About BTS
BTS is a global professional services firm. We work with leaders at all levels to help them make better decisions, convert those decisions to action, and deliver results.
Four decades of turning strategy into action
From a small Stockholm simulation studio to a global partner to the world's most ambitious companies, this is how BTS became the firm it is today.
1986
Read more
Founded in Stockholm
Henrik Ekelund founds Business Training Systems AB (BTS) with backing from investors at one of Scandinavia's leading consulting firms. The firm pioneers bespoke, classroom-facilitated business simulations that mirror client P&L, market dynamics, and competitive environments.
Simulations let leaders test strategy and observe financial outcomes in a risk-free setting, a radical alternative to lecture-based executive training of the era.â
- Founder: Henrik Ekelund
- Location: Stockholm, Sweden
- Original name: Business Training Systems AB
Late 80s - early 90s
Read more
Scandinavian roots & early clients
During a period of rapid economic change across Scandinavia, Nordic companies faced new pressure from globalization, deregulation, and advances in technology. Industrial and telecom leaders became some of BTSâs earliest clients, turning to the company for faster, more practical ways to build strategic agility.
BTS answered with immersive business simulations that replaced traditional training with real-time decision making, proving that leaders learn strategy best by practicing it. The model delivered measurable business impact and became the foundation of the BTS approach for decades to come.
1990s
Read more
International expansion
BTS expands beyond Sweden, opening offices across Northern Europe and serving multinational clients. By the mid-1990s, the firm has built a clear reputation as a pioneer in experiential learning for business strategy.
The simulation methodology is refined for cross-cultural and global applications, preparing BTS for the international leap that follows at the turn of the millennium.
2001
Read more
BTS goes public
BTS Group AB goes public, listing on Nasdaq OMX Stockholm under the ticker BTS B. The listing provides capital to accelerate international expansion, particularly into the United States, which becomes a critical growth engine for the firm.
- Exchange: Nasdaq OMX Stockholm
- Ticker: BTS B
- Purpose: fund international expansion and M&A
Early 2000s
Read more
U.S. market entry
BTS establishes a significant U.S. presence, targeting Fortune 500 companies. The simulation-based approach resonates with large American corporations seeking to align leaders around strategic priorities.
- Financial services
- Technology
- Consumer products
2005
Read more
Acquisition of Strategic Management Group
BTS acquires SMG, a U.S.-based firm with deep expertise in strategy execution and business simulation. The deal dramatically expands BTS's U.S. footprint, client roster, and capability in strategy-linked learning and opens an active, acquisition-driven expansion era.
The SMG acquisition became a blueprint for BTS growth over the next fifteen years. BTS built a network of specialized experts with global reach, allowing the company to expand quickly while staying innovative, agile, and deeply connected to clients.
2006
Read more
Acquisitions of RLC and Advantage Performance Group
BTS acquires The Real Learning Company and Advantage Performance Group, strengthening its training, sales performance, and leadership development capabilities. The deals deepen BTS's U.S. presence and expand the portfolio well beyond simulation.
- RLC:Â Real-world learning methodologies and instructional design
- APG: Sales performance and leadership development at scale
2013
Read more
Acquisition of Wizer A/S
BTS acquires Wizer A/S, a digital learning company, marking a strategic pivot toward digital and technology-enabled learning solutions. The deal lays the groundwork for what becomes BTS Digital.
The Wizer deal signals BTS's recognition that the future of learning is increasingly platform and technology-driven, a thesis that drives the next decade of digital investment.
2014
Read more
Acquisition of Fenestra Inc.
BTS acquires Fenestra, a global provider of assessment and leadership development services. The deal adds assessment science and leadership-pipeline tools to the BTS portfolio, enabling more data-driven approaches to identifying and developing talent.
Fenestra's assessment science complements BTS's experiential programs, helping clients measure leadership potential, develop it, and validate the results within a single engagement.
2015
Read more
Acquisition of AVO Vision
BTS expands into Africa with the acquisition of AVO Vision, a South African company specializing in corporate learning, development, and community-worksite education. The move diversifies BTS's footprint beyond its North American and European strongholds.
AVO Vision opens the African market for BTS and brings expertise in community and worksite-based learning programs, formats that scale across the region's varied operating environments.
2016
Read more
Acquisition of Cesim Italia and Design Innovation
BTS acquires Cesim Italia Srl and Design Innovation Srl, both based in Milan. The deals strengthen BTS's presence in Southern Europe and enhance its simulation and innovation-design capabilities across the Italian and broader Mediterranean market.
- Cesim Italia: Business simulation for the Italian market
- Design Innovation: Creative and design-thinking methodology
2019
Read more
Acquisition of SwissVBS
BTS acquires SwissVBS, a Canada-based digital learning solutions company, further strengthening BTS Digital. SwissVBS brings advanced digital content development and reinforces BTS's ability to deliver scalable, technology-driven learning experiences.
Six years after Wizer, the SwissVBS deal closes BTS's first digital chapter, the firm now has end-to-end capability in platform-based learning, ready for the pandemic-era shift to remote work.
2021
Read more
Acquisition of Bates Communications
BTS acquired Bates Communications, adding deep expertise in executive communication, leadership assessment, and top-team advisory. As organizations emerged from the pandemic facing rapid change and uncertainty, demand grew for stronger, more visible leadership at the highest levels.
Remote work reshaped executive presence: leaders need to land ideas across a camera, a hybrid room, and a town-hall stage. Bates gives BTS a proven methodology for each.
2023
Read more
Acquisitions of Boda Group and Wonderway
BTS acquires Boda Group, a consultancy specializing in leadership-team development, and Wonderway, an AI-powered sales performance enablement company. Together these deals mark BTS's first major push into AI-driven solutions.
- Wonderway: AI coaching for sales performance at scale
- Boda Group: Leadership-team development and coaching depth
2024
Read more
Verity AI launches. SEAC joins BTS.
BTS introduces Verity, an AI-powered tool that enhances leadership and sales training experiences, and acquires SEAC to expand the firm's presence in Southeast Asia. The year marks an inflection point where AI moves from a feature to a core capability across BTS's service lines.
- Verity: Proprietary AI embedded in leadership and sales programs
- SEAC: A regional powerhouse extending BTS into Southeast Asia
â
BTS begins embedding AI capabilities across its core service lines and geographic strategy â a strategic commitment, not a product experiment.
2025
Read more
Acquisitions of Nexo and Sounding Board
BTS acquires Nexo, a Spain-based strategy implementation consultancy extending the firm's reach into Iberia and Latin America, and Sounding Board, a scalable digital coaching platform. The moves cement a dual strategy: geographic expansion and deep investment in AI and digital coaching.
- Nexo: Strategy implementation across Iberia and Latin America
- Sounding Board: Coaching at scale via an advanced digital platform
Today
The global leader in strategy execution.
BTS combines consulting expertise, experiential learning, executive coaching, and AI-powered solutions to help organizations across industries turn strategy into measurable results.
1,200+
38
60%
BTSÂ leadership team
Meet the leaders behind BTS, guiding our work and shaping our impact around the world.
Built with you, not for you
Every solution starts with your strategy and your business context. We design the experience around the decisions your people actually face, then put them in those decisions before the results are on the line.
Driving Long-Term Value
At BTS, our ability to execute complex strategies is the engine of our sustained growth. As a public company listed on Nasdaq Stockholm (BTS B), we are committed to transparency, financial rigor, and creating lasting value for our shareholders.
Offices & locations
Find the BTS office closest to you, or fill out the form above and we'll connect you with the right people.
Advantage Performance Group
San Rafael, CA 94903
BTS Total Access
Wayne, PA 19087
Chicago (US-Central)
Chicago, IL 60606
Cincinnati
Cincinnati, OH 45206
New York (US-East)
New York, NY 10118
Phoenix
Phoenix, AZ 85016
Rapid Learning Institute â A BTS Company
Wayne, PA 19087
San Francisco (US-West)
San Francisco, CA 94108
Toronto
Toronto, ON M5V 1Y1
Amsterdam
1083 HN Amsterdam
Bilbao
48013 Bilbao
Cologne
50670 Cologne
Custom Digital Learning
9000 St. Gallen
London
London W6 9YN
Madrid
28046 Madrid
Milan
20121 Milan
Netmind â Barcelona
08003 Barcelona, Spain
Paris
75006 Paris
Portsmouth
Portsmouth PO6 3EN
Stockholm (Head Office)
114 53 Stockholm
Buenos Aires
CP1426, Palermo, Buenos Aires, Argentina
Ciudad de MĂ©xico
Miguel Hidalgo, 11550 Ciudad de MĂ©xico, CDMX
Mexico City
11560 MĂ©xico, D.F.
Monterrey
66260 San Pedro Garza GarcĂa, N.L., Mexico
SĂŁo Paulo
SĂŁo Paulo, SP 04575-060
Bangkok
Pathum Wan, Bangkok 10330
Jakarta
Jakarta 12310
Kuala Lumpur
50470 Kuala Lumpur
Melbourne
Melbourne VIC 3000
Mumbai
Mumbai 400059
Mumbai
Mumbai, 400062 Maharashtra
Seoul
Seoul 04348
Shanghai
Shanghai 200040
Singapore
Singapore 049246
Sydney
Sydney NSW 2000
Taipei
Taipei City, 104088
Tokyo
Tokio 102-0083
Dubai
Dubai
Johannesburg
Sandhurst, Sandton, Johannesburg, 2196
Nairobi
Westlands, Nairobi
Riyadh
Riyadh
Stellenbosch
Stellenbosch Central, 7600 Stellenbosch
Ready to start a conversation?
Every successful transformation begins with a meaningful conversation. Connect with us to explore how BTS can partner with you to make the shift.