Max Potential

What Max Potential does

Max Potential is a privately held, founder-owned executive coaching and leadership development firm based in the Greater Toronto Area (Ontario, Canada), founded circa 2010 by Brian Brennan, a Chartered Professional Accountant (CPA, CA) and Certified Management Consultant (CMC) with over 30 years of business and financial experience. The firm delivers one-to-one CEO and executive coaching, peer advisory groups via TEC Canada (an affiliate of Vistage Worldwide), and corporate management and accountability training programs, with a stated specialty in change management.

The firm's service portfolio is anchored by several proprietary and licensed methodologies. Change OS™ is a branded change management program built on three pillars: Understand People (leadership identity and personality via Insights Discovery profiling), Embrace the Process (change journey tracking via the proprietary MAX Curve framework), and Envision the Future (roadmap creation). The firm also integrates Patrick Lencioni's Five Dysfunctions of a Team framework into its accountability and team-effectiveness workshops. Both Change OS™ and the related 'Change Reactivity Trap™' term are registered trademarks. Workshops and training programs are priced on a unit basis (e.g., Powerful Presentations at $249-$299 per seat; Grow Your Sales at $249.50-$275; the four-month Management & Accountability Training program at $2,499 per participant), while executive coaching engagements are custom-quoted.

Max Potential operates as a sales-led boutique consultancy with a regional go-to-market focus on the Greater Toronto Area and broader Ontario. Distribution is primarily through Brian Brennan's direct relationships, his 14-year tenure as a TEC Canada Chair facilitating multiple peer advisory groups (Advancing Leaders, KEY Executives, CEOs), public workshops, and private corporate training cohorts. Marketing relies on Brian Brennan's published columns in The Globe and Mail, a prior four-season run co-hosting Rogers TV's 'Business Fix' program (2014-2015), blog content, and word-of-mouth via the TEC/Vistage peer network. The company has approximately 5 employees, no disclosed funding, no parent company, and no institutional investors. In 2024, Brian Brennan received the Robert Nourse Award, TEC Canada's highest honour, recognizing his contributions to peer advisory leadership.

Name

Max Potential

Legal name

Max Potential

Website

https://maxpotential.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Max Potential is a Toronto-area executive coaching and leadership development firm founded by Brian Brennan (CPA, CA, CMC) in 2010, serving CEOs and senior business owners with one-to-one coaching, TEC Canada peer advisory groups, and proprietary change management training (Change OS™).

Ownership category

akta.pro rank

Product category

Executive Coaching and Leadership Development

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143), Professional, Scientific, and Technical Services (54)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

C-Suite & Senior Executive Coaching (EDABANAA)

akta.pro secondary industries

Leadership Transition & Onboarding Coaching (New Role, New Manager, Promotion) (EDABANAB), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)

Keywords

• Executive coaching services
• Leadership development programs
• Change management consulting
• Peer advisory groups
• Management training workshops

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. CEO/Executive Coaching: One-to-one personalized coaching for business leaders and executives, providing objective feedback, guidance, and support for decision-making and leadership development.
2. Management & Accountability Training Programs: Four-month comprehensive integrated training program delivered over 3-6 months covering personal effectiveness, team effectiveness, and leadership skills for driving change. Priced at $2,499 per participant.
3. Workshop Facilitation: Single and multi-session workshops on topics including Powerful Presentations ($249-$299), Grow Your Sales ($249.50-$275), and business transition planning.
4. TEC Canada Peer Advisory Groups: Brian Brennan serves as a TEC Canada Chair facilitating peer advisory boards for business leaders, with confidential peer advisory sessions, one-to-one coaching, expert speakers, and global networking.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Max Potential is a business coaching and executive coaching firm that delivers one-to-one executive coaching, structured management and accountability training programs, peer advisory groups through TEC Canada, and workshops on leadership, change management, presentations, and sales. Services are grounded in proprietary methodologies including Change OS™ and the MAX Curve, integrated with Insights Discovery personality profiling and the Lencioni team effectiveness framework.

Product overview

Max Potential is a coaching and consulting firm offering a portfolio of professional development services centered on executive coaching and organizational change management. The core offerings include Change OS™ (a structured change management methodology), CEO/Executive Coaching, Management & Accountability Training, TEC peer advisory groups, and Leading People Through Change programs. These services are delivered through workshops, one-on-one coaching sessions, and group programs, utilizing methodologies such as Insights Discovery personality profiling and the proprietary MAX Curve framework.

Differentiator

Problem solved

Functional benefit

Products and services

• Change OS™ Change OS™ is a dynamic program designed for forward-thinking leaders who need to succeed with change initiatives in their organization. It provides a comprehensive toolkit with strategic methodologies, insightful frameworks, and actionable steps built on three pillars: Understand People (leadership identity and personality), Embrace the Process (change journey tracking via MAX Curve), and Envision the Future (roadmap creation).
• CEO/Executive Coaching One-to-one personalized coaching for business leaders and executives, providing experience, insight, strategy, and accountability. Delivered by founder Brian Brennan, the coaching provides objective feedback, guidance, and support for decision-making and leadership development.
• Management & Accountability Training – Driving Change A four-month comprehensive integrated training program which includes video and in-person training based on real workplace scenarios and activities, focused on leadership development and driving change in the workplace. Priced at $2,499 per participant.
• TEC – The Executive Committee A peer advisory board for business leaders supported by one-to-one coaching, expert speakers, and global networking, affiliated with Vistage Worldwide and TEC Canada. Brian Brennan serves as a TEC Canada Chair facilitating groups for CEOs and senior executives in the Greater Toronto Area.
• Leading People Through Change A change leadership consulting and training offering that focuses on connecting with people based on personality style using Insights Discovery and coaching based on where people are in their change journey using the MAX Curve methodology.
• Management Accountability Development Customized workshops, programs, and coaching sessions integrating Insights solutions for leadership, Patrick Lencioni's team-building tools (The Five Dysfunctions of a Team), and you-curve change leadership methodologies to increase team accountability.
• Public Workshops (Powerful Presentations, Grow Your Sales) Single and multi-session educational workshops on topics including Powerful Presentations ($249-$299 per ticket) and Grow Your Sales, Grow Your Business ($249.50-$275 per ticket), held at venues in Toronto and Markham, Ontario.

Quantifiable outcome

• Revenue more than doubled during TEC Canada membership period
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and secondary.

• TEC CanadacoreStrategic or Co-development PartnerBrian Brennan serves as a TEC Canada Chair, facilitating peer advisory boards for business leaders in the Greater Toronto Area. TEC Canada is an affiliate of Vistage Worldwide, connecting over 45,000 leaders globally. Brian received TEC Canada's highest honour, the 2024 Robert Nourse Award.
• Vistage WorldwidecoreStrategic or Co-development PartnerTEC Canada is affiliated with Vistage Worldwide, the world's leading CEO organization. Brian Brennan was rigorously trained through Vistage's chair certification program.
• InsightssecondaryTechnology or IntegrationInsights is a global organization providing personal development tools including Insights Discovery personality profiling. Brian Brennan uses Insights Discovery in his coaching and training programs to help participants understand personality characteristics.
• Toastmasters InternationalsecondaryOthersBrian Brennan has been an active Toastmaster for over 17 years, achieving Distinguished Toastmaster status and receiving Toastmaster of the Year 9 times. He credits Toastmasters for helping develop his public speaking skills.
• Chartered Professional Accountants of Ontario (CPA Ontario)secondaryOthersBrian Brennan is a Chartered Professional Accountant (CPA, CA). CPA Ontario is the regulatory body and professional association for accountants in Ontario.
• Canadian Association of Management Consultants (CMC-Canada)secondaryOthersBrian Brennan holds the Certified Management Consultant (CMC) designation administered by CMC-Canada, which has over 2,000 members fostering excellence in the management consulting profession.

Scale indicators4 records

Recent moves3 records

Expansion highlights3 records

Others

• Insights Discovery: Insights is Max Potential's technology/assessment partner, providing the personality profiling framework embedded in Max Potential's offerings. While not a direct competitor, Insights enables other coaches and consultancies to deliver similar profiling-driven change management, making it an ecosystem peer.

Emerging players

• The Table Group (Patrick Lencioni): The Table Group is Patrick Lencioni's leadership consulting firm built around The Five Dysfunctions of a Team. Max Potential integrates Lencioni frameworks into its team effectiveness work, making The Table Group a niche competitor and methodology source.
• Birdeye Coaching / Adam Broda Leadership: Independent executive coaches in the Toronto/Ontario market offering 1:1 CEO coaching and leadership development. Representative of the many boutique solo-coach competitors Max Potential faces in its home geography.

Broad incumbents

• Heidrick & Struggles: Heidrick & Struggles is a global executive search and leadership advisory firm with a significant coaching and leadership consulting practice. It targets the same senior executive buyer that Max Potential serves, particularly around succession and onboarding coaching.
• FranklinCovey: FranklinCovey is a large leadership and management training firm offering enterprise-wide programs (e.g., The 7 Habits, Leading at the Speed of Trust). It overlaps with Max Potential's Management & Accountability Training and workshop offerings but at vastly greater scale and corporate-buyer focus.
• Vistage Worldwide: Vistage is the world's largest CEO peer advisory and executive coaching organization, with 45,000+ members globally. TEC Canada (which Max Potential's founder chairs) is a Vistage affiliate, making Vistage the closest broad incumbent operating in the same peer-group/coaching category at much greater scale.
• DDI (Development Dimensions International): DDI is a global leadership development firm specializing in leadership training, assessment, and behavior change. It competes for the same corporate leadership-development budget that Max Potential targets with its management accountability and change management programs.
• Korn Ferry: Korn Ferry is a global organizational consulting firm with a large leadership and executive coaching practice. It represents the scaled consulting alternative to Max Potential's bespoke executive coaching engagements, particularly for large enterprise clients.

Direct peers

• Strategic Coach: Strategic Coach is a Toronto-based entrepreneur and executive coaching firm founded by Dan Sullivan, serving owners and founders of growing businesses with structured coaching programs. It is one of the most prominent Canadian coaching brands and a direct competitor for the same CEO/owner segment.
• TEC Canada: TEC Canada is the Canadian arm of TEC/The Executive Committee, providing peer advisory boards for CEOs and business leaders. Brian Brennan is a TEC Canada Chair, so TEC Canada is both partner and direct competitor to Max Potential's own TEC-affiliated peer group offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bnbrennan
• LinkedInlinkedin.com/company/reachyourmaxpotential

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 Max Potential