Gazing

What Gazing does

Gazing is a UK-based private limited company founded in 1998 that specialises in performance coaching, mindset development, and corporate training, operating from its Twickenham headquarters with a registered office in London. The company is built around the patented Red2Blue methodology and the trademarked Gazing Principle, a mindset framework derived from Japanese swordsman Musashi's "double gaze" philosophy that helps individuals and teams shift from reactive (Red Head) to focused (Blue Head) states under pressure. In 2022, Gazing split its operations into two discrete brands: Gazing Red2Blue (mindset development) and Gazing Performance (sales training and coaching), with programmes serving enterprise sales leaders, elite sports teams and athletes, schools, and certified coaches across verticals.

The company's core technology is the Red2Blue one-page map, a patented visual framework that integrates strategic process, critical skills, and performance mindset into a single practical tool. Supporting this is the Control Circles framework and a Red2Blue Coach Certification programme delivered through a LearnWorlds-hosted e-learning platform with annual renewable licences. Gazing generates revenue through bespoke enterprise training programmes (professional services fees), structured mindset development engagements across Business, Education, Clubs, and Coach verticals, and recurring subscription income from coach certification licences. Distribution combines a direct consultation-led sales model with an asset-light global network of fully accredited licensed partners operating in 11+ countries including Australia, Dubai, Ireland, Canada, South Africa, Portugal, Finland, Kenya, France, Italy, and the UK. A charitable foundation contributes 1% of certification revenue to support performance programmes in developing communities.

Name

Gazing

Legal name

Gazing Limited

Website

https://gazing.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Gazing is a UK-based coaching and training firm founded in 1998 that delivers performance-under-pressure programmes built on its patented Red2Blue methodology. It serves enterprise sales teams, elite sports organisations, schools, and certified coaches across 11+ countries via direct sales and a licensed partner network.

Ownership category

akta.pro rank

Product category

Corporate Performance Training & Coaching Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK)

Keywords

• Performance coaching services
• Sales leadership training
• Mindset development training
• Executive coaching programmes
• Team performance consulting

Headquarters

HQ city

Twickenham

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. Training and Coaching Programmes: Bespoke training and coaching programmes for organisations, delivered by Gazing consultants or certified partner coaches. Programmes are tailored to specific business needs (e.g., sales leadership, account management, conferences). Revenue is generated through programme fees, typically structured as multi-day or multi-session engagements.
2. Red2Blue Coach Certification: Certification programmes for individuals to become Red2Blue coaches. Includes access to the digital e-learning platform (LearnWorlds), delivery materials, and a one-year renewable licence. Licence renewal is required annually, with reminders sent one month before renewal is due.
3. Red2Blue Mindset Development (Red2Blue Business/Club/School/Coach): Structured programmes for businesses, clubs, schools, and individual coaches. Each vertical (Business, Education, Clubs, Coaches) offers tailored mindset training delivered via the Red2Blue platform.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Gazing delivers performance training and coaching through two complementary offerings: Gazing Red2Blue (a practical mindset framework built on a patented one-page map for managing pressure, with programmes for businesses, schools, clubs, and individual coaches/athletes) and Gazing Performance (sales training and coaching for enterprises covering sales leadership, account management, and conference facilitation). Services are delivered directly by Gazing consultants and through a global network of licensed partner coaches.

Product overview

Gazing operates two distinct but complementary offerings: Red2Blue (a standalone brand launched in 2022) and Gazing Performance. Red2Blue is a practical mindset framework delivered through a patented one-page map, with programmes for Business, Education, Clubs, and individual Coaches. The offering includes Coach Certification for those who wish to become licensed Red2Blue practitioners. Gazing Performance focuses on sales transformation with training in Sales Management & Leadership, Sales & Account Management, and Conference facilitation. The company also maintains a global partner network spanning multiple countries and languages, and a charitable foundation supporting developing communities.

Differentiator

Problem solved

Functional benefit

Brands

• Red2Blue: A practical mindset framework that helps individuals stay in control and perform at their best when it matters most. Used across sports, business, education and everyday life.
• Gazing Performance

Products and services

• Gazing Performance Sales training and business coaching programmes focused on developing adaptive sales teams. Covers Sales Management & Leadership, Sales & Account Management, and Conference & Kick Off facilitation for enterprise clients.
• Red2Blue Mindset Programme The core mindset development framework helping individuals and teams transform stress, anxiety and uncertainty (Red Head) into calm, focused mindset (Blue Head) through a patented one-page map and practical tools for performing under pressure.
• Red2Blue for Business

Quantifiable outcome

• 300% revenue growth in year one for Xerox Print Services
• +5 more outcomes

Named customers11 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

15 partnerships are on record, tiered core and minor.

• Worcestershire County Cricket ClubcoreStrategic or Co-development PartnerWorcestershire County Cricket Club announced a new partnership with Gazing Red2Blue that will see the mindset development programme rolled out across the entire Club, spanning both sporting and business operations.
• LifeologycoreChannel Partner/ Reseller/ DistributorOfficial Gazing Red2Blue partner in Australia. The Lifeology Red2Blue coaching team combines psychology and commercial insight to empower people and organisations to think clearly, lead confidently and perform under pressure.
• Gazing MiddleEast (Andrew Hurt)coreChannel Partner/ Reseller/ DistributorOfficial Gazing Red2Blue partner in Dubai, running Red2Blue programmes across the Middle East to help empower individuals and teams to think clearly, feel in control and perform when it matters.
• EDeliacoreChannel Partner/ Reseller/ DistributorOfficial Red2Blue partner in Ireland. EDelia is an international professional services consultancy specialising in corporate performance improvement, using Red2Blue to help organisations embed structures, skills and mindset needed for sustainable high performance.
• CCS JohannesburgminorStrategic or Co-development PartnerGazing Red2Blue partnered with CCS Johannesburg to deliver mindset training at three South African schools (Mphethi Mahlatsi Secondary, Tetelo Secondary, H A Jack) as part of the Red2Blue Charitable Foundation.
• SafelineminorOthersSafeline is a specialist sexual abuse support charity. Gazing supports them with Red2Blue training to help their team develop mindset skills and to support survivors of sexual abuse.
• Rugby Gem AcademyminorOthersGazing has been providing Red2Blue training support since 2019, as well as donating kit to Rugby Gem Academy players in Kenya, helping founder Dennis Gem build not just athletes but futures.
• UDANAminorOthersUDANA is a Nepalese non-profit preventing inequality suffered by girls and women at risk of exclusion. Gazing provides Red2Blue training to help girls use the framework as a shared platform to express how they feel when under pressure.
• Alex Marr (Gazing Performance Canada)minorChannel Partner/ Reseller/ DistributorAlex Marr operates as a Gazing Performance Partner in Canada, delivering Gazing programmes across the region.
• Carlos Melo / Basilaris (Portugal)minorChannel Partner/ Reseller/ DistributorCarlos Melo operates Basilaris in Portugal, delivering Gazing programmes in English and Portuguese.
• Pekka Sinervo / Adeptus (Finland)minorChannel Partner/ Reseller/ DistributorPekka Sinervo operates Adeptus in Finland, delivering Gazing programmes in English and Finnish.
• Andy Coughlin Consulting (UK)minorChannel Partner/ Reseller/ DistributorAndy Coughlin operates as a Gazing Performance Partner in the UK, delivering programmes across the country.
• David Jones / Candour (UK)minorChannel Partner/ Reseller/ DistributorDavid Jones joined Gazing in 2006 and has delivered the full range of Gazing programmes across the globe. He also runs train-the-trainer programmes for various clients and partners.
• Ian Cochrane / Compuway (UK)minorChannel Partner/ Reseller/ DistributorIan Cochrane joined the Gazing network in 1999 and has facilitated development programmes in more than 35 countries, working with SMEs to major global corporations.
• Beverly Wajsman / CCS (South Africa)minorChannel Partner/ Reseller/ DistributorBeverly Wajsman operates CCS in South Africa, delivering Gazing programmes across the region.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lane4: A UK-based performance consultancy that applies sport psychology and mindset frameworks to business leadership and team performance — the closest direct comparable to Gazing in niche, geographic base, and methodology-to-corporate translation.
• BTS: US-based consultancy delivering customised sales transformation, leadership development, and assessment simulations, directly comparable to Gazing's bespoke enterprise sales and account management programmes.
• InnerDrive: UK performance psychology consultancy that applies sport-science mindset and resilience training to business, sport, and education audiences — overlapping significantly with Red2Blue's verticals and target customers.
• Wilson Learning: Global sales and leadership performance company focused on adaptive sales training and account management coaching, comparable to Gazing Performance's sales-led training offering for enterprise clients.

Emerging players

• BetterUp: Digital-first coaching platform combining AI-matched coaches with performance and mindset content for enterprise — emerging competitor that overlaps with Gazing's enterprise coaching use cases but operates at tech-enabled scale.
• Positive Coaching Alliance: US non-profit that develops the positive coaching mindset framework for youth and high-school sport — overlapping with Gazing's Red2Blue for Clubs vertical in sport-specific mindset work.

Broad incumbents

• Korn Ferry: Global organisational consulting firm with extensive leadership development and executive coaching practices — a broader incumbent playing in the same leadership and performance development category as Gazing.
• Gallup: Global research-based consultancy offering CliftonStrengths and manager development programmes — an incumbent adjacent to Gazing in selling enterprise-level strengths and performance development to large organisations.
• FranklinCovey: Large-scale leadership and organisational performance firm offering structured training frameworks for enterprises globally — same core category as Gazing but operating at much greater scale and across a broader portfolio.

Others

• Lucaszewski Advisory: Specialist management consultancy supporting business transformation, comparable to Gazing as adjacent business advisory working with leadership teams on performance outcomes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gazingtraining
• Facebookfacebook.com/Gazing-Performance-109914340678317
• LinkedInlinkedin.com/company/gazing-performance-systems/?originalSubdomain=uk
• Instagraminstagram.com/gazingred2blue

Compliance2 records

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 Gazing