What Wingman does

Wingman Ltd is a privately held UK strategic consulting and leadership development firm headquartered in Long Bennington, Nottinghamshire, founded in 2009 by former RAF fast jet pilot and England rugby international Rory Underwood. The firm operates with a small core delivery team of approximately six people and serves mid-to-large enterprise clients across multiple sectors including aerospace and defence (BAE Systems, Airbus, Thales), banking (Lloyds, RBS), consumer and hospitality (PepsiCo, DFS, Virgin, Greene King), infrastructure and utilities (Costain, Thames Water, Centrica), real estate (JLL), and the UK public sector (Crown Commercial Service). Wingman's service portfolio is built entirely around its proprietary LIFT Model framework, a three-pillar (Purpose, People, Process) methodology comprising twelve named dynamics that underpins a suite of bespoke programmes including the 10-day Strategic Awareness & Alignment Programme, half-day LIFT Scoping Sessions, a 3-day Strategic Leadership Alignment Residential, and customised High Performance People Development offerings.

Wingman generates revenue exclusively through professional services fees charged for bespoke, multi-day, multi-session enterprise engagements, priced on inquiry with no published rate cards; a 25% discount on introductory scoping sessions is offered to BITA members. The firm bundles licensed psychometric and assessment tools (SDI, MBTI, Thomas International, DiSC, Belbin, EQ-i 2.0) and ILM-accredited qualifications into its programmes, and supports delivery through Wingman Crew Room, a Moodle-based learning management platform. Go-to-market is direct enterprise field sales, with founder Rory Underwood personally conducting free 30-minute discovery calls as the primary conversion touchpoint; there is no resale, marketplace, or partner distribution model. Marketing is content-led, driven by the founder's personal brand, a thought-leadership blog, LinkedIn and X social channels, and speaking engagements at corporate and university events. The firm is fully bootstrapped, with no disclosed external funding, parent company, or acquisition history.

Name

Wingman

Legal name

Wingman Ltd

Website

https://wingmanltd.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Wingman Ltd is a UK-based strategic consulting and leadership development firm, founded in 2009 by former RAF pilot and England rugby international Rory Underwood. It serves mid-to-large enterprises with bespoke programmes built around its proprietary LIFT Model framework, targeting C-suite and senior leadership teams.

Ownership category

akta.pro rank

Product category

Management Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Succession Planning & High-Potential (HiPo) Leadership Programs (EDABAAAL)

akta.pro secondary industries

Leadership Potential, High-Potential & Succession Assessments (BPACAMAH), Executive Leadership Summits (C-Suite, Board, Strategy Offsites) (THAHAMAA)

Keywords

• Strategic consulting services
• Leadership development programmes
• Organisational alignment consulting
• Executive team workshops
• High performance training

Headquarters

HQ city

Long Bennington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Consulting & Advisory Services: Bespoke consulting engagements including Strategic Awareness & Alignment Programme (immersive 10-day senior team programme), LIFT Scoping Sessions (half-day diagnostic workshops), and Strategic Leadership Alignment Residential (3-day offsite). Revenue generated through programme fees, typically sold as multi-day or multi-session engagements to enterprise clients.
2. Leadership Development Programmes: High Performance People development programmes delivered at all organizational levels. Programmes are customized to client needs covering leadership, management, and workforce development. Revenue model based on programme delivery fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Wingman is a strategic consulting firm that delivers bespoke leadership development and organisational alignment programmes built around its proprietary LIFT Model (Purpose, People, Process). It offers immersive senior-team alignment programmes, half-day diagnostic scoping sessions, multi-day leadership residentials, and customised high-performance people development programmes, supported by licensed psychometric assessments and a Moodle-based learning platform (Wingman Crew Room).

Product overview

Wingman is a strategic consultancy offering a unified portfolio of human capital development services built around its proprietary LIFT Model methodology. The core framework encompasses three pillars—Purpose, People, and Process—applied across four main programme areas: the LIFT Strategic Awareness & Alignment Programme (a 10-day immersive experience), LIFT Scoping Sessions (half-day diagnostic workshops), the Strategic Leadership Alignment Residential (3-day offsite), and High Performance People Development (customised training). These programmes are supported by a Moodle-based learning management system called Wingman Crew Room, and incorporate licensed psychometric tools including SDI, MBTI, Thomas, DiSC, Belbin, and EQ-i 2.0.

Differentiator

Problem solved

Functional benefit

Brands

• LIFT Model: Wingman's proprietary strategic implementation framework integrating Purpose, People, and Process pillars for organisational high performance.

Products and services

• LIFT Strategic Awareness & Alignment Programme An immersive 10-day programme designed to empower senior teams with strategic alignment tools, covering building foundations, navigating strategy, cross-functional relationships, creating high-performance environments, and implementation planning. Targeted at senior leadership teams of enterprise clients.
• LIFT Scoping Sessions Half-day workshops that bring together teams from across the organisation to assess how the business works, providing a comprehensive evaluation of commercial and cultural aspects aligned with strategic priorities.
• Strategic Leadership Alignment Residential An exclusive 3-day residential for the top two levels of leaders and managers focused on cultivating collaboration, teamwork, and strategic alignment through experiential learning activities.
• High Performance People Development Bespoke development programmes for all organisational levels focusing on leadership skills, strategic thinking, communication, collaboration, engagement, and problem-solving capabilities.

Quantifiable outcome

• Organizations enabled to deliver strategy effectively with greater clarity and sustainability
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, supporting and minor.

• Institute of Leadership & Management (ILM)coreImplementation/ SI/ Consulting PartnerILM is a leading UK leadership and management qualification body. Wingman uses ILM as an accredited training provider for leadership and management programmes. Dave Moss is an approved ILM trainer.
• Myers-Briggs Company (MBTI)supportingTechnology or IntegrationLicensed user of Myers-Briggs Type Indicator (MBTI) assessment tool for personality profiling in leadership development programmes.
• Thomas InternationalsupportingTechnology or IntegrationLicensed user of Thomas assessment tools (including PPA and HPTI) for behavioral and personality profiling in development programmes.
• CPP (SDI/Strengths Deployment Inventory)supportingTechnology or IntegrationLicensed user of Strength Deployment Inventory (SDI) for understanding motivational drives and conflict behavior in teams.
• BelbinsupportingTechnology or IntegrationLicensed user of Belbin Team Roles methodology for understanding team composition and collaboration patterns.
• MHS (EQ-i 2.0)supportingTechnology or IntegrationLicensed user of EQ-i 2.0 emotional intelligence assessment for leadership development.
• DiSC (Everything DiSC)supportingTechnology or IntegrationLicensed user of DiSC assessment tool for understanding behavioral styles and improving communication.
• BITA (British Industrial Trading Association)minorChannel Partner/ Reseller/ DistributorBITA membership provides Wingman access to member discounts (25% off introductory scoping sessions offered to BITA members) and potential lead generation within the BITA network of industrial trading companies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mind Gym: UK-founded performance and behaviour-change consultancy delivering programmes to large enterprises globally. Comparable target market (Fortune 500 senior leadership), comparable programme-led revenue model, and similar use of proprietary frameworks — but with a publicly listed, more scaled delivery footprint.
• Lane4: UK-based performance consulting firm founded by Sir Clive Woodward (Olympic / elite-sport coaching credentials), applying sport-derived performance frameworks to enterprise leadership and team development. Closely comparable business model, target buyer (C-suite), and narrative architecture to Wingman.
• Black Isle Group: UK boutique consultancy focused on leadership development, team performance, and cultural change for enterprise clients. Directly comparable in size, geography, and bespoke enterprise delivery model, though without Wingman's sport/military founder narrative.

Broad incumbents

• Egon Zehnder: Global executive search and leadership advisory firm with deep C-suite relationships and leadership development practice. Comparable senior-executive buyer base, though built around search plus advisory rather than Wingman's bespoke programme delivery.
• BTS: Global strategy execution and leadership development consultancy combining bespoke programmes with proprietary simulations. Comparable in targeting enterprise C-suite for strategy-execution and leadership outcomes, but operating at much greater scale.
• Korn Ferry: Global organisational consulting firm with major leadership development, executive search, and talent assessment practices. Overlaps with Wingman in leadership assessment and high-potential programmes, but operates at vastly greater scale and across geographies.
• Heidrick & Struggles: Global executive search and leadership consulting firm serving large enterprises with C-suite advisory and leadership development services. Comparable enterprise client profile and senior-leader focus.
• FranklinCovey: Global performance and leadership development firm with proprietary frameworks (e.g., The 7 Habits) sold to enterprise clients. Comparable productised-framework-plus-advisory model targeting senior enterprise buyers.
• DDI (Development Dimensions International): Global leadership consulting firm specialising in leadership assessment, high-potential identification, and leadership development programmes. Highly comparable in leadership-assessment tooling and enterprise buyer base, but globally scaled versus Wingman's UK footprint.
• PA Consulting: Global management and technology consultancy with a strong people-and-organisation practice. Comparable enterprise client base and senior-leadership transformation work, though PA operates across many disciplines beyond Wingman's narrow focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wingman_ltd
• LinkedInlinkedin.com/company/35593723

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 Wingman