Motivate International

What Motivate International does

Motivate International is a London-based boutique executive coaching and consulting firm founded in 1999 by Toby Foxcroft, focused on 1:1 CEO performance coaching and leadership team development. The firm's core offering is built around the proprietary 'Play To Win' framework — five integrated areas (Pressure, Perspective, Politics, People, Performance) — and the TASTE principles (Truth, Accountability, Support, Trust, Energy). All coaching is delivered personally by the founder, with no additional practitioners or sales team indicated in the available data. The firm operates across the UK, Europe, the Middle East, Turkey, and the USA, serving CEOs and senior leadership teams of global organisations.

The business model is subscription-based with three published tiers: Bronze at £4,000/month, Silver at £8,000/month, and Gold at £12,000/month, each requiring a minimum 6-month commitment. Revenue is recurring and generated entirely through direct, founder-led enterprise engagement initiated via a free 30–45 minute 'Performance Strategy Call.' The firm has no digital product, no software platform, no channel partners, and no external institutional investment. Its 44 employees appear to support programme coordination, marketing, and operations rather than direct coaching delivery. The firm has received Corporate Vision Awards in both 2022 and 2024, and its named enterprise clients include Cisco, Microsoft, Adidas, and Gillette.

Name

Motivate International

Website

https://motivate-international.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Motivate International is a London-based boutique coaching firm founded in 1999, offering 1:1 CEO performance coaching and leadership team development via the proprietary Play To Win framework, delivered personally by founder Toby Foxcroft to enterprise clients globally.

Ownership category

akta.pro rank

Product category

Executive Coaching

NAICS

Professional and Management Development Training (61143), Management Consulting Services (54161), Professional and Management Development Training (611430)

SIC

Services-Management Consulting Services (8742), Services-Educational Services (8200)

akta.pro primary industry

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)

akta.pro secondary industries

Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Coaching Leadership & Mentoring Skills (EDABAAAG), Organizational Culture & Values-Based Leadership (EDABAAAE), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)

Keywords

• Executive coaching services
• CEO performance coaching
• Leadership development
• Leadership team coaching
• Performance coaching

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. 1:1 CEO Performance Coaching: Subscription-based executive coaching delivered through three tiered packages (Bronze, Silver, Gold) with minimum 6-month commitments. Revenue is recurring monthly at £4,000, £8,000, and £12,000 per month respectively. Upsell occurs from Bronze to Silver to Gold as clients deepen engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Motivate International provides 1:1 CEO performance coaching and leadership team development through the proprietary Play To Win framework, delivering tiered coaching partnerships (Bronze, Silver, Gold) at £4,000-£12,000 per month with a minimum 6-month commitment. The offering is delivered personally by founder Toby Foxcroft and targets CEOs and senior leadership teams of global enterprises seeking better decisions, trusted support, and sustainable performance under pressure.

Product overview

Motivate International offers a single unified coaching product centered on the 'Play To Win' framework, delivered through three tiered coaching partnerships (Bronze, Silver, Gold) and supported by a free initial strategy call. The Bronze tier provides focused 1:1 CEO coaching, Silver adds team alignment and stakeholder navigation, and Gold extends to full executive team and culture transformation.

Differentiator

Problem solved

Functional benefit

Brands

• Play To Win: Toby Foxcroft's performance framework for CEOs and leadership teams that helps leaders move from avoidance, pressure and protection into clearer decisions, stronger behaviours and higher performance. Built around five areas: Pressure, Perspective, Politics, People, and Performance.

Products and services

• Play To Win — CEO Performance Coaching Programme A performance coaching programme for CEOs and senior leadership teams that helps leaders move from avoidance, pressure and protection into clearer decisions, stronger behaviours and higher performance. Built around five integrated areas — Pressure, Perspective, Politics, People, and Performance — and reinforced by the TASTE principles (Truth, Accountability, Support, Trust, Energy). Delivered directly by founder Toby Foxcroft through tiered partnerships at £4,000, £8,000, or £12,000 per month with a minimum 6-month commitment.
• Free Performance Strategy Call A complimentary 30-45 minute private 1:1 conversation with Toby Foxcroft designed to help CEOs identify performance challenges, explore decisions, trusted support, burnout risk, and whether to shift from playing not to lose to playing to win. Free Performance Strategy Call

Quantifiable outcome

• CEO of Cisco won 'best MD in the world throughout Cisco Systems' and Cisco won 'best team award' during engagement with Motivate International
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/motivate-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Motivate International