Franklin Covey Co. (Franklin Covey) is a global company focused on organizational performance improvement.
Franklin Covey Services and Offerings
The company’s services and products are designed to help its clients succeed in four key areas:
Develop exceptional leaders at every level.
Instill habits of effectiveness in every individual.
Build an inclusive, high-trust culture.
Use a common execution framework to pursue their most important goals.
The company’s clients include national, stat...
Franklin Covey Co. (Franklin Covey) is a global company focused on organizational performance improvement.
Franklin Covey Services and Offerings
The company’s services and products are designed to help its clients succeed in four key areas:
Develop exceptional leaders at every level.
Instill habits of effectiveness in every individual.
Build an inclusive, high-trust culture.
Use a common execution framework to pursue their most important goals.
The company’s clients include national, state, provincial, and local governmental entities.
The company’s content, which is based on timeless principles of human effectiveness, is designed to help people change both their mindset and behavior.
The company seeks to combine the best content, delivery and coaching experts, and technology to help the company’s clients achieve results at scale—which may extend across an entire organization. The combination of powerful content, teams of experts, a dynamic behavior change platform, and key metrics can guide leaders and teams through solutions that will deliver exceptional results again and again.
The company’s services and products are primarily delivered through its subscription offerings, which are consisted of the All Access Pass (AAP), which is primarily sold through the company’s Enterprise Division, and the Leader in Me membership, which is designed specifically for the company’s Education Division. The AAP is a way to deliver the company’s content to clients of various sizes, including large, multinational organizations. Clients may utilize complete offerings such as The 7 Habits of Highly Effective People, The Four Disciplines of Execution, The Speed of Trust, and Multipliers, or use individual concepts from any of the company’s well-known offerings to create a custom solution to fit their organizational or individual training needs. Since the introduction of the All Access Pass, the company has developed the role of the Implementation Strategist to provide the company’s clients with the direction necessary to create meaningful impact journeys using the company’s tools and content. An impact journey is a customized plan to utilize the company’s content and offerings on the AAP to drive sustained behavioral change in a manner that achieves a client’s specific goals and provides them with the keys to obtain maximum value from the pass. The company has also translated AAP materials into numerous additional languages, which allows the AAP to be used effectively by multinational entities and provides for greater international sales opportunities.
In the company’s Education Division, the company offers the Leader in Me membership, which provides access to the Leader in Me online service, and authorizes the use of Franklin Covey’s proprietary intellectual property. The Leader in Me online service provides access to digital versions of student leadership guides, leadership lessons, illustrated leadership stories, and a variety of other resources to enable an educational institution to effectively implement and utilize the Leader in Me program. The company’s offerings are delivered to educators and students through a network of experienced coaches and consultants who assist schools with the implementation of the Leader in Me program. The coaches and consultants who serve in the Education Division are primarily former educators, from teachers to principals, who have a deep understanding of the current challenges facing both educators and students and understand how the Leader in Me program can effectively address these challenges. The tools and resources available through the Leader in Me membership provide measurable results that are designed to develop student leadership, improve school culture, and increase academic proficiency.
To deliver these services and products, the company operates globally with one common brand and a business model designed to enable the company to provide clients around the world with the same high level of service. To achieve this high level of service the company has sales and support associates in various locations around the United States and Canada, and operate wholly owned subsidiaries that serve clients in Austria, Australia, China, Germany, Ireland, Japan, New Zealand, Switzerland, and the United Kingdom. In foreign locations where the company does not have a directly owned office, the company may contract with independent licensee partners who deliver the company’s content and provide services in approximately 150 other countries and territories around the world.
Business Development
The company’s business is structured around two divisions, the Enterprise Division and the Education Division. The Enterprise Division consists of the company’s Direct Office and International Licensee segments and is focused on selling the company’s offerings to corporations, governments, not-for-profits, and other related organizations. Franklin Covey offerings delivered through the Enterprise Division are designed to help organizations and individuals achieve their own great purposes through behavior changing content and coaching. The company’s Education Division is centered around the principles found in the Leader in Me and is dedicated to helping educational institutions build cultures that will produce great results, including increased student performance, improved school culture, and increased parental and teacher involvement.
Following the launch of the company’s AAP subscription service and Leader in Me membership, the company has consistently sought to improve the technology, content, and overall client experience with these offerings.
In addition to the internal development of the company’s offerings, the company has on occasion sought to grow its sales through the acquisitions of businesses and content licenses, and opening new international offices. The company’s growth investment efforts have included the following:
Increased Investment in Content and Delivery Platforms – The company has significantly increased its investments in content and delivery platforms. In the year ended August 31, 2024 (fiscal 2024), the company invested in significant revisions to its flagship The 7 Habits of Highly Effective People offering, which launched in early fiscal 2025, on new Leader in Me content, and for enhancements to the company’s Impact Platform. During fiscal 2024, the company also acquired a license for The Teacher Believed in Me content, which is expected to provide new opportunities for growth in the company’s Leader in Me membership and related offerings. Continuing investments in the company’s content and offerings are critical to the company’s growth and ability to attract and retain clients.
Integration of Artificial Intelligence (AI) – With the rapid rise of AI, there will be an increasing premium on human leadership and interaction to leverage AI in the workplace. These skills will include the ability to set vision, focus teams, serve customers, and communicate effectively with human co-workers and AI interfaces. The company is strengthening its platforms and offerings to leverage the quickly changing capabilities and opportunities related to AI to improve and customize the learning experience for the company’s clients. AI provides an opportunity for growth and improvement of the overall learning experience associated with the company’s content and offerings.
New Direct Office in France – In early fiscal 2025, the company opened a new direct office operation in France, which was previously served by a licensee partner. Converting the company’s operations in France from a licensee partnership to direct ownership will provide additional growth in revenue and operating income in future periods.
Competition
Other significant comparative companies that compete with the company’s Enterprise Division include Development Dimension International, Crucial Learning, Korn Ferry, Udemy Business, GP Strategies, Cornerstone, and LinkedIn Learning, among others. The company’s Education Division competes with entities, such as 7 Mindsets, Capturing Kids Hearts, Second Step, Responsive Classroom, and Character Strong.
Intellectual Property
The company claims rights for 744 trademarks in the United States and foreign countries, and the company has obtained registration in the United States and numerous foreign countries for many of the company’s trademarks, including FranklinCovey, The 7 Habits of Highly Effective People, The 4 Disciplines of Execution, and The 7 Habits.
The company claims 265 registered copyrights, and own sole or joint copyrights on the company’s books, manuals, text and other printed information provided in the company’s training programs, and other electronic media products, including audio and video media.
Products and Sustainability
The company offers nearly all of its training materials and related accessories in digital format. If a client chooses to use paper-based materials in their training programs, the company also offers printed materials. The company’s printed training materials are primarily consisted of paper, which is a renewable and sustainable resource and all of the company’s primary printer’s paper suppliers are Forest Stewardship Council (FSC) certified. The company purchases its training materials and related products from vendors and suppliers located both domestically and internationally. The company’s training materials are primarily warehoused and distributed from an independent warehouse facility located in Des Moines, Iowa.
History
Franklin Covey Co. was founded in 1983. The company was incorporated in 1983 under the laws of the state of Utah.
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