Forging Ahead
Forging Ahead is a founder-led mental skills coaching practice serving equestrian riders in South Africa and the UK, offering individual coaching, a 6-week group program, a monthly subscription Academy, and in-person workshops built on proprietary frameworks in sports psychology and Enneagram profiling.
- Company typePrivate
- Founded2023
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Forging Ahead does
Forging Ahead is a privately-held mental skills coaching practice founded in 2023 by Linda Hennings, focused exclusively on equestrian riders across South Africa and the United Kingdom. The company combines sports psychology, Enneagram personality profiling, and Process-Oriented Psychology through proprietary frameworks — notably the Champion Zone Framework, the 3-Legged Stool Model (Body-Mind-Horse), and an Equestrian Enneagram Assessment — to help competitive riders in eventing, show jumping, and dressage manage competition pressure, recover from mistakes, and translate training-ground performance into consistent show results.
The product portfolio spans four core tiers plus free acquisition assets. The Forging Ahead Academy is a recurring monthly membership priced at R500 (South African Rand) per month, offering masterclasses, live Q&A, monthly resources, and a peer community with fortnightly meetings. Foundations of Focus is a 6-week structured program limited to 5 riders per cohort, blending 1:1 mindset coaching with small-group support and bonus materials. Individual coaching sessions are bespoke one-on-one engagements booked via a free 30-minute discovery call. In-person workshops — Introduction to Mental Skills, 9 Essential Mental Skills, and High Performance Bootcamp — are delivered at client yards in South Africa or the UK with a minimum of 10 attendees. Free entry points include the Facing Down Fear 7-day email challenge and the discovery call.
The business operates as a founder-led solo practice with 1-10 employees and no external funding. The go-to-market combines community-led growth (Academy peer group, free challenge, content marketing via blog and social channels on Facebook, Instagram, and YouTube) with sales-led conversion for higher-tier offerings (individual coaching and Foundations of Focus require a qualification call). Geographic coverage spans South Africa (primary, Noordhoek-based) and the United Kingdom (secondary), with bilingual price points in Rand and GBP. Customer segments include competitive riders (primary), riding coaches and trainers, parents of young equestrians, and budget-conscious online learners.
Forging Ahead firmographics
Firmographics- Name
- Forging Ahead
- Legal name
- Forging Ahead
- Website
- https://forgingahead.co.za
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Forging Ahead is a founder-led mental skills coaching practice serving equestrian riders in South Africa and the UK, offering individual coaching, a 6-week group program, a monthly subscription Academy, and in-person workshops built on proprietary frameworks in sports psychology and Enneagram profiling.
- Ownership category
- akta.pro rank
Forging Ahead industry classification
Industry- Product category
- Equestrian Sports Coaching / Sports Psychology Services
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Sports Psychology & Mental Performance Coaching (HSADAEAH)
- akta.pro secondary industry
- Behavior Change & Motivational Coaching (HSADAGAF)
Keywords
Forging Ahead business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Forging Ahead Academy Membership: Monthly subscription membership offering masterclasses, live Q&A sessions, new resources monthly, peer community, feedback, and ongoing challenges. Billed at R500 per month (South African Rand). No long-term contracts required - members can stay as long as they like or leave anytime.
- Foundations of Focus Program: 6-week structured coaching program combining 1:1 mindset coaching with small-group support (max 5 riders per cohort) and weekly mental training exercises. Includes bonus materials (Rider's Reflection Journal, Pre-Show Mental Prep Checklist, Top Tips from Top Riders, Grounding Audio). Program also includes 3 months access to Forging Ahead Academy.
- Individual Coaching Sessions: Bespoke one-on-one coaching sessions with tailored action plans focused on client goals, private sessions with personalized feedback, and practical tools for managing nerves and strengthening focus. Session fees paid prior to session unless otherwise agreed.
- In-Person Workshops: Live workshops offered at client yards including Introduction to Mental Skills (1-2 hours, minimum 10 people), 9 Essential Mental Skills (half-day workshop), and High Performance Bootcamp (including Equestrian Enneagram with personalized assessment).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Academy Monthly Membership - R500/month |
| One time/ perpetual license | Multi-year contract | Foundations of Focus 6-Week Program |
| One time/ perpetual license | Pay-as-you-go | Individual Coaching Sessions |
| One time/ perpetual license | Pay-as-you-go | In-Person Workshops |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Forging Ahead product offering
Product offeringCore offering
Forging Ahead provides mental skills coaching programs and resources for equestrian riders, helping them manage competition pressure, build focus, recover from mistakes, and perform consistently. Offerings include bespoke one-on-one coaching sessions, a 6-week Foundations of Focus small-group program, a monthly Academy membership with masterclasses and peer community, and in-person workshops at client yards. The service combines sports psychology, Enneagram personality profiling, and Process Oriented Psychology delivered via online content and live sessions.
Product overview
Forging Ahead is a mental skills coaching company for equestrians, offering a multi-format portfolio of coaching services. The core offerings include: Individual Coaching Sessions (bespoke one-on-one coaching with personalised action plans); the Foundations of Focus 6-week program (small-group coaching combining 1:1 mindset sessions, group workshops, and weekly challenges with bonus materials); the Forging Ahead Academy (a monthly membership delivering masterclasses, live Q&A, new monthly resources, and peer community); and In-Person Workshops (Introduction to Mental Skills, 9 Essential Mental Skills, and High Performance Bootcamp). Free entry-point offerings include the Facing Down Fear 7-Day Challenge and a Free Discovery Call. The company is founded and led by Linda Hennings, a lifestyle and sports performance coach with a Diploma in Practitioner Coaching (DIPC) and Enneagram and Process-Oriented Psychology certifications, who applies corporate coaching experience to equestrian mental performance.
Differentiator
Problem solved
Functional benefit
Brands
- Forging Ahead Academy: Monthly membership program offering ongoing mental skills coaching, masterclasses, live Q&A sessions, peer community, and monthly resources for equestrians seeking continuous development.
Products and services
- Individual Coaching Sessions
Quantifiable outcome
- 23% improvement in performance from visualization alone (University of Chicago study cited by Linda)
Companies that use Forging Ahead
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles2 records
Forging Ahead technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Forging Ahead partnerships and signals
Strategic signalScale indicators2 records
Recent moves7 records
Expansion highlights6 records
Forging Ahead competitors and assessment
Company assessmentBroad incumbents
- Talkspace: Online therapy subscription platform competing in the mental wellness subscription space. Comparable subscription model to the Forging Ahead Academy, though focused on clinical therapy rather than sport mental performance.
- BetterUp: Enterprise and consumer coaching platform focused on mental performance, resilience, and behavior change. Overlaps with Forging Ahead's coaching methodology (DIPC-style practitioner coaching, behavior change) but serves corporate buyers rather than equestrian athletes.
- BetterHelp: Largest online therapy subscription platform. Competes for the same mental wellness budget but delivers licensed therapy rather than sport-specific mental skills coaching. Relevant because equestrian riders under pressure could substitute therapy for sports psychology.
- Calm: Mass-market meditation and mental wellness subscription with content targeting performance and sleep. Competes for the same mental wellness wallet share as Forging Ahead's Academy membership, but with far broader appeal and no equestrian niche.
- EXOS: Large athletic performance training and mindset coaching provider working with professional teams and corporate athletes. Overlaps with Forging Ahead in the mental skills / mindset pillar but serves elite and team sport customers rather than niche equestrian consumers.
- IMG Academy: Multi-sport athletic training academy with integrated mental performance coaching in its curriculum. Comparable in combining physical and mental training for athletes, but operates at institutional scale and does not focus on equestrian.
- Headspace: Global subscription mindfulness and mental wellness app with sports-specific content. Comparable as a mental performance resource for athletes, but lacks equestrian specialization and one-on-one coaching depth.
Emerging players
- Oak: Meditation and mental training app specifically designed for athletes. Most directly comparable niche positioning — sport-focused mental skills — but serves a broader athlete population rather than equestrian specifically.
Others
- The Plaid Horse: Equestrian media and education publisher serving competitive riders. Relevant as an ecosystem participant reaching the same target audience, and a potential partnership or content channel for Forging Ahead rather than a direct coaching competitor.
- Noelle Floyd: Equestrian-focused content, community, and online training platform. Adjacent peer because it serves the same competitive equestrian audience and is building content/education monetization, though its core is media rather than mental skills coaching.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Forging Ahead social profiles
Digital presenceForging Ahead financial estimates
Financial estimateRevenue estimate
Valuation estimate
Forging Ahead leadership team
Management profileNumber of profiles
Profiles1 record
Forging Ahead funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Forging Ahead 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 Forging Ahead
What does Forging Ahead do?
Forging Ahead provides mental skills coaching programs and resources for equestrian riders, helping them manage competition pressure, build focus, recover from mistakes, and perform consistently. Offerings include bespoke one-on-one coaching sessions, a 6-week Foundations of Focus small-group program, a monthly Academy membership with masterclasses and peer community, and in-person workshops at client yards. The service combines sports psychology, Enneagram personality profiling, and Process Oriented Psychology delivered via online content and live sessions.
Is Forging Ahead a public or private company?
Forging Ahead is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Forging Ahead founded?
Forging Ahead was founded in 2023. It employs 1 to 10 people.
How does Forging Ahead make money?
Four revenue lines are on record. Forging Ahead Academy Membership is the primary driver. The others are foundations of Focus Program, individual Coaching Sessions and in-Person Workshops.
Who are Forging Ahead's main competitors?
Broad incumbents on record are Talkspace, BetterUp, BetterHelp, Calm, EXOS, IMG Academy and Headspace. Oak is listed as an emerging player. Others are The Plaid Horse and Noelle Floyd.
Does Forging Ahead have an API?
No public API is recorded for Forging Ahead.
What industry is Forging Ahead in?
Forging Ahead's product category is Equestrian Sports Coaching / Sports Psychology Services. Its primary akta.pro industry code is HSADAEAH, Sports Psychology & Mental Performance Coaching, with a secondary code of HSADAGAF, Behavior Change & Motivational Coaching. Its NAICS code is 61162 and its SIC code is 7997.