Trace’s journey began with a vision to empower people and organizations through world-class training. Our hyphened logo symbolized growth, a path that starts with us and continues with those we serve.

Partnering with the Arbinger Institute and Q1 Int’l, we introduced "Shifting Mindsets" and NLP Trainings, expanding from Lebanon to Kuwait. Wael El Helou, driven by a mission to create meaningful change, joined Joelle Geagea as Co-Director. During the same period, Trace added Fierce Inc. and Harrison Assessments to its portfolio of internatioanl partners and grew across the region, reaching the rest of the GCC and celebrating 100 corporate clients.

Between 2012 and 2015, Trace’s impact spread further across the globe. We welcomed our first clients in France and South Africa, soon followed by Turkey, Morocco, India, and Kenya. With each new partnership, our reach grew, and we proudly crossed the 200 corporate customer milestone—a testament to our commitment to transforming people and organizations worldwide.

Between 2015 and 2018, Trace reached new heights, expanding into the USA, Canada, the Netherlands, and Indonesia. Our partnership with Experience Point brought Change Management and Innovation into our practice, while the ORSC certification deepened our ability to create lasting impact.

As we welcomed our first clients in Italy, Germany, Tunisia and Egypt, we launched the "Opportunity – Desire – Know-How" framework, strengthening our approach. With 300 corporate clients and $1,000,000 in revenue, we celebrated 10 years of Trace, a decade of making people and organizations stronger than their challenges.

When the pandemic hit, we took it on ourselves to emerge stronger. “Trace Goes Virtual” became our new reality, ensuring we continued to empower people and organizations despite the challenges. We were appointed ORSC Lebanon by CRR Global and expanded our reach, we established WJ Sparrow in the UAE and partnered with Mindsets to bring strategic thinking into our practice.

Out of this transformation, a new framework emerged on the basis that “All people are leaders—some by choice, few with awareness, and fewer still who lead well. Organizations, too, are creative and capable. Those who take control, build stamina, and embrace agility, succeed.” Through resilience and reinvention, we turned adversity into momentum.

After a decade of making a deep, positive impact at Trace, Hiba Makarem stepped up as a Partner, bringing even greater care to our clients. As our reach expanded, so did our vision.

We welcomed our first clients across Europe, Africa, and Asia and with 350+ clients, 15,000+ people trained and coached, across 43 countries and 100 nationalities, a new Trace was born. This was more than just growth—it was a redefinition. We are behavior transformation experts. We take care of people, systems, and culture.