Vitalsmarts, LC
Provo, UT Doing business as Crucial Learning
- UEI
- HN5DPXQDW555
- CAGE
- 3GL44
- Primary NAICS
- 611430 Professional and Management Development Training
- SAM.gov registration
- Active through
Company facts
- FY2025 rankings
- Self-certified in SAM.gov
- Entity structure
- Corporate Entity (Not Tax Exempt)
- Other NAICS codes in SAM.gov
- Corporate family
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- Personal Strengths Publishing, LLC · Carlsbad, CA V3CATN1WFE63
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- SAM.gov registration date
- Physical address
- 320 W River Park Dr, Provo, UT 84604, USA
- Website
- cruciallearning.com
- Founded
- 2001
- Employees
- 251-1K
- Estimated annual revenue
- $10M-$50M
- Industry
-
- Consumer Discretionary
- Consumer Services
- Diversified Consumer Services
- Education Services
- SIC code
- 82 Educational Services
Registration and certifications come from SAM.gov and the SBA; company details from public web sources. Updated .
Contract obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2027 To date | $0 |
| FY2026 | $1,063,698 |
| FY2025 | $315,041 |
| FY2024 | $1,047,327 |
| FY2023 | $1,518,386 |
Top agencies by obligations
| Rank | Agency | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | Department of the Navy | $360,596 | |
| 2 | Department of Health and Human Services | $179,225 | |
| 3 | Department of the Interior | $138,683 | |
| 4 | Department of the Army | $134,679 | |
| 5 | Defense Logistics Agency | $100,992 | |
| 6 | Department of Veterans Affairs | $88,470 | |
| 7 | Department of Homeland Security | $50,738 | |
| 8 | Office of Personnel Management | $33,000 |
Contract awards
Latest 5 listed here. See the rest on GovTribe.
Contract subawards
| Prime contractor | Prime award | Amount | Awarded |
|---|---|---|---|
| Central Plateau Cleanup Company, LLC | 89303924FEM400054 | $87,459 | |
| Gap Solutions, Inc. | 75N93022F00001 | $153,500 |
Similar vendors
| Vendor | Location | Primary NAICS |
|---|---|---|
| Government Services | Draper, UT | 611430 Professional and Management Development Training |
| Insideout Development, L.L.C. | Alpine, UT | 541611 Administrative Management and General Management Consulting Services |
| The Arbinger Institute | Farmington, UT | 611430 Professional and Management Development Training |
| Insight Management Consulting, LLC | Crofton, MD | 611430 Professional and Management Development Training |
| PTR | Overland Park, KS | 611430 Professional and Management Development Training |
About the company
Vitalsmarts, LC, operating as Crucial Learning, is a for-profit professional development training firm headquartered in Provo, Utah, that sells leadership communication, workplace accountability, and organizational effectiveness training to federal agencies exclusively as a prime contractor—663 of 665 recent awards are prime contracts with only two sub-awards on record. The vendor competes entirely full-and-open; no federal awards carry set-aside designations across its portfolio.
Vitalsmarts' capability portfolio centers on four flagship training programs: Crucial Conversations for Mastering Dialogue, Crucial Accountability, Strengths Deployment Inventory (SDI) assessment and coaching, and Getting Things Done productivity training. The vendor delivers these via a mix of physical training kits, participant guides, virtual course materials, instructor-led workshops, and facilitator certification programs. Representative recent work includes a $1.6 million single-award IDIQ from Army Training and Doctrine Command (awarded March 31, 2025, running through March 30, 2030) for SDI assessments and professional development services supporting the Army Management Staff College Civilian Education System at Fort Leavenworth; a $349 thousand firm fixed-price purchase order from the Internal Revenue Service (September 2023) for Crucial Conversation Accountability Training materials; a $214 thousand IRS order (September 2024) for 1,000 student training kits for the Professional Skills Academy; and a $169 thousand definitive contract from Veterans Integrated Service Network 15 (September 2022, extending through September 2025) for Crucial Conversation training services.
Customer concentration is broad but led by Department of Veterans Affairs programs. The top five customers by award count account for 18% of all awards and represent 153 distinct agencies across the portfolio. DHS US Citizenship and Immigration Services leads by volume (42 awards, $2.5 million combined potential value), while VA VISN 15 anchors the largest single-customer dollar concentration ($2.6 million across 13 awards). The Treasury IRS runs second in volume (27 awards, $1.2 million combined potential value), with additional significant customers at VA VISN 8 ($590 thousand, 17 awards) and Department of the Navy Information Warfare Systems Command (16 awards, $311 thousand). The rankings diverge slightly—VA VISN 15 and USCIS together account for 27% of combined potential value but represent only 8% of award count, indicating larger individual orders from those two agencies.
The vendor holds positions on at least five parent vehicles: an Indefinite Delivery Contract (HSSCCG17D00002) with 21 task orders worth $328 thousand combined potential value; another IDC (36C25518D0189) with 8 task orders totaling $942 thousand; a GSA Schedule 70 BPA (GS10P09LTA0075) with 5 task orders for $35 thousand; and two additional facility-specific IDCs with smaller order streams.
Award volume has remained relatively flat over the past five years, ranging from 9 to 18 awards annually (11 in 2022, 17 in 2023, 18 in 2024, 9 in 2025, 11 in 2026 to date). Only four awards with combined potential value of $469 thousand face ultimate completion dates in the next twenty-four months, limiting near-term recompete exposure. From the SCI data, the vendor reports minimal federal service-contract labor activity—only $441 thousand in invoiced SCI-reportable revenue across FY2023–FY2024, with 0.3 FTEs on the single FY2024 prime record. This reflects the vendor's business model: the vast majority of Vitalsmarts' federal work is product sales and licensing (training kits, participant materials, platform access, facilitator certifications) rather than billable labor. The sparse SCI footprint is not indicative of low total federal revenue; rather, most of Vitalsmarts' awards fall below the $150,000 SCI threshold or consist of goods purchases outside the scope of service-contract reporting.
The vendor operates as a pure prime across its federal footprint with no material subcontractor engagement; the two sub-awards on record (one to Central Plateau Cleanup Company for a Hanford facility task order and one to Gap Solutions for human capital management support) represent one-off relationships at the margins of the portfolio. Vitalsmarts maintains a single named subsidiary, Personal Strengths Publishing, LLC, a Subchapter S corporation that specializes in SDI assessment delivery and training support, which appeared as a named sub-recipient on a $182 thousand delivery order under the Army TRADOC IDIQ in April 2025.
Quick answers
Is Vitalsmarts, LC registered in SAM.gov?
Yes. Vitalsmarts, LC's SAM.gov registration is active through February 13, 2027.
How much has Vitalsmarts, LC received in federal contracts?
Federal contracts obligated $315,041 to Vitalsmarts, LC in fiscal year 2025 and $3,944,452 in fiscal years 2023 through 2027.
How does Vitalsmarts, LC rank among federal contractors?
Vitalsmarts, LC ranked #16 in NAICS 51313, #33 in NAICS 511130 and #34 in PSC U002 in FY2025.
What is Vitalsmarts, LC's most recent federal award?
Vitalsmarts, LC's most recent federal contract award is Crucial conversations training material (47QACA26P0056), from Federal Acquisition Service, on September 17, 2026.
On GovTribe
See Vitalsmarts, LC's full federal record
- Federal contract awards
- IDV awards
- Subcontracting relationships
- Funding analysis by agency, NAICS and set-aside
- Similar vendors