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BetterUp® Partners with United States Air Force to Provide Virtual Learning and Development Program

December 16, 2021 - 4 min read

The program will support U.S. Air Force coaching culture.

SAN FRANCISCO, CA. – December 16, 2021 – BetterUp®, the human transformation company and inventor of virtual coaching, announced today an award of a sole source contract by The Department of the Air Force (through the Small Business Innovation Research/Small Business Technology Transfer Programs) to enroll more than 1,500 Airmen and Guardians across multiple Air Force Major Commands, including the newly established Space Force. Airmen and Guardians have access to International Coaching Federation certified individual coaching and group coaching as part of a program designed to further propel a coaching culture across the Air Force. BetterUp was also designated into the Program Objective Memorandum, streamlining the procurement process for partner agencies.

BetterUp Coaches work with Air Force members to develop new perspectives, help them achieve greater clarity, and inspire them to achieve their personal and professional potential. The program also features access to BetterUp’s artificial intelligence-driven learning platform and proprietary assessments, enabling service members to leverage personalized development content as a force multiplier to coaching.

“We are honored that the U.S. Air Force is trusting BetterUp as a resource in the personal growth and professional development of Airmen,” said Alexi Robichaux, co-founder and CEO of BetterUp. “From our early days of building BetterUp, we were fortunate enough to learn from Senior Leaders of the armed forces about peak performance, leadership, and coaching as a means to build trust, alignment, and strength through vulnerability — for leaders and team members.”

As part of the BetterUp coaching initiative, Air Force members have access to one-on-one coaching, group coaching, curated content and digital learning tools, as well as specialist support in topics like nutrition and sleep. Air Force personnel can schedule and meet with coaches using their personal devices via BetterUp’s SaaS platform. The one-on-one coaching offering leverages BetterUp’s Whole Person Model, which has been aligned with the Air Force’s coaching framework. The group coaching offering will provide the opportunity for small groups of Air Force members to engage in collaborative learning on specific topics, such as performance coaching and providing constructive feedback via coach-facilitated sessions.

The coaching partnership complements the Department of the Air Force’s existing mentorship and force development programs. This initial program has potential for expansion after assessing its success and taking feedback from participants.


About BetterUp

Founded in 2013, BetterUp® is a human transformation company that dares to innovate the future of work by helping people and businesses grow personally and professionally to reach peak performance and maximize their potential, through coaching, content, community, and cutting-edge AI technology. BetterUp is the inventor of virtual coaching and the largest mental health and coaching startup in the world, with the world’s largest network of over 3,000 Coaches offering support in 46 languages across over 90 countries. Trusted by more than 380 organizations including NASA, Google, Snap Inc., Hilton, Warner Media and other leading Fortune 1,000 companies, BetterUp delivers on three key impact areas – Mental Fitness, career & leadership development, and social connection – inspiring people everywhere to live with greater clarity, purpose, and passion. BetterUp’s Science Board is composed of leading researchers in the fields of positive psychology and human performance including Martin Seligman, Adam Grant, Shawn Achor, and Quinetta Roberson. BetterUp coaching has been shown to provide a 222% increase in team agility, 149% increase in resilience, 181% improvement in focus, and 90% increase in stress management. These results are typically seen after only three to four months of coaching for members who start out low in those areas. BetterUp has been recognized in the Inc. 5000, Fortune’s Great Places to Work, and People Magazine’s Companies that Care. To learn more, visit


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Published December 16, 2021

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