Alasdair Cant & Associates

What Alasdair Cant & Associates does

Alasdair Cant & Associates Limited is a UK-based private professional services firm registered in England and Wales (Company No. 05398687), founded in 2005 and headquartered in Cambridge, Cambridgeshire, with 5 employees. The firm specializes in motivational interviewing and behaviour change training, delivering services to organisations, teams, and individual professionals seeking development in these disciplines.

The firm's core product portfolio comprises five offerings: interactive training courses, one-on-one coaching, an accredited Applied Motivational Interviewing self-paced programme, expert facilitation services for team optimization, and a newly introduced Introduction to Behaviour Change course. The underlying 'technology' is the firm's domain expertise in motivational interviewing methodology rather than a software platform; no proprietary software, patents, or technology integrations are disclosed. Distribution is direct-to-client via the company's website (acatraining.co.uk), supplemented by a newsletter and a resource section containing slides and video content for course attendees.

The business model is predominantly professional services revenue from training courses and coaching engagements, with a recurring-style component from the accredited self-paced programme. Pricing is not publicly disclosed. The go-to-market is sales-led and direct, with geographic scope appearing to be domestic UK. The firm is independently owned, with no parent company, institutional investors, or venture capital backing disclosed in the source material.

Name

Alasdair Cant & Associates

Legal name

Alasdair Cant & Associates Limited

Website

https://cambridgetraining.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Alasdair Cant & Associates is a UK-based, 5-employee professional services firm delivering motivational interviewing training, coaching, and team facilitation to organisations, teams, and individual professionals seeking behaviour change and professional development.

Ownership category

akta.pro rank

Product category

Professional Training and Coaching Services

NAICS

Professional and Management Development Training (611430), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

akta.pro secondary industry

Career Coaching, Mentoring & Placement Support Services (EDAAAKAO)

Keywords

• Motivational interviewing training
• Behaviour change coaching
• Professional development courses
• Team facilitation services
• Accredited training programmes

Headquarters

HQ city

Not specified

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

Revenue model

1. Training Courses: Revenue generated from interactive training courses delivered to teams and organizations seeking to develop new techniques and knowledge. Courses include broad professional development offerings and accredited programmes for deepening skills in motivational interviewing.
2. Coaching Services: One-on-one coaching services enabling individuals to find motivation and make progress in career and personal life. Sold as individual engagements to professionals seeking personal development.
3. Accredited Training Programme: Self-paced accredited training programme enabling professionals to deepen knowledge and skills in their own time, likely delivered as a structured learning subscription.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Alasdair Cant & Associates delivers professional training and coaching services specializing in motivational interviewing and behaviour change. The portfolio comprises interactive team training courses, one-on-one coaching, an accredited self-paced Applied Motivational Interviewing programme, team facilitation services, and an introductory behaviour change course. Offerings are aimed at professionals and organisations seeking to develop behaviour change capabilities, team performance, and individual motivation.

Product overview

Alasdair Cant & Associates is a training and coaching services company offering a portfolio of complementary offerings. The core portfolio includes interactive training courses, one-on-one coaching services, an accredited training programme in Applied Motivational Interviewing, expert facilitation services for team optimization, and a new Introduction to Behaviour Change course. These offerings work together to support individual and organizational development through skills training, personal coaching, and team facilitation.

Differentiator

Problem solved

Functional benefit

Products and services

• Training Courses
• Coaching
• Applied Motivational Interviewing (Accredited Training Programme)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• MINT (Motivational Interviewing Network of Trainers): The international professional community for motivational interviewing trainers and practitioners. Directly comparable because it operates in the same MI methodology niche that Alasdair Cant & Associates' accredited programme and training courses are built around.
• Lane4: UK performance and team development consultancy offering workshops, coaching, and team facilitation. Closely matches Alasdair Cant & Associates' facilitation and coaching offerings for organisations seeking to improve team performance.
• Praesta: UK executive coaching and team coaching firm serving senior leaders and organisations. Comparable on the 1-1 coaching and team facilitation revenue streams that form part of Alasdair Cant & Associates' portfolio.
• Hemsley Fraser: UK-based corporate training and coaching provider selling blended learning, classroom courses, and 1-1 coaching to enterprise clients. Comparable on training-plus-coaching portfolio, UK footprint, and B2B sales-led GTM.
• The Performance Coach: UK-based coaching company focused on personal development and performance for individuals and teams. Comparable on coaching methodology, UK customer base, and B2C/B2B sales-led go-to-market approach.
• Behavioural Insights Team: UK-based applied behaviour change organisation delivering training, programmes, and advisory services to public and private-sector clients. Comparable on behaviour-change methodology, horizontal B2B training model, and UK-headquartered delivery.

Broad incumbents

• Mind Tools: Long-established online professional and management development content library used by enterprises for soft-skills training. Comparable as a broader incumbent in the same horizontal professional-development category, though delivered via self-serve content rather than live facilitation.
• Kineo: Global corporate learning solutions provider offering e-learning, content, and blended training programmes to enterprises. Comparable as a larger, broader incumbent in the corporate training market where Alasdair Cant & Associates' accredited programme and courses compete for L&D budgets.

Emerging players

• BetterUp: Global digital coaching platform pairing enterprises with coaches. Comparable as an emerging, technology-enabled competitor in the coaching services market where Alasdair Cant & Associates offers 1-1 coaching to individuals and teams.
• CoachHub: Enterprise coaching platform offering digital and 1-1 coaching programmes. Comparable as a tech-enabled coaching provider competing for the same organisational coaching budgets that Alasdair Cant & Associates targets with its coaching offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/alasdair-cant-associates

Revenue estimate

Valuation estimate

Number of profiles

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 Alasdair Cant & Associates