BelievePerform
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.
- Company typePrivate
- Founded2012
- HeadquartersCheltenham, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
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.
BelievePerform firmographics
Firmographics- 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
BelievePerform industry classification
Industry- 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
Where BelievePerform is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
BelievePerform business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- 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.
- Organizational Membership: Annual subscription for schools and organizations at £1200/year, providing unlimited access to all content for multiple users within the organization.
- Content Licensing: Licensing of wellbeing content calendars and infographics to organizations. Options typically start from £2.5K for content licensing.
- Corporate Training Services: Development training programs for frontline team members, managers, and leaders focused on wellbeing and mental fitness in the workplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual annual membership |
| Subscription | Annual | School/Organization annual membership |
| Other | Multi-year contract | Content licensing for organizations |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
BelievePerform product offering
Product offeringCore 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
Companies that use BelievePerform
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
BelievePerform technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
BelievePerform partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- SuperSport SchoolscoreBelievePerform 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)minorPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.
- British CyclingminorPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.
- World LacrosseminorPartner logo displayed on BelievePerform website indicating a marketing or content partnership relationship.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
BelievePerform competitors and assessment
Company assessmentBroad 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
BelievePerform social profiles
Digital presenceBelievePerform compliance and trust
Trust signalCompliance1 record
BelievePerform financial estimates
Financial estimateRevenue estimate
Valuation estimate
BelievePerform leadership team
Management profileNumber of profiles
Profiles2 records
BelievePerform funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BelievePerform 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 BelievePerform
What does BelievePerform do?
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.
Is BelievePerform a public or private company?
BelievePerform is a private company. It is classified as corporate owned and is currently operating.
When was BelievePerform founded?
BelievePerform was founded in 2012. It employs 1 to 10 people.
Where is BelievePerform based?
BelievePerform is headquartered in Cheltenham, United Kingdom, in the Europe region.
How does BelievePerform make money?
Four revenue lines are on record. Individual Membership is the primary driver. The others are organizational Membership, content Licensing and corporate Training Services.
Who are BelievePerform's main competitors?
Broad incumbents on record are Calm and Headspace. Direct peers are BetterUp, Unmind, Limeade, Modern Health and Spring Health. Meditainment is listed as a regional player. Mindset Sports Performance is listed as an emerging player. The Performance Room (TPR) is listed as an others.
Does BelievePerform have an API?
No public API is recorded for BelievePerform.
What industry is BelievePerform in?
BelievePerform's product category is Workplace Wellbeing Services. Its primary akta.pro industry code is MPACALAF, Membership Communities with Learning (Community-Led Education), with a secondary code of HSADAJAH, Meditation Apps, Digital Courses & Online Communities. Its NAICS code is 611430 and its SIC code is 8200.