3D Institute

What 3D Institute does

3D Institute is a private Orlando, Florida-based coaching and leadership development company founded in 2014 by Dr. Jeff Duke. It commercializes the proprietary 3D Framework, a coaching methodology built around three dimensions — The Skills, The Mindset, and The Heart — applied across Business, Education, and Sport verticals. The platform offers a catalog of more than 35 online courses, including flagship certification tracks (3D Coaching for Business/Sport/Education), state-mandated compliance courses delivered under partnership with bodies such as the NAIA, VHSL, VPA, OSAA, NDHSAA, and NHSACA, and adjunct products such as the One Word book, workshops, keynotes, and coaching services.

The underlying technology is a WordPress/Keap-powered e-learning platform with PayPal and Keap Payments for transactions; it is augmented by proprietary IP assets including the Character Quality Assessment (a research-validated framework measuring 12 character qualities), the Emotions Matrix, and the 3D Journey Map for recruiting/onboarding/retaining/offboarding. The company monetizes through one-time individual course purchases ($15–$599), monthly and annual subscriptions ($19/mo, $149/yr for Sport), tiered organizational licensing ($20–$75/coach/year with $500–$2,500 minimums), live workshops, book sales, and custom enterprise course development.

Go-to-market is a hybrid of product-led growth (free Module 1 trials, freemium orientation course) and direct/enterprise sales for team and organization deployments, supplemented by keynote appearances, webinars, community forums, and channel partnerships with state associations and SHAPE America. The company has trained tens of thousands of leaders across 60+ countries and claims implementation in hundreds of organizations with an average course rating of 4.74/5 stars. No external funding, M&A activity, or revenue disclosures appear in the available data.

Name

3D Institute

Legal name

3D Institute

Website

https://3dinstitute.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

3D Institute is a private Orlando-based coaching education company that delivers the proprietary 3D Framework (Skills, Mindset, Heart) through online courses, certifications, subscriptions, and live workshops to business leaders, educators, athletic coaches, and community organizations in 60+ countries.

Ownership category

akta.pro rank

Product category

Professional Coaching Education

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYMPACALAH

Corporate/L&D Course Licensing from Creators (B2B Upskilling)

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

SECONDARYMPACALAI

Certification & Credentialed Creator Programs

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

SECONDARYMPAGAOAJ

Virtual Training, Workshops & Masterclasses (Interactive Sessions)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Virtual & Hybrid Events

SECONDARYMPACALAD

Workshops, Webinars & Live Masterclasses

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

Keywords

• Leadership coaching training
• Coaching certification programs
• Organizational culture development
• Online professional development
• Coach education courses

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Sales: Individual courses sold as one-time purchases, ranging from $15 to $599 depending on course depth and credit options.
2. Subscription - Monthly: Monthly subscription providing access to course catalog and resource library. Sport subscription at $19/month.
3. Subscription - Annual: Annual subscription offering full access to course catalog at discounted rate. Sport subscription at $149/year.
4. Team/Organization Subscriptions: Bulk pricing for training entire organizations, with flexible pricing based on team size and includes group management tools.
5. Live Workshops: Live workshop sessions hosted via Zoom or video conferencing, available for individual purchase or as part of subscription.
6. Community Access: Access to discussion forums, commenting features, and interactive group discussions as part of subscription.
7. Book Sales: Sale of companion study guides and books through Amazon and the website, including 'One Word' book at $12.99.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

3D Institute sells online coaching education courses and certification programs built on its proprietary 3D Framework, which addresses three dimensions of leadership development: Skills (1st Dimension), Mindset (2nd Dimension), and Heart (3rd Dimension). Offerings include certification courses, individual topic courses, live workshops, keynotes, organizational licensing packages, and books across Business, Education, and Sport sectors, supported by digital subscriptions and community access.

Product overview

3D Institute offers a unified coaching methodology (the 3D Framework) delivered through online courses, live workshops, subscriptions, and community access across three sectors: Business, Education, and Sport. The core product is the 3D Coaching Course for Certification, supplemented by domain-specific certification courses (Business, Education, Sport: Certification/Essentials/Essentials+/Administrators/Parenting), state association partnership courses (VHSL, VPA, OSAA, NDHSAA, NHSACA, NAIA, International School), individual topic courses (The 3 Ingredients of Confidence, Mastering the Heart, Progress Not Perfection, Supporting Students Through Their Stress, The Art of 3D Teaching, The Purpose of Business), and organizational licensing packages. Additional offerings include Keynotes, live Workshops, Coaching Services, Classes (hybrid cohorts), Custom Courses, Digital Subscriptions (monthly $19/yearly $149 for Sport, team pricing for organizations), Community Access, and the 3D Resource Library. The company also sells books and companion study guides. Payment processing is handled through PayPal and Keap Payments.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Positive impact measured across 12 character qualities: Adaptability, Conscientiousness, Grit, Growth Mindset, Hope, Integrity, Intrinsic Motivation, Resilience, Self-Awareness, Self-Control, Self-Discipline, Self-Efficacy
• +1 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

Integration3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• NAIA (National Association of Intercollegiate Athletics)coreStrategic or Co-development Partner3D Institute is the official coaching education partner of the NAIA. The partnership provides mental health and wellness courses to NAIA member institutions as a value-added benefit, reflecting shared commitment to holistic student-athlete development.
• VHSL (Virginia High School League)coreStrategic or Co-development PartnerPartnership to satisfy VHSL's coaches education mandate. The VHSL: Foundations for Coaching course fully meets the coaching principles requirement for coaching in Virginia.
• VPA (Vermont Principal's Association)coreStrategic or Co-development PartnerPartnership to satisfy VPA's coaches education mandate. The VPA: Foundations for Coaching course satisfies the coaching principles portion of VPA's requirement.
• OSAA (Oregon School Activities Association)coreStrategic or Co-development PartnerPartnership to satisfy OSAA's Interscholastic Coaching Course requirement. The OSAA: Beyond the Scoreboard course fully satisfies the one-time requirement.
• NDHSAA (North Dakota High School Activities Association)coreStrategic or Co-development PartnerPartnership to satisfy NDHSAA's coaches education mandate. The NDHSAA: Foundations for Coaching course satisfies the coaching principles portion of NDHSAA's requirement for coaching in North Dakota.
• NHSACA (National High School Athletic Coaches Association)coreStrategic or Co-development PartnerPartnership to meet NHSACA membership's needs for top-tier coaches education. The course meets NHSACA standard for 2 CEUs.
• The Joseph CompanyminorStrategic or Co-development PartnerFormed in 2021 to bring 3D training to leaders across seven community sectors (Arts, Athletics, Business, Education, Government, Healthcare, Nonprofit) in St. Joseph, MO.
• Globetrottin' ADsminorStrategic or Co-development PartnerPartnership to meet developmental needs of international coaches. Created International School: Foundations for Coaching course.
• SHAPE AmericacoreStrategic or Co-development Partner3D courses align with SHAPE America's National Standards for Sports Coaches, processed through the 3D Framework across all state partnership courses.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• USA Football: National governing body that delivers coach certification (Heads Up, Level 1/2/3) mandated by many state high school associations. Competes head-to-head for state-approved coach education mandates and shares the sport-specific certification revenue model.
• NFHS Learning Center: National Federation of State High School Associations' online platform delivering mandated coach education courses that satisfy state requirements. Direct competitor for the same state-association compliance purchasing channel that 3D Institute accesses via VHSL/VPA/OSAA/NDHSAA partnerships.
• Positive Coaching Alliance: PCA provides coach education and development with a strong emphasis on character and culture-building in youth sports. Direct overlap with 3D Institute's sport coaching certification mission, including similar content on coach-athlete relationships and positive team culture.
• CoachAccountable: Software platform built specifically for professional coaches to manage clients, sessions, and engagement workflows. Comparable in targeting the professional coaching community and offering certification-adjacent tools, though more tooling-focused than content-focused.

Broad incumbents

• Development Dimensions International (DDI): Global leadership development firm providing leadership training, coaching, and assessment to enterprises and governments. Overlaps with 3D Institute's business and education certification tracks in the enterprise L&D space.
• FranklinCovey: Established leadership and organizational development training company (The 7 Habits, etc.) with enterprise sales motion, certifications, and content libraries. Competes for the same L&D budget as 3D Institute's team subscriptions in business and education.
• BetterUp: Well-capitalized enterprise coaching and leadership development platform serving HR/L&D buyers with 1:1 coaching, AI tools, and analytics. Broader and better-funded competitor for 3D Institute's enterprise team/organization subscription motion.
• Maxwell Leadership (John Maxwell Company): Leadership training and certification organization offering courses, coaching, and speaking for business and ministry markets. Comparable enterprise GTM with certification programs that overlap with 3D Institute's business coaching track.

Others

• International Coaching Federation (ICF): Leading global credentialing body for professional coaches with its own certification programs (ACC, PCC, MCC). Not a direct competitor for content delivery but shapes buyer expectations around coach credentials and competes for the same certification-spend wallet.

Emerging players

• CharacterStrong: K-12 character education and leadership curriculum provider with SEL focus, sold to schools and districts. Closest competitor in 3D Institute's education vertical, where both sell to administrators and teachers on character-development outcomes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/3dcoaches

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 3D Institute