Maxima Training & Development

What Maxima Training & Development does

Maxima Training & Development is a UK-based, founder-led training and development firm founded in 1995 by Martin Pepper and headquartered in Southwater, West Sussex. The company designs and delivers bespoke corporate training programmes, an open-enrollment training academy, virtual/blended learning, and one-to-one coaching, with primary focus areas in sales effectiveness, leadership development, and team effectiveness. Approximately 90% of revenue is generated from bespoke corporate engagements, with the remaining portion coming from scheduled open programmes, individual Insights Discovery profile sales, and coaching services. Pricing for open programmes ranges from £99–£895 per participant, while bespoke engagements are priced on request after a no-cost client briefing.

The firm's core technology is the licensed Insights Discovery psychometric profiling system — a personality preference assessment based on Carl Jung's psychology, using a four-colour model (Fiery Red, Sunshine Yellow, Earth Green, Cool Blue) administered through a 25-question online evaluator that produces personalised 20–40 page profiles. Maxima is an Insights Discovery Accredited Practitioner and has built proprietary programme chapters (Foundation, Management, Personal Achievement, Effective Selling, Interview, Transformational Leadership) and a 360-degree Full Circle feedback tool around this licensed methodology. The product portfolio includes MAX Bespoke Training, MAX Open Training Academy, MAX Virtual Academy, MAX Coaching, and specialised modules such as the Rainbow City Team Challenge business simulation.

Maxima operates a sales-led, relationship-based go-to-market model with 95% of business since 1995 sourced from personal recommendation. The company serves enterprise clients across eight verticals — with hospitality as the primary segment — and has worked with 1,000+ companies and 50,000+ individuals across 30+ countries on four continents. Named clients include Elior UK, Exclusive Hotels and Venues, Accenture, and Interstate Hotels and Resorts. The firm has five employees, no external funding, no subsidiaries, and no public listing; ownership remains with the Pepper family.

Name

Maxima Training & Development

Legal name

Maxima Training & Development Ltd.

Website

https://maximatraining.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Corporate Training & Development Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Learning & Development (L&D) & Training Management (EDABAIAC)

akta.pro secondary industries

Workplace Culture, Engagement & Wellbeing Training (EDABAIAG), Marketing, Branding & Sales Skills (EDAMAHAG), Corporate Learning & Training Content Development (EDAGAKAC)

Keywords

• Corporate training services
• Leadership development programmes
• Sales training workshops
• Team effectiveness training
• Executive coaching services

Headquarters

HQ city

Horsham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Open Training Programmes: Public courses available for individual or small group enrollment. Includes leadership, sales, team effectiveness, and Insights Discovery programmes. Delivered face-to-face or via Zoom/virtual sessions. Participants pay per programme.
2. Bespoke Corporate Training: Custom training programmes designed for specific client organisations. Represents approximately 90% of company revenue. Proposals are created based on client briefings at no cost. Pricing is tailored to scope and duration of engagement.
3. Insights Discovery Profiles: Sale of individual Insights Discovery personality profiles. Personal Discovery Profile and Online Training Module priced at £142 (with special offer at £99). Flexible pricing per profile based on chapters required. Additional profiles require separate purchase.
4. Blended Learning Programmes: Comprehensive programmes combining personal coaching, virtual group training via Zoom, and interactive online modules. The MAX New Business Development Skills programme includes 10 hours of training over 4 weeks at £275-325 per person.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Maxima Training & Development delivers bespoke and open corporate training, virtual programmes, and coaching focused on sales effectiveness, leadership, team effectiveness, business development, negotiation, and personal productivity. The firm is a licensed Insights Discovery Accredited Practitioner, integrating Carl Jung-based four-colour psychometric profiling into its training methodology. Bespoke in-house programmes account for roughly 90% of revenue, complemented by scheduled public courses and one-to-one or team coaching.

Product overview

Maxima Training & Development is a transformational people development company offering a portfolio of training and development solutions. The core offerings consist of MAX Bespoke Training (custom programmes tailored to specific client needs), the MAX Open Training Academy (face-to-face programmes), and MAX Virtual Academy (online training). These are complemented by MAX Coaching services and Insights Discovery, a psychometric personality profiling tool based on Carl Jung's psychology using a four-colour energy model (Fiery Red, Sunshine Yellow, Earth Green, Cool Blue). The product portfolio includes specific training modules such as Max Effective Leadership & Management Skills, MAX New Business Development Skills, Sales Conversion programmes (Meetings & Events Enquiries, Show Rounds), Sales Negotiation Skills, Supercharged Selling, and Time Management & Productivity Skills. Insights Discovery add-on modules include Transformational Leadership Profiles, Full Circle Profiles (360-degree feedback), Discovery Profiles with multiple chapters, and team programmes like MAX Team Effectiveness and the Rainbow City Team Challenge. The company also offers Maximise Sales Performance With Insight Discovery, a combined programme integrating Insights Discovery with sales effectiveness training.

Differentiator

Problem solved

Functional benefit

Products and services

• MAX Bespoke Training Custom-designed training programmes covering leadership, teamwork, sales, customer service, and communication, tailored to a specific client organisation after a free briefing and proposal.
• MAX Open Training Academy Face-to-face open enrolment programmes for individuals or small groups covering leadership, sales, team effectiveness, business development, and productivity.
• MAX Virtual Academy Online and virtual training programmes for individuals or groups, combining self-paced and instructor-led learning experiences delivered remotely.
• MAX Coaching Individual and team coaching covering mindset, productivity, leadership, sales, communication, and presentation skills, delivered as a paid standalone service.
• Insights Discovery Profiling Service Psychometric personality profiling using a four-colour model (Fiery Red, Sunshine Yellow, Earth Green, Cool Blue), delivered as a licensed Accredited Practitioner service that produces personalised 20-40 page profiles from a 25-question online evaluator.
• MAX Effective Leadership & Management Skills Two-day blended development programme enabling managers to use key leadership and management skills, principles, and processes to maximise individual and team performance; includes Insights Discovery profile and MAX Guide workbook.
• Supercharged Selling Dynamic one-day workshop for hospitality sales professionals covering smarter selling, faster influencing, AI integration in sales, personal branding, and strategic relationship building; includes MAX Guide workbook and 12 months' access to MAX Online Academy.
• Sales Negotiation Skills Open programme developing collaborative negotiation skills to help participants secure better outcomes using key negotiation and influencing principles, including the law of scarcity.
• Sales Conversion from Meeting & Events Enquiries Programme focused on developing the processes and skills required to convert meeting and events enquiries into confirmed sales using the MAX ONE-STOP sales process, targeted at hospitality and venue sales teams.
• Sales Conversion from Show Rounds Programme developing the skills and processes to maximise profitable sales conversion from venue show rounds, covering preparation, welcome, conducting the tour, and follow-up.
• MAX New Business Development Skills (2021) Dynamic blended programme focused on finding and converting new business in the post-COVID-19 environment, covering lead generation, research, influencing strategies, and appointment techniques; 10 hours of training over 4 weeks including personal coaching.
• Time Management & Productivity Skills

Quantifiable outcome

• 95% of business since 1995 has come from personal recommendation
• +3 more outcomes

Named customers4 records

Segments10 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

One partnership is on record.

• Insights DiscoverycoreStrategic or Co-development Partner · 1 January 1995Maxima Training & Development are Insights Discovery Accredited Practitioners. They are licensed to administer Insights Discovery personality profiles, a psychometric assessment based on Carl Jung's psychology. Maxima incorporates Insights Discovery into all their major programmes including sales effectiveness, leadership development, and team building. Insights Discovery profiles are a core differentiator in their training methodology.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Insights Discovery: Global provider of the Insights Discovery psychometric system that Maxima is licensed to administer. Closely comparable methodology (Jungian four-colour model) and overlapping customer base in leadership, sales, and team development, making it the most direct methodological peer.
• The Ken Blanchard Companies: Specialist leadership development and management training firm built around proprietary content (e.g., Situational Leadership). Comparable in offering leadership programmes with diagnostics, action learning, and coaching to managers and frontline leaders, similar to Maxima's Transformational Leadership suite.
• BTS: Strategy-aligned leadership, sales, and business acumen development firm using business simulations and bespoke programmes. Closely mirrors Maxima's bespoke + simulation (Rainbow City) model and competes for enterprise L&D and leadership-development budgets globally.
• Sandler Training: Global sales training franchise focused on consultative selling, sales management, and leadership development. Directly comparable to Maxima's sales-effectiveness and negotiation modules in target customer (SMB and mid-market sales teams) and instructor-led delivery model.

Broad incumbents

• DDI (Development Dimensions International): Global leadership development firm offering leadership programmes, assessments, and simulation-based learning. Comparable to Maxima's leadership, team effectiveness, and 360-feedback offerings and competes for the same mid-market and enterprise HR/L&D buyers.
• FranklinCovey: Provider of leadership, sales performance, and execution training programmes (e.g., The 7 Habits, Helping Clients Succeed). Overlaps directly with Maxima's leadership and sales offerings and is a typical alternative considered by the same enterprise L&D buyers.
• Dale Carnegie Training: Long-established global corporate training franchise offering leadership, sales, communication, and presentation programmes. Comparable because it competes for the same enterprise L&D budget with a similar instructor-led, in-person delivery model, but at vastly broader global scale.
• AchieveGlobal (now part of BTS): Provider of sales, service, and leadership training with a strong global footprint. Comparable target customer base and product mix (sales effectiveness, leadership, customer service), making it a typical alternative considered by Maxima's enterprise buyers.

Regional players

• People 1st (UK Hospitality Workforce Development): UK-sector specialist in hospitality workforce development, training, and standards. Highly comparable to Maxima's hospitality vertical focus, serving the same UK hotels, venues, and catering buyers with leadership, service, and team-effectiveness content.

Others

• The Institute of Sales Management (ISM): UK-based professional membership body for sales, of which Martin Pepper is a Fellow. Functions as a peer and ecosystem partner for sales training and accreditation standards in the UK market, sharing buyer overlap in sales leadership and development programmes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maxima-training-&-development

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 Maxima Training & Development