BelievePerform

What BelievePerform does

BelievePerform (Believe Perform Ltd) is a UK-based workplace wellbeing and mental fitness provider founded in 2012 in Cheltenham and operating as part of the PlanetK2 Group. The company delivers mental health, culture change and wellbeing programmes with a primary focus on high-performing youth sport and a secondary corporate training line. Its core product is the Mind Health Programme, which targets young athletes, coaches, teachers and parents, supported by a membership platform (believeperform.com and members.believeperform.com) hosting over 1,000 visual learning assets — infographics, videos and online courses — produced by a network of 200+ contributing sport psychologists and subject experts.

The technical stack is a content-centric web platform with no disclosed mobile application, API surface, or AI/ML components; payment processing is handled via Stripe and PayPal. The business model combines multiple revenue streams: individual memberships at £99 per year, school and organization memberships at £1,200 per year, corporate development training engagements, and content licensing (Content Calendars & Comms) starting at £2.5K. Distribution is concentrated around sport federation partnerships, most notably SuperSport Schools as the Mental Health Partner for Africa, alongside USA Field Hockey, British Cycling and World Lacrosse.

The company is privately held and privately funded, with 1-10 employees and Adam Morris as Founder/Managing Director. Without disclosed external funding rounds or revenue figures, the operation appears to be a micro-SME sustained by operating cash flow and a diversified but low-ARPU customer base spanning individual subscribers, Multi-Academy Trusts, corporates, and sport governing bodies.

Name

BelievePerform

Legal name

Believe Perform Ltd

Website

https://believeperform.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

BelievePerform is a UK-based mental fitness and workplace wellbeing provider that delivers the Mind Health Programme, corporate training, and a 1,000+ asset content membership platform for young athletes, coaches, schools, parents, and corporate clients.

Ownership category

akta.pro rank

Product category

Workplace Wellbeing Services

NAICS

Professional and Management Development Training (611430), Broadcasting and Content Providers (516), Professional Organizations (813920)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Services-Management Consulting Services (8742)

akta.pro primary industry

Membership Communities with Learning (Community-Led Education) (MPACALAF)

akta.pro secondary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Mental fitness programs
• Workplace wellbeing services
• Sports psychology consulting
• Corporate mental health
• Wellbeing content licensing

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Individual Membership: Annual subscription for individuals providing access to courses, training plans, and infographics. Priced at £99/year with self-serve signup through the platform.
2. Organizational Membership: Annual subscription for schools and organizations at £1200/year, providing unlimited access to all content for multiple users within the organization.
3. Content Licensing: Licensing of wellbeing content calendars and infographics to organizations. Options typically start from £2.5K for content licensing.
4. Corporate Training Services: Development training programs for frontline team members, managers, and leaders focused on wellbeing and mental fitness in the workplace.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

BelievePerform provides mental fitness and wellbeing programs targeted at individuals, schools, sporting organizations, and corporate clients. Core deliverables include a subscription-based digital membership platform hosting 1,000+ infographics, videos, and online courses, plus bespoke corporate development training and licensable wellbeing content calendars for organizational use.

Product overview

BelievePerform is a human performance consultancy offering a portfolio of mental fitness and wellbeing products. The core offerings include the Mental Fitness Programme (Mind Health Programme) for young athletes in schools and sports clubs, Corporate Development Training for organisations, and a Membership Platform providing online access to 1000+ infographics and online courses. The company also offers Wellbeing Content (Content Calendars & Comms) as a licensed content solution starting from £2.5K. Products target athletes, coaches, teachers, students, parents, and corporate employees across schools, sport clubs, and organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Fitness Programme (Mind Health Programme) Structured mental fitness training programme that teaches mindset, resilience, and wellbeing practices to individuals, athletes, schools, and corporate audiences.
• Corporate Development Training Bespoke consultancy-led training workshops and culture change programmes delivered to corporate clients, helping CEOs and HR leaders prioritise employee wellbeing as a business strategy.
• Membership Platform (Individual & Organizational) Subscription-based digital platform at members.believeperform.com offering 1,000+ infographics, videos, and online courses, available as individual (£99/year) or organizational (£1,200/year) memberships.
• Wellbeing Content Calendars & Communications Pre-built mental fitness and wellbeing content calendars and comms assets licensed to schools, sports clubs, and NGBs for rollout to their staff, students, athletes, and members.

Quantifiable outcome

• Increased employee engagement and satisfaction
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SuperSport SchoolscoreStrategic or Co-development PartnerBelievePerform serves as the Mental Health Partner to SuperSport Schools, providing expert-led visual learning resources to coaches, athletes, and parents. The partnership merges SuperSport Schools' extensive school and youth database with BelievePerform's platform focused on performance and mental health. Schools in the network receive starter packs of resources and access to year-round curriculum including expert-hosted webinars.
• USA Field Hockey (USAFH)minorGTM or Marketing PartnerPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.
• British CyclingminorGTM or Marketing PartnerPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.
• World LacrosseminorGTM or Marketing PartnerPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Calm: Calm is a large incumbent in the digital meditation and mindfulness space and offers Calm Business for organisations. It overlaps with BelievePerform's mindfulness content and corporate distribution but at much greater scale.
• Headspace: Headspace operates Headspace for Work, a broad wellbeing subscription platform with meditation, sleep and focus content. It competes with BelievePerform for corporate wellbeing budgets but is much broader and consumer-focused.

Direct peers

• BetterUp: BetterUp sells enterprise coaching, mental fitness and leadership development programmes to organisations and teams. It directly overlaps BelievePerform's corporate wellbeing/culture change pillar and shares the 'mental fitness' framing used by BelievePerform.
• Unmind: Unmind is a UK-based workplace mental health platform offering content, training and measurement tools to organisations. It is the closest geographic and product competitor to BelievePerform on corporate wellbeing subscriptions.
• Limeade: Limeade provides an employee wellbeing and corporate culture platform with content, resources and analytics. It overlaps directly with BelievePerform's corporate/culture change offerings and infographics-style content.
• Modern Health: Modern Health is a global workplace mental health platform combining therapy, coaching and digital content for employees, mirroring BelievePerform's 'wellbeing platform for organisations' positioning and pricing-per-seat model.
• Spring Health: Spring Health provides precision mental health benefits to employers, combining digital content, coaching and clinical care. It competes for the same enterprise/culture change budgets as BelievePerform's corporate offering.

Regional players

• Meditainment: Meditainment is a UK-based mindfulness and wellbeing content provider for organisations, broadcasters and consumers. It overlaps with BelievePerform on the meditation/wellbeing content and corporate distribution axes and operates in the same domestic market.

Emerging players

• Mindset Sports Performance: Mindset Sports Performance offers sport psychology and mental skills coaching for athletes and teams. It directly overlaps with BelievePerform's Mind Health Programme on sports-specific mental performance content.

Others

• The Performance Room (TPR): TPR is a sibling brand within PlanetK2 Group, also delivering performance and wellbeing services. It is comparable not as a competitor but as a directly related entity that shares ownership and infrastructure with BelievePerform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BelievePHQ
• Facebookfacebook.com/BelievePerform
• LinkedInlinkedin.com/company/believeperform-ltd

Compliance1 record

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 BelievePerform