Flow Genome Project

What Flow Genome Project does

Flow Genome Project (FGP) is a privately held peak performance training organization founded by Jamie Wheal that builds and delivers evidence-based methodologies for accessing flow states and optimal psychology. Its core technology centers on the proprietary Flow Profile assessment, which has been completed by over 100,000 respondents and is described as the largest citizen science dataset in optimal psychology, alongside a broader Flow Genome Framework integrating ecstasis, catharsis, and communitas concepts with stage development research. The product portfolio spans diagnostic quizzes (Flow Profile, Dopamine Profile), 6-week digital courses (The Power of Story, Future Proof), premium in-person wilderness expeditions (Flow Canyons), a multi-month Flow Coaching and Leadership Certification program, 1:1 executive advisory with the founder, and custom corporate training delivered by a dedicated Corporate Solutions Team. Pricing is positioned at the premium end, with leadership courses starting around $5,000 and in-person expeditions reaching the $15,000 range.

FGP monetizes through a hybrid model combining subscription-style recurring digital course revenue, one-time payments for premium expeditions, professional services revenue from coaching certification and 1:1 advisory, and custom multi-year corporate contracts. Go-to-market is community-led and founder-driven: a content engine (Homegrown Humans podcast, YouTube, newsletter, TED talks, and major press coverage) builds top-of-funnel awareness, which is then converted through application-based cohort enrollment designed to preserve cohort quality. The company serves senior executives and Fortune 500 leaders, professional athletes and sports organizations, military and special operations units, thought leaders and authors, and high-net-worth individuals across nine countries spanning North America, Europe, Asia Pacific, and the Middle East. FGP operates with a small core team (1-10) from a Rocky Mountains base, remains bootstrapped with no disclosed institutional funding, and runs primarily through application-based digital and in-person programs.

Name

Flow Genome Project

Legal name

Flow Genome Project

Website

https://flowgenomeproject.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Flow Genome Project is a privately held peak performance training organization founded by Jamie Wheal that delivers evidence-based flow state coaching, digital courses, wilderness expeditions, and corporate leadership programs to senior executives, athletes, military units, and thought leaders globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Courses: Online training programs including The Power of Story (strategic narrative for speakers, leaders, and writers) and Future Proof (navigating rapid change). Delivered via weekly live Zoom sessions with course materials and community access.
2. In-Person Expeditions and Training: Premium wilderness-based leadership programs including Flow Canyons (6-day canyon expedition in Utah) and Flow & Snow (backcountry skiing adventure training). Limited to 15 participants per cohort, application-based admission.
3. Coaching and Leadership Certification: Multi-month certification program training individuals to become certified Flow coaches and guides. Includes in-person intensives and online community.
4. 1:1 Executive Advisory: Personalized coaching and advisory services with Jamie Wheal for senior executives and leaders.
5. Corporate Solutions: Custom training programs for organizational teams and leadership groups, delivered through principals Rocky Progano and Kostja Mirkovic.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Flow Genome Project is a peak performance training organization that sells digital courses (The Power of Story, Future Proof), in-person wilderness leadership expeditions (Flow Canyons, Flow & Snow), coaching and leadership certification programs, and 1:1 executive advisory services. Its proprietary Flow Profile diagnostic assessment categorizes individuals into flow types (Deep Thinker, Hard Charger, Flow Goer, Crowd Pleaser) and underpins the curriculum that combines neuroscience, neuroanthropology, and experiential leadership training.

Product overview

Flow Genome Project is a peak performance training organization offering a portfolio of products centered on flow states, leadership development, and human optimization. The core offerings include diagnostic tools (Flow Profile, Dopamine Profile), digital courses (The Power of Story, Future Proof), in-person wilderness training (Flow Canyons), individual coaching services, and a certification program. The products work together to help individuals and leaders achieve peak performance states through a combination of neuroscience-based assessments, storytelling frameworks, leadership training, and experiential learning in challenging environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Flow Profile Assessment

Quantifiable outcome

• Flow Profile assessment completed by over 100,000 respondents, establishing largest database in optimal psychology
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered advisory.

• David EaglemanadvisoryOthersNeuroscientist and New York Times bestselling author serving as advisor. Specializes in extending sense perception via wearable technologies and neuroscience research.
• Jason SilvaadvisoryOthersTelevision personality, filmmaker, and philosopher. Close collaborator on ecstatic culture and philosophical insights. Inspires existential thinking about awe, beauty, and life.
• Jimmy ChinadvisoryOthersNational Geographic photographer and filmmaker. Shares insights on action-adventure sports and cinematic art. Exemplifies integrated athlete/artist pushing physical and creative boundaries.
• Michael GervaisadvisoryOthersHigh performance psychologist. Has coached the Seattle Seahawks to become one of the most dominant professional sports teams. Balances head and heart in performance optimization.
• Rich DivineyadvisoryOthersRetired US Navy Commander. Leadership consultant specializing in group flow and real-world leadership. Trained and led top-performing teams in extreme conditions.
• Ned HallowelladvisoryOthersHarvard Medical School psychiatrist and New York Times bestselling author. Giant in neuro-psychology with insights into flow states and attention. Redefined what is 'neurotypical'.
• Pilar GerasimoadvisoryOthersFounder of Experience Life Magazine and author of The Healthy Deviant. Pioneer in progressive health, nutrition, and post-industrial food and wellness advocacy.
• Susi MaiadvisoryOthersProfessional kiteboarder and ocean activist. Blends athletic excellence with environmental activism. Dedicated to preserving wild places and forging friendships through ocean exploration.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Strategic Coach: Premium coaching organization for entrepreneurs and senior executives with multi-cohort workshop formats and recurring engagement. Comparable in premium pricing tier, executive target segment, and workshop-driven delivery.
• Onnit: Aubrey Marcus-founded total human optimization brand combining supplements, fitness, and performance content with a strong media presence. Highly comparable founder-driven peak-performance positioning (Aubrey Marcus is even an FGP public endorser).
• Mind Gym: B2B performance training company delivering evidence-based behavioral change programs to Fortune 500 clients. Directly comparable in corporate training delivery and enterprise sales motion.
• High Performance Institute: Coaching and training organization built around Brendon Burchard's personal brand, offering courses, certifications, and live events on high-performance habits. Closely comparable founder-led, premium, multi-product model.
• Wim Hof Method: Founder-led training brand built around a single methodology for breath, cold exposure, and performance. Comparable in celebrity-founder positioning, premium digital courses, and experiential in-person offerings.
• Mindvalley: Online personal transformation platform offering premium courses on peak performance, mindfulness, and human potential with a similar founder-led, content-driven model and global community. Closest comparable in product format and target audience.

Broad incumbents

• BetterUp: Enterprise coaching and mental fitness platform serving Fortune 500 clients at scale. Comparable in corporate performance coaching value proposition but operates at much broader scale with institutional capital.
• LinkedIn Learning: Mass-market professional development video library owned by Microsoft. Comparable in the corporate training category but occupies the opposite end of the market (broad, low-priced, B2B).
• MasterClass: Premium subscription platform featuring celebrity-led courses across performance, creativity, and leadership. Comparable in premium content positioning and digital course economics, though broader in topic scope.

Emerging players

• IDEO U: Design-led online learning platform offering premium courses in creative leadership and innovation for working professionals. Comparable in design-conscious course format and premium B2C/B2B positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/flowgenome
• YouTubeyoutube.com/c/flowgenomeprojecttv?sub_confirmation=1
• Facebookfacebook.com/Flowgenome
• Instagraminstagram.com/flowgenome
• LinkedInlinkedin.com/company/flow-genome-project

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 Flow Genome Project