Psychological Profiling Tool

You think you know yourself. But do you really?

See how you think, what drives you, and how you are naturally wired to perform, in work and in life.

Start Your Free Assessment How It Works

You may already recognize this

Some of this may sound familiar

If even one of these feels like you, you are in the right place.

You perform better in some situations and struggle in others, and you cannot tell why.

Certain roles give you energy. Others quietly drain you.

Under pressure, you react in ways you wish you could change.

You feel you are not using your full potential the way you are meant to.

You are not stuck. You are not inconsistent. You just have not seen your full pattern yet.

“Winning Profile® is not just a training framework. It is a transformational Performance Engine. Grounded in science, driven by measurable psychology, and built to elevate and reshape human behavior, people and results, from the inside out.”

DR. GARY FORD RUSSELL, FOUNDER

What Winning Profile Measures

Three dimensions. One full picture.

Most tools measure one thing. We measure how you think, how you feel, and how you act, and bring the three together. That is what makes the picture real.

T

Thinking

How you process information and solve problems.

F

Feeling

What drives you emotionally and gets you into action.

A

Acting

How you act and perform in real situations.

How It Works

From data to real change

Winning Profile works in three connected steps that take you from understanding yourself to changing how you perform.

Step 01
Diagnostic

Think of it like an MRI for the mind. Three short assessments measure how you think, how you feel, and how you act. Then we bring them together into one clear profile.

Step 02
Interpretation

A one-on-one coaching session walks you through what the data really means for you. Your five Human Drivers and Driver Map become clear.

Step 03
Implementation

Leadership Development, Winning Workouts, and an ongoing Performance Review system turn what you learn into real change at work and in life.

Go deeper on the science

Who It's For

Used across different fields

It always starts with the individual.

01

Individuals

People looking for clarity, growth, and a better way to understand how they work.

Learn more →
02

Organizations

Leadership teams who want real, measurable change in performance, culture, and bottom line.

Learn more →
03

Teams & Athletes

Coaches and performers looking for the edge that is not necessarily physical.

Learn more →

Trusted By

Real feedback. Real outcomes.

Hear directly from clients who have been through the Winning Profile process.
Featured Testimonial
MELISSA REID, CHAMPIONSHIP GOLFER
"Winning Profile produced the biggest improvement in my mental approach to my game. It gave me a greater sense of confidence on and off the golf course, and I actually started to believe in myself."
MELISSA REID, CHAMPIONSHIP GOLFER
MIKE MARALDO, DIRECTOR OF OPERATIONS, GIANT EAGLE
"I will never look at talent the same way again. Sales went up, shrink came down, and our engagement score improved by 12 points. Simply amazing."
MIKE MARALDO, DIRECTOR OF OPERATIONS, GIANT EAGLE
PAULA RADCLIFFE, MARATHON WORLD RECORD HOLDER
"Working with Gary changed the way I prepared, mentally and physically. He understood what was driving me before I did."
PAULA RADCLIFFE, MARATHON WORLD RECORD HOLDER
See All Case Studies

Trusted By

Organizations that take performance seriously

From hedge funds to Fortune 500 retailers to Olympic teams, the world's most demanding performance environments rely on Winning Profile.

Millennium
Morgan Stanley
Point72
Balyasny
Giant Eagle
The Man Group
Deloitte
Team GB
$1.1M
P&L Impact (Giant Eagle)
67
Olympic Medals (Team GB 2012)
20+
Years of Research
600+
Validated Participants
See How We Work With Organizations

The patterns are already there. The language for them is what is missing.

Start Your Free Assessment
The Science

Most personality tools give you an X-ray. We give you an MRI.

Built on decades of research, refined across sport, business, and education. Designed to move you from description to prediction.

The Foundation

Why we measure three dimensions

Most profiling tools measure one dimension of you, how you think, or how you feel, or how you act. The picture they produce is flat. A single line where there should be a system.

Twenty years ago, our founder Dr. Gary Ford Russell set out to find a more accurate approach. He created three assessment instruments, each designed to measure one facet of human behavior, and developed a proprietary algorithm that combines them. When the three are triangulated against each other, they reveal something none of them can on its own: a full, three-dimensional picture of how you're wired.

Validated

Backed by long-term research

7
Long-Term Studies
600+
Participants Validated
20+
Years of Research
85%
Client Retention

The Instruments

Three measurements. One profile.

T

Russell + Martz Index

How you perceive and process information, and how you arrive at decisions.

F

Castle EQ Accelerator

How you connect to the world emotionally. Whether you accelerate through people (EQ) or through logic (IQ).

A

Chris Paul Action Survey

How you operate inside a work or performance environment, and how you carry yourself under pressure.

Triangulation

How the three come together

On their own, each of these instruments is linear. Each gives you a straight line. Placed against one another, they produce tension, and that tension is where the pattern becomes legible.

Our team interprets these findings inside the context of your actual environment, identifying where your natural talents and strengths connect to the roles that bring them out. It's not a label. It's a map.

Most tests describe the apples. We tell you how to make the pie.

Personality tests give you raw ingredients. Useful, but incomplete. Winning Profile is the system, it triangulates the ingredients into something you can actually use.

Interactive Perceptual Psychology

The model behind everything we do

Medicine has a structured, replicable model. You can apply it consistently and predict outcomes. That is why medicine scales. That is why it improves.

Psychology has never had that. For decades it has been fragmented, collections of theories, personality tests, behavioral assessments, all attempting to explain people from the outside in. Useful, but descriptive. Not predictive.

Until Interactive Perceptual Psychology (IPP). A structured, inside-out model of human performance built on a simple but overlooked truth: behavior is not the starting point. It is the outcome.

The FOCUS® Model

A repeatable cycle for how change happens

Formation Of Concept between you and me. The four-step process that explains how learning, development, and behavioral change actually occur. Not randomly. Not vaguely. Predictably.

F
Formation
O
Of
C
Concept
U
Us
S
System

The Two Operating Systems

Alignment and Activation

IPP runs on two interdependent psychological processes, mirroring the way medical systems like respiration and circulation depend on each other.

Alignment

When every component of behavior works together in sync.

C · B · A
Concept · Belief · Achievement

The WHAT, the WHY, and the HOW. When these three line up, behavior follows.

Activation

The internal energy that emerges from alignment.

S · R · O
Sender · Receiver · Outcomes

Measured by engagement. When energy moves through the system cleanly, performance follows.

The Output

Five Human Drivers

Triangulation produces five core elements that describe how and where you naturally create value. Together, these become your Driver Map.

01
Impact
The mark you make
02
Relationships
How you connect
03
Pressure
How you respond
04
Growth
How you develop
05
Organization
How you structure

The science is settled. The next step is yours.

Start Your Free Assessment
For Individuals

You already know more about yourself than you've named.

There's a quiet, persistent sense that the way you operate doesn't quite match the categories you've been given for it. You've been calling that friction. It's actually information.

Begin Your Profile

You may already recognize this

Working hard isn't the issue. Working against your own wiring is.

Most thoughtful people don't lack effort. They lack a precise enough language for how they actually operate, how they think, what activates them, and how they show up under pressure. Without that language, friction looks like a personal flaw. With it, friction becomes a signal.

Some of this may sound familiar:

You've taken assessments before, and the results never quite stuck.
You succeed in your role, but it costs more than it should.
Some environments sharpen you. Others leave you depleted, and you can't fully say why.
You suspect you're not the problem. The framing around you is.
Stop fighting your wiring. Discover the patterns you haven't noticed that define how you think, feel, and act.

What This Page Reveals

Patterns you've sensed but couldn't name

Winning Profile doesn't sort you into a category. It maps three dimensions of how you naturally operate, Thinking, Feeling, and Acting, and shows you where they align, where they pull against each other, and what that means for the way you perform.

Your natural design
The pre-wired qualities that make you effective. The ones that show up whether or not you are trying.
What activates and depletes you
The internal drivers that compound your energy, separated from the ones that quietly cost it.
How you respond under pressure
Your default patterns when the stakes rise. Not a weakness. Information you can work with.
The environments that fit you
The kinds of roles, relationships, and rhythms that bring out your sharpest version.
A clearer way to decide
A frame for telling the difference between opportunities that look right and ones that actually are.
Growth without self-betrayal
Development that builds on your design, instead of asking you to override it.
Nothing here is asking you to become someone else. It's a more accurate language for who you already are.

Your Drivers

Five anchors. One Driver Map.

Your profile produces five core Human Drivers, the descriptors that most accurately capture how you create value. Together they form your personal Driver Map, the visual that shows where your strengths converge and where your conditions for performance are met.

01
Impact
The mark you make
02
Relationships
How you connect
03
Pressure
How you respond
04
Growth
How you develop
05
Organization
How you structure

Winning Individual

A permanent User Manual for how you operate

Winning Individual is the foundational Winning Profile assessment, the starting point for everyone who works with us, whether as an individual, a team member, or a leader.

It isn't a snapshot of your current state of mind. Your wiring doesn't change with your mood, your job title, or the year. What you receive is closer to a User Manual: the internal attributes that drive how you think, feel, and act, written in language you'll keep coming back to.

A complete three-dimensional profile
Most assessments give you a score on one dimension and leave you to figure out the rest. Winning Individual measures your thinking, feeling, and acting patterns separately, then brings the three together into one coherent profile. You walk away with a single, integrated view of how you operate, not three disconnected reports that contradict each other.
Five performance drivers
The profile produces your five Human Drivers: Impact, Relationships, Pressure, Growth, and Organization. These are the descriptors that capture how you naturally create value, where you draw your energy from, and what conditions you need to perform at your best. Not personality labels you grow out of. Anchors you grow into.
Role-fit insight
The profile shows you the environments and responsibilities most likely to reveal your sharpest version. Which kinds of teams will sharpen you, which will drain you. Which kinds of work will feel like effort well spent, and which will feel like swimming upstream. The point is not to find the perfect role. It is to stop accidentally choosing roles that work against your wiring.
Optional coaching extension
Pair your profile with a Winning Workout: a series of one-on-one coaching sessions that translate the profile into how you operate week to week. Most people read their report and nod. The people who get the most out of it sit down with a coach and turn it into specific changes in how they prepare, decide, communicate, and recover. The report is the map. The workout is the journey.

Why people choose this

If any of this is the language you've been looking for

The people who get the most from Winning Profile usually arrive already sensing something. They're not arriving for motivation. They're arriving for precision, for the words that finally fit what they've been carrying.

If that's you, this is a reasonable next step.

In Good Company

The individuals we've worked with

From world champions to Fortune 500 leaders. The Winning Profile process scales from the boardroom to the Olympic podium because the wiring is the same.

Pelé
Pelé
Football Legend
Jack Nicklaus
Jack Nicklaus
18-Time Major Champion
Paula Radcliffe
Paula Radcliffe
Marathon World Record Holder
Sir Chris Hoy
Sir Chris Hoy
6× Olympic Gold Medalist
Sir Chris Boardman
Sir Chris Boardman
Olympic Cyclist
Gareth Bale
Gareth Bale
Welsh Football International
Sir Clive Woodward
Sir Clive Woodward
Rugby World Cup Winning Coach
Sir David Brailsford
Sir David Brailsford
Performance Director, Team GB
Melissa Reid
Melissa Reid
Championship Golfer
Jim Kelly
Jim Kelly
NFL Hall of Famer
Gus Frerotte
Gus Frerotte
NFL All-Pro Quarterback
GB Olympic Shooting Team
GB Olympic Shooting Team
National Squad

From complexity to coherence.

Begin Your Profile
For Organizations

Stop guessing about people. Start activating them.

Hiring is right about one in five times. The world spends $366 billion a year on Leadership Development with little proof of ROI. Both problems share the same root cause, and Winning Profile is built to solve it.

Talk to Our Team See The Science

The Problem

The talent equation is broken at both ends

Hiring optimizes for what's visible, résumés, interviews, references, a gut call. It catches what's in the room. It misses what predicts performance. The data is consistent: four out of five hires are, at best, a compromise.

The other end is no better. The world spends $366 billion a year on Leadership Development programs that nobody believes are working. Leaders go through training. Behavior doesn't change. The P&L doesn't move.

The cause is the same: we keep selecting and developing on Likability when what predicts performance is Credibility. Likability is what we feel in the room. Credibility is the wiring underneath it, and that's the layer most processes never see.

The Approach

From profiling to performance, in three phases

Winning Profile is not an assessment company. It's a transformational Performance Engine. The profile is the entry point, the work is what follows.

Phase 01
Diagnostic

The full Winning Profile suite. Every employee, every candidate, every leader profiled across thinking, feeling, and acting.

Phase 02
Interpretation

1-on-1 coaching sessions translate raw data into a development language each person can use. Driver Maps surface.

Phase 03
Implementation

Leadership Development, Winning Workouts, and an ongoing Performance Review system convert insight into measurable change.

The Diagnostic Suite

Five integrated profiling tools

Used individually, or as a connected system across an organization.

01, INDIVIDUAL

Winning Individual

The foundational assessment. Internal attributes that drive performance. Used for current employees and for evaluating candidates.

02, TEAM

Winning Team

Assesses individuals separately and in relation to the team. Surfaces gaps, interaction patterns, and required communication styles.

03, ROLE

Winning Role

A behavioral template for a specific role. Identifies the human characteristics the position actually demands.

04, 1-ON-1

Winning 1-on-1

Analyzes both manager and report to surface how they can best work together, and where the relationship has untapped capacity.

05, COMPARISON

Winning Comparison

A re-profile after four to six months. Measures shifts in performance over time. Core wiring doesn't change, but the order of predominance can, and that shift is where development becomes visible.

Leadership Development

The $366 billion problem we actually solve

Most Leadership Development programs are content. People sit in a room, absorb a framework, and go back to work. Three months later nothing has changed.

Winning Profile's Leadership Development program is different. It begins with the diagnostic data already in hand, the actual wiring of the leaders you want to develop. It runs as a six-to-eight-week structured engagement built around Winning Workouts, where leaders learn to apply their own profiles and the profiles of their teams to the work they're already doing.

It doesn't change people. It activates them. And it measures the result against your P&L, not against a satisfaction survey.

Case Highlight, Giant Eagle

A 12-point engagement lift. $1.1M to the P&L.

Giant Eagle's company-wide engagement score was 66. Their senior team admitted it wasn't good enough. We profiled a 500-person store, then ran four months of Winning Workouts focused on the twelve questions that drive engagement.

+12
Engagement Points
$115K
Value Per Point
$1.1M
Total P&L Impact
4 mo
From Start to Result

Each percentage point of engagement was worth $115,000 in the store. The math wasn't ours, it was theirs.

Performance Review

A review system that actually changes performance

Traditional performance reviews run every three, six, or twelve months. Most managers treat them as a box to check. Most employees fill them in to make them look good. Nobody really believes in them.

Winning Profile's Performance Review process replaces that cycle with something simpler and faster:

Five key roles defined together
Employee and employer agree on the five roles the person is responsible for.
Rated on a 1 to 5 scale
Each side scores the work independently, without seeing the other's view first.
The disagreement is the value
Where scores differ, both parties define what the numbers mean to them. The conversation is the development.
A co-created development plan
Built around the individual's Driver Map. What will improve, why it matters, how success will be measured.
Reviewed as often as needed
Weekly, monthly, or on demand. No more waiting for the next quarterly cycle to find out something was off six months ago.

Outcomes

What you should actually expect

Better hires, fewer mis-fires
Hard evidence of internal fit alongside the qualitative read you get from interviews. Hiring success rates lift toward the right people.
Higher engagement, real P&L impact
The Giant Eagle case is not the exception. It is the model. Engagement is a lead indicator when you treat it as one.
Leadership Development that actually develops
Programs that change behavior because they are built on each leader's wiring, not on generic content.
Performance reviews people respect
A process the team trusts because it is continuous, collaborative, and tied to development.
Lower turnover, stronger culture
When people are aligned to roles that fit their wiring, they stay, and they perform.

Trusted By

Organizations that take performance seriously

Millennium
Morgan Stanley
Point72
Balyasny
Giant Eagle
The Man Group
Lloyd's of London
GLG Partners
Deloitte
O2
Red Bull
Team GB

If you'd like to see what your organization is actually made of,

Talk To Our Team
For Athletes & Coaches

Physical talent isn't enough.

At the highest level, the gap between good and great is rarely physical. It lives in how you think under pressure, how you handle emotion, and how you act when the stakes rise.

Start Your Assessment

The Tom Brady Problem

How the best talent gets missed

Tom Brady went to the NFL Combine and reportedly told organizers he couldn't run well. They had him show up anyway. Ninety percent of the Combine's evaluation time focused on physical performance, speed, strength, throwing mechanics. Very little time was spent on cognitive processing, emotional regulation, or decision-making under pressure.

He was drafted 199th overall. Sixth round. He went on to win seven Super Bowls. Reflecting on it later, he said: "I still can't run, but I sure know how to win."

Football wasn't stamped on Tom Brady at birth. What he was born with was a neurological wiring system, the way he naturally thinks, feels, and responds under pressure. Football was just the arena where it was expressed.

The Olympic Story

How Team GB changed the math

In the lead-up to the 2012 London Olympics, Team GB's Performance Director brought in Dr. Gary Ford Russell to test a simple hypothesis: most profiling instruments are linear, so they produce linear findings. What if instead we measured three components, Thinking, Feeling, and Acting, and triangulated them?

The data clustered. Specific patterns emerged across elite athletes. More granular patterns emerged between disciplines, the wiring of a short-distance cyclist looks very different from that of a long-distance one. At the time, no one was designing performance plans around those differences.

Team GB won 67 medals at London 2012, including 29 gold, a 50% increase over 2008.

From Rookie To #1

Melissa Reid's turnaround

A young golfer, widely expected to be the next phenom, wasn't performing on the elite stage. Physically, the talent was obvious. The profile revealed the full picture, the ingredients were there, but some, particularly her competitive drive, weren't in the right order.

We worked with her directly. We also worked with her coaches, teaching them how to coach to her wiring rather than against it.

Six months later, she was Rookie of the Year in Europe. Another six months after that, she was the #1 golfer on the Ladies European Tour.

"Winning Profile produced the biggest improvement in my mental approach to my game. I always knew where I wanted to go in life, I just know now how to get there."
MELISSA REID, CHAMPIONSHIP GOLFER

What Athletes Get

The unfair advantage isn't physical

Your mental profile under pressure
How your thinking shifts when the stakes rise, and how to work with it instead of against it.
Your emotional drivers
What activates your competitive energy versus what quietly depletes it.
Your natural action patterns
How you show up in training, in competition, and in recovery.
Guidance for your coaches
A shared language so your coaching team can coach you, not a generic template.

Worked With

World-class athletes and organizations

Organizations

British Olympic Association
English Premier League
Major League Soccer
Irish Football Association
NFL
Southampton FC
UK Active
Golden Bear Intl.

Individuals

Pelé
Pelé
Football Legend
Jack Nicklaus
Jack Nicklaus
18-Time Major Champion
Paula Radcliffe
Paula Radcliffe
Marathon World Record Holder
Sir Chris Hoy
Sir Chris Hoy
6× Olympic Gold Medalist
Sir Chris Boardman
Sir Chris Boardman
Olympic Cyclist
Gareth Bale
Gareth Bale
Welsh Football International
Sir Clive Woodward
Sir Clive Woodward
Rugby World Cup Winning Coach
Sir David Brailsford
Sir David Brailsford
Performance Director, Team GB
Melissa Reid
Melissa Reid
Championship Golfer
Jim Kelly
Jim Kelly
NFL Hall of Famer
Gus Frerotte
Gus Frerotte
NFL All-Pro Quarterback
GB Olympic Shooting Team
GB Olympic Shooting Team
National Squad

The unfair advantage isn't physical. It's the wiring underneath.

Start Your Assessment
Results & Case Studies

Real outcomes. Not testimonials.

What happens when individuals, teams, and organizations apply the Winning Profile process, and stay with it.

SPORT, OLYMPICS

2012 London Games

Team Great Britain

Ahead of the 2012 Olympics, we partnered with Team GB's Performance Director to profile the best athletes across disciplines, short-distance cyclists profiled differently from long-distance, specific talent themes emerged sport by sport, and coaches built performance plans around the specific wiring of the athletes they were developing.

67 medals. 29 gold. A 50% increase over Beijing 2008, the most successful British Olympic performance in history.

SPORT, GOLF

Ladies European Tour

From underperforming rookie to world #1

A young golfer the world expected to be the next phenom, was not performing at the elite level. Her profile showed the ingredients were there, just in the wrong order. Direct coaching, plus work with her support team, changed how she was developed.

Rookie of the Year in Europe in 6 months. #1 on the Ladies European Tour in 12.

MELISSA REID, CHAMPIONSHIP GOLFER
"Winning Profile produced the biggest improvement in my mental approach to my game."
MELISSA REID, CHAMPIONSHIP GOLFER
RETAIL, FORTUNE 500

~500 stores, 5 states

Giant Eagle

A large regional grocery chain used Winning Profile to change how they identified and placed talent at store level. The metrics shifted across the board.

Sales increased
Shrink decreased
Safety improved
+12 engagement
MIKE MARALDO, DIRECTOR OF OPERATIONS
"I will never look at talent the same way again."
MIKE MARALDO, DIRECTOR OF OPERATIONS
SPORT, NFL

All-Pro Quarterback

Gus Frerotte

A 15-year NFL career, profiled late. The insight: had the profile been done earlier, both he and the coaches around him would have developed the career differently.

GUS FREROTTE, NFL ALL-PRO QUARTERBACK
"I was stunned at how accurately Winning Profile explained me. What a difference this would have made if my coaches and teammates had known my talents and strengths."
GUS FREROTTE, NFL ALL-PRO QUARTERBACK
FINANCE, HEDGE FUND

London

The Man Group

Applied across leadership development and role alignment.

"The results have far exceeded my expectations of what is achievable."
SIMON SAVAGE, THE MAN GROUP, LONDON
FINANCE, HEDGE FUND

Portfolio Manager Turnaround

Balyasny Asset Management

A portfolio manager was about to be let go. He couldn't keep anyone on his team, every analyst he hired left within months. Leadership asked us to take him on as a proof of concept before making a final decision.

We profiled the manager and then profiled candidates against his wiring. Within nine months, he had nine new analysts on the team, all matched on internal fit, and he was flying high.

9 new team members in 9 months. A career saved by understanding the wiring, not the résumé.

SPORT, SKIING

Olympic Competitor

Dougie Crawford

"Winning Profile helped me discover strengths I didn't know I had. When I started I was unsure of my direction but I quickly got on track, grew in confidence, and felt far more aligned. It was one of the most rewarding things I have done."
DOUGIE CRAWFORD, CHAMPION OLYMPIC SKIER

These are outcomes, not promises. The pattern is consistent.

Start Your Assessment
Insights

Observations on talent, leadership, and performance.

Ideas and research from the team behind Winning Profile. Written for people already paying attention.

TALENT 10 MIN READ

Does Anyone Really Know What They're Doing?

Half of NFL head coaches were replaced in the last year. Organizations hire the right person for a role one in five times. We're not bad at seeing performance, we're bad at measuring what drives it. On Tom Brady, the Combine, and what we keep getting wrong.

LEADERSHIP PART 1 OF 3

Does Anyone Really Know How To Run A Meeting?

Eleven million meetings a day. $37 billion wasted annually. Meetings aren't failing because people are disengaged, they're failing because they're designed around outdated assumptions about how humans actually process information.

LEADERSHIP PART 2 OF 3

Meetings Are Alignment Systems, Not Communication Events

Every effective meeting must produce two things: alignment and activation. Most produce neither, they produce exposure. A practical framework for shifting from goal-based to outcome-based meetings.

LEADERSHIP PART 3 OF 3

How Meetings Become Performance Engines

High-performing teams don't emerge from comfort. They emerge from managed tension. The 4 E's of Questioning, a replicable method for turning meetings from time expenditures into performance multipliers.

PERFORMANCE 8 MIN READ

"Something Finally Clicked"

Alabama came back from 17-0 down to win. The coach's only explanation: "Something finally clicked." What is clicking, actually? And can it be replicated? The science behind alignment and activation.

BEHAVIORAL SCIENCE RECEPTOR #1

The Behavioral Receptor Behind Winning: Will

When the Dodgers won the World Series, manager Dave Roberts said his players "willed their way to victory." Will, the first of ten behavioral receptors, and why it's the starting point of all internal change.

PHILOSOPHY 6 MIN READ

Winning… Who Doesn't Want To?

332 million gamers. 105 million lottery players. 247 million people on sports teams. The desire to win is universal, but most people have been taught the wrong question. Stop asking "what do you want to be." Start asking "who are you."

FRAMEWORK 12 MIN READ

Alignment Is A Process, Not A Slogan

The FOCUS Model. Huddles of four. The difference between participation, involvement, and inclusion, and why most group work fails to produce any of them.

About

Built by people who've spent their lives observing what makes performance hold up.

Winning Profile was built over decades of working with Olympic teams, Fortune 500 leaders, world champions, and the people who coach them.

Our Story

There's a formula to winning

Everyone can see exceptional performance when it happens. What we've all struggled with is understanding it, selecting for it, and, most importantly, reproducing it.

Dr. Gary Ford Russell spent decades inside that gap. He worked with athletes at every level, corporate executives, Olympic teams, and front offices of the world's largest sports leagues. Across every environment, the same pattern asserted itself: there is a base, foundational indicator of excellence, and a unique culture built on top of it. Both have to be recognized, and both have to be encouraged, for performance to compound.

Winning Profile is the system that came out of that work.

I might not be able to pick who is going to win. But I can tell you who wants to, and why.
DR. GARY FORD RUSSELL, FOUNDER

Our Mission

To help people reach beyond their own vision of capability

That's the founder's definition of Winning, and it remains the company's north star. Most people aren't lacking capacity. They're lacking the language and the framework to see their own wiring clearly. That's the gap we're here to close.

The Team

The people behind the profile

Dr. Gary Ford Russell
Founder / Chief Talent Strategist
Dr. Gary Ford Russell

Has been studying human behavior his entire life. Holds a BA in Sociology from Kutztown State, a Master's in Counseling from Duquesne, and a Doctorate in Cognitive Psychology from California University. Has built programs for millions of children and adults across the NFL, MLS, England's Football Association, Jack Nicklaus (Golden Bear), and the Boy Scouts of America.

DynamicPersuasivePositiveInteractiveSynergetic
Brett Russell
Chief Operating Officer
Brett Russell

Spent his career at the intersection of operations and ownership. Former National Sales Manager at Dick's Sporting Goods, a $16B retailer, where he led the national sales function. Has since owned and operated multiple businesses, and currently runs 412 Auto Detailing in Pittsburgh, Pennsylvania. BA from Mount Union University.

DecisiveOperationalIndependentPracticalDriven
Neil Castle
Director of Research & Development
Neil Castle

Has worked alongside Dr. Gary Ford Russell for over 25 years. Former Senior Vice President of Human Capital Management at NASC Inc. His client portfolio spans world champions, world record holders, Olympic gold medalists, and global corporate leaders. Senior Lecturer at Canterbury Christ Church University in the UK, and has delivered keynotes at the World Physical Education Conference and the UEFA Pro License Certification Course.

DynamicEngagingHardworkingPracticalActive
Lead Psychometrician
Alina Oshyna

Founder of PsyLab, a bespoke assessment development firm. An Israeli-Ukrainian psychometrician with nearly 15 years in the assessment industry. Has contributed to assessments used by EPAM, Moody's Analytics, Silicon Valley startups, and the Israeli Defense Forces.

UnwaveringForthrightDecisiveFocusedGoal-Oriented
Todd Crawford
Manager of Online Technology
Todd Crawford

Founder of Crawford Designs. Runs a not-for-profit foundation he started in 2006 that has raised over $135,000 for spinal cord injury research. BS in Biology from the University of Kentucky, MBA from the University of Louisville.

TacticalIndependentCautiousInquisitiveInsightful
John Lucot
Board Member
John Lucot

Former President and Chief Operating Officer of Giant Eagle, Inc., a ~500-store regional grocery chain across five states. Led the company's expansion into Ohio and Maryland and the creation of new store concepts including Market District, GetGo, and Value King. BS from Duquesne, MBA from the University of Pittsburgh.

TacticalIndependentWiseThoughtfulDiligent

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Start Your Assessment

Ready to see the full picture?

Take the assessment. Receive your introductory profile when you finish. Upgrade to the full report if you want the complete picture.

What To Expect

The assessment itself

Around 25 minutes
No preparation. No right or wrong answers. Just honest responses.
Three integrated instruments
Thinking, feeling, and acting, measured separately, then brought together.
Your introductory profile
Delivered the moment you complete the assessment.
Optional full report upgrade
If you want the complete three-dimensional picture and the guidance that comes with it.

Pricing

Honest pricing. No subscription.

01

Introductory Profile

Free

A focused introduction to your profile, delivered the moment you complete the assessment.

02

Full Report

$49.95

Regularly $295, limited time offer.

The complete three-dimensional profile, including performance drivers, role-fit insight, and growth guidance.

Need a team or organization plan? Get in touch →

Frequently Asked

Questions we get a lot

Is this a personality test?
Not exactly. Most personality tests measure one dimension and give you a label. Winning Profile measures three, thinking, feeling, acting, and triangulates them. The output isn't a type. It's a map of how you're wired to perform.
How long does the assessment take?
Around 25 minutes. No preparation needed. Overthinking tends to make the results less accurate, honest answers are the goal.
Will I get the full results if I take the free version?
You'll get an introductory profile, a meaningful starting picture. The full report includes the complete three-dimensional profile, your performance drivers, role-fit guidance, and growth recommendations.
Can I retake the assessment later?
Yes, and we encourage it. That's the foundation of our Winning Comparison product. Core wiring doesn't change, but the order of predominance can shift as you grow. Measuring that shift is where development becomes visible.
Do you work with teams and organizations?
Yes, extensively. Our team and organizational products include Winning Team, Winning Role, Winning 1-on-1, and Winning Comparison. See the full lineup →
What happens to my data?
Your responses and profile are yours. Stored securely, never sold, only shared with you, unless you're taking the assessment as part of an organizational engagement, in which case the terms are always transparent up front.

Ready to get started?

Begin The Assessment

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Contact

Have a question? Let's talk.

Individual, team leader, or part of an organization, if you're trying to figure out whether Winning Profile is a fit, we're happy to help you work that out.

Get In Touch

We'd love to hear from you

Fill in the form and we'll get back to you within one business day. If you're evaluating Winning Profile for a team or organization, let us know, we'll set up a proper conversation.

FOUNDER, DIRECT

gary.russell@winningprofile.com