Plus Performance

What Plus Performance does

Plus Performance is a Danish performance training consultancy headquartered in Odense, founded in 2008 by Rasmus Jacobsen. The firm delivers mental strength and performance training to three distinct customer segments: professional athletes (notably top-tier Danish football and handball players, with several relationships dating to 2009–2012), business professionals, and private individuals. Its methodology is codified in a proprietary four-driver framework covering goal setting, focus, mental state, and identity perception, and is delivered through 1:1 coaching, team-based programs, and institutional engagements.

The core offering is human-delivered coaching rooted in the founder's certified hypnosis and mental training expertise (active since 1996). Originally the firm developed and commercialized Funktionel Hjernetræning (Functional Brain Training), which trained more than 3,000 individuals and certified 150 trainers; that product line was spun off into MindSocial ApS in summer 2018 to allow the core consultancy to refocus. The firm also partnered with God Proces and Lotte Møller (ex-Implement Consulting Group) to extend into corporate consulting.

Plus Performance generates revenue through professional services fees from individual athlete contracts, corporate team engagements, and private client programs. The company is privately held and founder-owned, with no external funding rounds disclosed. The firm previously expanded into the education vertical through Projekt UngHjerne (2016–2019), which placed its methodology in 15 youth institutions with DKK 10M from Nordea-fonden and DKK 1.5M from Syddansk Universitet; that program was grant-funded rather than core P&L. With 1–10 employees and a services-only model, the business is small and tightly held.

Name

Plus Performance

Legal name

Plus Performance

Website

https://plusperformance.dk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Plus Performance is a Danish performance training consultancy founded in 2008 by Rasmus Jacobsen, delivering mental strength coaching built on a proprietary four-driver framework to professional athletes, business professionals, and private individuals.

Ownership category

akta.pro rank

Product category

Performance Coaching Services

NAICS

Sports and Recreation Instruction (61162), Professional and Management Development Training (611430)

SIC

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

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

akta.pro secondary industry

Sales, Customer Service & Soft Skills Training (BPACANAD)

Keywords

• Mental performance training
• Sports psychology services
• Executive coaching
• Mental strength training
• Team performance training

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Individual Performance Training: One-on-one performance training sessions for professional athletes, business professionals, and private individuals. Sessions include conversations about goals and challenges, development of training programs, and ongoing support and sparring from a personal performance trainer.
2. Team-based Performance Training: Group dialog-based training to elevate team consciousness around challenges, goals, plans, focus areas, and internal culture. Tailored to organizations and sports teams.
3. Project UngHjerne Training Program: Training of teachers at youth education institutions to deliver mental strength training to students. Funded through Nordea-fonden (10 million DKK) and Syddansk Universitet (1.5 million DKK).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Plus Performance offers targeted mental performance training (Præstationstræning) for individuals and teams in Denmark. Built around four proprietary performance drivers—goal setting, focus maintenance, mental state management, and identity perception—the service is delivered as 1:1 training and team-based dialog training to professional athletes, business professionals, and private individuals seeking peak performance and mental strength.

Product overview

Plus Performance operates as a training services company offering two distinct programs. The core offering is Præstationstræning (Performance Training), which provides targeted mental strength training for individuals and teams in sports and business, built around four performance drivers. The second program, Funktionel Hjernetræning (Functional Brain Training), was originally developed in-house to train the mental foundation but was spun off as an independent venture to MindSocial ApS in summer 2018. The two programs are now offered through separate entities but maintain collaborative partnerships on various projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Præstationstræning (Performance Training) Mental strength training program for individuals and teams, addressing challenges, performance delivery, and ambitious goal achievement. Uses four performance drivers: goal setting, focus retention, mental state, and identity perception. Offered as individual (1:1) and team-based training for professional athletes, business professionals, and private individuals.

Quantifiable outcome

• Over 3,000 individuals trained in Funktionel Hjernetræning
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and major.

• MindSocial ApScoreStrategic or Co-development Partner · 1 June 2018In summer 2018, Plus Performance spun off the Funktionel Hjernetræning (Functional Brain Training) program to MindSocial ApS. The two companies continue as collaboration partners and work together on various projects where both focused effort training and mental foundation are utilized. MindSocial continues the development of Funktionel Hjernetræning independently while Plus Performance focuses on core performance training services.
• Tietgen HandelsgymnasiummajorStrategic or Co-development PartnerTietgen Handelsgymnasium is the initiator and project manager of Projekt UngHjerne, a large-scale project implementing Funktionel Hjernetræning at youth education institutions. Plus Performance trained 150 teachers from 15 participating institutions. The project ran from 2016-2019.
• God Proces (Lotte Møller)coreStrategic or Co-development PartnerLotte Møller is an experienced process consultant and owner of God Proces. She has over 20 years of experience in development, change, and leadership, previously holding HR leadership positions and partnership at Implement Consulting Group. She collaborates with Plus Performance to design and lead development processes in companies and organizations.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• CoachHub: Enterprise digital coaching marketplace connecting professionals with coaches for leadership and performance development. Competes for the same business-professional mental-performance budget that Plus Performance targets through its team-based training service, and represents the platform-based delivery model that Plus Performance lacks.
• MindSocial ApS: Spin-off entity that absorbed Plus Performance's Funktionel Hjernetræning program in 2018 and continues to develop and certify trainers. Closest direct peer because it commercializes the same mental-training methodology to overlapping athlete, corporate, and education buyers, only with a more productized delivery model.
• BetterUp: Digital coaching platform providing 1:1 mental performance, leadership, and resilience coaching to enterprise professionals. Highly comparable to Plus Performance's erhvervsfokus (business professional) offering, with similar methodology categories (focus, mental state, identity) but at vastly greater scale and via an app-mediated model.
• InnerGame (Tim Gallwey / Robert Niddam): Nordic-rooted sports psychology consultancy applying Inner Game principles (unblocking performance, self-awareness, focus) with elite athletes and corporate teams. Closely comparable niche, customer mix (elite athletes + executives), and mental-performance-only positioning to Plus Performance.

Broad incumbents

• EXOS: Large-scale athletic performance and wellness provider serving professional sports leagues, military, and corporate clients. Comparable in working with elite athletes and corporate performance buyers, but operating at vastly broader scale and including physical training, nutrition, and integrated human-performance offerings.
• IMG Academy: Premier U.S. sports performance and education institution developing elite athletes across multiple disciplines. Shares Plus Performance's elite-athlete training orientation and methodology-driven approach, but operates as a full-service boarding/training academy rather than a mental-performance specialist.

Others

• KaosPilots: Danish 'creative business school' that trains leaders and entrepreneurs in change-making, leadership, and organizational development — directly connected because Plus Performance's founder Rasmus Jacobsen is a KaosPilot alumnus and the firm carries forward similar leadership-development values into its corporate segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/plusperformance

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 Plus Performance