazil, Benelux, India, Turkey, USA), K-12 and higher-education vertical sales, and Amazon retail for books. Revenue is generated from professional services fees (speaking, coaching, training), licensing royalties from certified partners, certification fees, and one-time book sales.

Customer disclosures include Genentech, NASA, FranklinCovey, and a cluster of education and government clients (SCOE, Modesto City Schools, Head Start, Park City School District, Utah Valley University). The company is bootstrapped and founder-owned with 11-50 employees, no disclosed funding, and no revenue disclosures. Strategically, the firm is a boutique, founder-led content-and-coaching brand rather than a scaled platform business, with growth dependent on the founder's personal availability and the productivity of its global licensee network.

Name

Authentic Strengths Advantage

Legal name

Authentic Strengths Advantage

Website

https://authenticstrengths.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Authentic Strengths Advantage is a Park City, Utah-based positive psychology coaching and training firm founded by Fatima Doman that delivers VIA Character strengths-based keynotes, workshops, coaching, and certification programs to enterprises, schools, and global licensed partners.

Ownership category

akta.pro rank

Product category

Executive Coaching and Training

NAICS

Professional and Management Development Training (611430), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Coaching, Feedback & Mentoring Skills (EDABAMAM)

akta.pro secondary industries

Leadership, Character Education & Values Development (EDAMAIAG), School Success & Academic Habits Coaching (Motivation, Goal-Setting, Mindset) (EDANADAJ), Emotional Intelligence, Motivation & Culture-Fit Assessments (BPACAMAI)

Keywords

• Positive psychology coaching
• Character strengths training
• Executive coaching services
• Leadership development workshops
• Strengths-based development

Headquarters

HQ city

Park City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Speaking and Keynotes: Fatima Doman delivers inspiring keynotes for organizations and conferences with practical takeaways and tools. Fees charged per speaking engagement, typically for corporate events, conferences, and educational institutions.
2. Coaching Services: One-on-one coaching and team coaching engagements bringing out the best in individuals and groups. Coaching engagements at various price points.
3. Training Programs: Interactive workshops offered in 90-minute, half-day, and full-day formats for organizations, schools, and communities.
4. Certification Programs: Three-tier certification model: Certified Champion (trainers within organization), Licensee/Distributor (build business using ASA content), and Associate (partner with ASA team). Revenue from certification fees and ongoing partnership arrangements.
5. Book Sales: Sale of published books including Authentic Strengths, True You: Authentic Strengths for Kids, Authentic Resilience, and Whole Life Well-Being through Amazon and other retail channels.
6. Licensing and Partnership Fees: Global partners license training/coaching/e-learning programs, paying licensing fees to use ASA content and methodology in their markets.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Authentic Strengths Advantage delivers positive psychology coaching, training, keynote speaking, and certification programs built on the VIA Character strengths framework. The company's flagship methodology follows a three-step process (Explore, Empower, Engage) to help individuals, teams, schools, and organizations identify and leverage their character strengths. Offerings include keynotes, interactive workshops, one-on-one and team coaching, three-tier certification, and published books plus supportive PDF tools.

Product overview

Authentic Strengths Advantage (ASA) offers a portfolio of positive psychology coaching and training services built around a three-step process: Explore, Empower, and Engage. The core offerings include keynote speaking programs, interactive workshops (90-minute, half-day, and full-day formats), one-on-one and team coaching engagements, and certification programs for coaches (Certified Champion, Licensee/Distributor, Associate tiers). ASA serves three primary market segments: individuals/organizations, schools/universities, and global partners. The company also publishes books including Authentic Strengths, Authentic Resilience, True You for Kids, and Whole Life Well-Being, along with supportive PDF tools and gamified microlearning courses. The VIA Character Strengths survey is used as an assessment tool to support their coaching methodology.

Differentiator

Problem solved

Functional benefit

Brands

• Authentic Strengths: Core book on coaching people to leverage their authentic strengths using a three-step process.
• Authentic Resilience
• True You: Authentic Strengths for Kids
• Whole Life Well-Being

Products and services

• Keynotes/Speaking Programs Inspiring keynote presentations for organizations and conferences covering topics including Authentic Strengths, The Smart Swarm, Enlightened Leadership, Whole Person Whole Life, Thriving in Transition, Revive Resilience, and Emotional Intelligence. Delivered primarily by founder Fatima Doman.
• Training Programs Interactive workshops offered in 90-minute, half-day, and full-day formats for organizations, schools, and communities. Topics include leadership, teams, resilience, well-being, change, transition, and culture.
• Coaching Services One-on-one coaching and team coaching engagements that bring out the best in individuals and groups using the three-step strengths-based process (Explore, Empower, Engage). Booked directly through the website contact form.
• Schools & Universities Programs Twelve-module workshop teaching youth and college students coaching and character strengths principles, including the 24 Character Strengths, Happiness Formula, Neuroscience of Optimism, Whole Person Coaching, and Team Building. Used by K-12 districts and universities.
• Certification Programs Three-tier certification model: Certified Champion (trainers within organization), Licensee/Distributor (build business using ASA content), and Associate (partner with ASA team). Designed to scale delivery of ASA methodology through trained practitioners.
• Authentic Strengths (Book) Foundational book presenting the three-step coaching process (Explore, Empower, Engage) for transforming dedicated learners into star performers using character strengths. Authored by Fatima Doman.
• Authentic Resilience (Book) Book teaching cutting-edge tools to build resilience and flourish using strengths-based approaches during stress and challenges. Endorsed by Stephen M.R. Covey and Dr. Daniel Amen.
• True You: Authentic Strengths for Kids (Book) Children's book helping kids discover their character strengths and learn how to use them consistently for happiness, engagement, and resilience.
• Whole Life Well-Being (Book) Guide to discovering and nurturing the seven essential elements of well-being: environment, abundance, body, heart, contributions, mind, and spirit.
• Supportive PDF Tools Copyrighted downloadable tools including Authentic Strengths Building Activities, Authentic Boundaries Tool, Authentic Forgiveness Tool, Authentic Strengths Flow Model, and Sample Life Sketch.
• Microlearning Courses Interactive, gamified microlearning courses for organizations, universities, and schools. Distributed through a course library PDF catalog.

Quantifiable outcome

• People who use their strengths daily are 6x more likely to be engaged
• +5 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Improvement Sciences/ImSciHealthcoreChannel Partner/ Reseller/ DistributorImprovement Sciences partnered with ASA to infuse principles of learning science and positive psychology. They deliver right training with right technology at right time to the right person, empowering each person with awareness and application of their strengths to flourish.
• WunderTraining AustraliacoreChannel Partner/ Reseller/ DistributorGlobal Distributor in Australia for high quality Authentic Strengths Advantage programs. Delivers programs and sees positive response from participants. Privileged to represent ASA in Australia.
• Caminhos Vida IntegralcoreChannel Partner/ Reseller/ DistributorASA partner in Brazil expanding reach of Positive Psychology based programs, helping people be happier and organizations be more productive in challenging times of change.
• MOOVS Training Company (Benelux)coreChannel Partner/ Reseller/ DistributorPartner and master trainer in Netherlands, Belgium and Luxemburg. Uses ASA content to build resilience, achievement and life satisfaction within youth, with higher performance in school through increased social and emotional learning.
• 1HappyLifecoreChannel Partner/ Reseller/ DistributorUses ASA programs for co-parenting and blended family toolbox. Offers strengths-based approach to personal well-being, facing challenges and developing healthy relationships.
• FranklinCoveyflagshipStrategic or Co-development PartnerFatima Doman served as Co-Founder/Co-Director of FranklinCovey's Global Executive Coaching Practice and managed certification/content development for the internationally acclaimed 7 Habits of Highly Effective People. Represents significant industry credibility and co-development history.
• Columbia Business SchoolflagshipStrategic or Co-development PartnerFatima Doman completed Advanced Executive Coaching Certification from Columbia Business School Coaching Program and served as Faculty for FranklinCovey/Columbia Business School Executive Coach Certification Program.
• VIA Institute on CharactercoreTechnology or IntegrationASA uses VIA Character strengths assessment framework and tools. VIA Character owns the 24 character strengths classification system and provides survey/assessment tools. Copyright permissions for using VIA Character strengths image.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CoachHub: CoachHub is a global digital coaching platform for enterprise talent development. It competes with ASA in enterprise coaching engagements and offers similar outcomes (productivity, engagement) with a broader technology-enabled model.
• BetterUp: BetterUp is a venture-backed enterprise coaching and well-being platform serving Fortune 1000 customers. It overlaps with ASA in strengths-based and positive psychology coaching but delivers at scale via a technology platform and large coach network.
• FranklinCovey: FranklinCovey provides leadership, coaching, and corporate training programs (including The 7 Habits) and is a historic partner of ASA through founder Fatima Doman. It serves overlapping enterprise buyers with broader leadership and execution content.
• Gallup (CliftonStrengths): Gallup is the dominant strengths-based assessment vendor with CliftonStrengths (formerly StrengthsFinder). It serves the same enterprise and individual customers as ASA with a similar core methodology (strengths identification) but at much greater scale and with a proprietary assessment.

Direct peers

• VIA Institute on Character: VIA Institute owns the 24 character strengths taxonomy and the VIA Character Survey that underpins ASA's methodology. It is both a partner (ASA uses its survey) and a near-direct competitor offering its own courses and tools to individuals and organizations.
• 1HappyLife: 1HappyLife is a licensed ASA partner that uses Authentic Strengths programs for co-parenting and blended family audiences. It represents both a channel partner and a comparable positive psychology coaching practice.
• Marcus Buckingham (Strengths Revolution / MBTI/StandOut): Marcus Buckingham is a leading strengths-based coaching author and speaker (StrengthsFinder 2.0, StandOut) targeting the same enterprise and individual buyers as ASA. Both compete for keynote and certification engagements around strengths-based leadership.

Emerging players

• Wholebeing Institute: Wholebeing Institute, co-founded by Tal Ben-Shahar, offers positive psychology and well-being certifications and courses. It overlaps with ASA's content areas and shares an endorser/affiliate audience with ASA's author base.
• Positive Psychology Coaching (Robert Biswas-Diener): Positive Psychology Coaching offers training and certification programs for coaches applying positive psychology, directly comparable to ASA's certification tier. It targets the same niche of practitioners seeking credentials in strengths-based coaching.

Regional players

• Wenger & Associates (Strengths-Based Leadership): Smaller strengths-based leadership and coaching consultancies in the U.S. enterprise market. They compete with ASA for similar training and keynote engagements, typically on a regional or industry-vertical basis.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sharer.php?u=https%3A%2F%2Fauthenticstrengths.com%2F
• LinkedInlinkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fauthenticstrengths.com%2F

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 Authentic Strengths Advantage