Gordon Training International

What Gordon Training International does

Gordon Training International (GTI) is a privately held human relations training organization founded in 1962 by clinical psychologist Dr. Thomas Gordon and headquartered in Solana Beach, California. The company delivers a portfolio of workshop-based programs — P.E.T. (Parent Effectiveness Training), L.E.T. (Leader Effectiveness Training), T.E.T. (Teacher Effectiveness Training), Y.E.T. (Youth Effectiveness Training), and Be Your Best — all built on the proprietary Gordon Model methodology, which integrates Active Listening, I-Messages, the Behavior Window ('Your Relationship GPS'), and Method III Conflict Resolution. The methodology is delivered through scheduled online and in-person workshops, on-site corporate engagements, and trainer/facilitator certification programs.

GTI monetizes through four primary streams: registration fees for workshops, professional services revenue from trainer/facilitator certification, on-site Master Trainer engagements, and book sales across print and digital channels (Amazon, Barnes & Noble, Kindle, iTunes, Google Play). The company also earns implicit goodwill through its brand association with Dr. Gordon, a three-time Nobel Peace Prize nominee. Distribution is decentralized: GTI operates a small core team of approximately 34 employees but reaches end customers through a global network of independent certified instructors and authorized international representatives in over 40 countries. Current leadership is provided by President and CEO Linda Adams, author of the Be Your Best program. The company has remained privately and family-held throughout its 60+ year history with no disclosed institutional investment, M&A activity, or external funding events.

Name

Gordon Training International

Legal name

Gordon Training International

Website

https://gordontraining.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Gordon Training International is a privately held human relations training organization founded in 1962 that delivers the Gordon Model methodology through workshops (P.E.T., L.E.T., T.E.T., Y.E.T., Be Your Best), trainer certification, and books to parents, leaders, teachers, youth, and individuals across 40+ countries.

Ownership category

akta.pro rank

Product category

Professional Training Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industry

Train-the-Trainer & Instructor Enablement Services (BPAEANAL)

Keywords

• Parent effectiveness training
• Leadership communication training
• Conflict resolution workshops
• Human relations training
• Teacher effectiveness training

Headquarters

HQ city

Solana Beach

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, Others

Revenue model

1. Workshop Fees: GTI generates revenue through registration fees for workshops (P.E.T., L.E.T., Be Your Best) offered both online and in-person. Participants pay to attend scheduled workshops.
2. Trainer/Facilitator Certification: Revenue from certification programs for individuals who want to become certified P.E.T. Instructors or L.E.T. Facilitators. The process includes workshop attendance, training, and evaluation.
3. Book Sales: Sales of books authored by Dr. Thomas Gordon and Linda Adams including L.E.T. book ($24.95 hardcover), P.E.T. book ($15 softcover 2019 edition), T.E.T. book ($15 softcover), Be Your Best book (2021), Teaching Children Self Discipline ($9.95 Kindle), and autobiography PDF ($5.95). Available through Amazon, Barnes & Noble, iTunes, Google Play, and Kindle.
4. On-site Workshop Services: GTI sends Master Trainers to companies or sites for customized workshops, generating additional revenue for specialized in-person training.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Gordon Training International delivers effectiveness training workshops and instructor certification programs built on the proprietary Gordon Model methodology, a system for communication and conflict resolution skills. The company sells branded workshop programs (P.E.T., L.E.T., T.E.T., Y.E.T., Be Your Best) to parents, leaders/managers, teachers, youth, and individuals through online and in-person sessions, supplemented by book sales and on-site corporate workshops.

Product overview

Gordon Training International offers a portfolio of effectiveness training programs based on the Gordon Model methodology. The core offerings include P.E.T. (Parent Effectiveness Training) for parents, L.E.T. (Leader Effectiveness Training) for workplace leaders, T.E.T. (Teacher Effectiveness Training) for educators, Y.E.T. (Youth Effectiveness Training) for teens, and Be Your Best for personal development. All programs teach the same underlying Gordon Model skills (Active Listening, I-Messages, Method III Conflict Resolution) adapted for different audiences. The company also publishes books documenting these methodologies. Programs are delivered through workshops (online and in-person) and instructor/trainer certification programs.

Differentiator

Problem solved

Functional benefit

Brands

• P.E.T. (Parent Effectiveness Training): Parent training program teaching communication skills and conflict resolution methods for parents to communicate more effectively with children and resolve family conflicts.
• L.E.T. (Leader Effectiveness Training)
• T.E.T. (Teacher Effectiveness Training)
• Y.E.T. (Youth Effectiveness Training)
• Be Your Best

Products and services

• Parent Effectiveness Training (P.E.T.) A workshop-based parenting program that teaches Gordon Model communication skills and conflict resolution methods to help parents build effective relationships with their children. Delivered online and in-person.
• Leader Effectiveness Training (L.E.T.) A workplace program providing leaders, managers, and supervisors with communication and conflict resolution skills to reduce people problems and develop productive team relationships. Used by Fortune 500 companies.
• Teacher Effectiveness Training (T.E.T.) A program for educators providing Gordon Model communication and conflict resolution skills to improve teacher-student relationships and maximize teaching-learning time in classroom settings.
• Youth Effectiveness Training (Y.E.T.) A program for teens ages 12-18 teaching Gordon Model skills for self-discovery, relationship building, and effective communication with parents, teachers, and peers.
• Be Your Best

Quantifiable outcome

• Turmoil and dissension in families can be the exception, not the rule when parents learn to substitute the Gordon Model methods for conflict resolution

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

22 partnerships are on record, tiered core.

• Effectiveness Training Institute of Australia Ltd (ETIA, Ltd.)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., T.E.T., Y.E.T., B.Y.B., and L.E.T. programs in Australia. Contact: Kathryn Tonges, Master Trainer. Website: www.etia.org
• Gordon Training AustriacoreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T. and B.Y.B. programs in Austria. Contact: Monika Sturmair. Address: Pichlerweg 4, A-8061 Pasching. Website: www.gordon.at
• Gordon Group Bulgaria 2017 LTDcoreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., T.E.T., Y.E.T., L.E.T., and B.Y.B. programs in Bulgaria. Contact: Darina Georgieva. Address: 22 Konstantin Fotinov str., Burgas. Website: www.gordonbulgaria.com
• Gordon Training EgyptcoreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., B.Y.B., T.E.T., Y.E.T., and L.E.T. programs in Egypt. Contact: Dr. Azza Abul-Fadl, Ms. Ayah Sarhan, Ms. Iman Sarhan. Address: 26B, El Gezira Al Wosta, Zamalek, Cairo. Website: www.gordontrainingegypt.com
• Gordon Crossings (France)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering B.Y.B., P.E.T., T.E.T., L.E.T., and Y.E.T. programs in France. Contact: Nathalie Reinhardt - Paul Herlaut. Address: 55 rue Lauriston, Paris 75116. Website: www.gordon-crossings.com
• KiPeK (Germany)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering Be Your Best and P.E.T. programs in Germany. Contact: Lydia Klassen. Address: Auf der Strotheide 50, 32051 Herford. Website: www.gordon-kommunikationstraining.de
• Gordon Hellas (Greece)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering L.E.T., P.E.T., Y.E.T., T.E.T., and B.Y.B. programs in Greece. Contact: Alexandros Papagos. Address: Frangoklisias 9, Marousi 151-25, Athens. Website: www.gordonhellas.gr
• Gordon Parenting (Hong Kong & Macau)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T. and B.Y.B. programs in Hong Kong and Macau. Contact: Odette Umali. Address: 5/F Champion Tower, 3 Garden Road, Hong Kong. Website: www.gordonparenting.com
• Gordon Kiado Magyarorszag Kft. (Hungary)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., T.E.T., Y.E.T., and B.Y.B. programs in Hungary. Contact: Eva Kiss. Address: Petofi u 8., Balatonendred, H-8613. Website: www.gordontrening.hu
• JIPET (Japan)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering B.Y.B., P.E.T., T.E.T., and Y.E.T. programs in Japan. Contact: Mikio Takagi. Address: 8F 2-13-14 Ebisu Nishi, Shibuya, Tokyo, 150-0021. Website: www.oyagyo.or.jp
• NET – Stichting Ned. Effectiviteits Trainingen (Netherlands)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering B.Y.B., P.E.T., T.E.T., Y.E.T., and L.E.T. programs in the Netherlands. Contact: Saskia Henderson, President. Address: In de Korenmolen 29, 1115 GN Duivendrecht. Website: www.gordontraining.nl and www.gordoncommunicatie.nl
• Heidi Malan (South Africa)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering B.Y.B., P.E.T., Y.E.T., T.E.T., and L.E.T. programs in South Africa. Address: 109 Brooks Street, Brooklyn, Pretoria, 0181. Website: www.parents.co.za
• GTI KoreacoreChannel Partner/ Reseller/ DistributorAuthorized representative delivering T.E.T., Y.E.T., B.Y.B., and L.E.T. programs in South Korea. Contact: Do-Young Lee. Address: A1303 Daesung D-polis, 543-1 Gasan-dong, Geumcheon-gu, Seoul. Website: www.gtikorea.co.kr or www.tet.or.kr
• p-o-s & partner ag (Switzerland)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering Be Your Best program in German-speaking Switzerland. Contact: Beatrice Hirsiger. Address: Erlenstrasse 23, 8810 Horgen. Website: www.p-o-s.ch
• FAROS Education (Vietnam)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering Y.E.T., T.E.T., P.E.T., B.Y.B., and L.E.T. programs in Vietnam. Contact: Nguyen Thuy Uyen Phuong. Address: 329/5-7 Nguyen Trong Tuyen St., Phu Nhuan District, Ho Chi Minh City. Website: www.faros.edu.vn
• Chengdu Zhichang Ed. Consult. Co. Ltd. (China)coreChannel Partner/ Reseller/ DistributorAuthorized representative for Chongqing, Guizhou, Sichuan and Yunnan. Delivering P.E.T., T.E.T. (Sichuan, Shaanxi, Chongqing), and Y.E.T. (Sichuan) programs. Contact: Mabel Zhang. Address: 302, Zhengcheng Square, Wuhou District, Chengdu, Sichuan 610041
• Horigo (Beijing) Educational Consulting Co., Ltd. (China)coreChannel Partner/ Reseller/ DistributorAuthorized representative for Beijing, Hebei, Tianjin and Shandong. Delivering P.E.T. and T.E.T. (Beijing), Y.E.T. (Beijing) programs. Contact: Guo Yan. Address: Room 207, 2nd floor, Longbao Building, No.36 Maizidian Street, Chaoyang District, Beijing
• Shenzhen Daoji Culture Communication Co., Ltd. (China)coreChannel Partner/ Reseller/ DistributorAuthorized representative for Guangdong, Guangxi, Fujian, Hunan and Hubei. Delivering P.E.T., T.E.T. (Fujian), and Y.E.T. (Guangdong) programs. Contact: Michelle Zheng. Address: BD04, 3/F T2 Building, Alibaba, Keyuan Road, Nanshan District, Shenzhen, 518000
• Hangzhou Singing Education Technology Co., Ltd. (China)coreChannel Partner/ Reseller/ DistributorAuthorized representative for Anhui, Henan, Jiangsu, Jiangxi, Shanghai and Zhejiang. Delivering P.E.T., Y.E.T., L.E.T. (Shanghai, Zhejiang and Jiangsu), and T.E.T. programs. Contact: Vivila Huang. Address: Room 1102, No.81, Lane 1111 Donglan Road, Minhang District, Shanghai 201101
• Gordonin toimivat ihmissuhteet (Finland)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., T.E.T., and Y.E.T. programs in Finland. Contact: Markus Talvio. Address: Koulutussuunnittelija, Liisankatu 27A 5, 00170, Helsinki. Website: www.nuortenkeskus.fi
• Instituto dell'Approccio Centrato sulla Persona (I.A.C.P.) (Italy)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering T.E.T., P.E.T., Y.E.T., and L.E.T. programs in Italy. Contact: Alberto Zucconi. Address: Piazza Vittorio Emanuele II, 99, Roma, 00185. Website: www.iacp.it
• Centre d'Education Permanente des Adultes (Madagascar)coreChannel Partner/ Reseller/ DistributorAuthorized representative delivering P.E.T., T.E.T., L.E.T., and Y.E.T. programs in Madagascar. Contact: Nadya R.H. Rakotonirina. Address: Lot IVT, 15 Tsaramasay, Antananarivo, 101

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Dale Carnegie Training: Long-established leadership and interpersonal skills training franchise with global delivery; broader portfolio of courses but overlapping on the communication/conflict resolution L&D category.
• Blanchard Training: Established leadership and management training company offering workshop-based programs to enterprises; comparable in delivery mechanism and target buyer to GTI's L.E.T.
• Center for Creative Leadership: Research-driven leadership development organization offering manager and executive programs; partially overlapping with GTI's L.E.T. and Be Your Best offerings for organizational buyers.
• FranklinCovey: Large enterprise leadership and effectiveness training provider selling into Fortune 500 L&D budgets; overlaps with GTI's L.E.T. on leadership/communication competencies.

Direct peers

• Positive Discipline Association: Nonprofit promoting democratic, non-punitive parenting and classroom methods; overlaps closely with Gordon Model skills (Active Listening, I-Messages) and competes for the same parent/educator audience.
• Conscious Discipline: Provider of relationship-based teacher and parenting training programs teaching conflict resolution and self-regulation; directly comparable to GTI's P.E.T. and T.E.T. offerings.
• VitalSmarts (Crucial Conversations): An established corporate training company focused on communication skills and conflict resolution; directly competes with GTI's L.E.T. offering for the same manager/leader buyer with comparable workshop-based delivery.

Emerging players

• BetterUp: Digital-first leadership coaching and development platform serving enterprise customers; represents the modern, scaled alternative to traditional workshop-based leadership effectiveness training.
• Mind Tools: Online library of leadership, management, and communication skills resources with subscription model; competes for the same manager/corporate L&D wallet as GTI's L.E.T.
• How to Talk So Kids Will Listen / Mosswood Connections: A long-running parenting communication program by Adele Faber; directly comparable to GTI's P.E.T. for the parent-effectiveness training category with similar workshop plus book distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gordontraining
• YouTubeyoutube.com/user/gordontrainingint
• Facebookfacebook.com/112865138723880
• LinkedInlinkedin.com/company/gordon-training-international
• Pinterestpinterest.com/gordontrng

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Gordon Training International