AG Collaborative

What AG Collaborative does

AG Collaborative is a privately held leadership development and coaching firm operating as AG Collaborative, LLC from Grand Rapids (Zeeland), Michigan. Founded in 2017 and owned by co-founders Abbey Johnston and Greg Mutch, the company serves enterprise organizations (including Fortune 500 firms and the US Navy Strategic Systems Program), regional mid-market companies primarily in the Midwest, K-12 education institutions, and individual leaders seeking professional development. The company employs a six-person team consisting of two co-owner lead facilitators, an operations and marketing lead, and three credentialed coaches, with no external investors and a self-funded operating posture.

The company's core offering is a portfolio of co-facilitated leadership development programs built on a distinctive two-facilitator delivery model and integrating Gallup CliftonStrengths methodology, Brené Brown's Dare to Lead framework, and proprietary intellectual property including the Above/Below the Line self-leadership tool and the Critical Period Opening Methodology. The product catalog spans nine structured programs (Manage Like A Boss, Speaking with Influence Bootcamp, Unlocking Strengths, Strengths-Based Leadership, Leading Through Change, Dare to Lead, The Communication Lab, Feedback + Tough Conversations, and The Trust Playbook), three coaching tracks (Executive Leadership, Leading from Within, and Wellbeing), keynote speaking engagements, and a self-paced Strengths Hits email subscription. Programs range from 3-hour workshops to 12-month engagements and are delivered both in-person (West Michigan hub) and virtually for national clients.

Revenue is generated primarily through professional services pricing: per-participant fees for open enrollment cohorts ($29-$1,495), custom organizational contracts scoped via a Discovery-Design-Deliver-Deepen sales process and spanning 6-24 months, and a $29 self-paced subscription product. The go-to-market is consultative and sales-led, supplemented by event-driven lead generation through free SHRM-credited webinars, conference speaking, content marketing (81+ blog posts), and social channels (LinkedIn, Facebook, Instagram). AG Collaborative holds a registered service mark, SHRM recertification provider status, and an integration partnership with Gallup for CliftonStrengths delivery.

Name

AG Collaborative

Legal name

AG Collaborative, LLC

Website

https://agcollaborative.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

AG Collaborative is a West Michigan-based leadership development and coaching firm offering co-facilitated programs, individual and team coaching, and strengths-based training to enterprise, mid-market, education, and individual clients across the US.

Ownership category

akta.pro rank

Product category

Leadership Development Training

NAICS

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

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate & Leadership Development (BPACANAA)

akta.pro secondary industries

People Management & Supervisory Skills (EDABAAAB), Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Collaboration, Teamwork & Conflict Resolution (EDAAAKAF), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH)

Keywords

• Leadership development programs
• Executive coaching services
• Corporate training workshops
• Team effectiveness training
• Strengths-based coaching

Headquarters

HQ city

Zeeland

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, Others

Revenue model

1. Leadership Development Programs: Multi-session training programs delivered in cohorts or in-house for organizations. Programs range from 3-hour workshops to multi-month engagements (6-24 months). Revenue is generated through per-program pricing per participant or organization flat fees.
2. Coaching Services: Individual and group coaching tracks including Executive Leadership Coaching (9 sessions), Leading from Within (5 sessions), and Wellbeing Coaching (5 sessions). Coaching is offered as a standalone service or integrated with training programs.
3. Keynote Speaking: Abbey and Greg serve as keynote speakers at conferences and corporate events, delivering presentations on leadership topics such as Dare to Lead, Redefining Leadership, Mindful Leadership, and Communication.
4. Self-Paced Email Programs: The 32-Week Strengths Hits Email Series provides ongoing professional development content delivered via email subscription at $29 per participant.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

AG Collaborative designs and delivers co-facilitated leadership development programs, structured coaching tracks, and communication/strengths-based workshops for organizations, teams, and individual leaders. Its portfolio spans entry-level programs like Unlocking Strengths, multi-day intensives like Dare to Lead™ and Manage Like A Boss, modular experiences like The Communication Lab, and one-on-one/group coaching tracks, delivered in-person (primarily West Michigan) or virtually through a Discovery-Design-Deliver-Deepen engagement model typically lasting 6-24 months.

Product overview

AG Collaborative is a leadership development and coaching company that offers a portfolio of co-facilitated programs and coaching services. The core offerings include structured programs like Manage Like A Boss, Speaking with Influence Bootcamp, Unlocking Strengths, Strengths-Based Leadership, Leading Through Change, Dare to Lead™, The Communication Lab, Feedback + Tough Conversations, and The Trust Playbook. These are complemented by three coaching tracks (Executive Leadership, Leading from Within, and Wellbeing) and a Strengths Hits email series. The company also offers free webinars as an entry point. Programs range from 3 hours to 12 months and are delivered in-person or virtually, with a partnership approach that emphasizes co-facilitation and sustained transformation.

Differentiator

Problem solved

Functional benefit

Products and services

• Manage Like A Boss 12-hour cohort-based leadership program for new and existing people leaders that uses a Strengths-Based lens to help participants discover their unique leadership style, build trust, hold accountability, and have tough conversations. Includes CliftonStrengths assessment, 4 live sessions (9am-Noon over 4 weeks), between-session practices, and a 32-week Strengths Hits email series. Open enrollment at $1,295 per participant.
• Speaking with Influence Bootcamp 2-day experiential workshop designed to help individuals identify and harness the power of their presence, grow personal confidence, and develop effective presentation skills with real-time feedback. Open enrollment at $1,295 per participant with custom in-house versions available.
• Unlocking Strengths 3-hour entry point program that equips individuals with their Top 5 CliftonStrengths, helping them gain awareness to better understand themselves and others.
• Strengths-Based Leadership 2-day (12-hour) team experience for every member in an organization that builds confidence and provides tools to communicate more effectively using CliftonStrengths.
• Leading Through Change 6-hour experience designed for teams that need the necessary mindset and skills to respond to an ever-changing and dynamic workforce.
• Dare to Lead™ 3-day interactive deep-dive into Dr. Brené Brown's research-based courage building program covering vulnerability, values, trust (BRAVING), and resilience. Open enrollment at $1,495 per participant in West Michigan with custom in-house programs available for organizations.
• The Communication Lab Hands-on, experiential modular program with customizable labs (Foundations, Clarity, Listening, Questions, Feedback, Recognition) that helps teams engage with clarity, confidence, and connection.
• Feedback + Tough Conversations 3-hour experience that helps teams practice providing meaningful feedback and explore how to use feedback to develop people, build trust, and increase effectiveness.
• The Trust Playbook 3-hour in-person experience that moves trust to center stage with clear and actionable tools for creating teams where trust is the driving force to success.
• Executive Leadership Coaching Track 9-session coaching experience for senior leaders that includes in-depth assessments, vital feedback, and interactive exercises to create sustainable long-term change.
• Leading from Within Coaching Track 5-session, 6-month coaching experience for emerging leaders that helps them examine mindset, goals, strengths, and values to take on more responsibility.
• Wellbeing Coaching Track 5-session coaching series for individuals experiencing burnout or overwhelm, equipping them with skills for managing stress, boundaries, and mindfulness.
• Strengths Hits Email Series 32-week personalized email series delivered weekly to help leaders unpack and apply insights from their Top 5 CliftonStrengths. Available by subscription at $29 per participant.
• Webinar Series Free and open enrollment webinars covering topics such as AI in leadership, conflict resolution, experience design, belonging at work, communication styles, feedback, and recognition. SHRM credit available for attendees. Includes Influence At Every Level, a 1.5-hour virtual session priced at $29 per person.

Quantifiable outcome

• People are 6x as likely to be engaged at work if they have the opportunity to use their strengths every day.
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Gallup (CliftonStrengths)coreTechnology or IntegrationAG Collaborative provides Gallup Certified Strengths Coaches and integrates CliftonStrengths assessments and methodology into their programs. While services are not affiliated with or sponsored by Gallup, the partnership provides access to the CliftonStrengths assessment tool and framework.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• FranklinCovey: Large-scale leadership and organizational performance consultancy offering The 7 Habits, Leadership Greatness, and execution-focused programs to enterprise and mid-market clients globally. Comparable as a broad incumbent in the same corporate leadership development space, with similar content categories but at much greater scale.
• Dale Carnegie Training: Long-established global leadership, sales, communication, and presentation training franchise offering courses comparable to AG Collaborative's Speaking with Influence Bootcamp. Comparable as a broad incumbent with overlapping categories (presentation skills, leadership, communication) at much larger scale.
• Korn Ferry: Global organizational consulting firm offering leadership development, executive coaching, and talent management at the largest enterprise scale. Comparable as a broad incumbent serving similar enterprise HR/L&D buyers with overlapping leadership development and executive coaching offerings.
• Senn Delaney (Huron Consulting): Culture-shaping and leadership consulting practice within Huron focused on organizational culture change, engagement, and executive development. Comparable as a broad incumbent in culture and leadership transformation that competes for similar enterprise culture-and-leadership transformation mandates.

Direct peers

• BetterUp: Enterprise leadership and executive coaching platform combining ICF-certified coaches with proprietary technology, behavioral science, and AI-driven personalization. Comparable as a direct competitor serving the same enterprise leadership development buyer with overlapping coaching and team-effectiveness offerings.
• The Ken Blanchard Companies: Leadership and management training firm known for Situational Leadership, SLII, and self-leadership programs targeting the same mid-manager and frontline leader buyer. Comparable as a direct peer in corporate and leadership development with similar SLII-style content depth.
• Development Dimensions International (DDI): Global leadership development firm focused on leadership pipelines, hiring, and behavioral change at enterprise scale. Comparable as a direct peer serving enterprise HR/L&D buyers with overlapping content in manager development, leadership transitions, and behavioral assessments.
• Center for Creative Leadership: Research-driven leadership development provider offering assessments, executive education, and coaching. Comparable as a peer in evidence-based leadership development and assessment-led coaching targeting similar executive and emerging leader segments.

Others

• Gallup: Creator of the CliftonStrengths assessment that AG Collaborative integrates into its programs. Comparable as the upstream methodology partner and adjacent provider of strengths-based coaching and employee engagement research that overlaps with AG Collaborative's strengths-based leadership content.
• Brené Brown Training and Consulting: Organization through which Dare to Lead facilitation is certified and content is distributed. Comparable as the upstream content partner whose Dare to Lead curriculum AG Collaborative delivers, and an adjacent provider in courage/vulnerability-based leadership programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agcollaborative
• LinkedInlinkedin.com/company/ag-collaborative
• Instagraminstagram.com/agcollaborative/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 AG Collaborative