The Samurai Game®
The Samurai Game® is an experiential leadership development program operated by Samurai Game Associates, LLC, delivered through 50+ certified facilitators in 25+ countries via Bushido-themed role-play simulations for corporate, government, and individual participants.
- Company typePrivate
- Founded1977
- HeadquartersPetaluma, CA, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Samurai Game® does
The Samurai Game® is an experiential leadership development program operated by Samurai Game Associates, LLC and headquartered in Petaluma, California. The program is a Bushido-themed role-play simulation in which participants assume historical Japanese roles and work through leadership, decision-making, and conflict challenges in a structured group setting. It was originally created by George Leonard in 1977 and, as of 2025, all intellectual property — including the federally registered trademark and underlying copyrights — was acquired by Samurai Game Associates, LLC, with Grayson James serving as CEO.
The product is delivered by a global network of more than 50 certified independent facilitators operating in over 25 countries, who have collectively served 100,000+ participants across hundreds of organizations since 1997. To enter the facilitator network, candidates must complete the company's Facilitator Certification program (tuition of $8,500 plus a $500 annual renewal fee) and subsequently enroll in recurring Advanced Leadership Training ($3,095 per enrollment). End customers access the experience either through private corporate engagements (priced on a custom basis) or through public ticketed events (priced at $250–$497 in EUR/CAD/AUD across multiple geographies, with multi-language operations covering English, Spanish, Chinese, and Russian).
Revenue is generated across four streams: (1) corporate program delivery contracts priced individually, (2) public event ticketing, (3) facilitator certification tuition and recurring renewal fees, and (4) advanced leadership and train-the-trainer licensing. Named customers span enterprise (Southwest Airlines, Walt Disney, Universal Pictures), government and judiciary (Suprema Corte de Justicia de México, SAT México), higher education (University of San Francisco), and industrial verticals (Escort Oil Gas Petrochemical, Pridemark Paramedics, Expanse Corp). The operating entity is privately held with approximately 10 central employees and no public funding rounds, revenue disclosure, or AI/ML technology component.
The Samurai Game® firmographics
Firmographics- Name
- The Samurai Game®
- Legal name
- Samurai Game Associates, LLC
- Website
- https://samuraigame.org
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Samurai Game® is an experiential leadership development program operated by Samurai Game Associates, LLC, delivered through 50+ certified facilitators in 25+ countries via Bushido-themed role-play simulations for corporate, government, and individual participants.
- Ownership category
- akta.pro rank
The Samurai Game® industry classification
Industry- Product category
- Executive Leadership Development Training
- NAICS
- Professional and Management Development Training (61143), Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Serious Games & Simulation Studios (Training, Defense, Enterprise) (MPAFAAAH)
Keywords
Where The Samurai Game® is headquartered
LocationHeadquarters
- HQ city
- Petaluma, CA
- HQ country
- Canada
- HQ region
- North America
Markets served
The Samurai Game® business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Corporate and Organizational Programs: Primary revenue stream from organizations engaging The Samurai Game for leadership development, team building, and executive offsites. Programs typically run 1-2 days for groups of 16-80 participants.
- Public Events: Individual participation fees for public Samurai Game events offered globally by certified facilitators. Pricing varies by region.
- Facilitator Certification Program: Training program tuition ($8,500 USD) plus certification fee ($500) for individuals seeking to become certified Samurai Game facilitators. Additional early enrollment discounts available.
- Advanced Leadership Training: Premium multi-day leadership training programs combining Samurai Game with advanced content. Participant fees of $3,095 USD.
- Train the Trainers Program: Enables organizations to incorporate The Samurai Game into employee onboarding and talent development programs internally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Advanced Leadership Training - Premium multi-day immersive leadership experience |
| One time/ perpetual license | Pay-as-you-go | Peaceful Warrior Weekend - Public event including Samurai Game |
| One time/ perpetual license | Pay-as-you-go | Amsterdam Public Edition - Single-day public Samurai Game experience |
| One time/ perpetual license | Pay-as-you-go | Finding Your Own Way - Public event in Australia |
| One time/ perpetual license | Multi-year contract | Facilitator Training Program - Full certification training |
| Other | Annual | Corporate/Organizational Programs - Custom engagement |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
The Samurai Game® product offering
Product offeringCore offering
The Samurai Game® is an immersive experiential leadership development program in which participants step into the role of samurai, confront structured symbolic "battles" and impossible choices under the Bushido code, and integrate lessons through somatic movement, meditation, and structured debrief. It is delivered as multi-day corporate offsites, team-building retreats, public events, and premium advanced leadership training, and is exclusively delivered by a global network of trained and certified facilitators certified through the company's Facilitator Training Program.
Product overview
The Samurai Game® is a unified experiential leadership development program with a single core offering: an immersive simulation where participants step into the role of medieval Japanese samurai, facing unpredictable battles and high-stakes dilemmas under the code of Bushido. The core Samurai Game serves as the foundation for specialized applications in Leadership Development (cultivating authentic leaders for uncertain times), Team Building (accelerating trust and collaboration), and Personal Development (self-mastery and resilience). The program is delivered exclusively by certified facilitators trained through the company's Facilitator Training Program. Premium offerings include Advanced Leadership Training events, and public event formats allow individual participation. The company (Samurai Game Associates, LLC) operates globally with facilitators in over 25 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- The Samurai Game An immersive experiential leadership journey where participants step into the role of samurai, facing unpredictable battles and impossible choices under the Bushido code, integrating lessons through somatic movement, meditation, and structured debrief. Foundational experience used for corporate programs, team building, and personal development.
- Leadership Development Program Leadership development experience designed for organizations, focused on cultivating authentic leadership, resilience, clarity, and principled action amid uncertainty. Delivered as 1-2 day immersive programs for 16-80 participants.
- Team Building Program Team building experience focused on rapid trust-building, rapport, and collective power, accelerating team cohesion in hours rather than months. Designed for functional teams, newly formed teams, and leadership changes requiring rapid alignment.
- Personal Development Program Self-cultivation and personal growth program offering self-mastery, resilience, and grace under pressure for individual leaders and aspiring leaders participating in public events.
- Advanced Leadership Training A multi-day advanced training program that includes The Samurai Game as a central component, combined with additional advanced leadership content. Premier offering priced at $3,095 USD per participant.
- Facilitator Training Program (Certification) Comprehensive certification program for individuals seeking to become certified Samurai Game facilitators. Includes 2 virtual Zoom sessions (4 hours each) followed by a 7-day intensive in-person training. Tuition of USD $8,500 plus USD $500 certification fee. Candidates must have participated in at least one Samurai Game prior to acceptance. Early enrollment discounts available.
- Public Events Public editions of The Samurai Game available to individuals rather than private corporate groups. Scheduled in multiple countries including USA, Netherlands, Australia, Canada, Argentina, and Armenia with regional pricing (e.g., 497 CAD, 250 EUR, 330 AUD).
Quantifiable outcome
- 93% of participants report what they learned about themselves in The Samurai Game is useful in their personal and professional lives
- +2 more outcomes
Companies that use The Samurai Game®
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles3 records
The Samurai Game® technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Samurai Game® partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered historical and core.
- Leonard Family TrusthistoricalGeorge Leonard created The Samurai Game in 1977. After his death in 2010 and his wife Annie's in 2011, ownership was transferred to The Leonard Family Trust. In 2025, Samurai Game Associates acquired all rights to The Samurai Game from The Leonard Family Trust.
- Samurai Game AssociatescoreSamurai Game Associates, LLC, led by Grayson James, acquired all rights to The Samurai Game from Leonard Family Trust in 2025. The company continues presenting The Samurai Game to new people and organizations worldwide and is developing new programs based on the powerful learning experiences.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
The Samurai Game® competitors and assessment
Company assessmentBroad incumbents
- FranklinCovey: FranklinCovey provides leadership development, productivity, and organizational training built around published methodologies (e.g., The 7 Habits). Comparable as an enterprise leadership training provider with a facilitator-led delivery model and global distribution.
- Center for Creative Leadership (CCL): CCL is a globally recognized leadership development institution offering executive education, leadership assessments, and training programs. Comparable as a leadership development provider targeting enterprise clients, though more research and assessment focused than experiential simulation.
- Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, executive search, and talent management. Comparable as a top-tier enterprise leadership development provider, though operates at a much larger scale and with broader HR services.
- Development Dimensions International (DDI): DDI is a global leadership development firm offering leadership training, assessment, and coaching. Compares to The Samurai Game's enterprise leadership development focus, but DDI is significantly larger and more established with broader service offerings.
Direct peers
- Outward Bound: Outward Bound provides experiential leadership and team development programs using adventure-based learning. Directly comparable to The Samurai Game's experiential learning methodology, though Outward Bound typically uses outdoor adventure rather than structured role-play simulation.
- TeamBonding: TeamBonding provides corporate team-building events and experiential programs for organizations. Compares to The Samurai Game's team-building applications, though with a broader portfolio of formats and shorter engagements.
- Eagle's Flight: Eagle's Flight delivers experiential leadership training and team-building programs using proprietary simulations and business games. Closely comparable to The Samurai Game's gamified leadership development approach via facilitator-led immersive experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Samurai Game® social profiles
Digital presenceThe Samurai Game® financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Samurai Game® leadership team
Management profileNumber of profiles
Profiles1 record
The Samurai Game® funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Samurai Game® M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Samurai Game®
What does The Samurai Game® do?
The Samurai Game® is an immersive experiential leadership development program in which participants step into the role of samurai, confront structured symbolic "battles" and impossible choices under the Bushido code, and integrate lessons through somatic movement, meditation, and structured debrief. It is delivered as multi-day corporate offsites, team-building retreats, public events, and premium advanced leadership training, and is exclusively delivered by a global network of trained and certified facilitators certified through the company's Facilitator Training Program.
Is The Samurai Game® a public or private company?
The Samurai Game® is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Samurai Game® founded?
The Samurai Game® was founded in 1977. It employs 1 to 10 people.
Where is The Samurai Game® based?
The Samurai Game® is headquartered in Petaluma, CA, Canada, in the North America region.
How does The Samurai Game® make money?
Five revenue lines are on record. Corporate and Organizational Programs are the primary driver. The others are public Events, facilitator Certification Program, advanced Leadership Training and train the Trainers Program.
Who are The Samurai Game®'s main competitors?
Broad incumbents on record are FranklinCovey, Center for Creative Leadership (CCL), Korn Ferry and Development Dimensions International (DDI). Direct peers are Outward Bound, TeamBonding and Eagle's Flight.
Does The Samurai Game® have an API?
No public API is recorded for The Samurai Game®.
What industry is The Samurai Game® in?
The Samurai Game®'s product category is Executive Leadership Development Training. Its primary akta.pro industry code is MPAFAAAH, Serious Games & Simulation Studios (Training, Defense, Enterprise). Its NAICS code is 61143 and its SIC code is 8200.