Discover how you think, what drives you, and how you're naturally wired to perform — in work, in sport, and in life.
You've probably asked yourself:
Most tools measure one thing. We connect all three — and that's what makes the picture real.
How you process information and solve problems.
What drives you emotionally and motivates action.
How you behave and perform in real situations.
Just give us honest answers — no preparation, no overthinking.
Answer a series of structured questions. No preparation needed. Around 25 minutes total.
Your responses are analyzed across thinking, feeling, and acting — then triangulated into one profile.
See how your natural patterns influence performance, choices, and direction.
But it always starts with you.
Built on decades of research, refined across sport, business, and education — and now available to you.
Most profiling tools measure one dimension of you — how you think, or how you feel, or how you act. They produce a flat, one-dimensional picture. Useful, but limited.
Twenty years ago, our founder Dr. Gary F. Russell set out to find a better way. He identified three assessment instruments — each exceptional at measuring 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 reveal alone: a complete, three-dimensional picture of how you're wired.
How you perceive and process information, and how you make decisions and choices.
How you emotionally connect to the world — through people (EQ) or through logic (IQ).
How you operate in a work or performance environment — and how you handle pressure.
On their own, each of these instruments is linear. They give you a straight line. But when placed against one another, the results clash in revealing ways — and that clash is where the real insight lives.
Our team of analysts interprets these findings in the context of your unique environment, identifying where your natural talents and strengths link to the roles that maximize them. It's not a label. It's a map.
These four words get used interchangeably. They shouldn't be. They are related, but they are not the same.
The formula: Performance = Talent + Knowledge + Skill
Traditional behaviorism assumes the energy for change comes from outside — stimulus and response, reward and punishment. Our research, across seven longitudinal studies, consistently showed otherwise.
Human beings don't perform at high levels because of what is done to them. They perform because of what is activated within them.
Interactive Perceptual Psychology (IPP) is the framework we developed to understand and activate this internal system. Alongside it, the FOCUS Model gives leaders and coaches a practical, replicable process for creating alignment in individuals and teams.
Most people work hard. Very few work in alignment. When you understand how you're naturally wired, you stop forcing yourself into roles that don't fit — and start operating where you're strongest.
Winning Individual is the foundational Winning Profile assessment — and the starting point for everyone who uses our process, whether you're an individual, a team member, or a leader.
It identifies the internal attributes that drive your performance and productivity, shows you where you're best suited to thrive, and gives you a language for understanding yourself that you can use for the rest of your life.
If any of these feel like yours — this is where you start.
Organizations hire the right person for a role only about one in five times. Winning Profile changes the math.
Traditional hiring is an external process. A résumé, a few interviews, some reference checks, and a gut call. It optimizes for what's visible — and misses what actually predicts performance.
Research consistently shows this approach works about 20% of the time. Meaning four out of five hires are, at best, a compromise. And in leadership, the cost of getting it wrong compounds across every team they touch.
The problem isn't effort. It's that we're measuring the wrong things.
Winning Profile gives you a three-dimensional, internally-based view of every candidate and every team member — not just what they've done, but how they're wired to do it. That means fewer mis-hires, better team composition, and leaders who actually fit the roles they're placed in.
The foundational assessment. Measures internal attributes that drive performance. Used for current employees and for evaluating candidates.
Best for: hiring, onboarding, career development.
Assesses individuals both separately and in relation to the team. Surfaces gaps, interaction patterns, and the communication styles needed for cohesion.
Best for: team dynamics, leadership development, conflict resolution.
Builds a behavioral template for a specific role. Identifies the human characteristics the position actually demands — so you can match future hires to it.
Best for: defining new roles, succession planning, targeted recruitment.
Analyzes both mentor and mentee (or manager and report) to reveal how they can best work together — and where the relationship has untapped potential.
Best for: coaching relationships, manager-report pairings, mentorship.
A re-profile after four to six months. Measures shifts in performance over time — so growth becomes visible, not assumed. While core wiring doesn't change, the order of predominance can — and that shift is where development lives.
Every Winning Profile product can be paired with Winning Workouts — personal consultations and coaching delivered to individuals, teams, or whole organizations. You can run them as a standalone program or as a complement to any profile assessment.
At the highest level, the gap between good and great is rarely physical. It's how you think under pressure, how you handle emotion, and how you act when everything's on the line.
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."
In the lead-up to the 2012 London Olympics, Team GB's Performance Director brought in Dr. Gary F. Russell to work on 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. Even 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.
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.
What happens when individuals, teams, and organizations actually apply the Winning Profile process.
2012 London Games
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.
Ladies European Tour
A widely-touted young golfer wasn't performing on the elite stage. Her profile revealed the ingredients were there — but in the wrong order. Direct coaching, plus work with her support team, reframed how she was developed.
Rookie of the Year in Europe in 6 months. #1 on the Ladies European Tour in 12.
~500 stores, 5 states
A large regional grocery chain implemented Winning Profile to change how they identified and placed talent at store level. The metrics shifted across the board.
All-Pro Quarterback
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.
London
Applied across leadership development and role alignment.
Olympic Competitor
Ideas, research, and perspectives from the team behind Winning Profile.
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.
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.
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.
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.
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.
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.
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."
The FOCUS Model. Huddles of four. The difference between participation, involvement, and inclusion — and why most group work fails to produce any of them.
Winning Profile wasn't designed in a lab. It was built over decades of working with Olympic teams, Fortune 500 executives, world champions, and the people who coach them.
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 F. Russell spent decades investigating 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.
That's the founder's definition of Winning — and it remains the company's north star. We believe everyone has the capacity for greatness. Most people just haven't been given the language or the framework to see their own wiring clearly. That's the gap we're here to close.
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.
Has worked alongside Gary 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. Also a 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.
Has worked with Gary for the past three decades and shares his passion for finding excellence in the people he meets. Alongside his work at Winning Profile, he's an award-winning filmmaker and screenwriter based in Los Angeles. BFA from Emerson College, Boston.
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.
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.
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.
Runs a regional HR consulting business supporting small and mid-size clients. Spent nearly two decades leading multi-million-dollar consulting offices for two international firms before that, and over twenty years in senior HR management at Fortune 50 and Fortune 500 firms. MBA from Carnegie Mellon.
Fill in the form below and we'll get back to you.
Take the full Winning Profile assessment and receive your introductory profile instantly — with the option to upgrade to the complete report.
Free
A focused introduction to your profile, delivered the moment you complete the assessment.
$49.95
Regularly $295 — limited time offer.
The complete three-dimensional profile, including performance drivers, role-fit insight, and growth guidance.
Whether you're an individual, a team leader, or part of an organization — we'd be happy to help you figure out if Winning Profile is the right fit.
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