The Alliance For Performance Excellence

What The Alliance For Performance Excellence does

The Alliance for Performance Excellence is a 501(c)(3) nonprofit, incorporated in Arizona in 2005, that serves as the national umbrella organization for 28 state and regional Baldrige-based performance excellence programs covering all 50 states and Puerto Rico. Beginning with the 2026 award cycle, the Alliance administers the Malcolm Baldrige National Quality Award - the nation's only presidential honor for organizational and community performance excellence, codified in 15 U.S.C. §3711a - on behalf of NIST and the U.S. Department of Commerce, with the Baldrige Foundation as a co-operating partner for the conference, framework revisions, and the Executive Fellows Program.

The organization's core product is the Baldrige Excellence Framework, a systems-based methodology covering leadership, strategy, customers, workforce, operations, measurement, and results, used by member programs for tiered organizational assessments and benchmarking. The Alliance generates revenue through four streams: membership dues from 28 regional program members, Baldrige Award application fees (with reduced fees for most applicants under the 2026 changes), annual conference revenue from the Baldrige Conference and Quest for Excellence Conference, and tuition-based examiner training (Baldrige Examiner Training Experience, or BETE) priced at $1,200 for U.S. learners and $2,400 for international learners. Services are delivered primarily through the federated member-program network, with direct Alliance delivery as backup.

Customers span six award categories - manufacturing, service, small business, healthcare, education, and nonprofit - plus a community category approved by Congress in 2022. The Alliance is led by its first President and CEO, Brian Lassiter (appointed June 2025), supported by a small national staff (Operations Coordinator, Marketing Director) and a volunteer board of directors drawn from regional program leadership.

Name

The Alliance For Performance Excellence

Legal name

The Alliance for Performance Excellence

Website

https://baldrigealliance.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

The Alliance for Performance Excellence is a 501(c)(3) nonprofit that administers the Malcolm Baldrige National Quality Award and the Baldrige Excellence Framework through a network of 28 regional member programs serving healthcare, education, manufacturing, nonprofit, government, and service organizations across the United States.

Ownership category

akta.pro rank

Product category

Performance Excellence and Quality Management

NAICS

Business Associations (813910), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (81399)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Accreditation Standards, Benchmarking & Framework Organizations (EDADACAJ)

akta.pro secondary industries

Accreditation Coordination, Recognition & Meta-Accreditation Bodies (EDADACAH), Standards, Metrology & Accreditation Bodies (BPAIAOAC)

Keywords

• Performance excellence framework
• Quality award programs
• Organizational assessment services
• Excellence training programs
• Business performance consulting

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: 28 member programs (state/regional Baldrige-based organizations) pay membership fees to be part of the Alliance network, providing credibility and access to resources.
2. Baldrige Award Application Fees: Organizations applying for the Malcolm Baldrige National Quality Award pay nonrefundable deposits and application fees. Reduced fees for most applicants under 2026 changes.
3. Conference Revenue: The Alliance hosts the annual Baldrige Conference and Quest for Excellence Conference, generating revenue through registrations. Events include workshops, keynotes, networking, and recognition ceremonies.
4. Examiner Training Programs: Baldrige Examiner Training Experience (BETE) programs charge tuition: $1,200 for U.S. learners and $2,400 for international learners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Alliance for Performance Excellence administers the Malcolm Baldrige National Quality Award—the nation's only presidential-level recognition for organizational and community performance excellence—on behalf of the U.S. Department of Commerce and NIST beginning with the 2026 award cycle. It supports the Baldrige Excellence Framework, delivers the Baldrige Examiner Training Experience (BETE), hosts the annual Baldrige Conference, and coordinates a network of 28 state/regional Member Programs that provide organizational assessments, feedback, training, and recognition services to businesses, healthcare organizations, educational institutions, nonprofits, and government agencies across the United States.

Product overview

The Alliance for Performance Excellence is a national nonprofit network that administers the Malcolm Baldrige National Quality Award and supports the Baldrige Excellence Framework across 28 member programs. The organization's portfolio includes: the Malcolm Baldrige National Quality Award (the nation's highest presidential recognition for performance excellence, administered for the 2026 cycle onward); the Baldrige Examiner Training Experience (BETE) - a training program with live and self-paced components; the annual Baldrige Conference (hosted jointly with C.O.R.E. for 2026); the Baldrige Excellence Framework - the foundational assessment criteria used by member programs; and Regional Member Programs offering tiered organizational assessments. The Alliance operates as a public-private partnership with NIST and the Department of Commerce maintaining oversight.

Differentiator

Problem solved

Functional benefit

Products and services

• Malcolm Baldrige National Quality Award The nation's highest presidential-level recognition for organizational and community performance excellence, based on the Baldrige Excellence Framework. Awarded across six categories—manufacturing, service, small business, healthcare, education, and nonprofit—with a seventh community award category approved by Congress in 2022.
• 2026 Baldrige Award Cycle The 2026 Baldrige Award cycle administered by the Alliance, featuring streamlined evaluation, refined Award Criteria, enhanced examiner training with expanded expert support, eligibility pathways via top-tier Alliance Member Program awards or recent MBNQA site visits, and reduced fees for most applicants. Eligible participants receive a site visit and recognition at the 2027 Quest for Excellence Conference.
• Baldrige Examiner Training Experience (BETE) A behind-the-scenes training program that provides access to the Baldrige Award Criteria, scoring rubrics, systems thinking concepts, and best practices used by examiners. Combines weekly live online sessions (Tuesdays 6:00-7:00 p.m. EDT) with 15+ self-paced asynchronous modules.
• Baldrige Conference Annual conference bringing together organizational and community leaders from healthcare, education, manufacturing, nonprofit, government, and service sectors to explore innovation, leadership, resilience, and performance excellence.
• Baldrige Excellence Framework The foundational systems-based performance excellence framework and criteria for organizational assessment covering leadership, strategy, customers, workforce, operations, measurement, and results. Used by the Alliance and its 28 member programs for assessments and benchmarking, and refreshed on a biennial cycle.
• Regional Member Programs A national network of 28 state and regional Baldrige-based performance excellence organizations providing assessments, feedback, training, and recognition programs. Most members offer tiered approaches to organizational assessments using the Baldrige Excellence Framework, from basic to multiple levels.
• Baldrige Alliance Professional Development Series Professional development products and services available through Program Members and directly through the Alliance, including shared offerings such as the Baldrige Conference, Examiner Training Curriculum, and Organizational Recognition Programs, along with webinars such as Inspire!, Third Thursday Webinars, and Application Writing Web Series.

Quantifiable outcome

• Using the Baldrige Excellence Framework improves organizational resilience and sustainability
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Baldrige FoundationcoreStrategic or Co-development Partner · 18 November 2025Beginning with the 2026 award cycle, the Baldrige Foundation manages the operations of the Quest for Excellence conference, Baldrige Excellence Framework revisions, and the Baldrige Executive Fellows Program. Together with the Alliance, they assume the majority of Baldrige Program operations while NIST maintains ultimate responsibility.
• NIST (National Institute of Standards and Technology)coreStrategic or Co-development PartnerNIST and the Department of Commerce maintain ultimate responsibility for the Baldrige Excellence Framework, the Baldrige Award process, and other requirements codified in U.S. law (15 U.S.C. §3711a). NIST provides guidance and oversight, receives award recipient recommendations, and presents the award.
• Communities of Resilience & Excellence (C.O.R.E.)coreGTM or Marketing PartnerC.O.R.E. co-hosts the annual Baldrige Conference. The 2026 conference 'The Rhythm of Excellence' is hosted by both the Alliance and C.O.R.E. in New Orleans at the Sheraton New Orleans.
• Program Members (28 state/regional programs)coreChannel Partner/ Reseller/ Distributor28 regional Baldrige-based programs across the United States serve as the primary delivery channel for assessments, training, and recognition services. Programs include Rocky Mountain Performance Excellence, Partners in Performance Excellence, The Partnership for Excellence, Performance Excellence Northwest, and others covering all 50 states.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Performance Excellence Northwest (PENW): PENW is the Baldrige-based regional program for the Pacific Northwest, led by Executive Director Laura Kinney. It is a direct member-program peer delivering Baldrige assessments and training in the region.
• EFQM (European Foundation for Quality Management): EFQM is the European equivalent of the Baldrige framework, operating the EFQM Model and the European Excellence Award. It is a direct international peer in performance excellence frameworks, assessor training, and recognition programs.
• Baldrige Foundation: The Baldrige Foundation is the Alliance's direct partner in administering the Malcolm Baldrige National Quality Award starting with the 2026 cycle, jointly handling framework revisions, the Quest for Excellence conference, and the Executive Fellows Program. The two organizations split what was previously a NIST-led program.
• Tennessee Center for Performance Excellence (TNCPE): TNCPE is a state-level Baldrige-based performance excellence program serving Tennessee, led by Alliance Vice Chair Heather Schoch. It is a direct member-program peer delivering assessments, examiner training, and recognition.
• The Partnership for Excellence (TPE): TPE is a Baldrige-based regional program serving Ohio, Indiana, Illinois, West Virginia, and Western Pennsylvania, led by Alliance Board Chair Margot Hoffman. It is a direct member-program peer delivering Baldrige assessments, training, and tiered recognition.

Broad incumbents

• American Society for Quality (ASQ): ASQ is the largest U.S. membership organization focused on quality, performance excellence, and continuous improvement, offering certifications, training, and the Malcolm Baldrige-related National Quality Award sponsorship. It overlaps with the Alliance's audience of quality professionals and Baldrige examiners.
• Joint Commission (JCAHO): The Joint Commission is the dominant U.S. healthcare accreditation body. It is a broad incumbent that overlaps with the Alliance's healthcare sector customers pursuing Baldrige-based performance excellence on top of regulatory accreditation.

Emerging players

• Communities of Resilience & Excellence (C.O.R.E.): C.O.R.E. co-hosts the annual Baldrige Conference with the Alliance and administers the Communities of Excellence Framework for community-wide Baldrige-based improvement. It is an emerging peer focused on the community award category approved by Congress in 2022.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/alliance-for-performance-excellence

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Alliance For Performance Excellence