Aarthun Performance Group, Ltd. (APG)

Pioneers in customized business intelligence simulations

Aarthun Performance Group, Ltd. (APG) is the creator of The Profit Specialist® system, the highly customized, interactive, and entertaining business simulation, now being taught all over the world to hundreds of thousands of employees. Participants in The Profit Specialist®, whether management, sales, or professional employees, learn how their company makes money and how to make better decisions to positively affect the bottom line of their company.

While driving phenomenal growth through its seven regional offices, APG has partnered with many leading Fortune 100 and 500 companies to realize millions of dollars in increased revenue, margins, and profitability. By understanding “the business” better, employees see the link between their actions, decisions, responsibilities, and the company’s need to increase profitability and shareholder value.


Over 20 years ago, Jeff and Debi Aarthun, both passionate sales professionals, founded The Profit Specialist® after watching companies struggling to take their sales performance to new levels. Company founder and CEO Jeff Aarthun describes it this way: “….[sales success] is predicated on salespeople being better business people, and we know through experience that when you improve the financial intelligence of your sales team, everything changes. They begin to see clearly how they can improve the profitability of their own company and their customers’ companies. Everyone wins! But to do this, they need to understand the language of finance.”

The Profit Specialist® for Consultative Sales Professionals

  • Understand how customers measure profitability
  • Be able to carry on a financial conversation at the “C” level
  • Analyze key customer financial and business strategies
  • Connect your solutions to customer financial metrics

The Profit Specialist® Company-Wide Financial Management and Business Intelligence Simulations

  • Identify the company’s key financial drivers and metrics
  • Understand how the company’s profitability is measured
  • Make more informed business and financial decisions
  • Think like a business owner and shareholder