Winning Ways

What Winning Ways does

Winning Ways, Inc. is a private leadership development and executive coaching firm founded in 1986 by Joan Fletcher and headquartered in Reston, Virginia. The company serves Fortune 500 companies, national organizations, government agencies, and individual executives through a portfolio of professional services anchored by its signature Leadership Evolution Program (LEP) and a 5-phase Intentional Learning Model codified in Fletcher's book 'The Leadership Evolution'. Its core offerings include one-on-one executive leadership coaching, customized multi-session or eight-session LEP engagements, and a suite of leadership assessments (EQi 2.0, DRiV, Leadership Circle Profile, and the AI-scored MyWorldView Assessment) that measure emotional intelligence, driving forces, 360-degree competencies, and developmental stages.

The company operates a sales-led, content-driven go-to-market motion with active blog publishing, a YouTube channel, email newsletters, virtual workshops, and keynote speaking engagements used to generate inbound leads, complemented by direct outreach and referral-based enterprise sales. Revenue is generated entirely through fee-based professional services engagements with quote-based, customized pricing and no publicly disclosed rates. As of 2025, Winning Ways has been acquired by and operates as a subsidiary of AllOne Health, retaining its brand and coaching team while gaining access to the parent's nationwide resources in organizational health, leadership development, and employee well-being.

Name

Winning Ways

Legal name

Winning Ways, Inc.

Website

https://winningwaysinc.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Winning Ways is a private leadership coaching and management consulting firm founded in 1986, providing executive coaching, the signature Leadership Evolution Program, and validated leadership assessments to Fortune 500 companies, government agencies, and national organizations. Now part of AllOne Health.

Ownership category

akta.pro rank

Product category

Executive Leadership Coaching and Development Services

NAICS

Professional and Management Development Training (61143), Educational Support Services (61171)

SIC

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

akta.pro primary industry

Team & Group Executive Coaching (Leadership Teams) (EDABANAF)

akta.pro secondary industries

Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Career, Purpose & Executive Wellbeing Coaching (EDABANAI)

Keywords

• Executive leadership coaching
• Leadership development programs
• Leadership assessments
• Management consulting services
• Organizational effectiveness training

Headquarters

HQ city

Reston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Executive Leadership Coaching: One-on-one coaching engagements with high-performing executives to increase self-awareness, gain confidence, and transform leadership style. Delivered in-person or virtually with flexible scheduling options.
2. Leadership Evolution Program (LEP): Signature leadership development training program for organizations, delivered either as a multi-session program or eight-session format. Can be customized to meet organizational objectives.
3. Leadership Assessments: Fee-based assessments including EQi 2.0, DRiV, Leadership Circle Profile, and MyWorldView Assessment, often bundled with coaching debrief sessions and follow-up coaching engagements.
4. Workshops and Speaking Engagements: Workshop facilitation and keynote presentations on leadership topics such as goal setting, emotional intelligence, and organizational culture.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Winning Ways delivers fee-based executive leadership coaching, its signature Leadership Evolution Program (LEP), and a suite of validated leadership assessments (EQi 2.0, DRiV, Leadership Circle Profile, MyWorldView) to organizations and individual executives. Services are delivered in-person or virtually, customized per client, and grounded in a self-awareness and emotional intelligence methodology formalized in the Intentional Learning Model.

Product overview

Winning Ways is a leadership development and executive coaching company offering a portfolio of professional development services centered around its Leadership Evolution Program (LEP). The core offering consists of Executive Leadership Coaching and Leadership Assessments, which include EQi 2.0 Assessment, DRiV Assessment, Leadership Circle Profile (360° assessment), and MyWorldView Assessment. Additional offerings include The Leadership Evolution book, the Word for the Year Program, and an Eight-Session Leadership Evolution Program variant. The company is led by founder Joan Fletcher and is now part of AllOne Health, providing both in-person and virtual coaching options.

Differentiator

Problem solved

Functional benefit

Brands

• Leadership Evolution Program (LEP): Signature leadership development training program designed to unlock the full potential of organizations' leadership using a systematic framework.

Products and services

• Leadership Evolution Program (LEP) The firm's signature leadership development training program, delivered as a multi-session or eight-session format, designed to equip leaders with the tools, strategies, and insights to drive organizational results. Customized to client objectives and offered to organizational leadership teams.
• Executive Leadership Coaching One-on-one executive leadership coaching that helps leaders increase self-awareness, gain confidence, and transform their leadership style to meet changing workplace demands. Delivered in-person or virtually with flexible scheduling for high-performing executives.
• Leadership Assessments Suite Fee-based assessments combining EQi 2.0, DRiV, Leadership Circle Profile, and MyWorldView Assessment to help leaders gain self-awareness and understand their communication styles. Typically bundled with coaching debrief sessions and follow-up coaching.
• EQi 2.0 Assessment Emotional intelligence assessment that measures 15 EQi 2.0 subscales across 5 key composites to help leaders understand their emotional intelligence strengths and development areas.
• DRiV Assessment Assessment tool for measuring driving forces and motivations in leadership contexts, used to inform coaching engagements and development planning.
• Leadership Circle Profile A comprehensive 360-degree leadership assessment that measures both creative competencies and reactive tendencies, allowing key opportunities for development to immediately rise to the surface.
• MyWorldView Assessment AI-scored assessment built on over 50 years of research that measures leaders along 7 developmental stages, helping them understand their current world view and pathways for growth.
• Eight-Session Leadership Evolution Program An intensive eight-session version of the Leadership Evolution Program providing deeper engagement and extended coaching support for participating leaders and teams.
• Word for the Year Program A leadership development program that helps individuals discover their purpose by selecting a guiding word for the year to focus their personal and professional growth.
• The Leadership Evolution (Book) A transformational leadership book by Joan Fletcher that explores the power of self-awareness and its impact on leadership effectiveness, codifying the firm's Intentional Learning Model into a published framework.

Quantifiable outcome

• 22% and 31% increases in revenue-related work volume for coached executives
• +2 more outcomes

Named customers16 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

Feature2 records

Partnerships

One partnership is on record.

• AllOne HealthcoreStrategic or Co-development PartnerWinning Ways Inc. has joined forces with AllOne Health. Clients continue receiving the same personalized, impactful leadership development and executive coaching support from familiar coaches and experts, now backed by AllOne Health's nationwide resources and expanded solutions focused on organizational health, leadership development, and employee well-being.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BetterUp: Digital-first leadership and executive coaching platform combining 1:1 coaching with assessments and AI-driven personalization. Closest scale competitor to Winning Ways in the enterprise leadership development category, though it operates a tech-mediated model rather than Winning Ways' boutique in-person approach.
• Center for Creative Leadership (CCL): Established research-backed provider of executive coaching, leadership development programs, and 360° assessments serving Fortune 500 clients. Highly comparable to Winning Ways' enterprise-focused leadership development model, with deeper programmatic and research resources.
• CoachHub: Global digital coaching platform offering 1:1 executive and leadership coaching to enterprises. Competes with Winning Ways for enterprise coaching budgets, differentiated by a tech-enabled marketplace model and broader geographic reach.
• FranklinCovey: Global leadership and execution training firm offering enterprise programs such as 'The 7 Habits of Highly Effective People' and leadership coaching. Comparable in targeting Fortune 500 leadership development budgets via proprietary, content-led methodologies similar to Winning Ways' LEP.
• DDI (Development Dimensions International): Specialist leadership and selection assessment provider serving large enterprises, with strong overlap in validated leadership assessment tools and manager development programs. Directly comparable methodology and customer base to Winning Ways' assessment-led approach.
• Marshall Goldsmith Partners: Executive coaching firm specializing in C-suite leadership development with a behavior-change methodology. Directly comparable in serving high-performing individual executives with structured coaching engagements and proprietary frameworks.

Broad incumbents

• Heidrick & Struggles: Global executive search and leadership advisory firm with a leadership coaching and assessment practice. Comparable enterprise client base and executive-level service, though positioned primarily as a search firm with adjacent coaching offerings.
• Korn Ferry: Global organizational consulting firm with a substantial leadership development, executive coaching, and talent management practice. Overlaps with Winning Ways' enterprise leadership offering but as part of a much broader portfolio spanning search, consulting, and RPO.
• Gallup: Research and consulting firm best known for CliftonStrengths assessment and enterprise leadership/engagement programs. Overlaps with Winning Ways in leadership assessment and executive development, operating at much larger scale across the same Fortune 500 segment.

Regional players

• BTS: Strategy-aligned leadership and sales performance consulting firm with strong enterprise practice and global delivery. Comparable in serving large organizations with leadership and capability development, though BTS is a larger, publicly listed international firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@winningwaysinc
• LinkedInlinkedin.com/company/winning-ways

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Winning Ways