TRACOM

INDUSTRY:
Professional Learning, Assessment​

DESCRIPTION:
Provider of Soft Skills Assessment and Training

HQ LOCATION:
Greenwood Village, CO

TRANSACTION TYPE:
Sale to Strategic Buyer

Situation:

In March 2025, TRACOM, a widely-used and highly-regarded provider of soft skills assessment and training, and owners of the SOCIAL STYLE® products, was acquired by Educate 360, which is backed by Morgan Stanley Capital Partners. TRACOM provides proprietary programs proven to improve Versatility, Emotional Intelligence (EQ), Resilience, and Agility, by adapting the way people think, act, and react for optimal success in the workplace.

Cherry Tree’s Role:

Cherry Tree was engaged to assist the TRACOM owners in finding the right partner as they planned for the eventual transition of the business. It was critical to the owners that they sell to a partner who shares the same values, especially as it relates to customer service and employee satisfaction. They chose Cherry Tree for its education industry experience, both with potential buyers and with negotiating favorable outcomes focused on achieving their clients’ goals. Cherry Tree’s role in the sale to Educate 360 included negotiating terms, supporting due diligence, and facilitating the closing of the transaction.

About TRACOM:

Based in Colorado, United States, TRACOM Group is the leader in Social Intelligence. All of its learning solutions are easy to learn, remember and apply and are based on rigorous research that helps professionals better understand themselves and others. TRACOM has a global presence through its worldwide network of expert facilitators and learning partners.

About Educate 360:

Educate 360 is comprised of specialized training brands with footprint throughout the U.S. and Europe, that enables the Management & Leadership, Data Science, and IT skills needed by technology-led and innovation-driven organizations through instructor-led and on-demand training, coaching, and consulting. Their mission is to propel growth by leveraging their deep expertise, broad offerings, and cutting-edge services while understanding and addressing the unique needs of organizations and individuals to equip them with the skills needed to thrive in a digitally-driven world.

About Morgan Stanley Capital Partners:

A leading middle-market private equity platform, focusing primarily on North America. Combining the talents of seasoned investment professionals and experienced operating partners, the team seeks to create value by helping companies thrive, compete and grow.