Fuel It
FUEL it is a Memphis-based enterprise learning platform that delivers facilitated six-month leadership development programs, a monthly HR Leader cohort, and custom employee engagement diagnostics to organizations across multiple industries, using a LearnWorlds LMS with optional AI avatar role-play practice.
- Company typePrivate
- Founded2014
- HeadquartersMemphis, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Fuel It does
FUEL it (legal entity Ogden Services, LLC) is a Memphis, Tennessee-based enterprise learning platform that delivers facilitated leadership development and HR professional development programs to organizations across industries including logistics, healthcare, manufacturing, government, and consumer goods. The company is led by founder and President Cindy Ogden, whose 30-plus years of organization development and Fortune 500 learning leadership experience underpins the curriculum design and facilitation. Core offerings comprise three products: a six-month, facilitated Leadership Development Program priced at $500-$1,000 per participant per month and delivered virtually or on-site; a monthly HR Leader Program cohort priced at $450 per month for individuals with optional organizational subscription; and a custom-scoped Employee Engagement Health Check diagnostic combining surveys, focus groups, and summary reporting. A free SALT (Scripture And Life Training) course library extends the platform beyond paid enterprise offerings.
The platform is built on the LearnWorlds learning management system and integrates Stripe for payment processing and HubSpot for scheduling and CRM, with social login via Google, LinkedIn, Facebook, and X (Twitter). An optional AI avatar role-play feature allows participants to practice difficult workplace conversations between live facilitated sessions, and selected HR Leader Program modules are recognized by SHRM to award Professional Development Credits (PDC) toward SHRM-CP and SHRM-SCP recertification. Go-to-market is consultative and sales-led, with no public pricing and bookings routed through direct sales conversations scheduled via HubSpot.
The business model combines recurring subscriptions (six-month leadership programs, monthly HR Leader cohorts), one-time individual course licenses with one-year expiration, and custom-priced professional services for engagement diagnostics. The company is privately held, bootstrapped, and operates as a single-entity LLC with no disclosed institutional funding, subsidiaries, or parent company, and serves 47+ organizations ranging from frontline supervisors to executive teams.
Fuel It firmographics
Firmographics- Name
- Fuel It
- Legal name
- Ogden Services, LLC
- Website
- https://fuelit.us
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FUEL it is a Memphis-based enterprise learning platform that delivers facilitated six-month leadership development programs, a monthly HR Leader cohort, and custom employee engagement diagnostics to organizations across multiple industries, using a LearnWorlds LMS with optional AI avatar role-play practice.
- Ownership category
- akta.pro rank
Fuel It industry classification
Industry- Product category
- Leadership Development Training
- NAICS
- Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)
- SIC
- Services-Management Consulting Services (8742), Services-Management Services (8741)
- akta.pro primary industry
- Corporate & Leadership Development (BPACANAA)
- akta.pro secondary industries
- Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK), Workplace Culture, Engagement & Wellbeing Training (EDABAIAG)
Keywords
Where Fuel It is headquartered
LocationHeadquarters
- HQ city
- Memphis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fuel It business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Leadership Development Programs: Six-month facilitated programs for managers priced at $500-$1,000 per month, offered in virtual or in-person formats for small or large groups. Programs are facilitated by experienced leadership facilitators and include applied learning between sessions.
- HR Leader Program Subscriptions: Monthly cohort program for HR professionals. Individual monthly access at $450 per month, or ongoing monthly subscription with automatic enrollment for organizations sponsoring multiple HR leaders.
- Individual Course Purchases: Single courses available for purchase from the course catalog, with individual course licenses expiring one year after purchase.
- Employee Engagement Health Check: Custom engagement diagnostic services scoped based on organization size, survey needs, and analysis/reporting requirements. Pricing varies by engagement scope.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Leadership Development Programs: $500-$1,000 per month |
| Subscription | Monthly | HR Leader Program Individual Month: $450 per month |
| Subscription | Monthly | HR Leader Program Ongoing Monthly Access: Auto-enrollment |
| Other | Multi-year contract | Employee Engagement Health Check: Custom pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Fuel It product offering
Product offeringCore offering
Fuel It delivers structured, facilitated leadership development and HR professional development programs through an online learning platform. Its core offerings are six-month Leadership Development Programs for managers, a monthly HR Leader Program cohort for HR professionals, and an Employee Engagement Health Check diagnostic combining surveys and focus groups. Programs are designed to be practical, applied, and tailored to organizational culture and business needs.
Product overview
FUEL it operates an Enterprise Learning Platform (powered by LearnWorlds) offering a portfolio of leadership development and HR professional development products. The core offerings are: (1) the six-month Leadership Development Programs, which are facilitated group programs for managers covering accountability, communication, performance management, trust, and change leadership; and (2) the HR Leader Program, a monthly cohort with live sessions (spanning a 12-month curriculum across 2026) covering HR strategy, law, talent management, and leadership skills, with optional AI avatar role-play practice. A third offering, the Employee Engagement Health Check, provides a diagnostic process combining surveys and focus groups to guide leadership investment decisions. The company also offers a free Christian course program called SALT. The platform is recognized by SHRM to award Professional Development Credits (PDCs) for SHRM-CP and SHRM-SCP recertification.
Differentiator
Problem solved
Functional benefit
Products and services
- Leadership Development Programs Six-month facilitated programs for managers and frontline leaders that build consistency, confidence, and accountability through structured, applied sessions, offered virtually or in-person for small or large groups.
- HR Leader Program Monthly peer cohort program for HR professionals featuring live facilitated sessions twice per month on HR strategy, employment law, talent management, communications, influence, decision-making, and strategic storytelling, with optional AI avatar role-play practice and SHRM Professional Development Credits.
- Employee Engagement Health Check Custom-scoped engagement diagnostic service combining engagement surveys, targeted focus groups, and executive summary reporting with practical recommendations for organizations before they invest in solutions or training.
- SALT (Scripture And Life Training) A collection of free Christian courses designed to strengthen faith, offered as a separate program from the paid enterprise leadership and HR learning platform.
Companies that use Fuel It
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Fuel It technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature2 records
Fuel It partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- People ProcessesminorPeople Processes, a full-service HR consulting and payroll partner, sponsors the HR Leader Program session on Developing a Business Mindset (February). CEO Rhamy Alejeal serves as featured presenter. The partnership exposes HR professionals to People Processes' perspective on building stronger workplaces.
- Ogletree DeakinsminorOgletree Deakins, one of the nation's leading labor and employment law firms, sponsors the HR Leader Program session on Employment Law Basics (April). Kim Hodges, Office Managing Shareholder of the Memphis office, serves as featured presenter.
- HRO PartnersminorHRO Partners, providers of scalable HR and benefits support, sponsors the HR Leader Program session on Influence (September). President Austin Baker serves as featured presenter. HRO Partners helps HR professionals simplify operations and focus on strategic initiatives.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Fuel It competitors and assessment
Company assessmentEmerging players
- BetterUp: Digital coaching and leadership development platform combining AI with human coaching for managers and emerging leaders. Comparable to FUEL it in addressing leadership consistency and manager development, but with venture-backed scale and a tech-led delivery model rather than facilitated cohorts.
Others
- SHRM (Society for Human Resource Management): Professional membership body that sets the SHRM-CP/SHRM-SCP credentialing framework and offers its own learning programs. Comparable to FUEL it as the body that confers the PDC recognition FUEL it relies on for differentiation, and as a competing HR professional development content provider.
Broad incumbents
- FranklinCovey: Global leadership and organizational performance consultancy best known for "The 7 Habits of Highly Effective People" curriculum. Directly comparable to FUEL it as a corporate leadership development provider serving enterprise HR buyers, but at vastly larger scale and broader geographic reach.
- Center for Creative Leadership (CCL): Research-driven leadership development organization offering programs, assessments, and coaching for leaders at all levels. Comparable to FUEL it in delivering facilitated leadership development grounded in research, though CCL skews toward executive and senior-leader audiences.
- Dale Carnegie & Associates: Long-established corporate training provider offering leadership, sales, and communications programs worldwide. Comparable to FUEL it in facilitating applied leadership development for managers, but with a much broader portfolio and global facilitator network.
- DDI (Development Dimensions International): Specialist leadership and selection consultancy serving enterprise HR with leadership development programs, assessments, and coaching. Directly comparable to FUEL it's frontline manager and HR leader audience, though DDI operates at much greater scale with proprietary assessment IP.
- The Ken Blanchard Companies: Leadership training and development company known for "The One Minute Manager" content and Situational Leadership frameworks. Comparable to FUEL it in delivering manager-focused leadership development with facilitation-led programs, but with a stronger published-content brand and global partner network.
- Skillsoft: Enterprise digital learning provider offering leadership, business, and technology courseware to corporate L&D departments. Comparable to FUEL it as a leadership and management training content source for HR buyers, but delivered through self-paced digital libraries rather than facilitated cohorts.
- Korn Ferry: Global organizational consulting firm with a leadership development practice offering assessments, coaching, and learning programs. Comparable to FUEL it in serving HR buyers seeking leadership development solutions, though Korn Ferry operates across the broader talent lifecycle at enterprise scale.
Direct peers
- Crucial Learning: Training company (formed by merger of VitalSmarts, Crucial Conversations, and The Other 80) offering courses on communication, influence, and leadership behavior change. Directly comparable to FUEL it in targeting behavior-driven leadership outcomes for managers and teams via facilitated training.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fuel It social profiles
Digital presenceFuel It compliance and trust
Trust signalCompliance2 records
Fuel It financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fuel It leadership team
Management profileNumber of profiles
Profiles1 record
Fuel It funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fuel It 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 Fuel It
What does Fuel It do?
Fuel It delivers structured, facilitated leadership development and HR professional development programs through an online learning platform. Its core offerings are six-month Leadership Development Programs for managers, a monthly HR Leader Program cohort for HR professionals, and an Employee Engagement Health Check diagnostic combining surveys and focus groups. Programs are designed to be practical, applied, and tailored to organizational culture and business needs.
Is Fuel It a public or private company?
Fuel It is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fuel It founded?
Fuel It was founded in 2014. It employs 1 to 10 people.
Where is Fuel It based?
Fuel It is headquartered in Memphis, United States, in the North America region.
How does Fuel It make money?
Four revenue lines are on record. Leadership Development Programs are the primary driver. The others are HR Leader Program Subscriptions, individual Course Purchases and employee Engagement Health Check.
Who are Fuel It's main competitors?
BetterUp is listed as an emerging player. SHRM (Society for Human Resource Management) is listed as an others. Broad incumbents are FranklinCovey, Center for Creative Leadership (CCL), Dale Carnegie & Associates, DDI (Development Dimensions International), The Ken Blanchard Companies, Skillsoft and Korn Ferry. Crucial Learning is listed as a direct peer.
Does Fuel It have an API?
No public API is recorded for Fuel It.
What industry is Fuel It in?
Fuel It's product category is Leadership Development Training. Its primary akta.pro industry code is BPACANAA, Corporate & Leadership Development, with a secondary code of EDABAAAK, Leadership Assessment, 360 Feedback & Development Planning. Its NAICS code is 611430 and its SIC code is 8742.