BTG supports The Experiential Learning Group in its sale to Alchemist Group

PCA, PCA Law, Youd Andrews join Alchemist and RAIN Group to form powerhouse in behaviour-based leadership and sales development

BTG has supported The Experiential Learning Group (TELG) on its sale to Alchemist Group, the parent company behind a portfolio of best-in-class learning brands, forming a powerhouse in behaviour-based leadership and sales development.

The financial and real estate advisory group acted as corporate finance advisors to the TELG shareholders Joe Fredericks and Charlie Swan to enable the acquisition of the UK-based training company and its three brands: PCA, PCA Law, and Youd Andrews. Matthew Searle of gunnercooke provided sell-side legal guidance.

The addition of TELG, which is widely recognised for its innovative approach to experiential learning, and for delivering high-impact, practice-led development to some of the world’s most respected organisations, strengthens Alchemist Group’s already impressive experiential credentials, particularly in leadership development. 

TELG has a track record of serving a global base of leading FTSE 100 and Fortune 500 companies, as well as some of the largest international law firms. To date, the group has helped more than 300,000 professionals across 60 countries strengthen their people capabilities.

Stuart Packham, CEO of Alchemist Group, said:

“We’ve significantly deepened our ability to deliver behaviour-based experiential learning at scale. Each brand brings a distinctive strength, and together with Alchemist and RAIN Group, we’re offering clients access to world-class, immersive development.

“These acquisitions are proof of the pace at which we’re building something extraordinary. Alchemist expanded its leadership development capabilities into the U.S. market last year, in collaboration with RAIN Group, marking a strategic investment in delivering experiential learning solutions to North American clients. Combined with the addition of TELG, we’re positioned to scale even faster, without sacrificing depth or quality.”

Joe Fredericks, CEO of TELG, said:

“This marks a pivotal new chapter for our brands and clients. The demand for immersive learning has never been higher. Clients have been asking for high-impact experiential learning across human-centred leadership and sales. Together with Alchemist and RAIN Group, we’re able to deliver that at scale globally, without losing the specialist focus that defines our brands.

“Together, the brands will deliver a broader, more integrated suite of experiential learning solutions to help organisations thrive in today’s complex, high-stakes business environment.”

Emma Jones, Deal Advisory Director at BTG, said:

“This was a fantastic deal to be part of, and through this acquisition we’re sure that the future is very bright for TELG as part of Alchemist Group. It is evident that the combined skillsets and scale of TELG and Alchemist will be of great benefit to their clients as they seek to build on an already excellent reputation within the training and development space.

“We were also delighted to work with Joe and Charlie again, having previously advised TELG on its acquisition of Youd Andrews. 

“The deal is not only significant for these companies, but also for the industry within which they sit as it seeks to offer more for those it serves. As such, this group has significant potential for progress, and we are looking forward to seeing which exciting steps it takes next.” 

Matthew Searle, Corporate Partner at Gunnercooke, said:

“It was a great pleasure to work with Charlie and Joe to complete this transaction which provides an exciting platform for them to grow their first-class experiential learning business by joining forces with a global leader. They are now positioned to reap the rewards of the synergies the merger gives them. I wish them the best of luck at this exciting time.”

The transaction was supported by Alchemist Group’s sponsor, Horizon Capital, and marks another major step in the organisation’s global expansion strategy. This milestone builds on Alchemist Group’s acquisition of RAIN Group in November 2024, which brought best-in-class sales training and coaching into the fold. With the addition of Youd Andrews, the Group expands its capabilities in immersive, experiential learning through a unique simulation led by current and former C-suite executives that prepares sellers to succeed in complex enterprise deals.

The transition offers even greater access to scalable and sustainable solutions for TELG’s clients, along with access to broader global delivery, shared innovation, and operational support.