COVINGTON, Ky. — June 28, 2023 — TiER1 Performance recently acquired THRUUE, a Washington, D.C.-based culture, strategy, and leadership consulting firm serving commercial and not-for-profit clients. Financial terms of the deal were not disclosed. “We’ve been an established consultancy expert partnering with CEOs, C-suites, and boards to set their strategy and shift their culture to grow and achieve greater business and social impact for many years,” THRUUE said. “We saw an opportunity to grow that impact even more which led to this collaboration.”
“For the last 11 years we have been partnering with clients to align strategy, culture, and leadership to build healthy, high-performance organizations,” said Jame Cofran, CEO of THRUUE. “We were attracted to TiER1 because of our shared vision, values, and purpose. The complementary services both of our companies offer will enable us to deliver even more value to more leaders and organizations.”
“We will fully integrate with TiER1 Performance to provide broader services to our clients,” said Mr. Cofran. “TiER1 Performance specializes in strategy activation through people with custom solutions ranging from change and transformation to employee experience and learning and performance.”
“We know the power that aligning culture and strategy has on an organization’s business performance, which is why we have always valued it in bringing strategy to life,” said Greg Harmeyer, CEO of TiER1 Performance. “We were attracted to THRUUE’s history of accelerating business results for clients. THRUUE’s differentiator is their ability to measure an organization’s culture and shape solutions informed by data. We see significant potential by combining our organizations’ services for many of the clients we collectively serve.”
THRUUE serves clients across a variety of sectors including professional services firms, professional and trade associations, and healthcare organizations. They also have a track record of serving commercial and private equity firms by anticipating and then alleviating the culture clashes that often lower the realized value of M&A transactions. THRUUE’s client partnerships include Labcorp, AARP, Johns Hopkins Medicine, the American Society of Association Executives, the American Society of Clinical Oncology, and many more. The company was founded by Daniel Patrick Forrester in 2012.
Next Phase of Growth
“At the time we met TiER1 Performance, THRUUE had been considering what the next phase of growth would look like; and TiER1’s growth strategy included pursuing the acquisition of other professional services companies that supported building healthy, high-performing organizations,” said Mr. Cofran. “Once we started exploring what collaboration might look like, it really uncovered the value this would create for both organizations. TiER1 had a business model, client base, and foundation that scaled; and THRUUE brings a capability set that complements TiER1’s existing offerings which would provide increased value” for clients of both firms.
In a recent interview, Hunt Scanlon Media asked Mr. Cofran if joining the new platform gives THRUUE greater access to technology. “Definitely,” he said. “Historically, THRUUE has partnered with clients to clarify and define strategy, identify gaps between strategy and culture, and work together to align culture with strategy to create healthy, high-performance organizations. The acquisition gives THRUUE access to a broad set of capabilities from a creative design team, to technologists, to data researchers which allow us to not only design and measure, but also deliver a broader suite of solutions. We are particularly excited about leveraging TiER1’s technology capabilities to further enhance our culture performance platform which identifies correlations between culture performance indicators (CPIs) and key performance indicators (KPIs), allowing management to quickly pinpoint cultural shifts to activate to achieve desired outcomes.”
