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.

Keep your employees engaged with Online Training

Interactive, Experiential Learning

The cornerstone of The Profit Specialist® program is the experience of our business simulation. Through our online classroom, learners are engaged with the same content and lively, interactive instruction participants experience in face-to-face classes. Contact us to learn more.

APG's Commitment

APG's Commitment

To our valued customers:

We are proud to be a part of your ongoing business strategy and are thankful for your trust in us. We are committed to working with you to identify ways to continue the momentum of our partnership as we all look for ways to navigate this changing world and prepare for the future.

Like us, you likely have employees who are working remotely.  Many of our customers are choosing to take this time to prepare their workforce for the future by continuing the momentum of The Profit Specialist® program via virtual delivery. We have over 10 years of successful experience with this type of training, so rest assured that if you choose this option, your workforce will participate in a live, virtual, highly interactive version of your customized program.

If there is anything you need from us, or if there are additional ways that we can support you, please let us know. And most importantly, we wish good health for you, your families, and your communities.

Jeff Aarthun
CEO, Partner, and Co-Founder
APG, Ltd.

Debi Aarthun
President, Partner, and Co-Founder
APG, Ltd.


Over 30 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