Hit Global

What Hit Global does

Hit Global Services is a UK-headquartered, founder-owned training, certification, and consulting firm that applies human-centred design (HCD) to IT service management (ITSM) and AI. The company was co-founded by Katrina Macdermid — creator of the HIT Double Diamond Framework (HIT DDF™) and a contributing author to ITIL 4 — and CEO Mark Basham, and is registered as Hit Global Services in England and Wales. Its core intellectual property is the HIT DDF, a four-phase methodology (Discover, Define, Develop, Deliver) that integrates HCD into every stage of the ITSM lifecycle, protected by four registered trademarks (Humanising IT™, HIT DDF™, Humanising AI™, RIPP™).

The product portfolio is built around two certification tracks — Humanising IT Foundation (three modules plus exam) and Humanising AI (four modules plus exam) — supplemented by a Practitioner Level 1 pathway of specialist modules (RIPP, Assumptions Analysis, Experience Archetypes, Research, plus Coming Soon Experience Sketching and MtM and Insight Briefing), an e-book, exam retake vouchers, and live "HIT Experience Hour" sessions. Pricing is published and ranges from USD$35 (e-book) to USD$495 (full Foundation certification), with Humanising AI at USD$155. Delivery is primarily self-paced online via a self-serve e-commerce storefront, with blended and virtual/in-person classroom formats and group/corporate training on request.

Revenue is generated through two streams: transactional course and certification sales (one-time/perpetual license) and professional services consulting that applies HIT DDF to real-world ITSM environments. The go-to-market is product-led growth via e-commerce, augmented by a global partner network, an affiliate program, and active content marketing (blog, podcast, monthly newsletter, LinkedIn/Instagram/Facebook). Hit Global operates across the UK, USA, UAE, India, Belgium, and Australia, serving enterprise customers such as Qantas, Accor, Equifax, Nestle, NSW Government, ANZ, Radisson, Premier Inn, DXC Technology, WSP, and Epworth HealthCare, alongside individual learners and education-sector buyers. The company is bootstrapped with no disclosed external funding, M&A, or restructuring activity.

Name

Hit Global

Legal name

Hit Global Services

Website

https://hitglobal.services

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hit Global is a UK-based, bootstrapped training and consulting firm that certifies IT professionals in applying human-centred design to IT service management through its proprietary HIT Double Diamond Framework, serving enterprise and individual learners globally.

Ownership category

akta.pro rank

Product category

IT Service Management Training and Certification

NAICS

Computer Training (611420), Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Systems Administration & IT Operations (Windows/Linux, Monitoring, ITSM) (EDABAFAH)

akta.pro secondary industries

Project, Process & Quality Certification Prep (PMP, PRINCE2, Lean Six Sigma, ITIL) (EDANAIAE), Custom Corporate IT Training & Upskilling Programs (BPAEANAB), Information Technology & Software (EDAAAPAB)

Keywords

• IT service management training
• Human-centred design consulting
• ITSM certification programs
• AI service management training
• Experience-led IT consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training & Certification Programs: HIT Global generates revenue through selling online training courses and certification exams. Courses are sold as individual modules (Module 1: USD$55, Modules 2&3: USD$395), full certification packages (USD$495), or exam retakes (USD$36). Humanising AI certification is also offered at USD$155. Additional revenue streams include e-books (USD$35) and live sessions called 'HIT Live: The Experience Hour' (USD$50).
2. Consulting Services: The company partners with organisations to reframe service challenges, redesign operating models, and apply the HIT DDF™ to real-world ITSM environments. Consulting is offered alongside training programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Hit Global sells modular training courses and professional certifications that teach IT practitioners how to apply human-centred design principles to IT service management (ITSM) and to AI-driven IT services. Its core products are the Humanising IT™ Foundation certification (three online modules plus an exam) and the Humanising AI™ certification (four modules plus exam), supported by Practitioner-level specialist modules, an e-book, live cohort sessions, and adjunct consulting engagements that apply the proprietary HIT Double Diamond Framework (HIT DDF™) to client ITSM environments.

Product overview

Hit Global offers a modular training and certification platform focused on Humanising IT and Humanising AI frameworks that integrate human-centred design into IT service management. The core product portfolio consists of two certification tracks: Humanising IT Foundation (3 modules + exam) and Humanising AI (4 modules + exam), supplemented by Practitioner-level specialist modules (RIPP, Assumptions Analysis, Experience Archetypes, Research, Experience Sketching, MtM and Insight Briefing). Additional offerings include a best-selling e-book by Katrina Macdermid, exam re-take options, and live HIT Experience Hour sessions. The training is delivered via a mobile-friendly self-paced online platform with multiple delivery formats including self-paced, blended (online + live facilitation), and classroom (virtual or in-person masterclass) options.

Differentiator

Problem solved

Functional benefit

Brands

• Humanising IT: Award-winning framework that integrates human-centred design into IT service management. Includes Foundation certification with three modules and Practitioner Level 1 specialist modules including RIPP, Assumptions Analysis, Experience Archetypes, and Research.
• Humanising AI
• Human-Centred Design for IT Service Management

Products and services

• Humanising IT Foundation - Module 1
• Humanising IT Foundation - Modules 2 & 3
• Humanising IT Foundation - Exam & Certification
• Humanising IT Foundation Full Certification Package
• RIPP - Recognising the Initial Perceived Problem
• Assumptions Analysis
• Experience Archetypes
• Research (Desktop Research & Service Safari)
• Humanising AI Full Certification
• Exam Re-take Option
• Human-Centred Design for IT Service Management e-Book
• HIT Live: The Experience Hour
• Humanising IT Consulting Services

Quantifiable outcome

• 65% pass mark for Humanising IT Foundation certification exam
• +3 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Global Partner NetworkcoreChannel Partner/ Reseller/ DistributorHIT Global operates through a worldwide partner network that delivers training and certification programs across multiple regions. Partners help expand geographic reach and provide local delivery of Humanising IT™ programs.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• IDEO U: Design-thinking and human-centred design training platform from IDEO. Closely comparable in the human-centred-design curriculum layer that HIT Global layers onto ITSM.
• Simplilearn: Online professional training provider covering ITIL, ITSM, and IT certifications via self-paced video courses. Competes for the same IT professional learner via a similar e-commerce self-serve model.
• GoodHabitz: European-headquartered online training provider selling soft-skills and professional development courses via subscription to enterprises. Comparable in PLG e-commerce motion and SME/corporate buyer overlap.
• Pink Elephant: Long-standing specialist ITSM training and consultancy focused on ITIL. Closely comparable in niche focus on ITSM education, with similar mix of training, certification, and consulting offerings.

Broad incumbents

• Pluralsight: Large-scale technology skills platform with an ITIL/ITSM content library and enterprise learning subscriptions. Competes for enterprise training budgets but with a much broader technology catalogue.
• PeopleCert: Owns the ITIL trademark following the AXELOS acquisition and is the dominant accredited provider of ITSM certifications globally. Direct overlap with HIT Global's ITSM training positioning, but at vastly larger scale and with formal accreditation.
• AXELOS (now part of PeopleCert): Original owner of the ITIL and PRINCE2 best-practice frameworks and the global benchmark for ITSM training credentials. Operates the same buyer audience (IT service managers, change managers) that HIT Global targets.
• Udemy Business: Enterprise arm of the Udemy marketplace with deep ITIL, ITSM, and AI course catalogues at low price points. Represents the low-cost ceiling on HIT Global's premium pricing strategy.
• ServiceNow Training & Certification: Official training for ServiceNow's ITSM platform — the dominant ITSM tooling vendor — competing for the same IT service manager training budget with platform-vendor authority.

Emerging players

• DesignThinkers Academy: Design-thinking training and certification provider operating globally with classroom and corporate programmes. Comparable in HCD training methodology and corporate upskilling model, but without the ITSM specialisation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HumanisingIT
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/hit-global-global/?originalSubdomain=uk
• Instagraminstagram.com/hit_global_

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 Hit Global