Our Story

In 2000, Practica Learning started with a single tough question:

"Why does sales skills training fail to change behavior?"

The answers were deceptively simple. Because people forget. They fear failure. And because they learn best by doing: not reading, not listening, not watching; doing.

So we asked our clients and our creative friends how they would build it. They told us to make it as realistic as possible. To use actors and role-play. To make it as safe as you can, with no recordings or judgment. To make it private and deliver it 1:1, live by telephone so people can relax in the comfort of their own space. And to make it honest, by providing feedback and coaching not just on what people did, but on how it felt. We listened.

Since then, we have delivered hundreds of thousands of individual training scenarios to hundreds of big and small organizations. We’ve expanded into sales, service, coaching, and leadership skills, including leading an inclusive workplace. We now serve our clients by telephone, video, web-conference, in classrooms, and at conferences. But along the way, we’ve never stopped listening to our clients and creative friends.

Today, we continue to develop and deliver safe, personalized one-to-one learning experiences that combine immersive role-play simulations delivered by professional actors together with personalized feedback and coaching provided by expert coaches.