What Winning Mind does

Winning Mind, LLC is a privately-held management consultancy founded in 2001 by Marc Sagal and Mark Lowry and headquartered in San Diego, California. The firm specializes in organizational development, performance coaching, and mental skills consulting for clients in three verticals: business/corporate (executive leadership and team performance), elite sport (professional athletes and teams), and military/special operations (including the U.S. Army Special Operations community and federal agencies such as the FBI).

The firm's core product is the TAIS (The Attentional & Interpersonal Style) Inventory, a proprietary 144-item psychological assessment that measures attentional style and interpersonal behavior. Supporting offerings include AME (Athlete's Mental Edge), described as the world's first web-based sport-psychological assessment and training program, and forbetra, an interactive goal-tracking platform. The TAIS Inventory is delivered through a dedicated online platform at epstais.com behind credentialed access, while coaching and consulting services are delivered directly by the firm's consultants.

Winning Mind generates revenue through professional services engagements priced on a quote basis, with the typical client being an enterprise or government organization (logos include McKinsey, Microsoft, J.P. Morgan, Putnam Investments, Timberland, Vans, The North Face, Liverpool FC, Manchester City, New York Rangers, Washington Nationals, Blizzard Entertainment, the U.S. Army Special Operations Command, and the FBI). The company has remained founder-owned and bootstrapped with no disclosed external funding, operates with a 1-10 employee footprint, and serves clients across the U.S., the U.K. (including multiple Premier League football clubs), and Singapore.

Name

Winning Mind

Legal name

Winning Mind LLC

Website

https://thewinningmind.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Winning Mind is a San Diego-based management consultancy founded in 2001 that delivers performance coaching and psychological assessment services to corporate executives, professional athletes and sports teams, and U.S. military special operations units using its proprietary TAIS Inventory.

Ownership category

akta.pro rank

Product category

Performance Coaching & Mental Skills Consulting

NAICS

Management Consulting Services (54161), Professional and Management Development Training (61143), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Educational Services (8200), Services-Management Services (8741)

akta.pro primary industry

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

akta.pro secondary industry

Critical Thinking & Problem Solving (EDABAMAG)

Keywords

• Performance coaching
• Mental skills consulting
• Leadership development
• Psychological assessment
• Organizational development

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance Coaching and Consulting Services: Direct consulting engagements with organizations, teams, and individuals for performance improvement, leadership development, and mental toughness training. Revenue is generated through professional service engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Winning Mind, LLC provides organizational development, performance coaching, and mental skills consulting for business, sport, and military clients. Core service lines are tailored leadership development, executive coaching, team performance consulting, and mental toughness training anchored by the proprietary TAIS (The Attentional & Interpersonal Style) Inventory, a 144-item psychological assessment tool. The firm delivers programs to Fortune 1000 companies, professional sports organizations, and elite military units.

Product overview

Winning Mind is a management consultancy offering performance coaching and psychological assessment services. The core product is the TAIS (The Attentional & Interpersonal Style) Inventory, a 144-item assessment that measures attentional style and interpersonal behavior. Supporting products include AME (Athlete's Mental Edge), the world's first web-based sport-psychological assessment and training program, and forbetra, an interactive goal-tracking platform. Services span business, sport, and military sectors, focusing on mental toughness development, leadership performance, and team optimization.

Differentiator

Problem solved

Functional benefit

Brands

• TAIS: The Attentional & Interpersonal Style (TAIS) Inventory - a 144-item assessment measuring how individuals concentrate and behave. It is an inventory of style, not ability or intelligence.

Named customers14 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

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BTS: BTS is a global performance consulting firm focused on leadership development, business simulations, and mindset change. It directly competes with Winning Mind in executive and team performance consulting for Fortune 1000 clients.
• Positive Performance Group: Positive Performance Group provides performance coaching and mental skills training to athletes and business leaders. Its sport psychology and executive performance offerings overlap closely with Winning Mind's blended business/sport approach.
• Pacific Institute: Pacific Institute provides cognitive and performance consulting to organizations, focusing on mindset change and leadership. Its methodologies and enterprise client base overlap with Winning Mind's corporate performance work.
• Mental Toughness Partners: Mental Toughness Partners delivers mental toughness training, assessment, and coaching across sport, business, and education. Its assessment-based approach and cross-sector positioning directly parallel Winning Mind's TAIS-driven model.

Broad incumbents

• Heidrick & Struggles: Heidrick & Struggles is a global executive search and leadership advisory firm offering executive coaching and onboarding. It overlaps with Winning Mind's executive-level leadership development engagements.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, executive coaching, and talent management. It competes with Winning Mind for enterprise leadership coaching engagements but at vastly greater scale.
• Center for Creative Leadership (CCL): CCL is a research-driven leadership development provider offering executive education and coaching. It overlaps with Winning Mind's corporate leadership training and behavioral assessment work.
• Ken Blanchard Companies: Ken Blanchard Companies delivers leadership and management training programs to enterprise clients. It competes with Winning Mind in the corporate leadership development category, though with broader, more standardized curricula.
• DDI (Development Dimensions International): DDI is a global leadership consulting firm offering assessment, training, and executive coaching services. It overlaps with Winning Mind's leadership and behavioral assessment work for large enterprises.

Emerging players

• BetterUp: BetterUp is a digital coaching platform pairing employees with coaches for leadership and performance development. It competes with Winning Mind at the enterprise coaching layer but leverages a tech-enabled delivery model rather than bespoke consulting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/winning-mind-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Winning Mind