ProfitWorks
ProfitWorks is a small business consulting firm that designs No-Entitlement Incentive Plans and delivers profit education training to mid-market entrepreneurial companies, primarily those running on the EOS operating system.
- Company typePrivate
- Founded1996
- HeadquartersColumbus, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What ProfitWorks does
ProfitWorks (legal entity In Tension, LLC; DBA ProfitWorks) is a privately held business consulting and training company founded in 1996 by Alex Freytag and headquartered in Columbus, Ohio. The company operates with a small core team of 1-10 employees and serves mid-market entrepreneurial companies, particularly those running on the Entrepreneurial Operating System (EOS). Its core offering is the ProfitWorks Solution, a methodology that connects a company's operating system, incentive plan design, and ongoing profit education, anchored by the proprietary No-Entitlement Incentive Plan framework, the ProfitLink Masterclass online training platform, and the "Missing Link" framework linking daily work activities to company profitability.
The company monetizes through five streams: (1) tiered coaching services delivered by ProfitWorks Certified Coaches (DIY, Do It With Me, Do It For Me engagement levels with quarterly and annual billing); (2) subscription access to the ProfitLink Masterclass on Kajabi (90-day to 1-year access); (3) book sales across three authored titles (Profit Works, Vision Works, Stretch Not Snap) sold individually and in bulk cases; (4) keynote speaking engagements delivered by Alex Freytag and Peter Keim at EOS, Vistage, and entrepreneur conferences; and (5) a coach certification program that licenses external coaches to deliver the ProfitWorks Solution to their own clients, creating a reseller/channel layer that extends reach beyond internal headcount.
ProfitWorks has no external funding, no M&A activity, and derives the majority of its scale through its deep integration with EOS Worldwide (founder is an Expert EOS Implementer, former EOS Community Leader, and co-founder of the EOS Conference) and a July 2026 strategic partnership with Reins to extend into alternative equity programs. The company's revenue is not disclosed, and growth signals are modest, reflecting a founder-led, methodology-driven consulting business rather than a venture-backed scale platform.
ProfitWorks firmographics
Firmographics- Name
- ProfitWorks
- Legal name
- In Tension, LLC
- Website
- https://profitworksllc.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ProfitWorks is a small business consulting firm that designs No-Entitlement Incentive Plans and delivers profit education training to mid-market entrepreneurial companies, primarily those running on the EOS operating system.
- Ownership category
- akta.pro rank
ProfitWorks industry classification
Industry- Product category
- Business Consulting Services
- NAICS
- Professional and Management Development Training (611430)
- SIC
- Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Compensation, Benefits & Total Rewards Training (EDABAIAD)
- akta.pro secondary industries
- Entrepreneurship & Small Business Workforce Programs (EDAAAOAM), Entrepreneurship Foundations & Startup Basics (EDAMAHAA)
Keywords
Where ProfitWorks is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ProfitWorks business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Coaching Services: ProfitWorks Certified Coaches provide incentive plan design and implementation services across three service tiers: DIY (self-guided), Do It With Me (coach review and support), and Do It For Me (full-service coaching). Revenue is generated through service fees for coaching sessions, plan design, launch support, and ongoing consulting.
- Subscription Access: Online access to ProfitLink Masterclass training platform with varying subscription tiers (quarterly and annual plans). Base access is 90 days with options to extend to 1-year access. Additional subscription plans available for ongoing training.
- Book Sales: Revenue from published books including Profit Works, Vision Works, and Stretch Not Snap. Books are available individually and in discounted bulk orders (12 books per case) for organizational distribution.
- Speaking Engagements: Alex Freytag and Peter Keim generate revenue through keynote speeches, breakouts, emcee hosting, and virtual events at entrepreneur and business conferences.
- Coach Certification Program: Revenue from certifying new ProfitWorks Certified Coaches who pay to join the program and learn to implement the ProfitWorks Solution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Quarterly | DIY - Self-designed incentive plan using automated tools and online training portal |
| Hybrid | Quarterly | Do It With Me - Coach reviews self-designed plan with feedback and support |
| Hybrid | Annual | Do It For Me - Full-service coaching with coach designing and launching the plan |
| Subscription | Annual | Profit Education - DIFM (Who Not How) - Full-service profit education training |
| Subscription | Annual | Profit Education - Low Client Involvement (DIY) |
| Subscription | Quarterly | Profit Education - Medium Client Involvement |
| Hybrid | Monthly | Profit Education - DIWM |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
ProfitWorks product offering
Product offeringCore offering
ProfitWorks designs and implements simple, self-funded No-Entitlement Incentive Plans for entrepreneurial companies, supported by profit education training delivered through certified coaches and the ProfitLink Masterclass online platform. The offering combines consulting, online training, and a certified coach network to help leadership teams align employee behavior with company financial performance.
Product overview
ProfitWorks is a business coaching and training company offering a unified platform centered on the ProfitWorks Solution methodology. The core offering connects incentive plan design, profit education training, and certified coaching services. Key products include ProfitLink Masterclass (online profit education training), Incentive Plan Design services available in three engagement tiers (DIY, Do It With Me, Do It For Me), and ProfitWorks Certified Coach network. The company also publishes books (Vision Works, Profit Works, Stretch Not Snap) and offers speaking engagements as supplementary services. The ecosystem is designed to help entrepreneurial companies create No-Entitlement Incentive Plans that align employee behavior with financial performance.
Differentiator
Problem solved
Functional benefit
Brands
- ProfitLink: A self-paced video training program designed to prepare business owners to teach their workforce how Profit really Works by providing context, lessons and exercises to support No-Entitlement Incentive Plans.
- ProfitLink Masterclass
- ProfitWorks Certified Coach
- No-Entitlement Incentive Plan
Products and services
- ProfitWorks Solution Overarching methodology connecting a company's operating system, incentive plan design, and ongoing profit education to realize untapped potential. For entrepreneurial leadership teams.
- Incentive Plan Design Design service for simple, self-funded, No-Entitlement Incentive Plans unique to each company, driving incremental growth and providing a template for future years' adaptation. For entrepreneurial companies and leadership teams.
- ProfitLink Masterclass Self-paced video training program preparing leaders to teach their workforce how profit works through context, lessons, and exercises to support No-Entitlement Incentive Plans. For SMB and mid-market leadership teams.
- Profit Education Training Training programs teaching employees to become active participants in driving financial success and helping fund incentive plans, available in DIY, DIWM, and DIFM formats. For entrepreneurial companies.
- ProfitWorks Certified Coach Program Certification program and network of experienced entrepreneurs and business coaches trained to implement the ProfitWorks Solution, design effective incentive plans, and conduct training workshops. For coaches and entrepreneurs.
- Speaking Engagements Keynotes and breakout sessions for entrepreneurs and leaders focused on simplicity, clarity, and achieving vision, delivered by Alex Freytag and Peter Keim at conferences and corporate events. For entrepreneur and corporate audiences.
- Profit Works (Book) How-to guide by Alex Freytag for creating simple, effective incentive plans, with practical tools for maximizing company potential. For entrepreneurs and business leaders.
- Vision Works (Book) Book by Alex Freytag helping entrepreneurs clarify and communicate their vision to get people on board and move from dream to reality. For entrepreneurs and leadership teams.
- Stretch Not Snap (Book) Book by Alex Freytag providing a practical roadmap for creating a culture of ownership thinkers and getting the company's vision shared by all. For entrepreneurs and business leaders.
Quantifiable outcome
- Creates simple, self-funded incentive plans that are unique to each company and provide a template for future years' adaptation
Companies that use ProfitWorks
Customer profileSegments2 records
Ideal customer profiles2 records
ProfitWorks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ProfitWorks partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ReinscoreReins and ProfitWorks announced a partnership on July 6, 2026, in Las Vegas to help privately owned businesses create alternative equity programs aimed at employee retention, engagement, and succession planning. The collaboration combines Reins' alternative equity platform with ProfitWorks' expertise in incentive plan design, profit education and business coaching. The partnership is intended to help business owners connect employee performance to business outcomes while preserving owner control. Reins provides guided incentive plan design process and alternative equity options through the partnership.
- EOS WorldwidecoreDeep strategic relationship with EOS Worldwide. Alex Freytag is an Expert EOS Implementer, former EOS Community Leader, and co-founder of the EOS Conference. The ProfitWorks methodology is designed to work with companies running on EOS. The company is an official EOS licensee and integrates ProfitWorks with the EOS operating system.
- FocusCFOminorListed as a ProfitWorks Partner on the coach page, suggesting a referral or co-marketing relationship.
- VistageminorPeter Keim is a Vistage speaker. The company appears in Vistage marketing materials. Alex's book is endorsed by Vistage members.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ProfitWorks competitors and assessment
Company assessmentDirect peers
- EOS Worldwide: Provider of the Entrepreneurial Operating System, the operating framework ProfitWorks is built on and through which it acquires customers. ProfitWorks is an official EOS licensee and Alex Freytag is an Expert EOS Implementer and co-founder of the EOS Conference, making EOS Worldwide the closest ecosystem peer.
- FocusCFO: Fractional CFO and financial leadership services firm for entrepreneurial and mid-market companies. Already listed as a ProfitWorks partner and serves an overlapping customer base of EOS-adjacent private businesses needing financial expertise.
- Strategic Coach: Long-running entrepreneur coaching and workshop business (Dan Sullivan) targeting entrepreneurial leaders with structured coaching programs and content tools — directly overlapping with ProfitWorks' coaching, workshop, and book offerings.
- EMyth: Business coaching and training company (Michael Gerber) focused on entrepreneurial small-business owners. Overlaps with ProfitWorks in the entrepreneur coaching segment and in delivering structured curriculum (books, courses, coaching).
- Reins: Alternative equity platform partner of ProfitWorks announced in July 2026. Serves the same privately owned business segment with adjacent solutions (alternative equity, employee retention), making it a direct complement and emerging competitor in the incentive/ownership space.
- Gazelles (Scaling Up): Growth advisory firm (Verne Harnish) focused on scaling entrepreneurial companies using tools such as Rockefeller Habits and One-Page Strategic Plan. Competes with ProfitWorks in serving EOS-adjacent mid-market leadership teams.
Broad incumbents
- Mercer (Marsh McLennan): Major HR and compensation consulting practice offering incentive plan design, executive compensation, and workforce rewards. Provides enterprise-grade alternatives to ProfitWorks' mid-market incentive work.
- Vistage: Large peer advisory and executive coaching organization for CEOs and business leaders. ProfitWorks already engages with Vistage via Peter Keim's speaking role; the two overlap on serving entrepreneurial CEOs but Vistage operates at much greater scale and breadth.
- Aon (Human Capital / Reward Solutions): Global professional services firm with dedicated incentive compensation and total rewards consulting. Operates as a broad incumbent serving the same underlying demand (incentive plan design) but at far larger enterprise scale than ProfitWorks.
- Korn Ferry: Global organizational consulting firm with a large compensation and benefits practice. Represents the incumbent end of the incentive-plan design market that ProfitWorks cannot directly compete with at enterprise scale but whose smaller engagements it undercuts on price and simplicity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ProfitWorks social profiles
Digital presenceProfitWorks financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProfitWorks leadership team
Management profileNumber of profiles
Profiles4 records
ProfitWorks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProfitWorks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProfitWorks
What does ProfitWorks do?
ProfitWorks designs and implements simple, self-funded No-Entitlement Incentive Plans for entrepreneurial companies, supported by profit education training delivered through certified coaches and the ProfitLink Masterclass online platform. The offering combines consulting, online training, and a certified coach network to help leadership teams align employee behavior with company financial performance.
Is ProfitWorks a public or private company?
ProfitWorks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ProfitWorks founded?
ProfitWorks was founded in 1996. It employs 1 to 10 people.
Where is ProfitWorks based?
ProfitWorks is headquartered in Columbus, United States, in the North America region.
How does ProfitWorks make money?
Five revenue lines are on record. Coaching Services are the primary driver. The others are subscription Access, book Sales, speaking Engagements and coach Certification Program.
Who are ProfitWorks's main competitors?
Direct peers on record are EOS Worldwide, FocusCFO, Strategic Coach, EMyth, Reins and Gazelles (Scaling Up). Broad incumbents are Mercer (Marsh McLennan), Vistage, Aon (Human Capital / Reward Solutions) and Korn Ferry.
Does ProfitWorks have an API?
No public API is recorded for ProfitWorks.
What industry is ProfitWorks in?
ProfitWorks's product category is Business Consulting Services. Its primary akta.pro industry code is EDABAIAD, Compensation, Benefits & Total Rewards Training, with a secondary code of EDAAAOAM, Entrepreneurship & Small Business Workforce Programs. Its NAICS code is 611430 and its SIC code is 8700.